Create reports
Find out how to create reports to visualize your data.
Reports allow you to visualize your lists and records data in highly customizable charts. You can add reports to dashboards and customize them to answer specific business questions.
This guide explains the different report types you can use, and how to build them step by step.
Note: The types of reports available to you and the number of reports you can create depends on your Attio plan. Learn more about the different plans available.
Create a new report
A report is a chart or table that analyzes your object or list data. A dashboard is a page that contains one or more reports. To create a new report on a dashboard:
Click Reports in the sidebar.
Open or create a dashboard.
Click + Add report.
To duplicate a report: open the report’s ⋮ menu, select Duplicate to copy it to the same dashboard, or Duplicate to… to copy it to another dashboard.
Give the report a descriptive name by selecting New report in the top left and overwriting it.
For a video overview of creating dashboards and reports, see Reports in Attio Academy.
Choose a report type
Choose which type of report you want to build:
Report types at a glance
Question you want to answer | Use this type |
|---|---|
How many or how much of something is there? | Insight |
How has a metric changed over time? | Historical values |
What are the conversion rates through stages in a pipeline? | Funnel |
How long are records staying in each stage? | Time in stage |
How many records or what value entered a stage in a time period? | Stage changed |
When to use an Insight report
What it is
Shows the current state of your data: how many or how much of a metric there is at the time of viewing the report.
Note: If you group by a custom date attribute (such as a Close date attribute), an Insight report can also show a count of timestamps by day, week, or month. In this case, it works more like a timeline showing you how many deals closed in each period.
Use it when
You want flexible totals, averages, and breakdowns, with the option to group and segment by two attributes. This makes it the best starting point for most questions, unless you need the specific focus of another report type, such as visualizing your pipeline or tracking how record values changed over time.
Typical questions it answers
How many are there right now?
What is the total or average?
How is that value split by owner, stage, region, date, or any other attribute?
How many times did something happen in a given time period?
Example use cases
Number of active deals in each stage
ARR of active customers by industry
Number of workspaces signing up per month using a custom Sign-up date attribute
Average deal size per owner
Total pipeline value grouped by region
Deals closed per month per owner, using a custom Close date attribute
When to use a Historical values report
What it is
Track what your data looked like at prior points in time, week by week, month by month, and so on.
Use it when
You need to see a trend line of how a metric has changed over time. If you need to use a custom date attribute or want the current values, use an Insight report instead.
Typical questions it answers
Is this metric going up or down?
How does the value compare by week or month?
When did a change start?
Example use cases
Total deal value over time
Number of deals in each pipeline stage over time
Changes in ARR over time
Number of customers over time
Number of workspaces or users records over time
When to use a Funnel report
What it is
A conversion report that measures how many records progress through stages in order.
Use it when
You need to see stage-to-stage conversion rates and drop-off. If you only need counts or values of records moving into a stage, use Stage changed. If you need time spent in stages, use Time in stage.
Typical questions it answers
What percent reached the next step?
Where is the biggest drop-off?
How many made it from first to last step?
Example use cases
Conversion rate from Lead > Meeting > Won
Loss rate from Lead > Lost
Drop-off between Demo scheduled and Proposal sent
Percentage of leads making it through a 3-stage pipeline
When to use a Time in stage report
What it is
An analysis of how long records spend in stages.
Use it when
Your main concern is the time records are spending in stages or spotting bottlenecks. If you need counts or values of movements, use Stage changed. If you need conversion rates, use Funnel.
Typical questions it answers
Where is the process slow?
How long do records stay before moving on?
Who moves items through faster?
Example use cases
Average time deals spend in Negotiation stage
Comparing stage durations between deal owners
Average time candidates spend in each interview stage (for example, Hiring manager review, Screening, or Offer approval)
Average time customers spend in Onboarding stage
When to use a Stage changed report
What it is
Counts or calculates value for records that entered a stage during a time window.
Use it when
You want to measure movement events, such as how many items reached a key stage and the value they carried. If you need multi-step conversion rates, use Funnel. If you need time spent, use Time in stage.
Typical questions it answers
How many records entered a stage this month?
What value moved into this stage?
Example use cases
Total deal value moving into Won stage each quarter
Average rating of candidates moving into Offer stage each month
Number of a specific owner’s deals moving into Won each month
Amount of new leads entering Qualified lead vs Unqualified over time
Setup for each report type
Each report type has its own setup options and best practices. The following sections walk you through how to configure each one step by step.
Set up an Insight report
Insight reports give you a snapshot of your data, so you can see totals, averages, and breakdowns at a glance.
See Attio Academy for a video walkthrough of Insight reports.
Note: Insight reports are available on all Attio plans.
Follow these steps to set up an Insight report:
Click + Add report and choose Insight.
Data source: Select an object or list.
Metric: Choose what to measure. Count records, or select a number, currency, or rating attribute.
For bar and line charts, this appears on the y-axis.
If you choose an attribute, pick how to aggregate the data: Count, Max, Average, Min, or Sum.
Grouped by: Optionally select an attribute to break down the data (for example, custom date, owner, or category).
