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Sales Pipeline Report

The Sales Pipeline Report gives you a detailed view of your marketing and sales pipeline, from lead creation through appointments, pipeline stages, production, and geographic distribution. It is one of the main reports used to evaluate lead quality, conversion performance, and expected production over time.

Important: This report refreshes automatically about every 15 minutes, so the most recent changes may not appear immediately.

Overview

The Sales Pipeline Report is found under Marketing Reports in LeadCenter and is embedded using Looker Studio. It is split into three tabs:

• Sales Pipeline — lead volume, appointment conversion, source breakdowns, and production summaries
• Expected Production — pipeline value and expected revenue analysis
• Contact Maps — geographic distribution of contacts and interactive map views

All three tabs share the same filter bar at the top of the report.

How to Access the Report

1. Go to Reports from the left sidebar.
2. Open Marketing Reports.
3. Click Sales Pipeline Report.

If you have viewed it recently, you may also see a quick link in the Recently Viewed section.

Global Filters and Controls

Every tab in the Sales Pipeline Report uses the same filter bar at the top of the page. These filters help you narrow the report to a specific group of contacts and a specific time period.

Available Filters

• Source / Campaign — filter by the marketing source or campaign that generated the contact
• Medium — filter by the contact medium, such as website form, calendar, phone redirect, email redirect, referral, chat, Zapier, or CSV upload
• Category — filter by contact category
• Is Head of Household? — include or exclude head-of-household contacts
• Stage — filter by current pipeline stage
• State — filter by the contact’s state
• Won or Lost? — show only won, only lost, or all contacts
• Tag — filter by contact tags
• Contact Name — search for a specific contact
• Lead Office Location — filter by office location
• Owner — filter by the contact owner
• Appt. Scheduler — filter by the appointment scheduler
• Servicing Advisor — filter by the current servicing advisor

Date Range Control

The date picker in the top-right filters the entire report by Contact Creation Date. By default, it shows January 1 through December 31 of the current year.

Important: This report is based on Contact Creation Date, not the date of an appointment, issued production, or other event.

Other Controls

• Reset Filters clears all filters back to the default view
• Download (PDF) exports the current visible tab as a PDF

Tab 1: Sales Pipeline

The Sales Pipeline tab is the main analytical view of the report. It combines lead counts, appointment conversion metrics, source breakdowns, stage breakdowns, and production summaries.

Contact Volume Summary

At the top of the tab, KPI cards show a quick summary of contact activity:

• Contact in Selected Period — total contacts created in the chosen date range
• Contact YTD — year-to-date contact count with comparison to the prior year
• Contact MTD — month-to-date contact count with comparison to the prior month
• Contact WTD — week-to-date contact count
• Contact Yesterday — contacts created yesterday
• Contact Today — contacts created today

The green and red trend indicators compare each value against the prior matching period.

1st Appointment Conversions

This section tracks how well new leads are converted into first appointments. It focuses on contacts categorized as 1st Visit - Not a Client.

• 1st Appt. Set — total number of first appointments scheduled
• % Conv. (Set Rate) — first appointments set divided by new leads
• 1st Appt. Kept — total number of first appointments actually attended
• % Conv. (Kept Rate) — first appointments kept divided by new leads
• % 1st Appt. Conv. — first appointments kept divided by first appointments set

Tip: A low set rate usually points to a lead follow-up issue. A low kept rate usually points to a reminder, confirmation, or show-up issue.

Key Metrics by Parent Source / Source

This table compares source-level pipeline performance side by side. It includes total leads, first appointments set, first appointments kept, win counts, and win ratios for each source.

Use this table to compare not just lead volume, but also source quality and conversion performance.

Production Summary

Below the source metrics table, the Production section shows three financial summary cards:

• Issued — total production that has been issued or closed
• Pending — production currently in progress
• Forecasted — projected future production still in the pipeline

New Contacts Timeline

A timeline chart shows when contacts were created across the selected period. This helps you spot higher-volume periods and compare lead activity month by month.

Distribution Charts

This tab also includes visual breakdowns of contacts by:

• Source / Campaign
• Stage
• Medium
• Office Location

Production by Contact Category

Additional charts show Issued, Pending, and Forecasted production broken down by contact category.

