You’ve built a strong Pipedrive account with solid account structure, tons of automations, and advanced security features. You’re likely in the top 1-3% of users in terms of efficiency and data quality. But there’s still more you can do. The next step is to fully utilize Pipedrive’s Insights module, turning your detailed data into actionable reports. This article will show you how to set up a reporting layer that helps you stay ahead and track your growth and performance effectively. Expect plenty of practical tips and best practices. Let’s dive in!
Pipedrive Insights module: a bird’s-eye view
The insights module has three components:
- Reports: Charts and graphs that represent account data using specific breakdowns and filters.
- Goals: Tools for setting desired outcomes in the charts and tracking progress.
- Dashboards: Panels that combine reports and goals, putting all key information in one place.
In order to get access to the Insights module, click on the area chart icon on the left panel. Here’s how to find it.
Pro tip: If your Pipedrive interface looks different from what we’re showing, make sure to adjust Pipedrive interface settings.
Insights module vs visibility rules
The Insights module inherits the visibility rules of the items it reports on and generally does not have its own settings. For example, access to deal reports requires the same visibility levels as the deals themselves.
That said, there are four specific permissions that can elevate what a user can do in the Insights module, assuming they have the proper item visibility for the respective entities. All these custom permissions fall under the Global Features permission sets. Here they are:
- See other users’ data: Access other users’ data. If not enabled, “(hidden)” will appear instead of other users’ names, and their data won’t be visible. This permission is required for elevated access in the Insights module.
- See other users’ stats in Insights: Access other users’ stats in Insights, with item visibility determining the data you can view in reports. Requires “See other users’ data” and “See company’s stats in Insights” to be enabled.
- See company’s stats in Insights: Access the company’s stats in Insights. Item visibility determines which data you can see in the reports. Requires “See other users’ data” to be enabled.
- Share Insights dashboards as public links: Allows the creation of public links from Insights dashboards that can be shared with anyone.
If you want to learn more about controlling access and what certain users can do, check out our article on Pipedrive permission sets.
The coverage of Insights reports
Starting in this section, we’ll narrow the focus of this article to the reporting component of the Insights module, as it is the cornerstone upon which the other components rely.
Reporting scopes
Pipedrive Insights reports provide information on all major entity categories, including:
- Activity
- Campaign (Campaigns add-on is required for these reports)
- Contact
- Lead
- Deal
In addition, the Insights module includes forecast and subscription reporting. However, these are extensions of the standard deal reports and do not introduce new entity categories.
Reporting types
As always, we strive to simplify things in our content. So, a simplified view of Pipedrive reporting types is that there are essentially two types of reports across all scopes: performance reports and conversion reports.
Performance Reports
Performance reports show you the number of specific entities you have, such as how many leads you’ve acquired, how many deals you’ve won, the past or predicted revenue, and how your products are performing. This includes a special category of product performance reports.
Conversion Reports
Conversion reports measure the efficiency of how your performance metrics were achieved. These reports focus on rates, such as click rates, lead-to-deal conversion rates, or deal win rates.
The deal entity comes with its own set of special, dedicated deal-related reports, which primarily show efficiency, so we treat them as conversion reports too. They include:
Duration Reports: These reports show the timing of the sales cycle.
Progress Reports: These reports show the efficiency of your pipeline.
Building Insights reports
Let’s actually start building some reports!
To create a report, go to Insights and click “+” > Report (recently renamed to Add item > Report), and select scope and type of your report. For example, to create an activity performance report, choose Activity > Activities performance. Please note that Pipedrive does not offer free-form reporting and data exploration; every report you create must be related to one of the specific scope and type. In our Pipedrive implementation package, we address this limitation by warehousing your Pipedrive data for free-form exploration in our business intelligence platform. This allows us to create completely custom reports with any custom metrics we need, such as the Omni Pipedrive Real-Time dashboard. In this article though, we’re exclusively focused on the built-in Pipedrive reporting system.
The insides of the Pipedrive reporting module is not much different from other reporting modules you are familiar with. The main building blocks are:
- Data fields: metrics, dimensions, and breakdowns
- Filters
- Visualisation (chart) types
Understanding Pipedrive’s Insights module
Reporting wizard structure
Let’s take a look at the labeled screenshot of the Pipedrive Insights module to understand the key components.
- Filter View: Helps you prepare your data by applying various filters. The available filters depend on the entity you’re reporting on and can include both default and custom fields that you created during the Pipedrive account structuring step. You can combine multiple filters to narrow down the data that will appear in your reports.
- Visual Builder: Helps you visualize your data using different chart types by combining metrics (y-axis), dimensions (x-axis), and additional breakdowns. Pipedrive refers to these as measure-by, view-by, and segment-by fields. You can also customize chart colors and adjust the number of columns for bar and column charts by clicking the gear icon.
- Table View: Gives you access to your filtered data in a spreadsheet format with options for granular or summarized presentations. You can export data and add extra columns via the gear icon.
Once you’ve finished creating your report in the report wizard, you can add it to your dashboard or share it with your team.
Pricing plan limitations
The Insights module is subject to limitations based on the subscription plan. Here’s how many individual insight reports you can create based on your pricing plan. These individual insight reports are equivalent to the sample reports we’ll share specifications for later in this article.
| Essential | Advanced | Pro | Power | Enterprise | |
| Insight reports (per user) | 15 | 30 | 150 | 250 | No limit |
In addition, you need at least a Pro plan to use your custom dimensions and metrics as filters.