For bar and line charts, this appears on the x-axis.
Without a grouping, a single metric will be shown.
Segmented by: For bar and line charts, option to add a third attribute for color-coded bars or lines. A key will appear above the chart.
Filters: Optionally add filters to narrow the data.
Visualization: Choose how to display the data: Bar, Pie, Line, Map.
Map is available when grouping by Country.
Bar and line charts
You can customize bar and line charts with these additional options:
Show axis labels: Toggle attribute names on or off.
Target: Add a goal line across the chart.
Stack bars: Display bars stacked vertically or side by side on bar charts.
Sorted by: Change the sort order of the x-axis. By default, values are sorted numerically; choose Amount to sort by bar values instead.
Note: Segmenting is not available on the Free plan. Targets are available on Pro and Enterprise plans.
Map charts
Note: Map charts are not available on the Free plan.
When grouping by Primary location > Country, you can display your data on a map with two Visualization options:
Globe: Interactive 3D globe
Map: Flat map
For both views:
Click and drag the map to navigate.
Hover over a country to see its value.
Set up a Historical values report
See Attio Academy for a video walkthrough of Historical values reports.
Note: Historical values reports are only available on Pro and Enterprise plans.
Historical values reports track how attributes change over time so you can measure progress and trends.
Historical values reports use time as the X axis, and you can choose the interval: daily, weekly, monthly, quarterly, or yearly. Unlike insight reports, you can’t choose a custom date attribute here, because historical reports are based on the state of your data as it existed at the end of each time period.
Follow these steps to set up a Historical values report:
Click + Add report and choose Historical values.
Data source: Select an object or list.
Metric: Choose what to measure. Count records, or select a number, currency, or rating attribute for the y-axis.
If you choose an attribute, pick how to aggregate the data: Count, Max, Average, Min, or Sum.
Segment by: Optionally choose a status, select, or user attribute for color-coded bars or lines.
Current: Groups data by today’s values. For example, if you have $200,000 in deals currently in Negotiation, that’s what will show in the chart.
Historical: Groups data by the values at that point in time. For example, if a $50,000 deal was in Negotiation during November but later moved to Won, the November chart will show $50,000 under Negotiation.
Filters: Optionally add filters to narrow the data.
Filters use the current values of records or list entries (not their historical values).
Visualization: Choose how to display the data: Bar or Line.
Use line charts to track trends, bar charts to compare categories.
Stack bars: Display bars stacked vertically or side by side on bar charts.
Show axis labels: Toggle attribute names on or off.
Target: Add a target value to display a goal line across the chart.
Time period: Above the chart, choose Daily, Weekly, or Monthly, and select the period to display.
Compare: Show current and previous periods side by side to spot growth or decline.
Set up a Funnel report
See Attio Academy for a video walkthrough of Funnel, Time in stage, and Stage changed reports.
Note: Funnel reports are not available on the Free plan.
Funnel reports show how records move through stages in a pipeline. Use them to track conversion rates, drop-off points, and how effectively your pipeline is progressing.
If you want to know how many records are currently in a stage, use an Insight report instead. Funnel reports measure progress through stages over time, not current counts.
How funnel conversion is calculated
In a funnel report, each percentage shows the conversion rate from one stage to the next. The calculation only considers records that entered at least one of the included stages in your funnel. For each step, it checks how many of those records that reached the previous stage also went on to reach or surpass the current stage.
Formula: Number of records that have reached or surpassed the current stage ÷ Number of records that reached or surpassed the previous stage
This ensures each step reflects progression, rather than overall totals across the entire funnel.
Important logic to know:
Only records that enter at least one of the stages you include in the funnel are included in the calculation. For example, if your Deal stage attribute includes Lead > In progress > Won, but your funnel report only includes Lead and In progress, a record that moved directly from Lead to Won will not be counted.
If a record skips a stage, it’s still counted as having passed through that stage.
If a record moves backward (from a later stage back to an earlier one), it’s still counted as having reached the later stage.
Funnel reports count all records that have ever been in the selected stages, not just those still in them.
Create a funnel report
Follow these steps to set up a Funnel report:
Click + Add report and choose Funnel.
Data source: Select an object or list.
Status attribute: Choose a status attribute whose stages define your funnel.
Under Included stages, select which stages to include in the funnel.
Include one target stage. This is usually Won when tracking conversion rate, or Lost when analyzing loss. Do not include both Won and Lost in the same funnel.
Typically you should remove stages like Churned or Paused.
Note: Ensure the stages of your status attribute are in sequential order for an accurate funnel. To update the order of stages, edit the attribute in objects or lists settings.
Filters: Optionally add filters to narrow which records are included.
Visualization: Choose how to display the funnel:
Funnel: Shows the progression of records through stages over time.
Funnel Metric: Shows what percentage of records passed through any statuses you select, useful for analyzing key transition points in a pipeline.
Funnel Steps: Shows conversion percentages between each of the selected statuses (not how many are currently in each status). This highlights drop-off points.
