IN BRIEF
The Lead Conversion Report shows you which Leads were won or lost within a date range you choose, along with key details about how each Lead was created, engaged, assigned, and converted. Use it to evaluate conversion outcomes and to spot trends across source, staffing, and Location so you can make better decisions about where your effort pays off.
Overview
The Lead Conversion Report lives in a dedicated Leads section on the Reports page. It reports on Leads that have reached a final outcome — a Conversion Status of Won or Lost — and that converted within the date range you select. Leads that are still open and Leads that have been deleted are not included.
For each qualifying Lead, the report pulls together standardized fields covering when and how the Lead was created, when it was first contacted by a person, how much activity it generated, who it was assigned to, the Location it belonged to, and how long it took to convert. This gives you a single view for answering questions such as which Lead Sources convert best, how quickly your team follows up, and how outcomes differ by Location.
The report supports configurable filters, saved Preset Filters, a name-display option, and four export formats, so you can shape the report to a specific question and reuse that configuration later. Assignment and Location values always reflect each Lead's state at the moment it converted, not its current state, so the report stays accurate even after a Lead's assignment or Location changes.
Access is controlled by a report-specific permission. Account Owners and staff with Admin Access can run the report by default. Everyone else needs the permission granted explicitly.
Preset Filters
If you frequently run this report using the same filters, those filters can be saved as Presets. Presets can be loaded each time the report is opened, allowing you to quickly set filters, choose a date range, and generate the report in a preferred format.
Note: Filters related to enrollments always return results that are accurate as of the date the report is generated.
Accessing the Report
- From the Office Portal, open the Reports page.
- Locate the Leads section.
- Select the Lead Conversion Report.
The report opens with its filters ready to configure. It does not run automatically — you generate it once your filters are set. This keeps the System from producing a report before you've defined what you want to see.
If you don't see the Leads section or the Lead Conversion Report, you most likely don't have the required permission. See the Troubleshooting & FAQs section below.
Step-by-Step Instructions
Setting the Date Range
- Find the Leads Converted Between (Start Date / End Date) filter at the top of the report.
- Set your Start Date and End Date.
Both dates default to the current date, so you'll usually widen the range to cover the period you want to analyze. Only Leads with a Conversion Date inside this range are included.
Configuring Filters
Use the filters below to narrow the report to the Leads you care about. All filter criteria are applied together, so a Lead must satisfy every filter to appear.
- Leads Converted Between (Start Date / End Date) — The conversion date range for the report. Both Start Date and End Date default to the current date.
- Conversion Status — Limits results by outcome. Options are Won and Lost, and both are selected by default so you see all converted Leads.
- Assigned To — Filters by who the Lead was assigned to at the time of conversion. Includes all User Groups with permission to access the Leads task, all individual staff members with that permission, and an Unassigned option. All options are selected by default.
- Lead Source — Filters by where the Lead originated. Includes every Lead Source available in your account, all selected by default.
- Location — Filters by the Location the Lead belonged to at the time of conversion. Every Location associated with the account appears as a selectable checkbox. On multi-location accounts, the currently selected Location is enabled by default. On single-location accounts, the only available Location is selected automatically.
How the Assigned To filter resolves your selections:
- No selection, or everything selected, includes all Leads.
- Unassigned selected includes only Leads with no assignment.
- One or more User Groups selected includes Leads assigned to any of those groups.
- One or more staff members selected includes Leads assigned to any of those staff.
- A mix of groups and staff includes Leads assigned to any selected group or staff member.
- Each Lead appears only once, even when it matches more than one of your selections.
How the Location filter resolves your selections:
- Selecting one or more Locations includes Leads associated with any of the selected Locations at the time of conversion.
- All other active filters still apply on top of your Location selection.
Choosing Display Options
- Open the report's display options.
- Choose how Lead names appear:
- First Name Last Name is the default format.
- Enable Last Name, First Name to sort and read by surname.
Your chosen format is applied consistently on screen and in every export format, so the report reads the same wherever you open it.
Generating the Report
Select your desired export format (such as HTML, PDF, XLS, or CSV) at the bottom of the report.
The System will immediately generate the report in the selected format.
Reviewing Report Fields
When the report generates, it includes the following fields by default, in this order and identical across all formats:
- Date Of Conversion — The date the Lead reached its Won or Lost outcome.
- Conversion Status — Whether the Lead was Won or Lost.
- Lead Source — Where the Lead originated.
- Lead Name — The Lead's name, shown in your selected name format.
- Lead Created Date — The date the Lead was created.
- Date Of First Contact — The first time a person contacted the Lead. Only manually logged activities and staff-initiated communications count toward this date. System-generated messages are excluded. If the only activity on a Lead is system-generated, this field reads "System-Generated Contact Only."
- Conversion Time — How long the Lead took to convert, in whole days. A Lead created and converted on the same date returns a value of 1 day; partial days are not calculated.
- Activity/Contact Count — The total number of activity entries between the Lead Created Date and the Date Of Conversion. Unlike Date Of First Contact, this count includes system-generated activities.
- Assigned To — Who the Lead was assigned to at conversion. User Groups are listed first, followed by individual staff members, as a comma-separated list. There is no limit on the number of assignments shown.
- Location — The Location the Lead belonged to at the time of conversion.
Additional Notes
How "At the time of conversion" affects your results
Both Assigned To and Location reflect each Lead's state at the moment it converted, not its current state. If a Lead's assignment or Location changes after conversion, the report still shows the values that were in place when the Lead was won or lost. This keeps historical reporting consistent and lets you trust comparisons across past periods.
Understanding the two activity-related fields
Date Of First Contact and Activity/Contact Count measure different things on purpose. Date Of First Contact answers "when did a person first reach out?" and therefore ignores automated messages. Activity/Contact Count answers "how much total activity did this Lead generate?" and therefore includes everything, automated messages included. A Lead can have a high Activity/Contact Count while still showing "System-Generated Contact Only" if no person ever logged a manual contact.
Troubleshooting & FAQs
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I don't see the Leads section or the Lead Conversion Report on the Reports page. Why?
- You most likely don't have the report permission. Account Owners and staff with Admin Access have it by default; other staff need it granted through a User Group or directly on the staff profile.
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I selected a date range but no results appeared. What happened?
- The report only includes Leads with a Conversion Status of Won or Lost and a Conversion Date inside your selected range. Confirm your range covers dates when Leads actually converted, and remember that open and deleted Leads are never included.
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Why does a Lead's Date Of First Contact show "System-Generated Contact Only"?
- That Lead only has automated activity on record. Date Of First Contact counts only manually logged activities and staff-initiated communications, so when no person has contacted the Lead, the field shows this message instead of a date.
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A Lead was created and converted on the same day, but Conversion Time shows 1 day. Is that an error?
- No. Conversion Time is calculated in whole days with a minimum of 1, and partial days are not counted, so a same-day conversion always returns 1 day.
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I edited a preset that a coworker shared with me, but my changes didn't stick to their preset. Why?
- Only the original creator can edit a shared preset. You can use and adjust it, but to keep your changes you save them as a new preset of your own.