Visual builder chart types
Before we explore specific report types for various entities and their possible combinations of dimensions, metrics, breakdowns, and filters for maximum insights, let’s take a moment to review the types of charts available in the Visual Builder of the Pipedrive reporting wizard. Choosing the correct chart type for the business question at hand is one of the most critical decisions you’ll make when building your reports, so it’s important to understand your options.
Pipedrive offers five chart types, though not all are available for every report, which maps back to what we’ve said at the beginning, namely that Pipedrive does not actually offer a completely free-form way to generate reporting. Here are the most important chart types you have at your disposal:
- Column Chart: Allows manipulation with measure-by (metrics), view-by (dimensions), and segment-by (breakdowns) fields. You can change colors and adjust the number of bars.
- Bar Chart: Works like the column chart but with inverted x and y axes. The metric is on the x-axis, and the dimension is on the y-axis.
- Pie Chart: Displays numerical values segmented by a specific dimension (view-by field). Unlike bar and column charts, it cannot be further broken down by additional dimensions—only measure-by and segment-by can be combined in this chart.
- Scorecard Chart: Displays numerical values only, without segmentation or grouping by dimensions. Filters can still be applied.
- Table Chart: Presents data in a list format. Columns can be edited and repositioned, and data can be easily exported.
Exploring Pipedrive Insights reports
Enough theory! In this section, we’ll go through each predefined report type, diving deep into the combinations of metrics and dimensions that can be used for reporting building and filtering, and giving many examples of actionable reports that can be built using these datapoints, along with a detailed spec.
Activity reports
There are two types of activity reports: activity performance and e-mail performance. Both types are available to all accounts regardless of their pricing plan.
Activity performance
Activity performance reports tell you how many activities were added, completed, or planned.
Activity performance reporting spec
Let’s take a deep dive into the specific dimensions and metrics available in each of the three components of the reporting wizard: filters, visual builder, and table.
Dimensions
| Field | Filters | Visual builder | Table |
| Add time | ✔︎ | ✔︎ | ✔︎ |
| Assigned to user | ✔︎ | ✔︎ | ✔︎ |
| Assigner to user status | ✔︎ | ✔︎ | ✔︎ |
| Contact person | ✔︎ | ✔︎ | ✔︎ |
| Creator | ✔︎ | ✔︎ | ✔︎ |
| Creator status | ✔︎ | ✔︎ | ✔︎ |
| Deal | ✔︎ | ✔︎ | ✔︎ |
| Due time | ✔︎ | ✔︎ | ✔︎ |
| Last notification time | ✔︎ | ✔︎ | |
| Marked as done time | ✔︎ | ✔︎ | ✔︎ |
| Update time | ✔︎ | ✔︎ | |
| Free / busy | ✔︎ | ✔︎ | ✔︎ |
| Organization | ✔︎ | ✔︎ | ✔︎ |
| Overdue/due | ✔︎ | ✔︎ | ✔︎ |
| Pipeline | ✔︎ | ✔︎ | |
| Status (To do / Done) | ✔︎ | ✔︎ | ✔︎ |
| Subject | ✔︎ | ✔︎ | ✔︎ |
| Team | ✔︎ | ✔︎ | ✔︎ |
| Type of activity | ✔︎ | ✔︎ | ✔︎ |
| ID | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Duration | ✔︎ | ✔︎ | ✔︎ |
| Number of activities | ✔︎ |
Activity performance sample reports
Activity duration by team
Chart type: Column/bar
Purpose: Analyze how much time is spent on various activity types in different teams.
Dimension (view-by): Type of activity
Metric (measure-by): Activity duration
Breakdown (segment-by): Team
Number of activities by team
Chart type: Column/bar
Purpose: Compare activity levels across different teams, segmented by activity status.
Dimension (view-by): Activity status
Metric (measure-by): Number of activities
Breakdown (segment-by): Team
Activity completion over time
Chart type: Column/bar
Purpose: Track how many activities are being completed by different teams over time.
Dimension (view-by): Marked as done time (daily/weekly/monthly etc.)
Metric (measure-by): Number of activities
Breakdown (segment-by): Team
Duration of activities by assigned user
Chart type: Column/bar
Purpose: See which users are spending the most time on various activity types.
Dimension (view-by): Assigned to user
Metric (measure-by): Duration
Breakdown (segment-by): Activity type
Share of activities with a given status
Chart type: Pie chart
Purpose: Visualize the distribution of various types of activities and their status.
Dimension (view-by): –
Metric (measure-by): Number of activities
Breakdown (segment-by): Type of activity or status
Activity volume by person or organization
Chart type: Column/bar
Purpose: Analyze the number of activities associated with different contacts (persons or organizations), and categorize by overdue/due status.
Dimension (view-by): Add time
Metric (measure-by): Number of activities
Breakdown (segment-by): Overdue/due
Number of activities added by date and distribution among the users
Chart type: Column/bar
Purpose: Ensure your team has a constant or increasing inflow of contact/deal tasks, by whom they’re being added, and that these tasks are being distributed properly across users.
Dimension (view-by): Add time
Metric (measure-by): Number of activities
Breakdown (segment-by): Assigned to user
E-mail performance
The second type of activity report is the email performance report. It provides insights into your email activities, including the number of emails sent, received, or opened, and includes data from email sync or Smart BCC.
