Conversion Report

The Conversion Report shows you how leads and process instances move between individual stages over time, not just whether they were eventually won or lost. Use it to answer questions like: How many New Leads made it to Working this week? How long do leads sit in Closing? What's each agent's close rate?

The report works for both pipelines and processes. Select a pipeline to see stage movement, time in stage, time to close, and conversion rates. Select a process to see stage movement, time in stage, and time to complete.

You can find the report as its own Conversion tab on the Sales Reports page, alongside your other reports.

For each stage in your selected pipeline or process, the report shows how many records advanced to the next stage(s) during the selected time period, versus how many stayed put or were lost. This reflects movement between your individual named stages (New Lead → Working, Working → Closing), not just stage status types.

The average time records spend in each individual stage. Use this to spot bottlenecks. If leads spend 12 days in Working but only 2 days everywhere else, you know where to dig in.

The total duration from when a record enters the pipeline or process to when it reaches the final stage (won/closed for pipelines, completed for processes), averaged over the selected period. Records still open at the end of the period aren't included in the average.

For pipelines, the report shows conversion rates at each stage plus an overall close rate. Each rate is shown as both the underlying counts and the percentage — for example, 30 of 120 New Leads reached Lease Signed = 25% Close Rate.

Rates include:

For each rate, the numerator is the number of leads that moved from the starting stage to the target stage, and the denominator is the number that entered the starting stage during the selected period.

Choose which pipeline or process you want to report on. The report adapts to your own stage configuration.

Use the presets (this week, last week, last 30 days) or set a custom date range. Only stage transitions that happened within the range are counted.

Filter or segment the report by assignee to compare agents side by side. This is how managers can pull the same view each week and track how each agent moves leads from stage to stage.

Agent Performance reports by stage status type (lead, prospect, won, lost). The Conversion report shows movement between your individual named stages and how long records spend in each.

Pipeline Health is a current snapshot of open leads per stage. The Conversion report is historical — you pick a date range and see movement, timing, and rates over that period, so you can compare week over week.

Each transition is counted based on your actual stage-change history, so skipped stages and backward moves are reflected as they happened.