Custom Reports allow you to leverage data from various areas of your CRM to measure the effectiveness of different aspects of your work. Below, we present several key applications that may also prove useful for you.
In this article:
Sales Performance Analysis
If you want to answer questions such as:
How many customers went through the sales funnel?
What is the source of the best-converting leads?
Which sales rep has the highest win rate?
What is the average value of closed deals?
STEP 1: Go to “Custom Reports”
From the main menu, select: Reports > Custom Reports > Click “Add Report”
Select the data area: Sales Opportunities (or “Sales Process”)
STEP 2: Configure the Report
Data Columns (what you want to analyze):
Add, for example:
Deal status (Won, Lost, Open)
Deal value
Creation/closure date
Owner
Closing stage
Lead source
Product or service
Add metrics (numerical values):
Number of sales opportunities
Number of won opportunities
Average value of won deals
Conversion rate (e.g., won / total)
Filters – data narrowing:
Date range (e.g., last 3 months)
Specific sales reps or teams only
Opportunities above a certain value
Source (e.g., marketing campaign, cold leads)
STEP 3: Analyze and Present
Group by owner, lead source, or sales stage.
You can use charts (bar, pie) or pivot tables.
Sales Team Activity Analysis
If you want to answer questions like:
How many activities (calls, meetings, notes) did each sales rep perform?
What types of activities dominate?
Who is the most active team member?
How does activity change over time?
STEP 1: Go to “Custom Reports”
From the main menu, select: Reports > Custom Reports
Click “Add Report”
Select the data area: Activities
STEP 2: Configure the Report
Choose columns to analyze:
Activity type (note, call, meeting, task)
User (Owner)
Activity date
Description
Duration (if available)
Add metrics:
Number of activities
Number of activities by type (grouped)
Average number of activities daily/weekly
Call duration (if recorded)
Add filters, such as:
Date range (e.g., last 30 days)
Activity type (e.g., only meetings and calls)
User (single or entire team)
Activity status (if applicable)
STEP 3: Present the Data
Group by rep or activity type.
Charts: bar (activities per person), line (activity over time), pie (activity type share)
Evaluation of Specific Product Sales
If you want to answer questions such as:
Which products sell best?
What is the total sales value of a specific product?
Which reps sell the most of a particular product?
How does the sale of a specific service change over time?
STEP 1: Go to “Custom Reports”
From the main menu, select: Reports > Custom Reports > Click “Add Report”
Choose data area: Sales Opportunities or Products/Services (if you have an integrated products module)
STEP 2: Configure the Report
Data area: Products in Sales Opportunities (or Opportunities + Products)
Columns:
Product/service name
Quantity
Unit price
Total value
Deal status (won/lost)
Date
Sales representative
Metrics:
Total quantity sold
Total sales value
Number of transactions with the product
Success rate (e.g., how often the product was sold in won opportunities)
Filters:
Product/service name
Opportunity status = won
Date range
STEP 3: Visualization and Comparisons
Grouping:
By product name
By sales rep
By month (closing date)
Charts:
Bar: sales by product
Line: sales trend of selected product over time
Pie: product’s share in total sales
