Reporting
How to use Reporting: ready-made reports, building your own with breakdowns, numbers, filters and charts, comparing periods, seeing the leads behind any number, idle leads, reporting across accounts and groups, and saving, sharing, scheduling and exporting reports.
On this page
Reporting turns everything in Open Leads into answers: where your leads come from, how your pipeline is moving, who on your team is following up, how fast new leads hear from you, which leads have gone quiet, and how your campaigns and forms perform. Start from a ready-made report in the library, or build your own in a few clicks, then save it, share it, email it on a schedule or export it in the format you need.
Open it from the Reporting tab in the top menu, next to Settings.
The Reporting guide in detail — this page is the overview. Each part of Reporting also has its own article:
- The report library
- Dates, date fields and comparing periods
- Choosing what to report on
- Breaking a report down
- Every number explained
- Filtering a report
- Charts, sorting, row limits and options
- Reading the results
- Seeing the leads behind a number
- Idle leads and follow-up
- Team activity and team usage
- Speed to lead
- Tasks reports
- Pipeline movement and pipeline over time
- Forms, email campaigns and marketing channels
- Accounts, groups and who can see what
- Saving and organizing reports
- Sharing reports
- Emailing reports on a schedule
- Exporting and printing
- The new tracking behind reports
- Troubleshooting and common questions
A quick tour
The Reporting page: the report library on the left, the open report on the right with its dates and the Customize this report panel.
The page has four parts:
- The sidebar on the left. My reports lists the reports you have saved or that people have shared with you; the Report library below it holds ready-made reports grouped by topic. Type in Find a report to search both.
- The report header. The report name, its buttons (Save, the ··· menu, Share, Schedule, Export and refresh) and the date controls: Date range, Dates by and Compare to.
- Customize this report. Click it to open the report builder, where you choose what the report counts, how it is broken down, which numbers it shows, what it includes and how it is charted. The report updates as you change it.
- The results. Summary cards with the totals, the chart, and a table with every row. Click any number in the table to see the leads behind it.
Along the top bar, New report starts a blank report, My schedules lists every report you have set to arrive by email, and How reporting works gives a short summary with a link back to this guide.
Start from the report library
The library has more than 45 ready-made reports. Click a category to open it, then click a report. Every library report can be changed and saved as your own, so they are also a quick starting point for a custom report.
| Category | What it answers | Examples |
|---|---|---|
| Leads & sources | How many leads you get, from where, and when. | Leads by source, New leads per day, New leads by month, Lead sources by month, Leads by form, by type and by state, When leads arrive (day of week and hour of day), Marketing channels, UTM campaigns |
| Pipeline & revenue | What your pipeline is worth and what closes. | Pipeline by status, Open, won and lost, Win rate by source, Win rate by salesperson, Pipeline by opportunity, Wins by month, Status movement, Pipeline over time |
| Lead follow-up | Which open leads nobody is working. | Idle leads by salesperson, How long since leads were touched, Idle leads by status, Idle leads by source, Idle leads by salesperson and age, How leads were last touched |
| Team performance | Who is doing the work. | Team activity scorecard, Outreach per day, Activity by type, Calls per week by user, Leads per user, Team usage, Most-used sections |
| Speed to lead | How fast new leads are contacted. | Speed to lead by source, Speed to lead by salesperson, Response time breakdown, Speed to lead trend, First contact by channel |
| Tasks | Whether tasks get done, and on time. | Task completion by user, Overdue tasks, Tasks by type, Tasks completed per week |
| Email & forms | How campaigns and web forms perform. | Campaign performance, Campaign results by month, Best day to send, Form conversion, Form submissions per week |
| Accounts & groups | Side-by-side numbers for several accounts. Shown only if you can report on more than one account. | Accounts compared, Groups compared, Activity by account, Speed to lead by account, Accounts by month |
Reports marked New in the library use tracking Open Leads has only recently started recording. See New tracking below.