E-mail performance reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Email direction (Received / Sent) | ✔︎ | ✔︎ | ✔︎ |
| Link tracking (Clicked / Not clicked / Not tracked) | ✔︎ | ✔︎ | ✔︎ |
| Open tracking (Opened / Not opened / Not tracked) | ✔︎ | ✔︎ | ✔︎ |
| Reply tracking (Not replied / Replied) | ✔︎ | ✔︎ | ✔︎ |
| Subject (raw value taken from your email) | ✔︎ | ✔︎ | ✔︎ |
| Team (need to have teams configured first) | ✔︎ | ✔︎ | ✔︎ |
| User (account user, such as sales person, sending emails) | ✔︎ | ✔︎ | ✔︎ |
| User status (Deactivated / Active) | ✔︎ | ✔︎ | ✔︎ |
| Link click time | ✔︎ | ✔︎ | ✔︎ |
| Opened time | ✔︎ | ✔︎ | ✔︎ |
| Reply time | ✔︎ | ✔︎ | ✔︎ |
| Sent / received time | ✔︎ (Fixed, cannot be removed) | ✔︎ | ✔︎ |
| ID | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Number of emails | ✔︎ | ||
| Average reply duration | ✔︎ |
E-mail performance sample reports
Average reply duration by user
Chart type: Column/bar
Purpose: Analyze how quickly different users or sales reps respond to emails.
Dimension (view-by): User
Metric (measure-by): Average reply duration
Breakdown (segment-by): –
Number of emails sent vs received by team/user
Chart type: Column/bar
Purpose: Compare the volume of emails sent versus received across different teams.
Dimension (view-by): Team/User
Metric (measure-by): Number of e-mails
Breakdown (segment-by): Email direction
Emails sent over time by user
Chart type: Column/bar
Purpose: Track the number of emails sent by each user over time.
Dimension (view-by): Sent/received time (weekly)
Metric (measure-by): Number of emails
Breakdown (segment-by): User
Average reply time by team
Chart type: Column/bar
Purpose: Compare average reply times across teams, considering active vs. inactive users.
Dimension (view-by): Team
Metric (measure-by): Average reply duration
Breakdown (segment-by): User status (active/inactive)
Campaign reports
Campaign performance and conversion reports
Please note that Pipedrive Campaigns is a paid add-on. To generate meaningful reports, you need to purchase this extension and start using it.
Like other performance reports, campaign performance report allows you to assess how your campaigns are performing by providing metrics such as deliverability, and the number of campaigns sent, received, opened, and clicked. Campaign conversion reports, on the other hand, provide insights on open, click, unsubscribe, delivery, bounce and spam rates of your marketing emails. Both performance and conversion reports have the same dimension schema, but differ in the metrics schema.
Each campaign performance report contains data for a single campaign, helping you understand its success and improve future efforts. Therefore, when configuring your campaign performance report, you must specify which campaign you want to analyze.
Campaign reporting spec
First let’s see what kind standard fields are available for various reporting components, including filters, visual builders, table.
Dimensions – common to both performance and conversion reports
| Field | Filters | Visual builder | Table |
| Campaign creator | ✔︎ | ✔︎ | ✔︎ |
| Campaign creator status | ✔︎ | ✔︎ | ✔︎ |
| Campaign send date | ✔︎ | ✔︎ | ✔︎ |
| Campaign sending user | ✔︎ | ✔︎ | ✔︎ |
| Campaign sending user status | ✔︎ | ✔︎ | ✔︎ |
| Campaign type | ✔︎ | ✔︎ | ✔︎ |
| Click country | ✔︎ | ✔︎ | |
| Click time | ✔︎ | ✔︎ | |
| Click tracking (Clicked / Not clicked / Not tracked) | ✔︎ | ✔︎ | ✔︎ |
| Delivery status (Delivered / Bounced / Unknown) | ✔︎ | ✔︎ | ✔︎ |
| Email bounce date | ✔︎ | ✔︎ | ✔︎ |
| Email bounce type | ✔︎ | ✔︎ | ✔︎ |
| Email delivery date | ✔︎ | ✔︎ | ✔︎ |
| Link | ✔︎ | ✔︎ | |
| Open country | ✔︎ | ✔︎ | |
| Open time | ✔︎ | ✔︎ | |
| Open tracking (Opened/Not opened/Not tracked) | ✔︎ | ✔︎ | ✔︎ |
| Recipient | ✔︎ | ✔︎ | ✔︎ |
| Reported as spam | ✔︎ | ✔︎ | ✔︎ |
| Reported as spam date | ✔︎ | ✔︎ | |
| Sender company | ✔︎ | ✔︎ | ✔︎ |
| Sender domain name | ✔︎ | ✔︎ | ✔︎ |
| Sender email | ✔︎ | ✔︎ | ✔︎ |
| Unsubscribed | ✔︎ | ✔︎ | ✔︎ |
| Unsubscribed date | ✔︎ | ✔︎ | ✔︎ |
| ID | ✔︎ |
Metrics – campaign performance
| Field | Filters | Visual builder | Table |
| Emails sent | ✔︎ | ||
| Total clicks | ✔︎ | ||
| Total opens | ✔︎ | ||
| Unique clicks | ✔︎ | ||
| Unique opens | ✔︎ |
Metrics – campaign conversion
| Field | Filters | Visual builder | Table |
| Bounce rate | ✔︎ | ||
| Click rate | ✔︎ | ||
| Click-through rate | ✔︎ | ||
| Delivery rate | ✔︎ | ||
| Open rate | ✔︎ | ||
| Spam report rate | ✔︎ | ||
| Unsubscribe rate | ✔︎ |
Campaign sample reports
Campaign performance sample reports
Email sent vs delivered by campaign
Chart type: Column/bar
Purpose: Compare the number of emails sent to those delivered across different campaigns over time.
