CRM Analytics

Understand your sales pipeline at a glance — track lead volume, conversion rates, stage distribution, and team performance with interactive charts and drilldown filters.

What You Can Do

• View KPI cards for total leads, total declared shipments, average shipment cost, and total lost leads — each compared to the equivalent previous period.
• Read supplementary metrics: average days to close a deal, advancement rate (proportion of leads that converted or recharged), and current in-recharge count.
• Explore the sales funnel — see how many leads are in each pipeline stage and their percentage share, with an inline progress bar.
• Analyze outcomes through a pie chart that breaks leads into Won, Lost, In Recharge, and Remaining.
• Review performance by executive via a stacked bar chart showing each salesman's won/lost/in-progress counts.
• See tier distribution (how many active leads are in each shipment-volume tier: T0 through T5).
• Compare product categories by lead count and total account value to identify which package types drive the most business.
• Browse the top 100 oldest open leads table to spot deals that need attention.
• Filter results by date range, locale (country), executive, tier, and pipeline stage.
• Drill down by clicking any chart element to filter the entire dashboard by that dimension.

Getting There

1. Open the main navigation and click CRM.
2. The Analytics view is the default tab when the CRM module opens.
3. If you are on the Kanban, Table, or Calendar view, click the Analytics tab in the CRM header to switch.

Common Tasks

Change the date range

1. Click the date picker in the top-right filter bar.
2. Select a start date and end date, or choose one of the quick presets (Today, Last 30 Days, This Month, Last 3 Months, Last 6 Months).
3. The dashboard updates automatically once both dates are selected.

Tip: The four preset ranges (Last 30 Days, This Month, Last 3 Months, Last 6 Months) are pre-computed and load faster than custom ranges. Custom ranges and filtered requests are computed live.

Filter by executive

1. Click the Executives dropdown in the top filter bar.
2. Search for or select an executive name.
3. All charts and KPIs immediately narrow to that executive's leads.
4. To remove the filter, click the × in the active-filters bar or reselect the same executive.

Filter by tier

1. Click the Tier dropdown in the top filter bar.
2. Select one or more tiers (you can select multiple). Each tier represents a monthly shipment volume range:
   • Tier 0: 1–10 shipments/month
   • Tier 1: 11–100 shipments/month
   • Tier 2: 101–350 shipments/month
   • Tier 3: 351–750 shipments/month
   • Tier 4: 751–1,500 shipments/month
   • Tier 5: 1,500+ shipments/month
3. Selected tiers are shown as pills in the active-filters bar. Click × on a pill to remove a single tier.

Drill into a pipeline stage by clicking the funnel

1. In the Sales Funnel card, click any row in the table.
2. The dashboard re-queries to show only leads in that virtual stage.
3. The selected row is highlighted. Clicking it again clears the stage filter.

You can also click:

• A pie slice in the Outcome chart.
• The Total Lost KPI card (shortcut to the customer_lost stage).
• A stage badge in the Active Leads table.

Drill into an executive's performance

1. In the Salesman By Stage bar chart, click any bar segment for an executive.
2. The dashboard filters to that executive's leads.
3. Alternatively, click an executive's name in the Active Leads table.

Drill into a tier or product

• Tier: click a column in the Active Tiers chart. Multiple tiers can be selected at once.
• Product: click a column in the Product Breakdown chart to filter by that package content type.

When a tier or product filter is active, the other bars in the chart fade so you can clearly see what's selected.

Open a lead's detail from the active leads table

1. Find the lead in the Active Leads Quick View table at the bottom of the dashboard.
2. Click the eye icon (👁) in the last column.
3. The CRM Sidepanel opens with the lead's full profile, notes, contacts, and follow-up history.

Combine multiple filters

Filters stack. You can select a date range and an executive and a tier simultaneously. The active-filters bar shows all active filters as pills. Click Clear all filters to reset everything at once.

Read KPI trends

Each KPI card shows a badge with a percentage delta compared to the previous period of the same length. For example, if your date range is April 1–15, the comparison period is March 17–31.

• Green badge: the current period is higher than the previous (good for leads, shipments, cost; bad for lost leads).
• Red badge: the current period is lower (bad for leads; good for lost leads, which uses inverted color logic).

Frequently Asked Questions

Why do the preset buttons (Last 30 Days, This Month…) sometimes load faster than a custom date range?

The four preset date ranges are pre-computed every time the sync cron runs (approximately every 2 minutes) and stored as snapshots. When you select a preset with no active interactive filters, the server returns the pre-built snapshot instantly. Custom date ranges and any request with an active salesman/tier/stage/product filter are computed live from the materialized table, which takes a moment longer.

I selected a stage in the funnel, but after the dashboard reloads the filter disappeared. Why?

After each load, the dashboard auto-clears filters that are no longer present in the returned data. This happens when the new dataset (after applying other filters) contains no leads in that stage, so the filter would show zero results. The auto-clear prevents the dashboard from being stuck in a state that returns nothing.

What does "In Recharge" mean?

An "in recharge" lead is a company that has made at least one payment (recharge) on the platform but has not yet sent a shipment. These leads are considered to have partially converted — they are committing funds — but have not yet used the shipping service. They occupy a separate bucket from "Won" (which requires an actual shipment) to help track the activation funnel more granularly.

Why does a lead appear as "Won" even though I don't see them in an active stage?

"Won" is a virtual stage that overrides the raw pipeline stage. Any lead that has at least one non-cancelled shipment is classified as "Won" regardless of which follow-up status it currently shows in the pipeline. The virtual stage priority is: Lost → Won → In Recharge → pipeline stage. This ensures each lead appears in exactly one bucket.

Why is the "average closing days" sometimes based on different leads than the main KPI?

The average closing days metric uses the date when the deal was closed (the first note with a "Won" status) as the reference date, not the lead's creation date. This means it measures deals that were actually closed during the selected period, even if those leads were created earlier. This is intentional — it gives you an accurate picture of the close time for deals you won this period, not for all leads created this period (which may not have closed yet).

How often is the data refreshed?

The materialized table is synced by a cron job that runs approximately every 2 minutes. It detects changes across all related tables (follow-up notes, shipments, payments, tier data) and updates only the affected rows. You can expect analytics data to be at most ~2 minutes behind real activity.

Prospects vs. clients — are both included in the analytics?

Yes. The analytics layer includes both prospects (leads without a company account) and clients (companies already on the platform that are being tracked in the CRM pipeline). Both appear as rows in the unified materialized table. Prospects will always have has_shipment = 0 and has_recharge = 0 because those signals only exist for companies with an account.

What is the lead score badge I see in other CRM views (Kanban, list)?

The lead score is a quality indicator from 0–10 computed from how many data signals are present for a lead. Clients can score up to 10 (6 criteria: verified, shop, payment, client type, shipments, onboarding survey). Prospects cap at 5.0 because only 3 criteria apply (e-commerce type, declared shipments, channel/account value). The color coding is: green (≥8), yellow (≥5), blue (≥3), grey (❤️). The score appears in the Kanban and list views but is not displayed in the Analytics dashboard itself.

Related

• Technical Documentation — Architecture, ETL, SQL formulas, and key decisions for developers
• CRM Guide — General CRM usage: pipeline management, notes, contacts, and follow-up
• CRM Views Guide — Kanban, table, and calendar view instructions