CRM · Reports

How to review sales conversions

Review the relationship between prospects, opportunities, customers, and sales to see where your sales process is moving forward.

Illustration of the CRM sales process from prospects to sales.

Published on October 27, 2026

The Conversions report shows how prospects, opportunities, customers, and sales relate to one another. Use it to review the sales process with grouped data, see where progress is strongest, and decide where to inspect records or support the team.

For example, if you receive many prospects but few become opportunities, review record quality, source, or first response. If opportunities are created but few become customers, examine follow-up, proposals, or response times. The report helps frame the analysis; open the records behind each figure to understand individual cases.

Before interpreting the report

The opportunity percentage can exceed 100% because one prospect may be linked to more than one opportunity. The report compares related counts; it is not necessarily a one-record-at-a-time funnel.

Open the report and choose a period

In CRM, open Reports, go to Sales, and select Conversions.
Choose the period you want to review. Keep the same interval when comparing teams or tracking changes.
Use the Group or Executive filters to narrow the view, or leave them unrestricted for a consolidated view.
Select Apply, then review the chart and table. The table makes it easier to compare exact figures for the selected group or executive.

CRM Conversions report filtered to executive Héctor Lagunes. It shows 15 prospects, 6 opportunities, 2 customers, 4 transactions, MXN 13,000 in sales, and an average ticket of MXN 3,250. — The view combines conversion relationships with sales results. Values reflect the filters shown in the report.

What each indicator measures

Indicator	How to read it	What it helps you assess
Prospects to opportunities	Relates opportunities to the number of prospects. It can exceed 100% when a prospect has multiple opportunities.	Whether prospects are creating qualified commercial conversations.
Prospects to customers	Shows the proportion of prospects associated with customers.	Overall progress from acquisition to the customer portfolio.
Opportunities to customers	Relates customers to opportunities.	How negotiations are converting into customers.
Sales and transactions	Shows sales amount and the number of transactions included.	Whether commercial progress is translating into sales.
Average sale	Divides sales amount by the transactions included.	Compare the average value of transactions in the period.

Example

In the screenshot

Héctor has 15 prospects, 6 opportunities, and 2 customers. The report shows MXN 13,000 in sales across 4 transactions, averaging MXN 3,250. The prospect-to-opportunity relationship is 40%, prospect-to-customer is 13%, and opportunity-to-customer is 33%. These ratios suggest questions for the team, but they do not explain by themselves why a deal was won or lost.

Turn the results into action

Compare equivalent periods and keep filters consistent before concluding that a conversion has changed.
If prospects increase but opportunities do not, review source, qualification, and first activities.
If opportunities grow but few customers result, inspect the details for phases, timing, or follow-up that need attention.
If customers increase while average sale falls, review transactions and products before changing the strategy.

Use this report as the starting point for a sales review. Summary figures show relationships between records; each prospect or opportunity detail and history helps explain what happened in a particular case.