CRM · Reports

How to analyze won and lost opportunities

Compare active, won, and lost opportunities by period, owner, and group.

Comparison of active, won, and lost opportunities.

Published on October 27, 2026

The Won vs. lost report brings active, won, and lost opportunities into one view. Use it to understand how the pipeline is distributed, compare periods, and see whether the team is closing opportunities or needs to learn more about why deals are lost.

It is useful in sales reviews and monthly meetings. First choose the period you want to review, and remember that the period is based on the opportunity creation date. The report does not group records by the date they were marked won or lost.

Set up the report

In CRM, open Reports and select Won vs. lost under opportunity reports.
Choose a frequency: weekly, biweekly, monthly, bimonthly, quarterly, or semiannual.
Choose the group, executive, and year to review; adjust the currency if you need a focused comparison.
Select Apply to refresh the chart and table.

Won vs. lost report for October 2026, showing four active opportunities, none won, and one lost. — The chart compares amounts by status. The table adds counts, percentages, and the period total. This view contains five opportunities.

What each result means

Status or value	How to read it
Active	Opportunities still open in the process. They are not recorded as won or lost.
Won	Opportunities closed as won in CRM. Open the details to review amounts and periods.
Lost	Opportunities marked as lost. The details let you review the record and its saved reason.
Status percentage	Each status as a share of all opportunities in the period.
Conversion	Won opportunity count divided by the total opportunity count for the period. Active opportunities are included in the denominator.

Compare results and open details

The chart helps compare the share and amount of each status. In the table, read count and amount together: a large amount may come from only a few records. Select a linked cell to open its details. For lost opportunities, review the saved reasons to find patterns such as budget, timing, or choosing another option.

Example

In the October screenshot, this user’s view shows four active opportunities worth $222,000, none won, and one lost opportunity worth $46,000. The report shows 80% active, 0% won, and 20% lost; conversion is 0% because no opportunity in this group has been won. This shows how to read the result without treating open pipeline as closed sales.

Use the report to improve the process

Compare periods of the same length and keep filters consistent.
If many opportunities are active, group by executive or team to see where they are concentrated and what actions might move them forward.
If losses increase, open the details and compare saved reasons. Separate issues the team can address from decisions that depend on the customer.
Read conversion alongside total count and amount. A percentage alone does not explain why an opportunity was won or lost.

The period uses creation date

This report groups opportunities by their creation date. An opportunity created in one month and won later remains associated with its creation period in this view. If you need results by actual close date, confirm which report or process your company uses for that question.