Dimension (view-by): Campaign send date
Metric (measure-by): Emails sent
Breakdown (segment-by): Delivery status
Total opens by country
Chart type: Column/bar
Purpose: Analyze the geographical distribution of email opens, and track whether opens were successfully recorded.
Dimension (view-by): Country
Metric (measure-by): Email opens
Breakdown (segment-by): Open tracking
Campaign performance by creator
Chart type: Column/bar
Purpose: Identify which links within a campaign generated the most unique clicks.
Dimension (view-by): Link
Metric (measure-by): Email clicks
Breakdown (segment-by): –
Total clicks by click country
Chart type: Column/bar
Purpose: Determine the effectiveness of campaigns in different countries and assess the accuracy of click tracking.
Dimension (view-by): Click country
Metric (measure-by): Total clicks
Breakdown (segment-by): Click tracking
Reported as spam by campaign
Chart type: Column/bar
Purpose: Monitor how often campaigns are reported as spam and by whom.
Dimension (view-by): Click country
Metric (measure-by): Total clicks
Breakdown (segment-by): Click tracking
Campaign conversion sample reports
CTR by link
Chart type: Column/bar
Purpose: Identify which specific links within your campaign are driving the highest click-through rates, and assess the effectiveness of click tracking.
Dimension (view-by): Link
Metric (measure-by): CTR
Breakdown (segment-by): –
Open rate by campaign send date
Chart type: Column/bar
Purpose: Analyze how the timing of a campaign affects its open rate, and compare this across different countries.
Dimension (view-by): Campaign send date
Metric (measure-by): Open rate
Breakdown (segment-by): –
Bounce rate by email bounce type
Chart type: Column/bar
Purpose: Analyze how the email bounce rate changes with various email types
Dimension (view-by): Email bounce type
Metric (measure-by): Bounce rate
Breakdown (segment-by): –
Delivery rate by campaign sending user
Chart type: Column/bar
Purpose: Evaluate the delivery performance of campaigns based on the user who sent them, and understand how delivery status impacts overall performance.
Dimension (view-by): Campaign sending user
Metric (measure-by): Delivery rate
Breakdown (segment-by): –
Filter: –
Contact reports
Contact reports help you dive into the relationships and patterns that govern the lifecycles of contact entities, such as persons and organizations. They allow you to explore the characteristics of both types of contact entities in the context of deal performance. Note that all lead reports discussed below are available starting in the Essential plan.
Contact-people performance reports
Contact-people performance reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| ✔︎ | ✔︎ | ✔︎ | |
| Label (Customer / Hot lead / Cold lead / Warm lead) | ✔︎ | ✔︎ | ✔︎ |
| Name | ✔︎ | ✔︎ | ✔︎ |
| Organization | ✔︎ | ✔︎ | ✔︎ |
| Owner | ✔︎ | ✔︎ | ✔︎ |
| Owner status (Active / Deactivated) | ✔︎ | ✔︎ | ✔︎ |
| Phone | ✔︎ | ✔︎ | ✔︎ |
| Team | ✔︎ | ✔︎ | ✔︎ |
| Last activity date | ✔︎ | ✔︎ | ✔︎ |
| Last email received | ✔︎ | ✔︎ | ✔︎ |
| Last email sent | ✔︎ | ✔︎ | ✔︎ |
| Next activity date | ✔︎ | ✔︎ | ✔︎ |
| Person created | ✔︎ | ✔︎ | ✔︎ |
| Update time | ✔︎ | ✔︎ | ✔︎ |
| ID | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Number of activities | ✔︎ | ✔︎ | ✔︎ |
| Number of activities to do | ✔︎ | ✔︎ | ✔︎ |
| Number of done activities | ✔︎ | ✔︎ | ✔︎ |
| Number of closed deals | ✔︎ | ✔︎ | ✔︎ |
| Number of email messages | ✔︎ | ✔︎ | ✔︎ |
| Number of files | ✔︎ | ✔︎ | ✔︎ |
| Number of notes | ✔︎ | ✔︎ | |
| Number of open deals | ✔︎ | ✔︎ | ✔︎ |
| Number of people | ✔︎ | ✔︎ | |
| Number of lost deals | ✔︎ | ✔︎ | ✔︎ |
Contact-people sample performance reports
Number of activities by person label
Chart type: Column/bar
Purpose: Track the number of activities associated with different person labels (e.g., Hot Lead, Cold Lead) to prioritize follow-ups.
Dimension (view-by): Label
Metric (measure-by): Number of activities
Breakdown (segment-by): –
Filter: Last activity date within the last 30 days
Number of deals closed by person
Chart type: Column/bar
Purpose: Identify which owners are closing the most deals to recognize top performers and redistribute workloads.
Dimension (view-by): Person
Metric (measure-by): Number of closed deals
Breakdown (segment-by): –
Filter: –
Number of open deals by person
Chart type: Table chart
Purpose: Identify how many open deals each person has to balance workloads and ensure all deals are being properly managed.
