Set up a Funnel report
Measure conversion rates through stages with Funnel reports.
This article explains how to set up a Funnel report, which shows how records move through stages in a pipeline, helping you measure conversion rates and identify drop-off points.
For an overview of all report types and when to use each one, see Create reports.
Funnel reports overview
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.
Use funnel reports 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 Reports in the sidebar, then create or open a dashboard.
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.
Choose a funnel visualization
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.
Next steps
Changes you make to a report are not visible to other team members until the report is saved. For details on saving, viewing, and filtering reports, see Create reports.