CRM & Reports
Two CRM sections in Reports: CRM Analytics for the size and shape of your CRM, and Sales Performance for where opportunities came from, how they convert, what is in the pipeline and how you are closing.
Reports gains two CRM sections when PrimeCRM is on. CRM Analytics answers how big your CRM is and what is in it. Sales Performance answers how the selling is going.
Both are part of the Pro tier. See License Settings.
What you can do
See the size of your CRM
at a glance: contacts, companies, activities and opportunities
See where your opportunities came from
measured rather than guessed
See how your pipeline converts
stage by stage
See what you are going to close
and what is at risk of slipping
See how you are closing
with win rate, loss rate, time to close and pipeline speed
Open the opportunities behind any figure
so no number is a claim you cannot check
Report on your shared CRM or on one project's
and on one pipeline or all of them
Export
as a spreadsheet or as either of two PDF reports
How to open CRM Reports
- Sidebar: choose Reports, then the CRM Analytics or Sales Performance tab
For the other Reports tabs, see Reports Overview.
Choosing what the report covers
The filter control at the top of Reports opens everything that narrows the page. On the CRM tabs it carries two settings that matter more than the rest:
- CRM scope: your Shared CRM, or one project that runs its own. Whichever you pick, the whole page follows it
- Pipeline: All pipelines, or one
Alongside those is the period, which every report uses.
Reports only offers the filters that affect the page you are reading, so the CRM tabs do not show task or project filters. A shorter list on one tab than another is the point rather than a fault.
A project's figures are never added to your shared totals
An opportunity belongs to one scope. Reporting on a project shows that project's sales only, and reporting on Shared never includes them. See Shared vs Isolated CRM.
CRM Analytics
This tab is about size and composition, and everything on it is a count. No money, no rates.
Four totals: contacts, companies, activities and opportunities. Each opens the matching list.
Three breakdowns:
- Contacts by Source shows which sources bring you the most people
- Companies by Industry shows the industries you actually serve
- Activity Trend shows daily activity over the last two weeks. It answers am I active right now, not how did last quarter go
And an opportunities block:
- Open opportunities, counted as they stand today whatever period you chose
- Created, with how many closed in the same period
- Gone quiet, meaning open with no activity for a while
- Opportunities created and closed, so you can see whether you are creating faster than you are closing
- Open opportunities by stage
Each of those figures opens the opportunities behind it.
Sales Performance
This tab answers four questions, in this order.
1. Where did your opportunities come from?
Every opportunity created in the period, and what started it.
Created splits into From an activity and Created directly. Because promoting a call or a proposal records the activity it came from, this is measured rather than assumed. Biggest source names the kind of activity that produced the most.
You also get Top client, the client with the most wins in the period, and Most active contact, the person on the most open opportunities right now.
When two clients or two sources are level, PrimeTask says so instead of picking one, and the card still opens everything that is tied.
2. How is your funnel converting?
Stage by stage counts every opportunity that has reached each stage: sitting on it, past it, or won. Each step therefore contains the one below, which is what makes the percentage between two rows a real conversion rate rather than two unrelated numbers divided by each other.
An opportunity counts at the stage it is on now
the funnel assumes work moves forward. One pushed back to an earlier stage counts at the earlier one. That is stated on the chart itself.
3. What is in your pipeline right now?
These figures ignore the period on purpose. A forecast cropped to the last few weeks is not a forecast.
- Open opportunities and Open value
- Weighted value, each opportunity's value multiplied by its probability. One with no probability contributes nothing
- Closing in this period, the only figure in this group that follows the period you chose
- Past their close date, meaning open with an expected close date already gone. One due today is not late
- Gone quiet, open with no recent activity
- Open value by stage
Underneath is a line saying how many of your open opportunities actually have an expected close date, and stating plainly that the rest cannot be forecast.
A forecast is only as good as its dates
if three of forty open opportunities carry a close date, the closing figure describes those three. The coverage line is there so you always know which of those two situations you are in.
4. How are you closing?
What happened inside the period.
- Won and Lost
- Win rate and Loss rate, two halves of the same closed opportunities, so they always add up to one hundred
- Average time to close, over what closed in the period
- Pipeline speed, roughly what your pipeline is worth per day
- Won and lost over time
"No opportunities closed yet" is not 0%
a period with no closed opportunities has no win rate, and PrimeTask says so rather than showing a zero. Zero per cent means you closed opportunities and lost them all, which is a completely different situation.
