CRM Reports
Two screens read the CRM. They answer different questions and count on different dates, which is the single most important thing to understand about them.
| Screen | Question | Counted against |
|---|---|---|
| Conversions | How do the leads I captured walk through the funnel? | The date the lead was created |
| Wins & Losses | Why do deals close, and which origins close them? | The date the deal was closed |
Both reports on this page are read over the contacts the person opening them can see: a member restricted to their own contacts gets their own numbers, not the team’s. See Settings & Team.
Conversion Flow
Sidebar: CRM → Conversions
Module: CRM — active on every account from the start.
This is a cohort report. It takes every lead created in the period, and follows that same group of people through the funnel — so the conversion rates you read are about one cohort, not a mix of leads from different months.
Period and grouping
Pick a funnel and a period (last 7 / 30 / 90 days, this month, last month, all time, or a custom range).
Group by combines up to three origin fields, and each combination gets its own conversion flow. The available fields include origin, the UTM parameters of the contact and of the visit, the registration form and calendar, the phone dial code, country, region, continent and origin page.
The totals
| Metric | What it means |
|---|---|
| Leads captured | Leads created in the period that entered this funnel, including those already won or lost — the denominator for everything else |
| Funnel conversion | How many of them reached the last stage |
| Win rate / Loss rate | Won or lost, over every lead captured |
| Qualified | Flagged as qualified, by hand or by a stage |
| Deal value | Sum of the active deals belonging to this cohort |
| Average deal | Value per active deal, and the value each captured lead carries |
| Sales cycle | Average time from lead created to lead won |
The two views
Flows draws one card per origin combination, stage by stage. Each step shows how many advanced (of those who reached the previous stage, how many moved on) and how many stalled (reached the previous stage and never got here). The step with the largest drop is called out as the biggest bottleneck.
Matrix puts every combination on one grid — stages across, origins down — so you can compare sources at a glance. Sort by leads, conversion, win rate or value.
Automatic readings
The screen names your best origin, your weakest origin and your biggest bottleneck. Only origins with enough volume to be comparable are eligible to be “best”, so one lucky lead cannot win the ranking.
Wins & Losses
Sidebar: CRM → Pipeline → Wins & Losses
Where the Conversion Flow follows a cohort forward, this report looks backwards at everything that closed inside the period.
Pick a funnel (or all of them), a period, and the origin field every breakdown on the screen is read against.
Losses tab
| Metric | What it means |
|---|---|
| Deals lost | Positions marked lost inside the period |
| Value lost | Active deals carried by the leads that were lost |
| Loss rate | Losses over everything closed, won and lost together |
| Time to loss | Average time from lead created to lead lost |
| Reasons recorded | Share of losses that carry a reason — below this, the report is guessing |
| Critical stage | Where deals were sitting when they were marked lost |
Four breakdowns follow: main loss reasons, origins that lose most (ranked by volume, badged with that origin’s own loss rate, so a small but hopeless source still stands out), where we lose (by stage), and a reason-by-origin matrix that tells you whether a problem is everyone’s or one channel’s.
Wins by origin tab
| Metric | What it means |
|---|---|
| Deals won | Positions marked won inside the period |
| Revenue won | Active deals carried by the leads that were won |
| Average ticket | Revenue won per deal won |
| Win rate | Wins over everything closed in the period |
| Sales cycle | Average time from lead created to lead won |
| Origins | Distinct values of the chosen origin field among closed deals |
The origin ranking puts volume, quality and money side by side and can be sorted by any column — an origin that wins often but small and one that wins rarely but big look identical on any single column.
Revenue concentration orders origins by revenue with a running total, so you can read how much of your revenue rests on how few sources.
Closings over time draws wins above the axis and losses below it, by day, week or month.
Getting useful numbers out of these reports
Three habits make the difference:
- Record a loss reason every time. The coverage percentage tells you how much of the report is real.
- Attach deals with values. Without them, every revenue figure is zero.
- Fill in the origin. Whether through UTMs on your links or the origin field, the breakdowns are only as good as the origin data behind them.