Marketing KPI Dashboard
Where leads come from and what they turn into — volume, closing rate and sales value, broken down by lead source and by division.
Accessing the Report
Reports > KPI > Marketing Dashboard
Available Filters
| Filter | Description |
|---|---|
| Created Date From / to | Scopes the report by the date the lead was created |
| Consultant | Limits to leads owned by one salesperson |
| Division | Limits to selected divisions |
| Function | Limits by division function |
| Work Type | Limits by division work type |
The Division, Function, and Work Type filters appear only for companies that classify their divisions (using more than one function or work type). See Divisions for how these classifications are configured.
The three filters are combined: a project is included only when it matches every filter at once. For example, selecting the Handyman (Internal) and Design Build (Operational) divisions together with the Internal function shows Handyman only — it is the sole division that satisfies both.
Leaving a filter blank places no restriction on that dimension, so it reads as "All". Selecting Internal for Function with Division and Work Type blank gives the entire Internal compartment.
This filter has always used the created date. The old page labelled it "Close Date", which was misleading — the label has been corrected, but the figures are unchanged.
Panels
Leads & Sales By Source
| Column | Description |
|---|---|
| Source | Where the lead came from |
| Total Leads | Leads created in range from that source |
| Make Up % | That source's share of all leads in the table |
| Closing % | Won ÷ leads that have resolved × 100 |
| Sales Total | Sold value of those leads |
| Make Up % | That source's share of total sales |
Leads per Division
The same breakdown by division, with one extra column:
| Column | Description |
|---|---|
| Leads Target | How many leads the division needs to hit its budgeted job count |
The target is derived rather than entered directly: it takes the jobs the division is budgeted to win and grosses them up by its budgeted closing rate. A division budgeted to win 5 jobs at a 25% closing rate has a target of 20 leads.
Targets are set by month. When your date range covers part of a month, that month counts by the share of its days inside the range, so March 9–15 counts 7/31 of March's target. Whole months count in full. This is the same calculation as the Leads, Appointments to Wins report, so the two always agree for the same range and division.
A division with no budget entry in the selected range shows a target of zero.
Leads Target used to count a month's full target as soon as the month's 1st fell inside your range, and nothing for a month whose 1st did not. A range that includes part of the current month, such as the default year to date, counted the whole month; a single week without a 1st showed no target. Partial months now count by their share of days. Ranges that cover whole months are unchanged.
Closing % counts won leads against the leads that have actually resolved — won or lost — not against every lead in the period.
Leads still sitting open have not been lost, so counting them as failures would make a healthy pipeline look like poor performance. A source with 30 leads, 15 won and 10 still open is measured as 15 out of 20, not 15 out of 30.
Exporting
Export CSV downloads both tables in one file, with a Section column identifying each.