Conversion Rate tells you what percent of decided opportunities you're winning - the headline pipeline metric.
Go to Reports > Sales Pipeline > Conversion Rate.
Summary: Conversion Rate (won divided by won+lost), Won (with breakdown of estimate-based vs direct invoice wins), Lost (with similar breakdown).
The per-salesperson table shows wins, losses, conversion rate, and won value for each rep. Color cues: 40%+ is healthy (green), 20-40% is neutral, below 20% is a flag.
Use this report to
- Compare reps against each other and the shop average
- Track conversion month over month - is training working?
- Identify reps who need coaching on closing
- Set realistic conversion targets
Conversion only counts decided opportunities (won or lost). Open leads still in play don't affect the rate, so the number reflects actual closing skill, not pipeline volume.