Leads, Appointments to Wins
This report is filtered based on your division settings:
- Function: Operational
- Work Type: Full Project, Service
Follow your leads from the day they came in to the appointment and the win. The report shows how many leads you took in a date range, how many reached an appointment, and how many you won. It breaks those figures down by division and by the person who entered each lead.
Accessing the Report
Reports > Marketing > Leads, Appointments to Wins
What the Report Shows
A lead is a project (of the kind Project, not a change order or warranty) created in the date range. Non-sale projects and deleted projects are left out.
A lead counts as an appointment once it has moved past your company's first sales stage. A lead still sitting in that first stage counts under No Appt. Set. A lead counts as won when it is on a Won stage.
The report has three tables.
Summary
One row for the whole range:
- MQL — marketing-qualified leads: prospects and clients created in the range whose first project was not opened the same day. These contacts came in some way other than as a sales lead, such as a newsletter sign-up.
- MQL to SQL — how many of those contacts now have a project, with the share of MQL in brackets.
- SQL Total — leads created in the range.
- No Appt. Set and Appt Set — leads still in the first stage, and leads past it.
- Leads to Appt — appointments as a share of leads.
- Won and Closing % — wins, and wins as a share of leads.
MQL counts contacts, not projects, so the division filters don't change it.
By Division
One row per division in your selected scope, including divisions with no leads in the range, then a TOTAL row:
- Leads Target — the leads you budgeted for this division, from Leads Target. See How the Leads Target Is Counted.
- Leads, Appts and % to Appt — leads, appointments, and appointments as a share of leads.
- Won and Closing % — wins, and wins as a share of appointments.
Click any column heading to sort the table. Divisions start in their configured display order.
By Intake
One block per person who entered leads (the project's Created By): their name, a row for each division they took leads in, then a Total row for that person. A TOTAL row at the bottom adds up everyone, and matches the By Division table's TOTAL row. On a division row, Closing % is wins as a share of that row's leads. On a person's Total row and on the TOTAL row, it is wins as a share of appointments. The table keeps each person's rows together, so it can't be sorted.
Seeing the Leads Behind a Figure
Click a division row, a division row inside a person's block, a person's Total row, or either table's TOTAL row. A dialog lists the leads behind that figure: the same number of leads as the figure you clicked. Each Project ID opens the project.
The dialog footer totals the Predicted Budget and Sold Amount and shows the average Zestimate of the leads that have one. A dialog shows at most 500 leads. When there are more, it says how many it is holding back; narrow the date range to see them.
Filters
- Created From / To — the leads' created date. Defaults to the last complete week, Sunday through Saturday.
- Department — only leads entered by someone in that department. The Leads Target narrows to the budget of salespeople in that department, and MQL to contacts with a project entered by someone in it.
- Division, Function and Work Type — shown when your company uses more than one function or work type. Every table follows the selection.
Your filter choices are kept in the page address, so you can bookmark or share a filtered view.
How the Leads Target Is Counted
Lead targets are set by month. Each month your date range touches counts by the share of its days that fall inside the range: March 9–15 is 7 of March's 31 days, so it counts 7/31 of March's target. Whole months count in full, and a range across two months takes each month's share by that month's own length. The result is rounded to a whole number of leads. This is the same calculation as the Leads Target on the Marketing Dashboard, so the two always agree for the same range and division.
Leads Target used to scale every month your range touched by one overall share of days, so a month with a large target and a month with a small one were blended together. Each month is now scaled by its own share of days. Ranges that cover whole months are unchanged; partial-month ranges can move by a few leads.
MQL used to look up a contact's first project across other companies' records and include deleted projects. It now looks only at your own live projects, so a contact whose only project was deleted counts as an MQL again. Expect a small change in MQL.
Exporting
Click Export CSV to download all three tables in one file, each under its own heading: the summary, the division table with its TOTAL row (in the order it is sorted on screen), and the intake table with each person's Total row and its TOTAL row. Each lead dialog has its own Export CSV for the leads it lists.
How Math Handles Zero Values
Every percentage shows 0% when there is nothing to divide by.
| Figure | Divides | By | When the bottom is 0 |
|---|---|---|---|
| Summary Closing % | Wins | Leads | 0% |
| Division Closing % | Wins | Appointments | 0% |
| Intake division row Closing % | Wins | That row's leads | 0% |
| Intake Total and TOTAL row Closing % | Wins | Appointments | 0% |
| % to Appt / Leads to Appt | Appointments | Leads | 0% |
| MQL to SQL share | Contacts with a project | MQL | 0% |