Reports
Reports is one page of plain questions, asked in the order a pastor would ask them. Are first-time guests coming back? Is anyone reaching them? Where do they come from? Then, depending on your plan: what your outreach led to, who is drifting, how many people are coming, what decisions were made, and how giving is going.
Each question gets a few numbers, and the numbers that matter open the list of people behind them. You can go from "a third of them came back" to the names of the ones who have not, and from there to their profiles, without leaving the page.
What you need
- Staff access in Passport. Two sections, attendance and giving, are for admins only.
- A plan that includes the sections you want. See which sections you see below.
- Some history. A church in its first few weeks will see "Not enough data yet" more often than a number, and that is the page being honest rather than broken.
Open it
Select Reports in the main navigation.
Older links still land in the right place. The old analytics addresses open Reports, and links to the old visitor journey report, the decisions report and the Guests hub's insights open the matching section.
Pick a period
One control sits at the top: 30 days, 90 days or 12 months. Every section on the page uses it, so the whole page always describes the same stretch of time.
If a short period looks thin, try a longer one before you conclude anything. Thirty days is long enough to see who is waiting for a call. It is rarely long enough to see who came back.
Which sections you see
A church sees only the sections its plan includes. If you are an admin and a higher plan would add more, you will see one quiet line saying what it adds, with a See plans link. Nobody else sees it.
| Section | Plan |
|---|---|
| Are first-time guests coming back? | Companion and up |
| Is anyone reaching them? | Companion and up |
| Where do guests come from? | Companion and up |
| What did your outreach lead to? | GoReach and up |
| Who is drifting? | Plus and up |
| How many people are coming? | Plus and up, admins only |
| What decisions were made? | Plus and up, with Service decisions turned on |
| How is giving? | Plus and up, with Giving turned on, admins only |
The Church Growth Advisor
Admins may also see a Church Growth Advisor recommendation at the top of the page, above the first section.
Are first-time guests coming back?
This is the question the rest of the page exists to serve.
It follows the people whose first visit fell in the period. That group is the cohort, and every figure in this section is a share of it:
| Figure | What it counts |
|---|---|
| Came back | They came to a service on a second, different day. It counts whether or not anyone had reached them first |
| Connected to a group, class or serving | They joined a group, a class or a ministry, which is the moment somebody stops being a guest |
Open either figure to see the people who have not reached it yet. Each name opens that person's profile, and the list ends with a link to the queue where you work them: Needs attention or Pipeline in the Guests hub.
Too recent to tell
Somebody who first came last Sunday has not had a chance to come back yet. Counting them as "did not come back" would make every recent period look like a failure, so the section tells you how many of the cohort are too recent to tell: people whose first visit was under 14 days ago.
If that number is a large share of the cohort, read the percentages loosely, or switch to a longer period.
Did reaching them make a difference?
When there are at least 5 people on each side, the section adds one comparison:
Guests reached by a person within 48 hours came back X%; those who were not, Y%.
It is the most persuasive sentence on the page for a team that wonders whether the Monday phone calls are worth it, and it comes from your own guests, not from a study.
Not enough data yet
With fewer than 5 first visits in the period, the percentages read Not enough data yet instead of a number. One guest out of three coming back is not 33% of anything, and 0% from two guests would be a misleading thing to put in front of a board.
Is anyone reaching them?
This is the section you can change this afternoon.
It takes the same cohort and judges each person 48 hours after their first visit:
| Figure | What it counts |
|---|---|
| Reached by a person within 48 hours | A completed care task, a pastoral visit, or a message a staff member wrote. Open it for the people who were not reached in time |
| Still waiting to hear from anybody (right now) | Not a percentage: a count of people nobody has contacted yet, with a link to work through them |
Why 48 hours
When a first-time visitor is recorded, Passport creates a care assignment for them: Personal follow-up within 48 hours. This figure tells you how often that actually happened. A call on Monday afternoon still feels like a welcome; the same call the following Saturday feels like an afterthought.
Automated texts do not count
Only a person counts here. An automated text from a Guest Journey buys you a day or two of goodwill. The conversation is what brings somebody back, and if automated messages counted, a church whose only follow-up was a robot saying hello would look excellent.
The same goes for a care task that has been assigned but not done. Assigning is an intention; the phone call is the thing that works.