Dimension (view-by): Person
Metric (measure-by): Number of open deals
Breakdown (segment-by): –
Filter: –
Contact-organization performance reports
Contact-organization performance reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Address | ✔︎ | ✔︎ | ✔︎ |
| Apartment / suite no | ✔︎ | ✔︎ | ✔︎ |
| City / town / village / locality | ✔︎ | ✔︎ | ✔︎ |
| Country | ✔︎ | ✔︎ | ✔︎ |
| District / sublocality | ✔︎ | ✔︎ | ✔︎ |
| Full / combined address | ✔︎ | ✔︎ | ✔︎ |
| House number | ✔︎ | ✔︎ | ✔︎ |
| Label (Customer / Hot lead / Warm lead / Cold lead) | ✔︎ | ✔︎ | ✔︎ |
| Name | ✔︎ | ✔︎ | ✔︎ |
| Owner | ✔︎ | ✔︎ | ✔︎ |
| Owner status | ✔︎ | ✔︎ | ✔︎ |
| Region | ✔︎ | ✔︎ | ✔︎ |
| State / country | ✔︎ | ✔︎ | ✔︎ |
| Street / road name | ✔︎ | ✔︎ | ✔︎ |
| Team | ✔︎ | ✔︎ | ✔︎ |
| ZIP / Postal code | ✔︎ | ✔︎ | ✔︎ |
| Last activity date | ✔︎ | ✔︎ | ✔︎ |
| Next activity date | ✔︎ | ✔︎ | ✔︎ |
| Organization created | ✔︎ | ✔︎ | ✔︎ |
| Update time | ✔︎ | ✔︎ | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Number of activities | ✔︎ | ✔︎ | ✔︎ |
| Number of activities to do | ✔︎ | ✔︎ | ✔︎ |
| Number of closed deals | ✔︎ | ✔︎ | ✔︎ |
| Number of done activities | ✔︎ | ✔︎ | ✔︎ |
| Number of email messages | ✔︎ | ✔︎ | ✔︎ |
| Number of files | ✔︎ | ✔︎ | ✔︎ |
| Number of followers | ✔︎ | ✔︎ | ✔︎ |
| Number of lost deals | ✔︎ | ✔︎ | ✔︎ |
| Number of notes | ✔︎ | ✔︎ | ✔︎ |
| Number of open deals | ✔︎ | ✔︎ | ✔︎ |
| Number of organizations | ✔︎ | ||
| Number of people | ✔︎ | ✔︎ | ✔︎ |
| Number of won deals | ✔︎ | ✔︎ | ✔︎ |
Contact-organization sample performance reports
Number of activities by contact-organization label
Chart type: Pie chart
Purpose: Understand what’s the intensity of workloads of organiations with different contact labels.
Dimension (view-by): Label
Metric (measure-by): Number of activities
Breakdown (segment-by):
Filter: –
Number of contact-organizations per label
Chart type: Column chart
Purpose: Measure how many organizations or people there are for each label.
Dimension (view-by): Label
Metric (measure-by): Number of organizations/people
Breakdown (segment-by): –
Filter: –
Number of organizations per country/region/district/city/zipcode
Chart type: Column chart
Purpose: Measure the geographical distribution of engaged organizations that are not yet customers.
Dimension (view-by): Country/region/district/city/zipcode
Metric (measure-by): Number of organizations/people
Breakdown (segment-by): –
Filter: Label is exclusively Warm or Hot
Lead reports
Lead performance and conversion reports
Lead performance provides insights into the volumes of leads being created, archived, or converted to deals.
Lead conversion reports, on the other hand, presents the rate of converting leads to deals for various groups (such as lead source, creator, time periods, etc).
The reporting schema (spec) for both types of reports is essentially the same.
Lead reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Active (No / Yes) | ✔︎ | ✔︎ | |
| Contact person | ✔︎ | ✔︎ | ✔︎ |
| Creator | ✔︎ | ✔︎ | ✔︎ |
| Creator status (Deactivated / Active) | ✔︎ | ✔︎ | ✔︎ |
| Currency | ✔︎ | ✔︎ | ✔︎ |
| Deal | ✔︎ | ✔︎ | |
| Label (Hot / Warm / Cold and custom ones) | ✔︎ | ✔︎ | ✔︎ |
| Lead source (Manually created / Deal etc.) | ✔︎ | ✔︎ | ✔︎ |
| Lead status (Open / Archived / Converted to Deal) | ✔︎ | ✔︎ | ✔︎ |
| Organization | ✔︎ | ✔︎ | ✔︎ |
| Owner | ✔︎ | ✔︎ | ✔︎ |
| Owner status | ✔︎ | ✔︎ | ✔︎ |
| Source channel (Prospector / Campaigns / Live Chat etc.) | ✔︎ | ✔︎ | ✔︎ |
| Source channel ID | ✔︎ | ✔︎ | ✔︎ |
| Source origin (Manually Created / API / Chatbot etc.) | ✔︎ | ✔︎ | ✔︎ |
| Team | ✔︎ | ✔︎ | ✔︎ |
| Title | ✔︎ | ✔︎ | ✔︎ |
| Last update date | ✔︎ | ✔︎ | ✔︎ |
| Lead archived on | ✔︎ | ✔︎ | ✔︎ |
| Lead converted to deal on | ✔︎ | ✔︎ | ✔︎ |
| Lead created on | ✔︎ | ✔︎ | ✔︎ |
| Next activity date | ✔︎ | ✔︎ | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Number of leads | ✔︎ | ||
| Lead value | ✔︎ | ✔︎ | ✔︎ |
Lead reporting templates
Lead value by source channel
Chart type: Column/bar
Purpose: Assess the total value of leads from different source channels to identify which channels are the most lucrative.