Where a figure cannot be worked out, such as the average time in a stage nobody has entered, it reads Not recorded rather than zero.
Activity performance, on the same tab
Below the opportunity sections are the activity metrics: totals for calls, emails, demos and proposals with their own rates, Proposal value by month, and Meeting Overview.
Activity volume shows each activity type as a share of your busiest one.
Activity volume is not a funnel
calls, meetings, demos and proposals happen alongside each other rather than one leading to the next, so the percentages are shares of the biggest bar and not conversions between the rows. The real conversion is Stage by stage above.
Two different win rates, deliberately named apart
Proposal win rate comes from proposal activities. Win rate in How are you closing comes from opportunities. They measure different things, so they are labelled differently.
Money and currency
Values are never converted or added across currencies. An opportunity is worth what it is worth in the currency you set.
Where a figure covers more than one currency, each is shown separately, and you can choose which currency the value charts display. If everything is in one currency you simply get one total. The exports list every currency separately too.
Opening the list behind a figure
Every figure on both tabs opens the opportunities it counted, listed with their client, stage, state and value, each one clickable through to the opportunity itself.
That is the point of it. A number you cannot open is a claim; a number you can open is a report.
Exporting
Three forms, from the Export control:
| Form | What you get |
|---|---|
| CSV | Every figure, the stage table and the funnel, then every opportunity listed individually so a total can be checked against its rows |
| PDF (Full) | The standard report. A fixed length whatever your pipeline holds |
| PDF (Detailed) | Everything in the standard report, plus every opportunity by name with its client and the people involved. Grows with your pipeline |
All three state the period, the CRM scope and the pipeline they cover, in the same words the screen uses. Where a figure reads "No opportunities closed yet" on screen, it says the same in the export rather than printing a zero.
How CRM Reports relate to other CRM views
| View | Best for |
|---|---|
| Reports, CRM Analytics | How big is my CRM and what is in it? |
| Reports, Sales Performance | Where did the work come from, is it converting, what will close, and how am I doing? |
| CRM Dashboard | What is happening right now? |
| Sales Activity Dashboard | A quick glance at calls, emails and meetings |
| Opportunities | Working the pipeline itself |
| LinkedIn Dashboard | How is my outreach going? |
Reports is for the weekly review. The CRM pages are for the daily work.
Common questions
"My win rate says nothing at all. Is it broken?"
No. It means nothing has closed in the period you chose, so there is no rate to calculate. Widen the period, or check How are you closing for the won and lost counts.
"Why does the pipeline value ignore my date range?"
Because it describes today. Your open pipeline is what you currently hold, not what you held during a window in the past. The forecast and the closing figures follow your period; the pipeline figures do not, and each section says which it is doing.
"Why is my forecast lower than my open value?"
Two likely reasons. Only opportunities with an expected close date inside your period count towards closing, and the coverage line tells you how many have a date at all. And weighted value multiplies by probability, so anything without one contributes nothing.
"Where did the sales funnel go?"
It was replaced. The old one compared calls, meetings, demos and proposals as though each led to the next, which they do not, so it could report a conversion above one hundred per cent. The real conversion is now Stage by stage, built from your pipeline stages, where each step genuinely contains the next. The activity counts are still there as Activity volume.
"Can I report on just one project's sales?"
Yes. Open the filters and set CRM scope to that project. The whole page follows, and those figures never mix with your shared totals.
"I sell in two currencies. What do the totals show?"
Each currency separately, everywhere. PrimeTask does not convert between them, so nothing is added together at a rate you did not choose. The charts let you pick which currency to show.
"A figure looks wrong. How do I check it?"
Click it. Every figure opens the opportunities it counted, so you can read the rows the number came from.
"What is the difference between the Sales Activity Dashboard and this?"
The Sales Activity Dashboard is a quick glance at activity with click-through to the trackers, for daily use. Sales Performance is the analysis: where opportunities came from, how they convert, what will close and how you are doing, with exports.
Where to go next
| If you want to… | Read this |
|---|---|
| See the full Reports page | Reports Overview |
| Work the pipeline itself | Opportunities |
| Change the stages these reports measure | Opportunity Settings |
| Understand how an opportunity records where it came from | Activities and Opportunities |
| Keep a project's sales separate | Shared vs Isolated CRM |
| Get a quick daily view instead | Sales Activity Dashboard |
| Ask an AI assistant about your CRM | CRM & MCP |