Funnel Analytics
Pipeline-by-pipeline conversion rates, win rate, stage drop-off analysis, and lead source breakdown.
Overview
The Funnel Analytics screen turns your CRM deal data into a visual conversion funnel. For each pipeline you have defined in Contacts & Deals, it shows how many deals enter at the top stage and what percentage survive to each subsequent stage — right down to Closed Won and Closed Lost. Use this screen to identify exactly where deals stall, which lead sources convert best, and whether your win rate is trending in the right direction.
Stage Funnel
Horizontal bars show deal count and total value at each stage. Bar width is proportional to the number of deals, making bottlenecks immediately visible.
Conversion Rates
Each stage shows the cumulative conversion rate from the top of the funnel — the percentage of all deals that have reached this stage or further.
Source Breakdown
Deals grouped by lead source (Inbound, Outbound, Referral, Event, Cold Outreach) with deal count and total value per source.
Win Rate
Deals won as a percentage of all closed deals (won + lost). Tracked per pipeline so you can compare performance across business lines.
Quick Start
- Navigate to CRM → Funnel Analytics from the sidebar.
- Select the pipeline you want to analyse using the tab bar at the top of the screen. Each pipeline gets its own tab.
- Read the four summary stat cards to get a headline view: total deals, pipeline value, weighted value, and win rate.
- Scan the funnel bars — the narrowing of each bar from top to bottom reveals where deals are dropping out.
- Review the Stage Detail table for precise numbers per stage.
- Scroll to the Source Breakdown to see which lead sources drive the most volume and value.
Summary Stat Cards
Four headline numbers appear at the top of the screen for the selected pipeline:
- Total Deals — count of all deals in the pipeline (active + won + lost).
- Pipeline Value — sum of deal values across all active (non-closed) deals.
- Weighted Value — each active deal's value × its probability / 100, summed. This is the risk-adjusted revenue forecast for the pipeline.
- Win Rate —
won deals / (won + lost deals) × 100. Only closed deals count; active deals are excluded. If there are no closed deals yet, the card shows "No closed deals" rather than 0%.
Funnel Bars
The central visualisation is a horizontal bar chart — one bar per pipeline stage. Bars narrow as you move down because fewer deals survive to later stages.
What each bar shows
- Bar width — proportional to deal count at that stage relative to the top stage. The first stage bar is always 100% wide; each subsequent bar shows the fraction of deals that have reached it.
- Deal count — number of deals currently in that stage, shown as a label on the right of the bar.
- Stage value — total deal value (sum of raw deal values) in that stage.
- Conversion rate — the percentage of all deals that have reached this stage or any later stage. This is a cumulative measure, not a stage-to-stage rate.
- Drop rate — the percentage of deals that entered but did not advance past this stage. A drop rate over 30% is a strong signal of a bottleneck.
Reading the Funnel
A healthy funnel tapers gradually from top to bottom. A sudden narrow band between two adjacent stages means deals are stalling there — that stage pair is where your coaching or process attention should go. If the first two stages are nearly the same width but the third drops sharply, your qualification process after the initial meeting is the weak link.
Stage Detail Table
The table below the funnel gives precise numbers for every stage:
| Stage | Deals | Value | Weighted | Avg Probability | Conv. from Top |
|---|---|---|---|---|---|
| Lead | 24 | $180K | $54K | 30% | 100% |
| Qualified | 18 | $145K | $72.5K | 50% | 75% |
| Proposal Sent | 12 | $98K | $68.6K | 70% | 50% |
| Negotiation | 7 | $65K | $52K | 80% | 29% |
| Closed Won | 5 | $47K | $47K | 100% | 21% |
- Weighted — deal value × average probability for the deals at that stage.
- Avg Probability — mean deal probability across all deals in that stage. Useful for spotting if deals sitting in a stage are being mis-scored relative to the stage's expected probability.
- Conv. from Top — cumulative conversion rate from the first stage.
Win Rate Calculation
The win rate displayed in the stat card is:
Formula
Win Rate = Closed Won deals / (Closed Won + Closed Lost deals) × 100
Active deals (not yet closed) are excluded from this calculation. This ensures the win rate reflects actual outcomes, not the current state of the pipeline.
A win rate above 50% means you close more than half of the deals you work through to a resolution. Industry benchmarks vary widely by sector and deal size — for B2B SaaS the typical range is 20–40%; for smaller transactional deals it can exceed 60%.
Win Rate vs. Pipeline Conversion
Win rate is not the same as the conversion rate shown in the funnel bars. The funnel shows how many deals reach a given stage. Win rate measures only the binary won/lost outcome at the end. A pipeline with a high top-to-Negotiation conversion rate but a low win rate indicates a closing problem, not a lead quality problem.
Source Breakdown
The source breakdown section groups deals by the lead source recorded on each deal. The available sources are:
- Inbound — deals from leads who came to you (website form, inbound call, etc.).
- Outbound — deals initiated by your team's proactive outreach.
- Referral — deals introduced by an existing customer or partner.
- Event — deals originating from a conference, webinar, or trade show.
- Cold Outreach — deals from cold email or LinkedIn sequences.
- Unknown — deals where no source was recorded.
For each source, the breakdown shows total deal count and total deal value. This lets you quickly compare whether Referral deals are higher-value than Inbound, or whether a large Cold Outreach volume translates to meaningful pipeline value.
Source Quality vs. Volume
A source with high deal count but low total value suggests small-deal leads. A source with few deals but high value (often Referral) is worth investing in disproportionately. Always consider both dimensions together.
Multiple Pipelines
If you have defined more than one pipeline in Contacts & Deals (e.g. New Business, Upsell, Partnerships), each pipeline appears as a tab at the top of the Funnel Analytics screen. Select a tab to switch the entire screen — stat cards, funnel bars, stage table, and source breakdown — to that pipeline's data. Metrics are never mixed across pipelines.
If no pipelines have been created yet, the screen shows an empty state with a prompt to go to Contacts & Deals and create your first pipeline.
Relationship to Other CRM Screens
- Contacts & Deals — the operational Kanban where individual deals are created and moved between stages. Funnel Analytics reads from this data in real time.
- Sales Pipeline — the pipeline-level summary screen with weighted forecast, rep performance, and a revenue forecast chart. Complements Funnel Analytics with a forward-looking forecasting perspective.
- Accounts — the customer and company records. Lead source on a deal is set in the deal modal, not derived from the Account record.