What Passport sent
Below the figures, What Passport sent shows the automated side for the period: messages sent and messages held back, sequence by sequence. It sits here, next to the human figure, so the two are never confused. If this list is busy and the figure above is low, your automation is doing the talking.
Where do guests come from?
One row for each way in: your Visit Page, Facebook and Google ads, connection cards, prospect cards, GoReach and so on. A row counts the guests who gave their details in the period.
| Column | What it means |
|---|---|
| Guests | People who gave their details through that channel, counted once each |
| Came | How many of them came to a service |
| Came back | How many came again, on another day. This is the column that tells a channel that produces visitors from one that produces regulars |
| Spend | What you spent on that channel. Only shown when an ad account is connected |
| Cost per visitor | Spend divided by the number who actually came. Only shown when an ad account is connected |
Under the table, a line tells you how many guests planned a visit ahead and how many of them came.
Cost per visitor, not cost per lead
Facebook and Google both show you a cost per lead. That number rewards a cheap form nobody follows up.
If you spend $200 and get four form submissions, your cost per lead is $50. If one of those four actually comes, your cost per visitor is $200. Only the second number tells you whether the money did anything, so it is the one Passport shows.
A blank is not a zero
When Passport does not know what a channel cost, its Spend and Cost per visitor are blank, never $0.
Some channels genuinely are free: inviting a friend costs nothing. Others simply cannot be measured, because no ad account is connected. Showing "$0 per visitor" for the second kind would be the most flattering possible lie, so unknown and free deliberately look different.
Spend is read from your connected ad account every night, and the past week is re-read each time, because ad platforms restate recent days. Your figures settle to match Ads Manager within a day or two.
Why GoReach is a row
Field outreach sits in the same table as your ads, with the same columns. That is on purpose: knocking on doors and buying Instagram ads are two ways of doing the same job, and they deserve to be compared on the same measure rather than in two reports nobody puts side by side.
Community events
Below the channels there is a second block for the community events with registration that you ran in the period, one row per event:
| Column | What it means |
|---|---|
| Registered | People who signed up |
| Came | People you marked in on the day |
| Did not come | Registered, but not marked in |
| Came to a service | People from the event who came to a service within 90 days of it |
That last column is what an outreach event is judged on. A church can fill a park and be no closer to anything.
A community event is not a marketing channel, which is why it is not a row in the table above. It is a night, and it is judged one event at a time. An event held last weekend has had almost no chance to fill its last column, so judge an older one first. When you ran no community events in the period, the block is hidden.
What did your outreach lead to?
The GoReach side of the story, for the period:
| Figure | What it counts |
|---|---|
| Conversations | Interactions your team logged |
| New people met | People you met for the first time |
| Followed up | People someone went back to |
| Still owed a follow-up | People waiting on a follow-up right now. Work them from Prospect Follow-Ups |
| Came to a service | New people you met who have since come to a service |
Read it from the bottom. Conversations are effort; Came to a service is the result.
Who is drifting?
Members who are past your church's attendance inactivity rules right now, with a link to everyone at risk. These are the people to ring this week, before quiet becomes gone. See at-risk alerts for how Passport flags them.
How many people are coming?
The number of different people at a service each week, split into returning and first time. Attendance read from Breeze and Planning Center is included, so a church that takes check-in there sees the same picture. See Attendance and Breeze and Planning Center.
Counting people rather than check-ins means somebody who came to two services on the same Sunday is one person, not two. Look at it alongside the first section: steady attendance with first-time guests who come back is a church growing; steady attendance with nobody coming back is a church replacing the people it loses.
What decisions were made?
The service decisions your team recorded in the period:
- A month-by-month table of each decision type, with the period's totals as its last row
- Export CSV, for a spreadsheet or a board report
- A link to the Altar Call Log, where every decision is listed with the person and the altar worker
How is giving?
What was given in the period, net of refunds, and how many recurring plans are active right now, with a link to Giving for the detail.
If a number looks wrong
Everything on this page is downstream of things your team records during the week. If a number looks wrong, the fix is almost always upstream: attendance not being taken, so nobody "came back"; guests not being captured, so a channel looks empty; or calls made but not recorded as a completed care task, so nobody looks reached.
Next steps
- Work the names — The Guests hub is where the people in these lists get a phone call.
- Improve your best route in — Your Plan Your Visit page is usually the one worth tuning.
- Make the numbers trustworthy — Attendance, taken every week.