Lead Funnel and Conversion Rates
What is the lead funnel?
The lead funnel shows how many leads enter each stage of your pipeline and what percentage advance to the next stage. It identifies where you are losing the most opportunities.
Viewing the funnel
Go to Dashboard → Analytics → Pipeline Funnel.
The funnel visualization shows:
- Total leads that entered each stage (cumulative from the start)
- Conversion rate between adjacent stages (e.g., New → Contacted)
- Drop-off percentage at each stage
Stage-to-stage conversion rates
| Metric | What it measures |
|---|---|
| New → Contacted rate | What percentage of new leads get contacted at all |
| Contacted → Qualified rate | What percentage of contacted leads are qualified |
| Qualified → Closed Won rate | Your close rate on qualified deals |
| Overall conversion rate | Total Closed Won ÷ Total leads created |
Interpreting drop-off
Common patterns and what they indicate:
| Drop-off point | Likely cause |
|---|---|
| High drop-off at New | Leads are coming in but not being worked — check follow-up automation and rep assignment |
| High drop-off at Contacted | Leads are being contacted but not advancing — may indicate a lead quality or messaging issue |
| High drop-off at Qualified | Deals are dying in late stage — may indicate pricing, proposal, or timing issues |
Best practices for stage movement
- Move leads promptly — stale leads distort your funnel data
- Mark leads as Closed Lost explicitly rather than leaving them in an active stage
- Use follow-up automations to ensure no lead sits in one stage too long without activity (see Automations)
- Review your funnel weekly to identify bottlenecks
Date filtering the funnel
The analytics funnel can be filtered by date range. This lets you compare performance month-over-month or quarter-over-quarter.
Leads are counted based on when they entered a stage, not when they were created.