Understanding the Leads report

In this article, you'll learn how to read the Leads report: what the numbers at the top mean, how the source table shows which channels turn into work, and what each column in the lead list tells you.

The Leads page is where you work the leads in front of you. The Leads report steps back and puts all of them in one place, open, converted and lost, so you can see what came in and what happened to it.

To open the Leads report:

  1. In the menu, click Reports.
  2. Under Business reports, click the Leads Report tile.
Opening the Leads report

The page is called Leads report. It lists every lead that reached the CRM, including the ones that came in through your website contact form. The newest are at the top, and it shows the last 300.

Note: The phone app has the same report. Open Reports in the app and tap Leads Report under Business reports. The numbers and columns are the same as on the web, laid out one block per lead.
Tip: If you don't see Reports in your menu, your user doesn't have access to it. See Finding your reports and who can see them.

The numbers at the top

Five tiles sum up the leads in the report:

  • Leads: how many leads the report covers.
  • Open: leads that haven't become a job and aren't marked lost.
  • Converted: leads that became a job.
  • Lost: leads marked lost.
  • Conversion: the share of all leads that became a job.

There's no date picker on this report. The tiles always count the same leads shown in the list below them.

Which sources turn into jobs

Under the tiles is a table with one row per source:

  • Source: where the leads came from. A lead with no source shows whoever or whatever entered it instead. If there's nothing to show at all, it's grouped as Unattributed.
  • Leads: how many leads came from that source.
  • Converted: how many of those became a job.
  • Rate: the share of that source's leads that became a job.

The busiest sources are at the top. This is the quickest way to see whether a channel is sending you real work or just inquiries. A source with plenty of leads and a low rate is worth a closer look.

Tip: The more of your leads that have a source, the more useful this table gets. See Tracking where your customers come from.
The Leads report's summary tiles and source table
The Leads report's summary tiles and source table

The lead list

The last table lists each lead on its own row:

  • Lead: the lead's number, such as LEAD-0012.
  • Received: the date and time it came in.
  • Name: the customer's name.
  • Phone and Email: how to reach them.
  • Source: where the lead came from.
  • Type: the job type, if one was picked.
  • Location: the city and state.
  • Status: the lead's current status, with a colored dot.
  • Message: what the customer wrote, or the notes on the lead.
  • Became: what happened to it in the end.

The Became column is where you see the outcome. For a converted lead, it shows the job number, and you can click it to open that job. For a lost lead, it shows the reason you gave when you marked it lost, or just "Lost" if no reason was entered. Open leads show a dash.

Any field that's empty on a lead shows a dash too, so a blank Type or Location just means nobody filled it in.

The lead list, with the Became column showing job numbers and lost reasons
The lead list, with the Became column showing job numbers and lost reasons
Note: The lead numbers in the Lead column are plain text, not links. To work on an open lead, click Leads in the menu.
Tip: Adding a reason when you mark a lead lost makes this column much more useful later. See Marking leads as lost.

Reading it on the phone app

The app draws the same report from the same data. The five tiles sit two to a row at the top. Each table row becomes a block: the first value is the heading, and every other column is a labelled figure underneath it. In the lead list, the block is headed by the lead number, with Received, Name, Phone and the rest below.

Tapping a job number in Became opens that job in the app. Pull down to refresh the numbers. Long lists load fifty leads at a time, with a Show more link at the bottom for the rest.

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