CRM Analytics
CRM analytics no longer lives on its own /crm/analytics page. It's been folded into the unified Insights page in the sidebar. Everything this doc used to cover (pipeline health, won revenue, conversion funnel, proposal performance, top performers) renders on the Insights → CRM tab.
Getting there
From the main sidebar, click Insights. The CRM section is the default tab; other tabs on the same page aggregate Billing, JCP (Job Costs & Profits), Helpdesk, and Email analytics so you don't have to bounce between module-specific pages.
URL: /insights
Required permission: crm.view
Date range filtering
A set of date range buttons at the top-right controls the time period for every tile on the page:
| Range | Description |
|---|---|
| This week | Current Monday through Sunday |
| This month | Current calendar month |
| This quarter | Current fiscal quarter |
| This year | Current calendar year |
| Last month | Previous calendar month |
| Last quarter | Previous fiscal quarter |
Click any button to refresh all dashboard data for that period.
What the CRM tab shows
Summary cards
Won Revenue: total monetary value of deals closed as "won" during the selected period, with the number of won deals alongside.
Open Pipeline: total value of deals currently in open (non-won, non-lost) stages.
New Contacts: contacts created during the period.
Activities: total CRM activities (notes, calls, meetings, emails) logged, plus appointment count.
Average Cycle: average days from deal creation to close (won). A dash is shown when no deals closed.
Pipeline Value by Stage
Horizontal bar chart of open-deal value per pipeline stage, colour-coded to the stage's configured colour. Useful for spotting where value is stuck and which stages are carrying the heaviest load.
Won / Lost chart
Doughnut chart of won-vs-lost deal counts during the period, with the computed win rate below:
Win Rate = Won Deals / (Won Deals + Lost Deals) × 100
A higher win rate indicates a more effective sales process.
Revenue Over Time
Line chart of won revenue by month with an area fill beneath. Useful for spotting trends, seasonality, and performance comparisons.
Conversion Funnel
Funnel visualisation of deal progression through pipeline stages. For each stage:
Stage name: pipeline stage label
Count: deals that entered the stage during the period
Rate: percentage of first-stage deals that reached this stage
Progress bar: visual bar colour-coded to the stage
A steep drop-off between stages flags a potential bottleneck.
Proposal Performance
| Metric | Description |
|---|---|
| Sent | Proposals sent to contacts |
| Viewed | Proposals opened/viewed by recipients |
| Accepted | Proposals accepted by contacts |
| Conversion Rate | Percentage of sent proposals accepted. Colour-coded: green ≥50%, yellow ≥25%, grey otherwise. |
When there are accepted proposals, two additional metrics appear: Total Accepted Value (combined monetary value) and Average Deal Value.
Top Performers
Ranked table of team members by won deals in the period:
| Column | Description |
|---|---|
| Rank | Numeric ranking |
| Name | Team member's name |
| Deals Won | Number of deals closed as won |
| Total Value | Combined won-deal value |
Only renders when there are performers with won deals in the period.
Interpreting the metrics
Pipeline health indicators
High open pipeline + low win rate: many deals in progress but not closing. Review qualification criteria and deal quality.
High win rate + low open pipeline: closing efficiently but not enough deals entering. Focus on lead generation.
Long average cycle + high open pipeline: deals are taking too long. Look for bottlenecks in the conversion funnel.
Shrinking revenue over time: downward trend. Investigate lead quality, competitive landscape, or team capacity.
Conversion funnel analysis
Sharp drop-offs between consecutive stages (e.g. 80% → 20% between "Qualified" and "Proposal") suggest a problem with proposals or pricing.
Flat sections where rates remain similar indicate smooth progression.
High entry but low exit in early stages: leads may not be properly qualified.
Win rate benchmarks
Rough guide, vary by industry and sales model:
40%+ is strong for most B2B sales.
20%–40% is typical for outbound-heavy models.
Below 20% suggests qualification or competitive issues.
Export
The Insights page is designed for on-screen viewing. For reporting:
Export contact data from the Contacts page with filters applied.
Export deal data from the deal list view.
Take screenshots or use browser print for slide-decks.
Pipeline and deal data used in analytics are also accessible via the API for custom reporting.
Related
Insights (all tabs): the Billing / JCP / Helpdesk / Email tabs on the same page.
Deals & Pipeline: the pipeline board + list this analytics page summarises.
Proposals: proposals appear in the Proposal Performance section above.