Dimension (view-by): Source channel
Metric (measure-by): Lead value
Breakdown (segment-by): Currency
Filter: Leads created in the last 90 days
Number of leads by owner
Chart type: Column chart
Purpose: Determine the distribution of leads among owners to ensure equitable distribution and identify top-performing owners.
Dimension (view-by): Owner
Metric (measure-by): Number of leads
Breakdown (segment-by): Owner status
Filter: –
Lead status distribution by label
Chart type: Pie chart
Purpose: Visualize the distribution of lead statuses (e.g., New, In Progress, Won) across different labels to understand progress by lead type.
Dimension (view-by): Lead status
Metric (measure-by): Number of leads
Breakdown (segment-by): –
Filter: –
Lead activity timeline by next activity date
Chart type: Table chart
Purpose: Track upcoming activities for leads to ensure timely follow-ups and improve lead nurturing.
Dimension (view-by): Next activity date
Metric (measure-by): Number of leads
Breakdown (segment-by): Owner
Filter: Next activity date within the next 14 days
Lead value by last update date
Chart type: Bar chart
Purpose: Monitor the lead value distribution based on the last update date to prioritize follow-ups on high-value leads.
Dimension (view-by): Last update date
Metric (measure-by): Lead value
Breakdown (segment-by): Currency
Filter: Leads not updated in the last 30 days
Deal reports
Deal reports provide an overview and insights into the dynamics of your deal lifecycles, as well as the efficiency of your sales engine in closing deals quickly. With deals, we offer more than just performance and conversion report sets; there are many additional types, which we will cover here.
Note that all deal reports discussed below are available starting in the Essential plan. The only limitation is the number of such reports, as discussed above.
General metrics and dimensions applicable to all types of reports, both performance and conversion.
Deal reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Active (No / Yes) | ✔︎ | ✔︎ | |
| Contact person | ✔︎ | ✔︎ | ✔︎ |
| Creator | ✔︎ | ✔︎ | ✔︎ |
| Creator status | ✔︎ | ✔︎ | ✔︎ |
| Currency | ✔︎ | ✔︎ | ✔︎ |
| Days rotting | ✔︎ | ✔︎ | |
| Label | ✔︎ | ✔︎ | ✔︎ |
| Lost reason | ✔︎ | ✔︎ | ✔︎ |
| Organization | ✔︎ | ✔︎ | ✔︎ |
| Owner | ✔︎ | ✔︎ | ✔︎ |
| Owner status | ✔︎ | ✔︎ | ✔︎ |
| Pipeline | ✔︎ | ✔︎ | ✔︎ |
| Source channel (Prospector / Campaigns / Web visitors) | ✔︎ | ✔︎ | ✔︎ |
| Source channel ID | ✔︎ | ✔︎ | ✔︎ |
| Source origin (Manually created / Prospector / Chatbot etc.) | ✔︎ | ✔︎ | ✔︎ |
| Stage (deal stage) | ✔︎ | ✔︎ | ✔︎ |
| Status (Open / Won / Lost) | ✔︎ | ✔︎ | ✔︎ |
| Team | ✔︎ | ✔︎ | ✔︎ |
| Title | ✔︎ | ✔︎ | ✔︎ |
| Product billing cycles | ✔︎ | ✔︎ | |
| Product billing frequency | ✔︎ | ✔︎ | |
| Product code | ✔︎ | ✔︎ | ✔︎ |
| Product name | ✔︎ | ✔︎ | ✔︎ |
| Product variation | ✔︎ | ✔︎ | ✔︎ |
| Deal closed on | ✔︎ | ✔︎ | ✔︎ |
| Deal created on | ✔︎ | ✔︎ | ✔︎ |
| Expected close date | ✔︎ | ✔︎ | ✔︎ |
| Last activity date | ✔︎ | ✔︎ | ✔︎ |
| Last stage change | ✔︎ | ✔︎ | ✔︎ |
| Lost time | ✔︎ | ✔︎ | ✔︎ |
| Next activity date | ✔︎ | ✔︎ | ✔︎ |
| Product billing start date | ✔︎ | ✔︎ | |
| Update time | ✔︎ | ✔︎ | ✔︎ |
| Won time | ✔︎ | ✔︎ | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Days rotting | ✔︎ | ✔︎ | |
| Deal ACV | ✔︎ | ✔︎ | |
| Deal ARR | ✔︎ | ✔︎ | |
| Deal MRR | ✔︎ | ✔︎ | |
| Deal value | ✔︎ | ✔︎ | ✔︎ |
| Number of activities | ✔︎ | ✔︎ | |
| Number of activities to do | ✔︎ | ✔︎ | |
| Number of done activities | ✔︎ | ✔︎ | |
| Number of email messages | ✔︎ | ✔︎ | |
| Probability | ✔︎ | ✔︎ | |
| Number of deals | ✔︎ | ||
| Average deal value | ✔︎ | ||
| Weighted value | ✔︎ | ✔︎ | |
| Product amount | ✔︎ | ✔︎ | |
| Product price | ✔︎ | ✔︎ | |
| Product quantity | ✔︎ | ✔︎ | |
| Product TCV | ✔︎ | ✔︎ |
Deal sample reports
Deal performance sample reports
Total deal value by pipeline
Chart type: Column/bar
Purpose: Analyze the total value of deals across different pipelines to assess which pipeline is generating the most revenue.
