Analytics & Reports

Track performance across leads, campaigns, events, and revenue with dashboards and custom reports.

Analytics Dashboard#

Step 1. Go to /default/analytics

Step 2. Select a tab to view metrics for a specific area:

• Lead — lead sources, conversion rates, growth trends
• Campaign — open rates, click rates, delivery performance
• Event — attendance, registration trends
• Revenue — deal values, closed revenue, pipeline health

Step 3. Use the time range selector to adjust the reporting period (e.g., last 7 days, last month, custom range)

Step 4. Hover over charts for detailed data points

Reports Hub#

Step 1. Go to /default/analytics/reports

Step 2. Navigate to specialized reports:

• Report Builder — create custom reports
• Cohort Analysis — retention analysis
• Attribution — source attribution
• Forecast vs Actual — revenue accuracy

Report Builder#

Create custom reports tailored to your business questions.

Step 1. Go to /default/analytics/reports/builder

Step 2. Select Dimensions — the categories to group by (e.g., lead source, pipeline stage, month)

Step 3. Select Metrics — the values to measure (e.g., count, total value, average deal size)

Step 4. Apply Filters to narrow the data

Step 5. Click Generate Report

Step 6. Use Export to download the report as a spreadsheet

Tip: Save frequently used report configurations for quick access. Share exports with stakeholders who don't have CRM access.

Cohort Analysis#

Understand how groups of leads behave over time.

Step 1. Go to /default/analytics/reports/cohort

Step 2. View the cohort retention table:

• Rows — each cohort by month of creation
• Columns — months since creation
• Cells — retention percentage

Step 3. Identify which cohorts retain best and investigate what drove that behavior

Attribution#

Understand which channels and touchpoints drive conversions.

Step 1. Go to /default/analytics/reports/attribution

Step 2. Toggle between attribution models:

• First Touch — credit goes to the first interaction
• Last Touch — credit goes to the last interaction before conversion

Step 3. Review the breakdown by source, campaign, or channel

Step 4. Use this data to allocate marketing budget to the highest-performing channels

Forecast vs Actual#

Compare your pipeline forecasts against actual revenue.

Step 1. Go to /default/analytics/reports/forecast-vs-actual

Step 2. View side-by-side comparison:

• Forecast — weighted pipeline value based on stage probabilities
• Actual — realized revenue from closed-won deals

Step 3. Assess forecast accuracy over time

Step 4. Adjust stage win probabilities if forecasts consistently over- or under-predict

Tip: Review forecast accuracy monthly. If your forecasts are consistently off, it usually means your stage win probabilities need recalibration. See Pipeline Setup to adjust.