Understand Lead Flow

Lead Flow shows how recorded leads move through your pipeline. Use it to find friction in the sales process—not to infer unrecorded website browsing or customer intentions.

Find where leads progress or stall, then inspect the records behind the numbers.

Where to go

Lead Flow

What you need

Analytics & Lead Flow permission and recorded lead history.

Start with a clear question

For example: “Where did this month’s enquiries stall?” or “Which stages preceded our won opportunities?”

1. Open Lead Flow with the appropriate Analytics & Lead Flow permission.
2. Choose a consistent reporting period.
3. Apply the available owner, category, and native-form filters.
4. Read the stage and outcome labels before comparing numbers.
5. Inspect the underlying leads before changing the process.

Read the journey

Depending on the view and available history, the map and supporting metrics help you review:

• Leads in the selected cohort and their current stages.
• Recorded transitions between stages.
• Won and lost outcomes.
• Time spent in stages.
• Recorded response activity and journey duration.
• Unassigned opportunities and places to investigate.

A lead can revisit a stage. Transition or visit counts are therefore not necessarily the same as a count of unique leads.

Know what the data means

Lead Flow uses recorded CRM history. An imported lead with limited history may not have a complete journey. A first recorded CRM action is not always the same as the first real-world customer response.

Won and lost outcomes depend on the workspace’s stage classifications. A stage name alone does not define its reporting meaning.

Turn an observation into a next step

If leads stay in a stage longer than expected:

1. Review several affected records.
2. Check whether ownership and follow-ups are clear.
3. Look for missing updates or inconsistent stage usage.
4. Agree on a process change.
5. Compare another period using the same filters.

Ask AI for help

Where AI is enabled, use AI Workspace to ask a specific question with the period and scope. Treat summaries and suggestions as decision support, and verify important conclusions against the records.

Lead Flow does not guarantee a forecast or explain every reason a customer did not buy.