Dimension (view-by): Pipeline
Metric (measure-by): Deal value
Breakdown (segment-by): Currency
Filter: Deals created in the last 6 months
Number of deals per stage
Chart type: Column chart
Purpose: Visualize the distribution of deals across different stages to identify bottlenecks in the sales process.
Dimension (view-by): Stage
Metric (measure-by): Number of deals
Breakdown (segment-by): Status (won, lost, open)
Filter: –
Average deal value per owner
Chart type: Bar chart
Purpose: Compare the average deal value managed by each owner to evaluate individual performance.
Dimension (view-by): Owner
Metric (measure-by): Average deal value
Breakdown (segment-by): Owner status
Filter: Deals closed in the last quarter
Product quantity sold by product name
Chart type: Column chart
Purpose: Track the quantity of products sold across different deals to identify the best-selling products.
Dimension (view-by): Product name
Metric (measure-by): Product quantity
Breakdown (segment-by): Product variation
Filter: Deals won in the last month
Deal probability by source channel
Chart type: Bar chart
Purpose: Assess the effectiveness of different source channels in converting deals to understand where the best leads come from.
Dimension (view-by): Source channel
Metric (measure-by): Probability
Breakdown (segment-by): Source origin
Filter: –
Lost deal reasons
Chart type: Pie chart
Purpose: Identify common reasons for losing deals to improve sales strategy.
Dimension (view-by): Lost reason
Metric (measure-by): Number of deals
Breakdown (segment-by): –
Filter: Deals lost in the last 3 months
Weighted deal value by expected close date
Chart type: Column chart
Purpose: Forecast revenue by tracking the weighted value of deals expected to close in upcoming periods.
Dimension (view-by): Expected close date
Metric (measure-by): Weighted value
Breakdown (segment-by): Pipeline
Filter: Expected close date within the next 6 months
Total product value by product code
Chart type: Column chart
Purpose: Compare the total value generated by different products to prioritize product focus in sales strategies.
Dimension (view-by): Product code
Metric (measure-by): Product TCV (Total Contract Value)
Breakdown (segment-by): –
Filter: Deals closed in the current year
Deals rotting by owner
Chart type: Column chart
Purpose: Analyze the number of days the deals of an owner have been rotting.
Dimension (view-by): Owner
Metric (measure-by): Rotting days
Breakdown (segment-by): –
Filter: –
Average deal duration by pipeline
Deal duration sample reports
Chart type: Column chart
Purpose: Analyze how long it typically takes to close deals in each pipeline, helping identify where processes can be optimized.
Dimension (view-by): Pipeline
Metric (measure-by): Average duration
Filter: Deals won in the last quarter
Total deal duration by owner
Chart type: Bar chart
Purpose: Compare the total time taken by different owners to close deals, highlighting potential training needs.
Dimension (view-by): Owner
Metric (measure-by): Total duration
Filter: Deals created in the last 6 months
Average duration of lost deals by lost reason
Chart type: Pie chart
Purpose: Understand why deals take longer to close and ultimately fail by analyzing the average duration of lost deals by reason.
Dimension (view-by): Lost reason
Metric (measure-by): Average duration
Filter: Deals lost in the last 6 months
Total duration by organization
Chart type: Column chart
Purpose: Compare how long deals take to close for different organizations, helping prioritize efforts for high-value but time-consuming clients.
Dimension (view-by): Organization
Metric (measure-by): Total duration
Filter: Deals won in the last 6 months
Deal progress
This report helps you track how deals advance through stages over a specified time frame. It shows the stages a deal has entered and how well it progresses through the sales cycle. For example, if a deal moves from stage 1 to stage 4, it is counted in stages 2, 3, and 4. Deal progress reports can be visualized using column or bar charts. Note that the breakdown feature is limited to the deal stage entered dimension. You can apply a wide range of filters related to deals, organizations, and people.
Number of deals progressing through stages by pipeline
Chart type: Bar chart
Purpose: Track the number of deals advancing through each stage across different pipelines, helping identify which pipelines are most effective.
Dimension (view-by): Pipeline
Metric (measure-by): Number of deals
Breakdown (segment-by): Stage entered
Filter: Deals created in the last quarter
Deal value progression by organization
Chart type: Column chart
Purpose: Compare the total deal value at different stages for various organizations, helping prioritize efforts based on deal size.
Dimension (view-by): Organization
Metric (measure-by): Deal value
Breakdown (segment-by): Stage entered
Filter: Deals in the current pipeline
Number of deals by status
Chart type: Column chart
Purpose: Monitor how many deals with different statuses (e.g., open, won, lost) are moving through each stage, helping to manage pipeline health.
Dimension (view-by): Status
Metric (measure-by): Number of deals
Breakdown (segment-by): Stage entered
Filter: Deals expected to close this quarter
Deal conversion reports
The final deal reporting category focuses on deal conversion. This set of reports provides insights into the rates at which deals progress from stage to stage and from open to closed. We discuss this report last because its visual builder supports only one metric and one dimension, with no breakdowns allowed.
These reports come in two types: funnel conversion reports and win/loss conversion reports.
