CRM & Reports
Two dedicated CRM sections in Reports & Analytics - CRM Analytics for network composition, and Sales Performance for funnel metrics, revenue trends, and conversion rates.
The Reports & Analytics page in PrimeTask isn't just for tasks and projects - when PrimeCRM is enabled, it gains two dedicated CRM sections that surface deeper analytics than what the CRM Dashboard, Sales Activity Dashboard, or individual trackers can show. This is where you go for charts, CSV exports, and cross-activity funnel analysis.
PrimeCRM is a Pro feature
The CRM Analytics and Sales Performance tabs in Reports require a Pro license with CRM enabled. The other Reports tabs (Overview, Projects, Tasks) work without CRM. See License Settings.
What you can do
See CRM analytics
total contacts, companies, activities, contact sources, industry breakdown, and a 14-day activity trend
See sales performance
call answer rate, email response rate, demo interest, proposal win rate, revenue by month, meeting completion, and a full sales funnel
Filter by time range
all time, last 7 days, 30 days, 90 days, 6 months, or 1 year
Export to CSV
download any section's data as a spreadsheet for external analysis
Click stat cards
to jump straight to the matching tracker or list page
Compare periods
switch time ranges to see if your metrics are improving
How to open CRM Reports
- Sidebar: Click Reports in the sidebar, then switch to the CRM Analytics or Sales Performance tab.
- Command palette: Press ⌘+K (or Ctrl+K), type reports, and pick the entry - then switch tabs.
For the broader Reports page (all five tabs), see Reports Overview.
Things worth knowing
Time range and filters
The Reports page has a filter suite that applies across all tabs:
- Time Range - All Time, Last 7 Days, Last 30 Days, Last 90 Days, Last 6 Months, Last 1 Year
- Content scope - show or hide contacts, companies, activities, personal tasks, project tasks, CRM tasks
- Project visibility - active, archived, or both
Filters persist per Space - switch Spaces and your preferences are remembered.
Export to CSV
Every Reports tab has an Export button that downloads the section's data as a CSV file. Use it to pull CRM metrics into Excel, Numbers, Google Sheets, or any external analytics tool.
Section 1 - CRM Analytics
The CRM Analytics tab focuses on the who and what of your CRM: how many contacts and companies you have, where they came from, what industries they're in, and how your activity volume is trending.
Three key metrics:
- Total Contacts - with the count of companies they collectively span. Clickable → opens Contacts.
- Companies - with the count of distinct industries. Clickable → opens Companies.
- Total Activities - with the count logged this month. Clickable → opens Activities.
Three charts:
- Contacts by Source - which contact sources (LinkedIn, Referral, Cold Outreach, etc.) are bringing you the most people, sorted by count
- Companies by Industry - top industries by company count
- Activity Trend (Last 14 Days) - daily activity count for the past two weeks. This is a short-term momentum gauge ("am I active right now?"), not a historical analysis tool.
What CRM Analytics is good for:
- Network composition - how diverse your contact sources are, what industries you serve
- Recent momentum - are you logging activity consistently, or has it dried up?
- High-level CRM health - total contact and company counts as the basic size metric
Section 2 - Sales Performance
The Sales Performance tab is where your CRM activity becomes a sales analytics dashboard - the most analytical CRM view in PrimeTask.
Four key metrics:
- Calls - total calls with answer rate and average duration. Clickable → opens Call Tracker.
- Emails - total emails with response rate and average response time. Clickable → opens Email Tracker.
- Demos - total demos with high-interest rate. Clickable → opens Deal Pipeline (Demos tab).
- Proposals - total proposals with win rate and combined value. Clickable → opens Deal Pipeline (Proposals tab).
Three visualisations:
- Revenue by Month - total accepted-proposal revenue grouped by month over the last 6 months
- Meeting Overview - total meetings broken down by upcoming vs completed
- Sales Funnel - the classic four-stage funnel: Calls → Meetings → Demos → Proposals, showing how many deals progress through each stage. This is one of the most useful CRM analytics views - it shows where your pipeline narrows the most, so you know which conversion to fix.
The funnel reflects what happened, not what should happen
If you have more demos than meetings (which can happen in pull-based outreach), the funnel will look inverted at that point. That's intentional - it shows reality, not an ideal.
What Sales Performance is good for:
- Conversion analysis - where your sales funnel narrows
- Trend comparisons - switch time ranges to see if rates are improving
- Revenue tracking - accepted proposal value over time
- Outcome rate monitoring - call answer rate, email response rate, demo conversion, proposal win rate, all in one place
- Meeting completion - how many scheduled meetings actually happen
How CRM Reports relate to other CRM views
| View | Purpose | Best for |
|---|---|---|
| Reports → CRM Analytics | Network composition + activity volume | "How big is my CRM and where do my contacts come from?" |
| Reports → Sales Performance | Funnel analytics + revenue tracking | "How am I performing across all sales activities?" |
| CRM Dashboard | Top-level CRM landing + recent lists | "What's happening right now?" |
| Sales Activity Dashboard | Cross-tracker rollup | "Quick glance at calls, emails, meetings, deals" |
| LinkedIn Dashboard | LinkedIn outreach performance | "How is my LinkedIn outreach going?" |
| Individual trackers | Detail for one activity type | "Work the queue for this specific type" |
Reports for analysis (weekly review). In-CRM views for execution (daily work).
Common questions
"I want to know my call answer rate this quarter."
Open Reports → Sales Performance, set the time range to Last 90 Days, and read the Calls metric - the answer rate is in the sub-text.
"I want to see my full sales funnel."
Open Reports → Sales Performance and scroll to the Sales Funnel chart. Compare the stages from Calls → Meetings → Demos → Proposals. The biggest drop-off is the bottleneck to fix.
"I want to know which contact source is most productive."
Open Reports → CRM Analytics and look at the Contacts by Source chart. The longest bar is your most productive source.
"I want to export my CRM data for an external report."
Open the Reports tab you want, set your time range and filters, and click Export. PrimeTask downloads a CSV you can open in any spreadsheet tool.
"I want to track monthly revenue from accepted proposals."
Open Reports → Sales Performance and look at the Revenue by Month chart. Each bar is one month's total accepted proposal value over the last 6 months.
"What's the difference between the Sales Activity Dashboard and Sales Performance in Reports?"
The Sales Activity Dashboard gives you a quick glance with click-through to trackers - it's for daily use. Sales Performance in Reports gives you charts, CSV export, the Sales Funnel, and Revenue by Month - it's for weekly analysis. Same underlying data, different depth.
Where to go next
| If you want to… | Read this |
|---|---|
| See the full Reports page (all tabs) | Reports Overview |
| See the CRM Dashboard for a quick overview | CRM Dashboard |
| See sales metrics outside Reports | Sales Activity Dashboard |
| Track LinkedIn outreach analytics | LinkedIn Dashboard |
| Drill into individual deals | Deal Pipeline |
| Use AI agents to query CRM data | CRM & MCP |
| Manage contacts and companies | Contacts / Companies |
| Return to the CRM hub | PrimeCRM Overview |