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Insights reports: lead conversion

Yssel Salas, November 5, 2025

Note: The number of Insights reports you can create depends on your plan’s usage limits.

The lead conversion report shows how many of your leads turn into deals, helping you track performance and improve your conversion strategy.

You’ll see the lead-to-deal conversion rate, which helps to identify trends and optimize how you build relationships.

Note: If you want to track the percentage of won deals instead, use the deal conversion report.

Creating a lead conversion report

To create a report, open Insights and click “+ Create”.

Choose to either generate a report with AI or build one manually by selecting Report > Lead > Conversion, then click “Continue”.

Viewing your lead conversion report

By default, the report shows your lead-to-deal conversion rate for leads created this year, grouped by lead source.

The conversion rate is calculated as: (converted leads × 100%) ÷ total leads

You can view this data as a column chart or scorecard.

Column chart view

The columns represent the conversion percentage based on the selected view by field.

In this example:

The Y-axis shows the percentage of your total leads that were converted
The X-axis groups leads by their lead source (e.g., Import, Prospector, etc.)

Hover over a column to compare conversion rates. In this example, 17 leads came from deals and another 17 were added manually. Manual leads had a higher conversion rate, with two out of 17 converted to deals.

To see which leads were converted, click on a column and look for the lead status marked as converted to deal.

Scorecard view

This view offers a quick snapshot of your overall conversion rate, without breakdowns by source.

Click the percentage or check the table below to view the included leads.

Customizing your lead conversion report

Note: Only Premium and higher plan users can use custom fields for filtering and building reports in the visual builder (measure by, view by). All plan users can use custom fields in table views.

Edit the default filter or click “Add condition” to apply additional filters. You can also use combined data to filter by deal, person and organization.

You can customize the conversion metric with the following fields:

Lead value (converted to default currency)
Number of leads
Custom fields (numerical/monetary)

To segment your data further in the column chart view, click on the field name next to View by metric.

You can choose from the following fields:

Date fields	Lead fields	Lead custom fields
Archive time	Contact person	Custom date
Convert time	Creator	Custom multiple options
Lead created on	Currency	Custom organization
Next activity date	Label	Custom person
Update time	Lead source	Custom single option
	Lead status	Custom user
	Organization
	Owner
	Owner status
	Source channel
	Source channel ID
	Source origin
	Team
	Title

Once you finish setting up your report, click “Save”. You can also add it to a dashboard and share it with your team.

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