The Closed Business Report shows your
# Valid leads,
# Open leads,
# Won leads
Cost per conversion, and
Return on investment (ROI)
on all the leads you are tracking in LeadSimple.
Here's a deeper breakdown into how each column is calculated:
The Leads column shows the total number of leads that were added in that month. It includes all invalid leads.
The Valid column excludes all leads that have been placed in one of the gray invalid stages (such as duplicate or invalid).
Open leads are leads that have not yet been marked as won (by placing them in the green current stages) or lost (the red lost stages).
The Won column is the count of all those leads that have been marked as won.
When the report is grouped by "month created", the Won column shows the won leads based on the month they were created. (ie. we got 10 leads in April and we won 3 of those leads - including those that were closed in May).
When it is grouped by "month closed", the Won column shows the won leads based on the month they were closed in, regardless of what month they were created in. (ie. we won 12 leads in April, but some of them were created in January, some in February, some in March.)
The CR (conversion rate) column is calculated from the valid and won columns.
There are two ways to influence the numbers in the Cost column. You can add the average cost per lead from your sources on the Sources page under Settings > Pipeline Settings. This will be added automatically to all leads coming from that source going forward. OR you can add your actual marketing costs on the Marketing Performance > Cost & Value report. Click "Edit Marketing Costs" to add your marketing costs per source/per month. Once you've added these, you will be able to filter this report by cost per lead, cost per converted lead, etc. It will also update your closed business report's cost column.
The CPC (Cost per Conversion) column will update automatically once you've added the cost per lead.
Value is added in a lead's details. Typically this is the annual contract value of a deal. Once you've added values to your closed leads, the value and ROI (return on investment) columns will update.
Also, note that the filtering options are very flexible, so you can modify the report to answer a host of questions about sales performance.
How many leads have we closed each month this year?
What was our close rate by lead source last year?
How well did each of our team members perform last year?
Tracking Cost and Value Data
For this report to accurately report cost per conversion and ROI, you'll need to add Cost and Value data to your leads. Here's how to do that.
On an individual lead, under the details section, you should see fields for Deal Value and Lead Cost:
Deal Value should be the expected Customer Lifetime Value if the deal closes.
Lead Cost should be the cost per lead from your lead provider, or simply your average per-lead marketing cost to generate the lead.
You can set an average per-lead cost on each of your lead sources, which will auto-populate this field for you when a lead is created.
See Leads in the Report
You can view the leads the report is referencing in the list just below the report.
Sharing the Report
To email the report to someone, right click on the page, and select Print. Then, choose Save as PDF.
The screenshot above applies if you're using Google Chrome, but other browsers should have this option as well.
This will save a copy of the report to your computer as a PDF, which you can then attach to an email.