Build a sales reporting dashboard

Learn how to build reports for your sales dashboard in Attio to analyze your sales cycle and visualize your funnel. Also see our Create reports article for information about all report types and how to customize them.

For a video walkthrough of the different types of reports you can create in Attio, see Reports in Attio Academy.

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Deals in stageCopy link

Report on the number of deals currently in each stage of your pipeline. Create a new report with these settings:

• Report type: Insight

• Data source: Deals (or the list where you're tracking deal flow, if you aren't using the Deals object)

• Metric: Count Records

• Grouped by: Deal stage (or your status attribute)

You can refine the report with these options:

• Included stages: Select which stages to display. For example, to focus on active pipeline, remove Paused, Won, and Lost.

• Segmented by: Break down each stage by another attribute, such as Deal value or Deal owner.

Funnel analysisCopy link

Visualize the conversion rates between each stage of your funnel. Create a new report with these settings:

• Report type: Funnel

• Data source: Deals (or the list where you're tracking deal flow)

• Status attribute: Deal stage (or your status attribute)

• Included stages: Only select stages where you want to track conversion rates. For example, you probably want to remove stages like "Paused" and "Lost".

• Metric: Count Records

• Visualization: Funnel

To report on all deals created in specific time frame, add filters:

• Created at > after > choose a date, and

• Created at > before > choose a date

You can add other filters to narrow down the data you're looking at. For example, you could select Associated company and then filter on a companies attribute to see your funnel for a specific subset of companies.

Average time to closeCopy link

Show the average time that a deal that has been won spent in each stage of the pipeline before being moved to "Won". Create a new report with these settings:

• Report type: Time in stage

• Data source: Deals (or the list where you're tracking deal flow)

• Status attribute: Deal stage (or your status attribute)

• Included stages: Select only the stages that a deal progresses through toward the Won stage, removing stages like Won and Lost.

• Filter: Deal stage (or your status attribute) is Won (or your "closed" stage)

• Aggregation: Average

• Group by: Optionally, group by another attribute, such as Deal owner.

Number of deals moving to each stage in a time frameCopy link

Visualize the number of deals moving into each stage of your pipeline in a given time frame. Create a new report with these settings:

• Report type: Stage changed

• Data source: Deals (or the list where you're tracking deal flow)

• Status attribute: Deal stage (or your status attribute)

• Included stages: All

• Metric: Count Records

• Visualization: Bar

Number of qualified deals each month

If you know that you need to have a specific number of deals in a specific stage (like Qualification, for example) each month to hit your targets, create the above report and include only the stage you want to track. Set a target to see your progress toward that goal.

Win rateCopy link

See your close rate at a glance. Create a new report with these settings:

• Report type: Funnel

• Data source: Deals (or the list where you're tracking deal flow)

• Status attribute: Deal stage (or your status attribute)

• Included stages: All records, Won

• Metric: Count Records

• Visualization: Funnel Metric to show the conversion %

If you'd like, you can add filters for specific time frame:

• Created at > after > choose a date, and

• Created at > before > choose a date