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1. Summary
This report summarizes the performance of your ads, in the given date range, giving you insight on which ones are effectively impacting your sales. You have the ability to filter by location as well as a given ad source. With all reports, you are able to either download the file , or email the report directly from this screen.
2. Ad Source
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and Location columns
This column refers to all the ad sources on your account. Each will occupy a row, and all data to the right will be related to that specific 
These columns will lay out each of your ad sources, and the location that the ad source exists at. This way, you can break down each individual location by their individual ad source, and also add up all the locations to determine the total for the given ad source.
3. Next
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four columns
The next five four columns provide some detailed information on the calls that came in on the given ad sources. The sub-columns are as follows:
a. Calls All - The total number of calls that came in on the ad source. NOTE: this includes multiple calls from the same caller
b. Unique Lead - the The total number of callers that came in on the Calls that have come into the ad source that have been marked as a lead in CallPotential. NOTE: this includes multiple calls from same caller that were marked as lead
c. Leads All Unique - The total number of leads created off of those calls
d. Rented - The total number of leads who rented, that were created off of those calls
e. Open - The total number of lead cards that are still being worked, that were created off of those calls
4. Next four columns
The next four columns will tell you how many days it took for the leads to be either cancelled or rented. Each sub-column gives you a specific time window that the leads were either cancelled or rented in, giving you insight on the life of your leads.
5. Last two columns
The last two columns sum up the rest of the data, and let you know the performance of each particular unique callers (by phone number) that came in on the ad source.
d. Lead Unique - The total number of unique leads that have called in on the given ad source
4. Last five columns
The remaining columns in the report breaks down the leads marked from the inbound calls to each given ad source. The sub-columns are as follows:
a. Cancelled Total - the Total number of leads generated with the given ad source
b. Active - The total number of leads created from this generated with the given ad source that were cancelled
b. Conversion - The percentage of leads that came in from this ad source that were are still active (not cancelled or rented)
c. Rented - The total number of leads generated with the given ad source that are rented (not cancelled or active)
d. Lost - The total number of leads generated with the given ad source that are Lost (not rented or active)
e. Closing(%) - The percentage of leads created with the given ad source who actually rented