Funnel conversion reports
The funnel conversion report is available only as a customized column chart. It focuses on the flow of deals through consecutive stages and their conversion rates. While you can technically use any monetary or numerical data fields available in your Pipedrive account structure, the most common use case is to track the number of deals at each stage or their cumulative value. For completeness, let’s look at the metrics and dimensions that can be used.
Metrics (measure-by):
- Deal value
- Number of deals
- Weighted value
Dimensions (view-by):
This defines which stages should be included in the funnel chart. Sometimes, you may want to skip certain low-fidelity deal stages to gain a clearer insight into the number of deals that enter and exit your sales process.
That’s why creating a high-quality data structure is so critical. It impacts everything from your automations to reports and security. The effect is profound.
Win/loss conversion reports
The win/loss report is available as both a column chart and a scorecard. This report presents the overall win and loss rates for various groups or dimensions, such as owner or organization. In a win/loss report, no additional breakdowns are allowed; the deal outcome is the default metric.
Forecast and subscription reports
All standard deal dimensions are available for filtering in both types of reports (revenue forecast and subscription revenue).
Revenue performance (forecast)
Revenue performance reports provide information about expected revenue. By default, these reports include two predefined filters: forecast period and deal status. The default values are set to the current year and deal statuses of open and won to determine forecasted deal revenues. Please note that you need at least a Professional plan in Pipedrive to access the forecast report.
Revenue performance reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Cumulative forecast (Daily / Weekly / Monthly / Quarterly / Yearly) | ✔︎ | ||
| Forecast (Daily / Weekly / Monthly / Quarterly / Yearly) | ✔︎ | ||
| Forecast period | ✔︎ | ||
| Deal status (Won / Open) | ✔︎ | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Deal value | ✔︎ | ✔︎ | ✔︎ |
| Weighted value | ✔︎ | ✔︎ | ✔︎ |
Revenue performance sample reports
Monthly cumulative forecast
Chart type: Column chart
Purpose: Track cumulative monthly revenue forecast to monitor expected revenue growth.
Dimension (view-by): Cumulative forecast (Monthly)
Metric (measure-by): Deal value
Filter: Deal status (Open / Won)
Monthly spot forecast from specific channels
Chart type: Column chart
Purpose: Evaluate revenue forecast for specific channels over a specific forecast period to plan resource allocation.
Dimension (view-by): Forecast (Monthly)
Metric (measure-by): Deal value
Filter: Source channel (Prospector / Campaign / Web visitors)
Daily revenue forecast for specific owners
Chart type: Column chart
Purpose: Track daily deal volume to identify trends in deal flow and pipeline health.
Dimension (view-by): Forecast (Daily)
Metric (measure-by): Number of deals
Filter: Owner
Subscription revenue performance
Subscription revenue reports provide information about your recurring revenue. Please note that the minimum required plan for the subscription revenue report is Advanced.
There are two predefined filters: Revenue type (recurring, one-time, payment schedule) and Payment due (set to this year and cannot be changed). The report focuses solely on revenue, with the dimension of payment type available in daily, monthly, quarterly, or yearly formats.
Subscription revenue reporting spec
Dimensions
| Field | Filters | Visual builder | Table |
| Revenue type (Recurring / One-time / Payment schedule) | ✔︎ | | |
| Payment due | ✔︎ | | |
| Payment date (Daily / Weekly / Monthly / Quarterly / Yearly) | ✔︎ |
Metrics
| Field | Filters | Visual builder | Table |
| Revenue | ✔︎ | |
Subscription revenue performance sample reports
Monthly revenue performance by payment schedule
Chart type: Column chart
Purpose: Analyze monthly revenue performance based on different payment schedules.
Dimension (view-by): Payment date (Monthly)
Metric (measure-by): Revenue
Filter: Revenue type (Recurring/One-time/Payment schedule)
Quarterly recurring revenue analysis
Chart type: Bar chart
Purpose: Evaluate the performance of recurring revenue on a quarterly basis.
Dimension (view-by): Payment date (Quarterly)
Metric (measure-by): Revenue
Filter: Revenue type (Recurring)
Yearly revenue breakdown by payment due
Chart type: Column chart
Purpose: Track yearly revenue based on payment due dates to manage cash flow more effectively.
Dimension (view-by): Payment date (Yearly)
Metric (measure-by): Revenue
Filter: Payment due
Weekly one-time revenue forecast
Chart type: Column chart
Purpose: Forecast weekly revenue from one-time payments to anticipate short-term earnings.
Dimension (view-by): Payment date (Weekly)
Metric (measure-by): Revenue
Filter: Revenue type (One-time)
Daily revenue monitoring for specific payment schedules
Chart type: Line chart
Purpose: Monitor daily revenue trends for specific payment schedules to optimize financial planning.
Dimension (view-by): Payment date (Daily)
Metric (measure-by): Revenue
Filter: Revenue type (Payment schedule)
What report will you create?
That’s been quite a journey into the Pipedrive Insights feature! In this entry, we’ve explored the Pipedrive Insights module, the reporting layer built into the Pipedrive platform. While we’ve provided theoretical guidance and reporting examples, these are just starting points. The real value comes from enhancing these basic reports with custom data fields you’ve set up in your unique account structure. Doing so will unlock unparalleled insights. Remember, building advanced reports is a crucial part of our Pipedrive Implementation Package, which offers various plans (including a free one) to help you maximize ROI from your Pipedrive subscription!
Photo attribution
As usual, the featured image of the article is a photograph that corresponds with the article’s topic. This time, the shoutout goes to by Shahadat Rahman on Unsplash
