Leads

The Leads report provides a foundational view of your sales funnel, tracking the volume of new customer records (leads) created within a specific period and measuring their conversion efficiency. This report focuses on the earliest stage of the customer lifecycle.

Overview

The Leads report includes a timeline chart, a breakdown table, and a detail table for in-depth analysis of customer records.

Timeline chart

The timeline chart is a bar chart showing the number of new leads created over the selected period. Hovering over a bar displays a tooltip with the total number of Leads for that period.

The bar corresponding to the currently ongoing period includes a crucial feature:

• Projected End-of-Period Number: The striped part of the final bar represents the predicted lead volume by the end of the period, based on current trends. This projection makes it easy to assess, mid-period, whether your current performance is on track or exceeding historical acquisition rates.

Breakdown table

The table underneath the chart tracks the flow of leads through the top of your sales funnel, all tied back to the lead's initial creation date.

Note on date logic: All conversion rates in this table are based on the customer creation date. The actual start dates for the trial and paid subscriptions may occur after the period shown in the table. This historical view helps measure the long-term effectiveness of leads generated in a specific month.

If you click a number in the Leads, Trials, or Converted columns, a detail table under the breakdown table is revealed, showing the individual customer records that contributed to that number.

The last column in the table includes the projected numbers for Leads and Trials.

Detail table

This table is shown when you click a count cell in the breakdown table. Unlike MRR reports, this table displays customer record attributes related to the lead lifecycle:

• Created: The date the customer record (lead) was created.
• Customer name: The name of the customer.
• Email: The customer's email address.
• Trial started: The date the trial subscription began (can be empty).
• Paid started: The date the first paid subscription began (can be empty).
• Cancel date: The date the customer last canceled their paid subscription (can be empty).
• Status: The current status of the customer record: Lead, Trialing, Trial ended, Active, Cancelled, or Past due.

Clicking any row sends you to the customer's detail page.

Filters

The report supports the same filters as the customer list. These include:

• Date range

  Select a custom range or preset periods (last 30 days, last quarter, etc.)

• Interval

  Choose how lead generation is aggregated: daily, weekly, monthly, quarterly, or yearly.

• Additional filters – region/country, main currency, data source, etc. (see all filters)

Filters are applied to both the chart and the table simultaneously.

Exporting the data

You can export the table as a CSV file for offline analysis or reporting by clicking the "Export" icon next to the date picker.

Practical tips

• Monitor the projected bar: Use the striped projection on the final chart bar to make mid-period adjustments to marketing spend or acquisition focus if you are falling short of your lead goal.
• Isolate high-converting channels: Use additional filters to view conversion rates (e.g., Lead-to-paid) by acquisition source. Focus resources on channels that consistently deliver high-quality leads, even if the total lead volume is lower.
• Conversion lag: Be aware of the lag between creation date and conversion date. For long sales cycles, look at older periods (e.g., last quarter) to get the most accurate, fully realized Lead-to-paid rates.