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
For step-by-step instructions on how to create an Insight report, see this guide: Set up an Insight report
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
For step-by-step instructions on how to create a Historical values report, see this guide: Set up a Historical values report
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
For step-by-step instructions on how to create a Funnel report, see this guide: Set up a Funnel report
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
For step-by-step instructions on how to create a Time in stage report, see this guide: Set up a Time in stage report
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
For step-by-step instructions on how to create a Stage changed report, see this guide: Set up a Stage changed report
Setup for each report type
Each report type has its own setup options and best practices. Find the full setup instructions for each report type below:
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.