Sales analytics

Sales Analytics (/sales-analytics) gives your team a data-driven view of the entire sales process, from the moment a lead enters the pipeline to the moment they become a client. It is an admin-only area - client users do not see it in the navigation.

Tabs

The page is split into tabs so each stage of the deal lifecycle has its own working view:

Only the selected tab is loaded, so charts and call lists remain stable when moving between views.

Appointments are labelled by their title plus the invitee - for example Insurance Strategy Call w/ Blake - so you can identify the contact at a glance.

Logging payments as they land

On Closed clients, use Log remaining cash to record an instalment without reopening the full outcome form. Enter the amount and an optional note; it is added to the appointment's cash collected total and written to the contact's activity timeline, so the outstanding column always reflects reality.

Key metrics

The top of the page shows eight KPI cards, each covering a distinct part of your sales funnel:

Charts

Below the KPI cards, four visual reports give additional context:

• Conversion funnel - glass-style bars showing drop-off at each stage: Leads → Contacted → Qualified → Proposal → Won. Hover a bar to see the exact count and rate; the active bar highlights with a blue outline.
• Leads & wins over time - line chart showing new leads and new clients across the selected date range.
• Pipeline value by stage - bar chart breaking down total open value at each pipeline stage.
• Breakdown tables - side-by-side tables showing close rate by lead source and by assigned owner, so you can see which channels and team members convert best.

Filters

Four URL-level filters apply across every metric and chart on the page. They can be combined freely:

Manual KPI override

Sometimes you need to record a metric manually - for example, when you have data from an offline source or want to note a correction. Hover any KPI card to reveal a pencil icon, then click it to open the override dialog.

• Enter a value for the currently selected date range. Time-based metrics (speed to lead, avg time in stage) accept hours; percentage metrics accept 0–100; value metrics accept a dollar amount.
• Add an optional note to explain the override (shown on the card in place of the normal sub-line).
• Overridden cards display a Manual badge so the team knows the figure was set by hand.
• Open the same dialog to clear the override and restore the calculated value.

Overrides are stored per metric per date range, so switching the range filter shows the live calculation again unless that range also has an override.

Source library

Raw lead source values (such as facebook, ig_ads, instagram) can be inconsistent. The source library lets you group them under a single canonical name so your analytics stay clean.

Click the Manage link next to the Source filter to open the source library dialog. From there you can:

• Create a canonical source group (e.g. "Meta") and assign a colour.
• Map any number of raw leads.source values to that group.
• Raw values that are not mapped pass through as their own group.

Once configured, the Source filter dropdown, the By source breakdown table, and any filtered lead lists all use the canonical group names instead of raw values.

Sales Review (AI call coaching)

The Sales Review tab surfaces AI-powered coaching on your recorded calls. For each reviewed call, AI extracts a short summary, sentiment, and outcome, plus any objections raised - categorised by type (price, timing, authority, trust, fit, competition) - with a recommended response for each one.

The header of the Sales Review tab rolls up the most common objections across all reviewed calls, making it easy to spot patterns and build team training around them.

If no recorded meetings are available, the tab explains how to connect Fathom in Settings → Integrations. If loading fails, it shows the error and a Try again action instead of remaining on a loading screen.

Two ways to trigger a review:

1. Manual - select any call and click Review with AI, or tick several calls and use Review selected.
2. Automatic - in Settings → AI, turn on Auto-review every call and new recordings are reviewed automatically as they land.

Review costs are shown against the toggle in Settings → AI and are billed from your AI credit allowance.

Custom metrics

Custom metrics live in the Key metrics section — click New metric to build one. Every custom metric respects the page's active date range and filters, and appears alongside the built-in KPIs with a Custom badge.

You can build a metric three ways:

• Describe it — type or dictate what you want ("close rate = closed deals divided by showed appointments") and AI fills in the builder for you.
• Guided builder — pick a data source (contacts, appointments or calls), a calculation (count, total, average, rate or ratio), filters, a display format and an optional goal.
• Formula — choose Formula (combine saved metrics) to combine two or more metrics you have already saved with + − × ÷. Each metric in the formula can take its own extra filters, so the same saved metric can be reused with a different slice.

Display formats

Metrics can be shown as a plain number, currency, percentage, or a duration. Duration has three options: minutes (e.g. 12.5m), hours & minutes (e.g. 2h 15m) and days (e.g. 1.4d) — pick whichever reads best for the timescale you are measuring.

Filter operators

Filters support is, is not, is any of, is none of, contains, greater than, less than, is set and is empty. "Is any of" and "is none of" let you tick several values at once — useful for outcome groups.

Counting first-time bookings only

Booked counts include every appointment, so a reschedule or a repeat call with the same contact is counted again. Two appointment fields let you exclude them:

• First-time booking - Yes for a contact's earliest appointment, No for every later one. Filter on First-time booking is Yes to count unique contacts booked rather than total appointments.
• Booking number for contact - 1 for the first appointment, 2 for the second, and so on, if you want a numeric threshold instead.

Logging cash and deal value

Retainer and Paid in full are proposal amounts only - they exist so the right payment links can be generated. They never roll into Cash collected. Cash collected and Deal value are typed in by the closer when the deal actually closes.

How show rate is defined

An appointment counts as a no show only when its outcome is marked No Show or Cancelled. Every other appointment — including ones with no outcome logged yet — counts as showed.

Cancelled and rescheduled bookings

Custom metrics ignore appointments whose status is cancelled. Calendly keeps the original booking and creates a new one when someone reschedules, so counting both would inflate booking totals. The Upcoming, Unlogged and Logged tabs already behave this way, and custom metrics now match them.

Customising metrics

Use Customize metrics to choose which KPI cards show, how each is displayed, and the card/chart order. Your choices are saved to your account per client workspace, so each workspace keeps its own layout, it follows you across devices and browsers, and it never changes what other team members see. Reset restores the defaults for that workspace, for you only.