Overview
CRM Reports is the analytics dashboard for your sales operation in Conversa Labs. On a single screen you track conversion, open and won value, weighted forecast, the per-stage funnel, SLA compliance, deal health and priority, and a top-owners ranking — all filterable by pipeline and period.
It is an administrative surface: access is restricted to users with the administrator role.
You open it from the sidebar at CRM > Reports (route crm_reports_index).
Prerequisites
- The administrator role on the account. Agents cannot access this screen.
- The CRM (pipelines) module enabled for the account.
- At least one pipeline with deals so the panels have data to display.
Step by step
- Open the CRM from the sidebar and select Reports.
- In the pipeline filter, pick All pipelines (account-wide report) or a specific pipeline.
- In the period filter, pick a preset window (7, 30 or 90 days), All time, or Custom to enter a start and end date.
- Read each panel top to bottom: the summary KPIs, the distributions (SLA, health, priority), the per-stage funnel (when a pipeline is selected), and the top owners.
- To reuse a pipeline + period combination, save a view (see "Settings & options").
Settings & options
Panels and metrics
- Summary (KPIs) — the big picture of your book of business:
- Open deals, plus the won / lost counts.
- Conversion rate = won ÷ (won + lost).
- Win rate = won ÷ total deals in the period.
- Average cycle time — the average time between the opening date and the close for closed deals (the opening date is editable on the deal; it defaults to the creation date).
- Open value, won value and weighted forecast, always grouped by currency.
- Per-stage funnel — per pipeline stage: deal count, open value and forecast by currency, and the stage SLA. Requires a specific pipeline to be selected.
- SLA of open deals — buckets open deals into on track, due soon (near the limit), breached (over the SLA) and no SLA (stage without an SLA defined).
- Health distribution — healthy, at risk and critical.
- Priority distribution — low, medium, high and urgent.
- Top owners — a ranking of deal owners by number of open deals and by open value per currency.
Weighted forecast
The forecast sums, for each open deal, its value multiplied by the probability of the stage it sits in. More advanced stages weigh more in the forecast — so keeping stage probabilities realistic makes the forecast more reliable.
Filters and saved views
- Pipeline: All pipelines or a specific pipeline.
- Period: 7 / 30 / 90 day windows, All time, or Custom (start/end date).
- Saved views: save the current pipeline + period combination as a named preset and apply it later with one click. Views use the saved-filter mechanism (a report filter type).
Multi-currency
Values are grouped by currency, with no automatic conversion. If your book has deals in different currencies (for example BRL and USD), each currency shows its own total, side by side.
Use cases
- Track conversion by stage and spot where deals stall in the funnel.
- Prioritize the team's effort by the weighted forecast and the open value.
- Monitor SLA and health so you can act before deals breach their deadline or turn into risk.
- Compare owners by open-deal volume and by open value.
Tips, limits & best practices
- The funnel only appears with a specific pipeline selected. With All pipelines, the account-wide report omits the funnel (stages belong to each pipeline, so a consolidated funnel would not make sense).
- The period filters by the deal's opening date (by default the creation date — correctable on the deal itself), not by the close date. Adjust the window to match what you want to measure.
- Keep stage probabilities realistic — they feed the weighted forecast directly.
- The owners ranking shows the top owners by open deals; owners with no open deals in the period do not appear.
Troubleshooting
- The funnel is empty: select a specific pipeline in the filter — the account-wide report shows no funnel.
- Access denied / I can't see Reports: the screen is administrator-only. Ask an account administrator for access.
- Values show in different currencies: this is expected — there is no automatic conversion; each currency has its own total.
- The numbers look low: check the period (it filters by opening date) and the selected pipeline before comparing.