Lead Counts by Source and Stage

A detailed table shows how many leads from each source are currently sitting in each pipeline stage. This is especially useful for finding stage bottlenecks by campaign or source.

Total Accounts by Source and Stage

A second table shows the dollar value of accounts by source and pipeline stage. This helps connect lead flow to financial impact.

Tab 2: Expected Production

The Expected Production tab focuses on the financial value of your pipeline using the Expected Production (EP) field. It shows expected revenue totals and conversion performance in dollar terms instead of just contact counts.

Expected Production Summary Cards

• Expected Production (Selected Period)
• EP YTD
• EP MTD
• EP WTD
• EP Yesterday
• EP Today

EP-Weighted Appointment Conversions

This section mirrors the first appointment conversion section in the Sales Pipeline tab, but all metrics are shown as expected dollar value instead of lead counts.

This can help you see whether a source is bringing fewer but more valuable prospects.

Expected Production by Source

This tab includes source-based tables and charts that show which campaigns and channels are driving the highest-value pipeline.

Expected Production Timeline

A timeline chart shows the expected production value across the selected date range. This helps you identify stronger and weaker pipeline periods over time.

Expected Production Distribution Charts

Visual charts break expected production down by:

• Source / Campaign
• Stage
• Medium
• Office Location

Expected Production by Stage Table

A pivot-style table shows expected production value by source and current pipeline stage. This helps you see where the most financial value is currently sitting in the funnel.

Tab 3: Contact Maps

The Contact Maps tab gives you a geographic view of your contacts using interactive maps and a detailed contact list.

Contact Summary

At the top, you will see the same contact summary cards used on the Sales Pipeline tab, along with a Probability to Close card.

Leads by City

This interactive map places contacts on the map based on their primary address. Pins are color-coded by current pipeline stage, so you can quickly see where different kinds of leads are located.

Leads Heat Map

The heat map shows contact density by area using a color gradient. This is useful for spotting where your contact base is concentrated geographically.

List of Contacts

Below the maps, the report includes a paginated contact list. It shows columns such as:

• Contact ID — clickable link to the contact record
• First Name / Last Name
• Owner
• Created Date
• Category
• Original Source
• Source
• Parent Source
• Stage

Clicking the contact ID opens that contact’s record in LeadCenter.

Best Practices

• Use the date range carefully — always match it to the time period you want to analyze.
• Compare source quality, not just lead volume — a smaller source with better appointment conversion may be more valuable than a larger one with weak conversion.
• Watch the 1st appointment kept rate closely — this often reveals appointment reminder or confirmation problems.
• Use Expected Production to prioritize follow-up — focus on where the most financial value is currently sitting.
• Use Contact Maps for territory planning — the map views help you identify clusters and underserved areas.
• Reset filters before starting a new analysis — this helps avoid carrying over old filter selections.
• Use advisor filters for performance reviews — filtering by owner or servicing advisor can help isolate individual performance.

Frequently Asked Questions

Why do some metrics show N/A?

This usually means there is no valid comparison baseline for that time period yet. It is different from 0, which means activity was tracked but none occurred.

Why does the report look behind even though it refreshes every 15 minutes?

There can be a short delay between data entry in LeadCenter and what appears in Looker Studio. If you recently updated data, wait at least 15 to 20 minutes and refresh the page.

Why does the contact count differ from what I see on the Contacts page?

The Sales Pipeline Report is based on Contact Creation Date and only includes contacts that match all selected filters. The Contacts page may be using a different default view or different filters.

What does Expected Production mean?

Expected Production is a monetary value stored on the contact that represents anticipated revenue. It is used in the Expected Production tab to show financial pipeline value instead of lead counts.

Can I filter the Contact Maps tab by source or campaign?

Yes. The shared filter bar applies across the report, including the Contact Maps tab.

What is the difference between Source, Original Source, and Parent Source?

Original Source is the first source that brought the contact into the system. Source is the current assigned source. Parent Source is the higher-level grouping for related sources.

Can I open a contact directly from the report?

Yes. On the Contact Maps tab, click the contact ID in the contact list to open that contact’s record.

Can I export the report?

Yes. Use Download (PDF) in the top-right area of the report to export the current visible tab.

Related Articles

• How to Use Reports in LeadCenter
• How Reports Are Organized
• Filtering Reports
• Exporting Data from Reports

Need help? Contact support@leadcenter.ai.