CRM Reports
CRM Reports answers three questions about your leads: which sources are worth the money, who on the team is closing, and whether the pipeline is filling faster than it drains.
Applies to: the Professional plan and above, with the crm:reports permission. This page currently has no sidebar entry and nothing in the portal links to it — reach it by typing /app/dashboards/analytics into the address bar.
Prerequisites: Sales Pipeline — the stage figures come from your pipeline, so mark your Won and Lost stages first.
Setting the period
Two controls sit above everything else:
- Time Period — the last 7, 14, 30, 60 or 90 days.
- Group By — Day, Week or Month, which sets the spacing on the timeline chart.
Anything labelled "Period" respects the Time Period; anything not so labelled counts all your leads.
The figures across the top
- Total Leads, New (Period) and Won (Period).
- Conversion Rate — the share of leads that reached a Won stage.
- Pipeline Value — the estimated value of leads still open.
- Won Value (Period) — the estimated value of what you closed.
- Tasks Overdue and Tasks Due Today.
Pipeline Funnel
A bar per pipeline stage, showing how many leads are sitting in each. A stage that is fatter than the one before it is where deals are getting stuck.
Lead Status Distribution
A doughnut chart splitting your leads by status, so you can see at a glance how much of the list is genuinely live.
Leads Over Time
Three lines — New Leads, Won and Lost — plotted across the period at the spacing you chose under Group By. New Leads dropping below Won and Lost combined means the pipeline is draining.
Source Performance
One row per lead source, with Total Leads, Active, Won, Lost, Conversion Rate and Won Value. The export button in the card header downloads it as CSV.
Read the Conversion Rate column, not the Total Leads column. A source that sends four leads and closes three beats one that sends forty and closes two.
Team Performance
The same shape, one row per team member: Total Leads, Active, Won, Lost, Win Rate and Won Value. It also exports to CSV.
What you should see
Charts with data in them. A panel reading "No pipeline data available" or "No timeline data available" means nothing matched the period — widen the Time Period before assuming something is broken.
These figures are lead figures, not accounts. Won Value is the estimated value you typed on the lead, not what you invoiced. For money that actually landed, use Reports > Sales Dashboard — see Sales Dashboard Overview.
The other sales reports
Several sales reports sit under the sidebar's Reports section, not with the CRM.
- Reports > Sales Dashboard — invoiced revenue, the job-to-cash funnel and upcoming work.
- Reports > Revenue Mix & Pipeline.
- Reports > Client Retention and Reports > Customer Dashboard.