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The CTA Performance report provides end-to-end visibility into how your calls to action are performing, from first impression through to booking. Navigate to Reports -> CTAs to access this report.

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Attribution Funnel

The top of the report shows the full attribution funnel for the last 30 days: 
GSC Impressions -> GSC Clicks -> Page Views -> CTA Views -> CTA Clicks -> Form Fills -> Contacts -> Conversations -> Bookings
     (GSC)          (GSC)         (GA4)        (plugin)     (plugin)      (GHL wh)     (GHL sync)   (GHL sync)      (GHL sync)
Each step shows:
  • Count — total events in the period
  • Drop-off % — percentage lost between adjacent steps
  • Source — where the data comes from (GSC, GA4, Plugin, GHL)
Use this to identify where your funnel leaks. A large drop from CTA Views to CTA Clicks means your CTA copy or placement needs work. A large drop from Form Fills to Contacts means your form-to-CRM integration may have issues.

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Key Metrics

MetricWhat It MeansGood Benchmark
ViewsHow many times the CTA was displayed on screenDepends on traffic
ClicksHow many times the CTA was clicked—
View-to-Click Rate% of views that became clicks2-5% is typical; >5% is strong
ConversionsForm submissions attributed to this CTA—
Click-to-Conversion Rate% of clicks that became form submissions10-30% is typical for landing pages

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Reading the Report

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Summary View

Below the funnel, the report shows aggregate CTA metrics:
  • Site benchmark CTR
  • Number of underperforming CTAs
  • Messaging angles analyzed

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Underperforming CTAs

CTAs performing below your site’s benchmark click rate are flagged. The table shows:
  • Asset name and CTA headline
  • Current click rate vs. benchmark
  • Performance gap percentage
  • View volume (30d)

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By Position

Break down performance by CTA position to find your most effective placement:
PositionTypical Behavior
Above the fold (abtf)Highest view count, moderate click rate — users see it first
Exit intentLower views but often higher click rate — catches users about to leave
FooterSteady views from readers who finish the content
SidebarPersistent visibility, lower click rates

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CTA Performance by Messaging Angle

Ranks your messaging hooks, angles, and offers by CTA performance. Shows which messaging dimensions drive the highest click-through rates across your CTAs.

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CTA-Nurture Alignment

The bottom section connects CTA performance to downstream nurture sequences:
  • CTA -> Nurture path — Which nurture sequence do leads enter after clicking each CTA?
  • End-to-end conversion — From CTA click through nurture completion to conversion
  • Drop-off analysis — Where leads fall out of the funnel after clicking
If a CTA has strong clicks but the downstream nurture has poor conversion, the issue is in the follow-up — not the CTA itself.

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Improving CTA Performance

Start with your highest-traffic pages. A 1% improvement in CTA click rate on a page with 10,000 monthly views is worth more than a 5% improvement on a page with 200 views.
Low view-to-click rate:
  • Test different button text (action-oriented verbs: “Start”, “Get”, “See” vs. generic “Learn More”)
  • Try a different offer — does this audience want a demo, a guide, or a free trial?
  • Check that the CTA is visible without scrolling (above the fold)
  • Ensure the CTA copy matches the page content and user intent
Low click-to-conversion rate:
  • Check the landing page — does it deliver on the CTA’s promise?
  • Simplify the form — fewer fields means more completions
  • Verify cr_attrib is passing through (check Data Quality)
Large funnel drop-offs:
  • CTA Views -> Clicks: CTA copy, design, or placement issue
  • Clicks -> Form Fills: Landing page or form friction
  • Form Fills -> Contacts: Check GHL webhook and cr_attrib passthrough
  • Contacts -> Bookings: Nurture sequence or sales process issue