## 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

1. Open the **CRM** from the sidebar and select **Reports**.
2. In the **pipeline** filter, pick **All pipelines** (account-wide report) or a **specific pipeline**.
3. In the **period** filter, pick a preset window (**7**, **30** or **90** days), **All time**,
   or **Custom** to enter a start and end date.
4. 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**.
5. 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.

## See also

- [CRM: pipelines, kanban and deals](/hc/ajuda/articles/contacts-crm-crm-pipelines-kanban-negocios-en)
- [Orders Registry in the CRM](/hc/ajuda/articles/contacts-crm-crm-orders-registry-en)
- [Contacts and CRM overview](/hc/ajuda/articles/contacts-crm-overview-en)