Best practices for funnel reports
Funnel reports are designed to track progress toward a single target stage. To avoid confusion and inflated counts:
End each funnel at a single outcome stage (e.g. Closed Won, Closed Lost, or Disqualified).
Create separate funnels for different outcomes, instead of including multiple outcomes in one funnel.
For example, you might create:
One funnel ending at Closed Won
One funnel ending at Closed Lost
One funnel ending at Disqualified
This prevents records that skipped stages from being counted in multiple outcomes.
Set up a Time in stage report
See Attio Academy for a video walkthrough of Funnel, Time in stage, and Stage changed reports.
Note: Time in stage reports are available on Pro and Enterprise plans.
Time in stage reports show how long records spend in each stage of a pipeline over time. Use it to identify bottlenecks, delays, and stages where records stay too long.
Follow these steps to set up a Time in stage report:
Click + Add report and choose Time in stage.
Data source: Select an object or list.
Status attribute:
Choose a status attribute whose stages define your pipeline.
Included stages: Select which stages to include in the report.
Aggregation: Choose whether to display the Max, Average, or Min time that records spent in each included stage.
Grouped by: Optionally select an attribute to break down the data (e.g. Owner, Date, Category).
When grouped, bars in the chart will be color-coded and a key will appear above the chart.
Stack bars: Display bars stacked vertically or side by side on bar charts.
Filters: Optionally add filters to narrow the records included.
Visualization options:
Time in stage reports are always bar charts.
Show axis labels: Toggle attribute names on or off.
Target: Add a goal line across the chart.
Sorted by: Change the sort order of the x-axis. By default values are sorted numerically; you can instead sort by amount or time duration.
Set up a Stage changed report
Use a stage changed report to show the number of records that moved into each stage of a pipeline over time.
See Attio Academy for a video walkthrough of Funnel, Time in stage, and Stage changed reports.
Note: Stage changed reports are available on Pro and Enterprise plans.
Stage changed reports show the volume or value of records transitioning through your pipeline. They are often used to see how many records moved into each stage over time, but you can also measure values associated with those records (currency, number, or rating).
Follow these steps to set up a Stage changed report:
Click + Add report and choose Stage changed.
Data source: Select an object or list.
Status attribute:
Select the status attribute whose stages define your pipeline.
Under Included stages, choose which stages you want to track transitions into.
Metric: Choose what to measure.
Count Records: shows how many records entered each selected stage in each time period.
Or choose a number, currency, or rating attribute and select how to aggregate (for example Sum, Average, etc.) to show the value associated with records entering each stage.
Filters: Optionally add filters to narrow which records are included.
Visualization: Choose how to display the data: Bar or Line.
Stack bars: Display bars stacked vertically or side by side on bar charts.
Show axis labels: Toggle attribute names on or off.
Target: Add a target value to display a goal line across the chart.
Time period: Above the chart, choose Daily, Weekly, or Monthly, and select the period to display.
Compare: Show current and previous periods side by side.
Save reports
Changes you make to a report are not visible to other team members until the report is saved.
Click Save to publish a new report and make it visible to workspace members, or to apply edits to an existing report for all workspace members.
To discard your changes, either navigate away or click Discard changes. This will revert the report to its last saved version.
If you want to create a new report based on your edits, click the caret next to Save and select As new report.
View reports
When viewing a report:
Hover your cursor over a data point to see the value and counts represented.
In Insight reports, select a data point to open the contributing records or entries, or click View contributing data to see a table of all records or entries in the report. If you need to be able to save the table view with sorting, filters, and columns, create the view on the object or list instead.
To resize or rearrange the reports on a dashboard, see Customize dashboard layout.
You can also:
Click Calculated values to expand a table showing all values and counts. Highlighting a cell in the table will highlight the corresponding data in the chart, and vice versa.
Use the download icon in the upper-right corner of the table to export it as a CSV file.
Filter the data in your reports
Filters let you include only the records or list entries that meet certain criteria. Without filters, all records from the selected object or list are included in the report.
To add a filter:
Click Add filter.
Select the attribute you want to filter by.
Choose the condition (is, is not, contains, etc.).
If applicable, enter the value to filter by.
You can refine filters further:
Click + to add additional conditions, or click the ⋮ icon next to a condition and select Convert to advanced filter to add more options.
To group filters with And/Or logic, click the ⋮ icon next to a filter, select Convert to group, then add more filters and toggle And/Or as needed.
To remove a filter or condition, click the ⋮ icon next to it, then select Delete condition or Delete filter.
Example: Filtering by stage history
You can filter based on whether records were ever in a specific stage, or when they entered a stage.
For example:
Deal stage > was > Evaluation > before > today
Returns records that were in the Evaluation stage at any point.
Deal stage > was > Meeting > after > one month ago
Returns records that moved into the Meeting stage within the last month.
Related resources
Dashboards: Learn how to create and manage dashboards, and add reports to them.
Manage reports: Edit, duplicate, and organize your reports across dashboards.
Build a sales reporting dashboard: Build a sales dashboard with these reports to analyze your sales cycle.