Read more: The report library: every ready-made report
Pick the dates and compare periods
Three controls under the report name decide which time period the report covers:
- Date range: Today, Yesterday, This week, Last week, Last 7, 30 or 90 days, This or last month, This or last quarter, This or last year, Last 12 months, All time, or a Custom range with your own From and To dates. Ranges follow your own time zone.
- Dates by: which date a record must fall in. For leads you can choose the date the lead was created or last modified; activity, tasks, campaigns and the other data sources offer the dates that make sense for them (for example a task’s due date or completed date).
- Compare to: Previous period (the same length of time just before) or Same period last year. Every number then shows the change, with an up or down arrow and the earlier value.
New leads by month for 2020, compared with the same months of 2019. Each card and each table cell shows the change and what the number was.
When a comparison is on, the chart draws the earlier period as a lighter series next to the current one, so you can see at a glance which months were up or down.
Read more: Dates, date fields and comparing periods
Build your own report
Click Customize this report (or New report at the top) to open the builder. Every report is made from five choices, numbered on the page.
The builder, here breaking leads down by Month and then by Lead source.
1. What to report on
Pick the kind of record the report counts. Each data source has its own breakdowns and numbers.
| Data source | What it counts |
|---|---|
| Leads & pipeline | Every lead, broken down by source, status, opportunity, type, owner, location or any custom field, with pipeline value, wins and losses, and idle-lead numbers. |
| Team activity | Emails sent and received, calls, texts, visits, notes and status changes, by user, type and date. |
| Tasks | Tasks created, completed, open and overdue, completion rates and how long they took. |
| Speed to lead | For each new lead, how long it took until someone first contacted it, and how. |
| Pipeline movement | Every status change: where leads moved from and to, and how many moved to won or lost. |
| Forms | Form views, unique visitors, submissions and conversion rate. |
| Email campaigns | Campaigns sent, delivered, bounced, opened and clicked, with rates. |
| Team usage | Sign-ins, page views, active days and active users, and which sections of Open Leads people use. |
| Pipeline over time | A snapshot of your pipeline taken every night, so you can see how open, won and lost leads changed week by week. |
Read more: Choosing what to report on
2. Break it down by
Choose how the rows are grouped, for example by Lead source. Pick a second breakdown to split each row again, for example Month and then Lead source, or Year and then Status. Breakdowns are grouped in the list by type:
- Date: Day, Week, Month, Quarter, Year, Day of week and Hour of day.
- People: User (who did it) and Assigned user.
- Acquisition: Lead source, Form, Email source, Device, and the newly tracked Channel, UTM source, UTM medium, UTM campaign and Referring site.
- Pipeline: Status, Open / Won / Lost, Opportunity and Stage (%).
- Lead and location: Type, Email domain, Has email, Has phone, Active / Archived, State, City, Zip and Country.
- Custom fields: any of your account’s custom lead fields.
- Organization: Account and Group, when you report on more than one account.
- Follow-up: Last touched (in age bands) and Last touch was (the kind of touch).
Two breakdowns, Year and then Status, drawn as stacked columns. The table lists every Year and Status pair.
Sort and size, next to the breakdowns, sets the order of the rows (by a breakdown or by any number, high to low or low to high) and how many rows to show: the top 10, 25, 50, 100 or 500, or every row. Rows past the limit are added together into one Other row unless you switch that off under Options.
Read more: Breaking a report down
3. Show these numbers
Click a number to add it to the report; click it again to remove it. Numbers appear in the order you pick them, and the first one is the one the chart draws (you can switch the chart to any other number later). Some numbers worth knowing:
| Number | What it means |
|---|---|
| Pipeline value | The total value of the leads. |
| Weighted value | Each lead’s value multiplied by its stage percentage, added up. |
| Win rate | Won leads divided by won plus lost leads. Open leads do not count. |
| Conversion rate | Won leads divided by all leads. |
| Idle leads, % idle, Never touched, Recently touched, Avg days since last touch | Follow-up numbers. See Idle leads and follow-up. |
| Outreach | Emails sent, calls, texts and visits added together (activity reports). |
| Leads worked | How many leads had that kind of activity. A lead that was both emailed and called counts once for each. |
| On-time rate | Of completed tasks that had a due date, how many were completed by it. |
| Open rate, Click rate, Click-to-open rate | Campaign rates. Opens and clicks made by email security scanners and bots are left out. |
Hover over a number in the table header to see how it is worked out.
