The totals
- Total Leads: new leads in the range.
- Open Pipeline: the estimated value of the leads still open.
- Win Rate: the share of the range's leads that became a sale (an accepted quote, an approved proposal, a booking or a paid invoice, or a lead in a Won column). Leads still open count too, so a recent range looks lower until they're decided.
- Avg Deal Value: the average estimated value of leads that have one.
If some open leads haven't been touched in a week or more, a note at the top says how many are stale.
Charts and tables
- Lead → Revenue Funnel: how many leads, quotes sent, quotes accepted, bookings, completed jobs and paid invoices fall in the range. Each step is counted on its own, so it shows the volume at each stage rather than following the same people.
- New Leads Over Time: by day, week or month depending on the range.
- By Status and By Source: where leads sit and where they came from. Form leads show the name of their form; leads with no source show as Unspecified.
- Source Performance: for each source, the leads, their estimated value, the average value and the win rate.
- Campaign Performance: shows when leads arrived through links with UTM tags. For each campaign, the leads, quotes, quoted value and the money paid on invoices made from those quotes.
- Service Interest and Top Vehicle Makes: what leads asked for and what they drive.
Improving conversion
Compare sources: a source with plenty of leads but a low win rate may need better questions on its form or a faster first reply. If many quotes go out but few are accepted, add a quote follow-up automation. See Recipes: speed to lead, missed calls, quote follow-up and win-back.