Conversion Rate

What this report shows

A stage-by-stage funnel of every lead currently in the pipeline. For each stage, "Reached" means the lead is in that stage right now or in any later forward stage — so the stage-over-stage percentage shows how cleanly leads flow forward.

Overall conversion = closed-won leads ÷ all leads ever captured.

How to read it

• Reached count at each stage — how many leads have made it that far (or further).
• Stage-to-stage % — of leads that reached stage N, what % made it to stage N+1. The biggest drops are your worst leaks.
• Overall conversion % — your end-to-end yield rate.

Common questions

• Why does closed-lost count toward the "reached" totals? A closed-lost lead did pass through earlier stages, so it contributed to those "reached" counts before exiting at lost. It just doesn't contribute to closed-won.
• Why is overall conversion lower than every stage-to-stage step? Because losses compound — 90% × 90% × 90% × 90% = 66%. A handful of healthy stage transitions can still produce a low overall yield.
• Why does a stage show 0%? Either no leads have reached it (top of funnel hasn't moved), or every lead that reached it exited the pipeline without moving forward.

What to do if numbers look wrong

1. Confirm a sample lead is in the stage you expect via `/admin/crm/leads`.
2. Check that recent stage transitions are recorded in `lead_activities` — the report relies on stage-change activities.
3. If the funnel looks "all green" with no drop-off, double-check that stage transitions are firing the activity log.