Read more: Every number explained
4. Only include
Click Add a filter to limit the report, for example to one source, a few statuses, or leads assigned to certain people. Pick a field, choose is or is not, then pick or type one or more values (press Enter after each). A lead matches if it has any of the values; add more filters to narrow it further, as every filter must match.
Only show rows where a number… hides rows after they are counted, for example only sources with more than 20 leads, or only users with a win rate under 10%.
A filter for two statuses, plus a rule that only shows rows with at least one lead. The options and the idle-lead days are on the right.
Read more: Filtering a report
5. Chart
Pick how the results are drawn: Automatic (Open Leads picks the best fit), Columns, Bars, Line, Area, Pie, Donut, Stacked columns, Stacked bars, Funnel, Treemap, Heat map, or Table only. Line and area charts suit dates; pies and donuts suit a handful of rows; heat maps suit two breakdowns, such as day of week by hour of day.
Options
- Include archived leads: off by default, so reports match the leads you work with.
- Group the rest as “Other”: adds the rows past your row limit into one Other row, so totals stay complete.
- Show rows of all zeros: keeps rows such as days with no leads, which is handy for charts over time.
- A lead is idle after … days with no touch: the number of days used by the idle-lead numbers (30 unless you change it).
Read more: Charts, sorting, row limits and options
Read the results
Summary cards above the chart give the total of each number for the whole report.
- Summary cards show the total of each number for everything in the report, with the change when a comparison is on.
- The chart draws one number at a time. Use the menu at the top right of the chart to switch to another. Click a bar, slice or point to see the leads behind it.
- The table lists every row with all your numbers, with a total row at the bottom. Click a column heading to sort by it. Small bars under each number show how it compares with the rest of the column.
- Under the table you can see the date range, the accounts covered and how long the report took to build. Results are kept for up to five minutes so moving around is quick; click the refresh button next to Export to count everything again straight away.
Read more: Reading the results
See the leads behind any number
Every underlined number in the table, and every bar or slice in the chart, can be clicked. Open Leads lists the leads that make up that number: name, company, email, phone, status, source, assigned users, value and the date they were created.
The leads behind January 2020 (names and contact details here are samples). Search the list, page through it, open any lead in a new tab, or download the list.
- Type in Search these leads to narrow the list.
- Click a lead’s name to open it in a new tab. Leads in another account open in that account.
- Use Excel, CSV or PDF to download the list.
- One list shows up to 5,000 leads. If a number is bigger than that, the list says so: add a filter or click a smaller number (one month instead of a year, for example) to see the rest.
For activity and task reports, the list shows the leads the activity or tasks were for. Email campaign numbers are counted per campaign, so they do not open a list of leads.
Read more: Seeing the leads behind a number
Idle leads and follow-up
An idle lead is an open lead that nobody has touched for a number of days you choose. These are the leads most likely to slip away, and the Lead follow-up reports show where they are, who they belong to and how long they have been waiting.
The How long since leads were touched report groups open leads by how long ago anyone last touched them, from this week to never.
What counts as a touch: a call, text or visit logged on the lead, a note, an attachment, a one-to-one email, a completed task, a status change made by a person, or a workflow applied by hand. Automatic emails, campaign emails, autoresponders and changes made by the system do not count, because they are not a person following up.
- Set the number of days under Customize this report → Options → A lead is idle after … days with no touch. It is 30 days unless you change it, and it is saved with the report.
- Idle leads counts leads not touched within that many days, including leads never touched at all. % idle is the share of leads that are idle. Never touched counts leads with no touch at all. Recently touched is the opposite of idle. Avg days since last touch is worked out from the leads that have been touched.
