Pipeline Health & Funnel Analysis
What this page is — the funnel: how many leads sit at each stage of the journey, and where they stop moving.
What it is for — finding the step where progress stalls, rather than guessing.
The problem it solves — conversion measured rather than assumed. The one thing to understand before reading it is that the funnel groups by status category, not by individual status — so eleven statuses produce five steps, and renaming a status changes nothing here.
Route: /org/analytics/lead?tab=pipeline · Permission: Pipeline Health & Funnel Analysis
1. The funnel groups by CATEGORY, not by status
This is the single most important thing about this report.
| Category | Contains, on a typical pipeline |
|---|---|
new | Initial Contact, Discovery Call |
working | Needs Analysis, Solution Design, Stakeholder Demo, POC/Trial |
qualified | Proposal Review, Contract Negotiation, Legal Review |
converted | Closed Won |
lost | Closed Lost |
So a pipeline with eleven statuses produces a funnel with five steps. Renaming a status changes nothing here; changing its category changes the funnel retroactively.
Nothing validates the spread. If every status was created as working — easy to do when adding statuses
by hand — this report has nothing to show and no error to explain why.
Check the category column on pipelines and statuses.
2. Why the funnel total may not match your lead count
The funnel counts leads by their status's category. A lead with no status has no category, so it appears in no step — while still counting in Total Leads on the overview.
Every imported lead is in this state, because the CSV import sets neither pipeline nor status. On a project built largely by import, the funnel can be dramatically smaller than the lead count with nothing on screen to say so.
The other cause is leads pointing at a pipeline the project cannot see, described in the board.
Reconciling
- Compare Total Leads on the overview with the funnel's first step.
- If they differ, filter the leads list for leads with no pipeline.
- Fix with bulk update — set a pipeline and status across the selection.
3. What "stalled" means
The report highlights steps where leads accumulate. Read it against the status set: a large working
step on a pipeline with four working statuses is normal, not a blockage.
4. The admin contract
| Needs | Or |
|---|---|
| Statuses spread across categories | A one-bar funnel. Section 1 |
| Leads with a status | The funnel undercounts. Section 2 |
| One pipeline per project's leads | Cross-project leads are absent |
5. Don't confuse this with…
| This | Not this |
|---|---|
| Lead funnel — status categories | Deal stages |
| A funnel step | A single status |
| This report | Acquisition, which is about origin |
6. Troubleshooting
| Symptom | Cause |
|---|---|
| Funnel much smaller than the lead count | Leads with no status. Section 2 |
| Funnel has one bar | Every status shares a category. Section 1 |
| A status seems missing | Statuses are grouped into their category. Section 1 |
| Changing a status name did nothing here | The report groups by category |