Reporting Guide Numbers Explained
Step 3 of the builder, Show these numbers, picks what the report counts for each row. Click a number to add it and click it again to remove it. Numbers appear in the table in the order you pick them, and the first one is the one the chart draws. This article defines every number.
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Part of the Reporting guide.
Step 3 of the builder, Show these numbers, picks what the report counts for each row. Click a number to add it and click it again to remove it. Numbers appear in the table in the order you pick them, and the first one is the one the chart draws. This article defines every number.
Hover over a column heading in the table, or the question mark on a summary card, to see a short definition right on the page.
How rates and averages add up
Totals and the Other row never average the rows’ percentages. Rates are worked out again from the underlying counts: the total win rate is all wins divided by all closed leads, not the average of each row’s win rate. That keeps a row with three leads from carrying the same weight as a row with three thousand.
Leads & pipeline
| Number | What it means |
|---|---|
| Leads | How many leads. |
| % of leads | This row’s share of all the leads in the report. |
| Pipeline value | The total of the leads’ values. Leads with no value count as zero. |
| Weighted value | Each lead’s value multiplied by its stage percentage, added up. A $10,000 lead at 25% adds $2,500. It estimates what the pipeline is likely to be worth. |
| Average value | Pipeline value divided by the leads that have a value. Leads with no value are left out so they do not drag the average down. |
| Leads with a value | Leads whose value is more than zero. |
| Open, Won, Lost | Leads whose status is neither won nor lost, a won status, or a lost status, as set in your Lead Status/Pipeline settings. |
| Open value, Won value, Lost value | Pipeline value of the open, won or lost leads. |
| Win rate | Won divided by won plus lost. Open leads do not count, so it measures how often you win once a lead is decided. |
| Conversion rate | Won divided by all leads, including open ones. |
| Leads with email, Leads with phone | Leads that have an email address, or a phone number. |
| Idle leads (New) | Leads nobody has touched for the number of days set under Options (30 unless you change it), including leads never touched at all. |
| % idle | Idle leads divided by leads. |
| Never touched | Leads with no touch at all, ever. |
| Recently touched | Leads that are not idle. |
| Avg days since last touch | The average number of days since the last touch, among leads that have been touched at least once. |
Team activity
| Number | What it means |
|---|---|
| All activity | Emails sent and received, notes, calls, texts, visits and status changes added together. |
| Outreach | Only the activity that reaches out to a lead: emails sent, calls, texts and visits. |
| Emails sent | Outgoing emails that were sent. |
| Emails received | Emails from the lead logged on the lead. |
| Calls, Texts, Visits | Calls, texts and visits logged on leads. |
| Notes | Notes added to leads. |
| Status changes | Times a lead’s status was changed. |
| Leads worked | How many different leads had that activity. It is counted per kind of activity, so a lead that was both emailed and called counts once for each. |
Tasks
| Number | What it means |
|---|---|
| Tasks | How many tasks. |
| Completed, Open | Tasks marked done, and tasks not yet done. |
| Overdue | Tasks not done whose due time has passed. |
| Completed on time | Tasks completed on or before their due time. |
| Completion rate | Completed divided by all tasks. |
| On-time rate | Of completed tasks that had a due date, the share completed by it. |
| Avg hours to complete | The average time from when a task was created to when it was completed. |
Speed to lead
| Number | What it means |
|---|---|
| New leads | Leads created in the range. |
| Contacted, Never contacted, % contacted | Leads that have had a first contact, those that have not, and the share that have. |
| Avg hours to first contact | The average time from the lead being created to its first contact, among leads that were contacted. |
| Contacted within 5 min, 1 hour, 24 hours | Leads first contacted within that time of arriving. |
| % within 1 hour, % within 24 hours | Those counts divided by all new leads, including leads never contacted. |
Pipeline movement
| Number | What it means |
|---|---|
| Changes | How many status changes (and new leads) there were. |
| Leads changed | How many different leads changed. |
| Moved to won, Moved to lost | Status changes into a won status, or a lost status. |
| Value won | The value of leads moved to a won status, counted on the day they moved. It uses the lead’s value today. |
| New leads | Leads added. |
Forms
| Number | What it means |
|---|---|
| Views | Times the form was opened by a visitor. Previews from inside Open Leads and known search-engine robots are not counted. |
| Unique visitors | Views counted once per browser per day. |
| Submissions (new leads) | Leads that came in through the form. |
| Conversion rate | Submissions divided by unique visitors. |
| Pipeline value, Won | The value of the form’s leads, and how many of them are won. |
Email campaigns
| Number | What it means |
|---|---|
| Campaigns | How many campaigns. |
| Recipients | Everyone the campaign was addressed to. |
| Sent | Emails that were sent or bounced, so their outcome is known. |
| Delivered, Bounced | Emails delivered, and emails that bounced (soft or hard). |
| Opened | People who opened. Automatic opens by email security scanners are left out. |
| Clicked | People who clicked a link. Clicks by robots are left out. |
| Delivery rate | Delivered divided by sent. |
| Open rate, Click rate | Opened, or clicked, divided by delivered. |
| Click-to-open rate | Clicked divided by opened: of the people who opened, how many clicked. |
| Bounce rate | Bounced divided by sent. |
Team usage and Pipeline over time
| Number | What it means |
|---|---|
| Page views | Pages opened in Open Leads. |
| Sign-ins, Account switches | Times people signed in, and times they switched into the account. |
| Active days | Days a person viewed at least one page, counted per account. |
| Active users | Different people who viewed at least one page, counted per account. |
| Leads, Pipeline value, Weighted value (Pipeline over time) | How the pipeline stood at the end of each day, week or month. |