- Break down by Last touched to group leads into bands (within the last 7 days, 8 to 30 days ago, 31 to 60, 61 to 90, 91 to 180, 181 to 365, more than a year ago, and never touched) or by Last touch was to see whether it was a call, email, note and so on.
- Every idle number can be clicked to list exactly those leads, so you can hand them out or start working them straight away.
- The library reports in this category are filtered to open leads. Remove that filter if you want won and lost leads included.
Last-touch dates were filled in from the history Open Leads already had when this feature started, and are kept up to date from then on. If a lead shows as Never touched but you know someone called it, the call was probably not logged on the lead.
Read more: Idle leads and follow-up
Team activity, speed to lead and tasks
The Team activity scorecard: every kind of activity for each user, with a total row.
Team activity
Counts what your team did: emails sent and received, calls, texts, visits, notes and status changes. All activity adds them all; Outreach adds only emails sent, calls, texts and visits. Break down by User for a scorecard, by Day or Week for a trend, or by Activity type. Activity done automatically shows under (System).
Read more: Team activity and team usage
Speed to lead
For each new lead, Open Leads finds the first time someone contacted it by email, call, text or visit, and measures how long that took. You will see the average hours to first contact, how many leads were contacted within 5 minutes, 1 hour and 24 hours, and how many were never contacted. Break down by source to find the sources that wait longest, or by salesperson. With All time chosen, speed to lead looks at leads created in the last 12 months.
Read more: Speed to lead
Tasks
Shows tasks created, completed, open and overdue, the completion rate, the on-time rate and the average hours to complete. Break down by user, task type, priority or task status.
Read more: Tasks reports
Reports across accounts and groups
Reports cover the account you are signed in to. If your organization has more than one account, you can report on several at once:
- Use the Accounts menu next to the date range to pick This account, any accounts you choose, or whole Groups of accounts. The menu only appears when you can report on more than one account.
- Break down by Account or Group to compare them side by side, or use the Accounts & groups reports in the library.
- Clicking a number lists leads from every account in the report, with an Account column; clicking a lead opens it in its own account.
Who can see what
- Everyone can use Reporting on their own account. You only ever see the leads you can see on the Leads page: if your role only lets you see leads assigned to you, your reports only count those leads.
- To report on other accounts in your organization, you need the Reporting permission on your role in those accounts, and Reporting must be switched on for those accounts on the Groups page. Accounts outside your organization are never included.
- Sharing or scheduling a report never gives anyone more access: each person sees the numbers their own access allows.
Read more: Accounts, groups and who can see what
Save and organize reports
Changes to a report are not kept until you save them. When a report has changes, an Unsaved changes label appears next to its name.
- Save report keeps a library report as your own. Give it a name and, if you like, a description. It then appears under My reports.
- Save on a report you have already saved keeps your changes to it.
- The ··· menu has Save as a new report (a copy), Rename / describe, Pin to top, Copy link, Undo unsaved changes and Delete report.
- A pinned report stays at the top of My reports and opens first when you come to Reporting.
- Copy link copies a link straight to the report. People who open it see it only if the report is shared with them.
Saved reports remember everything: the data source, breakdowns, numbers, filters, chart, options, accounts and the date range. A relative range such as Last 30 days moves forward each day, so a saved report is always current.
Read more: Saving and organizing reports
Share a report
Share a saved report with people you pick, everyone in the account, or everyone in your organization.
Click Share on a saved report and choose who can open it:
- Only me and the people I add below: type a name or email and pick the person.
- Everyone in the current account.
- Everyone in my organization: everyone in every account of your organization.
Next to each person, choose Can view or Can edit; when you share with everyone, a tick box lets them edit too. People who can view can still change the report on screen and use Save as a new report to keep their own copy. Only the owner can change who it is shared with or delete it.
Sharing shares the report’s design, not its numbers: each person sees only the accounts and leads they are allowed to see. Reports shared with you appear under My reports.
Read more: Sharing reports
Email a report on a schedule
Schedule a saved report to arrive by email every day, week or month.
