Leads reporting: where enquiries come from, losses included

4 min read Updated 2026-08-30 WindoorERP 19.0

What this does

CRM › Reporting › Leads counts enquiries: how many arrived, from which source and campaign, who they went to, and what became of them. It is the screen for judging where business comes from rather than what it is worth.

It differs from Pipeline Analysis in two ways that matter, and both are visible in the search bar the moment it opens.

Before you start

This report deliberately includes archived records, which means lost deals are counted. That is right for a source analysis and wrong for a pipeline view.
It opens on the current year, filtered by creation date — not by closing date.
Sources, mediums and campaigns are only as good as the data behind them. If enquiries are created by hand without those fields, this report cannot tell you anything about channels.

Steps

Leads Analysis as a pivot: months down the side, a count measure, and the Active or Inactive and Created on facets

The same counts as a graph

Archived records are included on purpose

The first facet reads Active or Inactive — one filter matching both. Marking a deal lost archives it, so without this the report would only ever count deals that are still alive, and every source would look like it converted perfectly.

The consequence is that a raw count here is all enquiries received, won and lost together. That is exactly what you want for "which channel brings us work" and exactly what you do not want if you are trying to see the live pipeline. For that, use Reporting › Pipeline, which filters to open opportunities.

The same records as a list, one row per enquiry

01
Open CRM › Reporting › Leads.
02
Read the two facets: Active or Inactive and Created on: 2026.
03
Group by Source, Medium or Campaign to see where enquiries come from.
04
Add Is Won as a second grouping to turn a volume count into a conversion picture.
05
Switch the measure to Expected Revenue when you want value rather than count.
06
Use the list view to read the individual records behind any cell.

Leads and opportunities are both counted

The report puts no restriction on record type, so an enquiry that was qualified into an opportunity is one record throughout — it is not counted twice, because converting a lead does not create a second record.

Group by Type to split the two, which is the quickest way to see how much of the intake is still sitting unqualified.

Useful groupings

Source / Medium / Campaign	Where the enquiry came from. The three together are the marketing attribution.
Is Won	Won, lost or pending — the conversion axis.
Lost Reason	Why the losses happened, which is where a source analysis usually leads next.
Salesperson / Sales Team	Who received the intake.
Stage	How far enquiries typically progress.
Country / City	Geography, as far as the records are filled in.
Creation Date	The time axis, already the pivot's rows.

Troubleshooting

The count is higher than the pipeline shows	Lost deals are included here and excluded there. Both are correct for their purpose.
Everything is under one source, or none	Enquiries are being created without attribution. The fields are filled automatically only when a lead arrives through a tracked channel.
Nothing before January	The Created on facet is set to the current year. Remove or widen it.
Expected Revenue totals look inflated	They include lost deals. Group by Is Won to separate them.
A lead you converted seems to have vanished	It has not — conversion changes the record's type rather than creating a new one. Group by Type to find it.

Common mistakes

Reading a raw count as pipeline health. It is intake, losses included.
Judging channels on volume alone without grouping by Is Won.
Expecting attribution on enquiries that were typed in by hand.
Comparing a figure from here with one from Reporting › Pipeline, which starts from a different filter set entirely.

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