The Deal Funnels data source lets you build a report from scratch that gives a visual and numeric breakdown of how deals progress through each stage of a selected sales pipeline. This helps you:
Identify bottlenecks
📌 Example: If a high number of deals reach the "Proposal" stage but few progress to "Negotiation", you might want to review your proposal quality or client expectations at that stage.
Track performance
📌 Example: By comparing funnel conversion rates over different periods or across pipelines, you can track how well your sales team is moving deals forward.
How to Create a Deal Funnel Report
Go to Reports > From Scratch.
Select Deal Funnels as the data source.
By default, two filters are automatically applied:
Pipeline: Always required for this report to work meaningfully.
Date Created: Defaults to “This year”, but you can change or remove it. Related to the deal creation date.
📌 For accurate insights, keep the Pipeline filter active. If removed, the report may display incomplete or misleading data.
Understanding Funnel Stages
Each stage in the report shows how many deals have reached or passed through it. The values are cumulative, meaning they reflect every deal that entered that stage, regardless of where the deal is now.
📌 Example: If 5 deals entered the funnel and 3 reached the Prospect stage, the report will show: Lead: 5, Prospect: 3.
Key Metrics Explained
Reached stage: Total number of deals that entered or passed through a stage (only counted once per deal).
Next step conversion rate: Percentage of deals that moved to the next stage from this one.
Cumulative conversion rate: Percentage of deals that reached a stage compared to the total number of deals that entered the pipeline.
Formula: (Deals at stage ÷ Total deals at initial stage) × 100
Example: If 100 deals enter the pipeline and 30 reach the "Proposal" stage, the cumulative conversion rate is 30%.Conversion to lost: Percentage of deals that were lost while in this stage.
Budget total: Total budget of all deals that reached the stage (based on current deal values).
Projected revenue: Budget × probability, for all deals that reached the stage.
How Won and Lost Deals Are Counted
If a deal is marked as Won, it’s automatically counted as having reached all prior stages, even if it skipped them.
📌 Example: A deal that goes directly from Lead → Won will still show as having reached all stages in between.
If a deal is marked as Lost, it is only counted in the stage where it was lost. This helps reflect where deals tend to drop off.
📌 Example: You had 5 deals, and 1 was lost at “Working on Proposal”: Reached: 4, Lost at this stage: 1, Conversion to lost: 25%.
Dealing with Non-Linear Stage Progression
In practice, not all deals move through stages in a neat, linear way.
If a deal skips stages (e.g. from Lead directly to Won), it will still be counted as having reached all in-between stages.
If a deal moves backward (e.g. from Negotiation back to Proposal), only the first entry into each stage is counted.
📌 This means the funnel report shows a simplified version of deal movement. It won't display loops, regressions, or skipped time-in-stage details. For a more detailed view, use the "Deals" data source reports and add the "Previous Stage", "Previous Probability", or "Lost Reason" and "Lost Reason Note" fields and filters.
👉 Find out more in: Tracking Previous Deal Probability and Stage.