Click Schedule on a saved report (save it first if it is new):
- How often: daily, weekly (pick one or more days) or monthly (pick a day of the month, or the last day).
- At: the time it is sent, in your own time zone.
- Send as: Excel (.xlsx), CSV, PDF, Excel 97-2003 (.xls), OpenDocument (.ods), JSON, or In the email only. The email itself always shows the report’s table (the first 25 rows) and a link to open the full report.
- Send to: pick people in your account, or type an email address and press Enter. Outside email addresses can be added by account admins only.
- Add a subject and message if you like, then click Save schedule. Click Send me a test now to see what it looks like first.
Each scheduled email is built at the time it is sent, using the report’s date range at that moment and your access, so everyone on the list receives exactly what you would see. A report can have several schedules. My schedules at the top of the page lists them all with the next send time, where you can edit or delete them.
Read more: Emailing reports on a schedule
Export and print
The Export menu: download the report in many formats, save the chart as an image, print it, or copy the table.
| Format | Best for |
|---|---|
| Excel (.xlsx) | Working with the numbers in Excel, Google Sheets or Numbers. |
| CSV and Tab-separated (.tsv) | Importing into other systems. |
| Sending a tidy copy of the table. | |
| Excel 97-2003 (.xls) and OpenDocument (.ods) | Older versions of Excel, and LibreOffice or OpenOffice. |
| Web page (.html) | Opening in any browser or pasting into a document. |
| JSON and XML | Developers and other software. |
| Markdown (.md) | Pasting into notes, wikis and chat tools. |
| Chart as PNG or SVG image | Slides and documents. SVG stays sharp at any size. |
| Print / save as PDF with chart | A one-page view of the report with its chart, ready to print or save as PDF from your browser. |
| Copy table | Pasting the table straight into a spreadsheet. |
Exports include everything in the report as it is on screen, including comparison columns, and are named after the report and its dates.
Read more: Exporting and printing
New tracking
Good reports need good data, so along with Reporting, Open Leads started recording several things it did not keep before:
- Status history: every new lead and every status change, who made it and when. This powers Pipeline movement.
- A nightly pipeline snapshot, so Pipeline over time can show how your pipeline looked on any past day.
- Form views, so form reports can show conversion rates, not just submissions.
- Marketing sources: the UTM tags, referring site, channel and device for leads that come in through your forms.
- The last time each lead was touched, for the idle-lead reports.
Reports and numbers that use this tracking are marked New. Where Open Leads already had the history (status changes and last-touch dates from your activity), it was copied in when the feature started; the rest fills up from the day tracking began. If a report covers dates before then, a note at the top of the report says so.
Read more: The new tracking behind reports · Pipeline movement and pipeline over time · Forms, email campaigns and marketing channels
Troubleshooting and questions
“One part of this report is missing”
A report is counted in parts, one per account (and sometimes more than one per account). If one part cannot be counted, the rest of the report still shows and a box explains what is missing and why:
- It took too long. Each part has 30 seconds. Pick a shorter date range, remove a breakdown, or add a filter, then try again.
- Open Leads could not reach the account’s data for a moment. Click the refresh button to try again.
- The data was busy being updated. Try again in a minute.
- Anything else shows a reference code. If it keeps happening, send the code to support so we can find it straight away.
Why don’t the numbers match the Leads page?
- Reports leave out archived leads unless you tick Include archived leads.
- Check Dates by: a lead created last year but modified this week is in a Date last modified report for this week but not a Date created one.
- Reports follow your role’s access, the same as the Leads page. Someone who sees all leads will get bigger numbers than someone who sees only their own.
- With a row limit, rows past it are added into Other. Turn off Group the rest as “Other” or raise the limit to see them all.
Why are some numbers counted more than once?
A lead can have more than one assigned user or type. When you break down by Assigned user or Type, the lead is counted once in each row it belongs to, so the rows can add up to more than the total. The total row always counts each lead once.
A report is empty
Check the date range first, then any filters. Reports marked New only have data from the day tracking started.
Read more: Troubleshooting and common questions