# CRM reports

> What the three CRM reports show. Conversion by campaign, leads by status and pipeline by stage, and how reply rate is defined, the same way here and on a campaign's Analytics tab.

Source: https://emailpal.io/help/crm-reports

## Where to find them

Open **CRM** and choose **Reports**. It answers three questions: how campaigns convert, where leads stand, and what each pipeline stage holds. For one campaign's sends, clicks and bounces over time, use that campaign's **Analytics** tab. [Campaign analytics and click tracking](/help/campaign-analytics-and-click-tracking)

## Conversion by campaign

One row per campaign that has sent. Click a name to open the campaign.

| Column | Meaning |
| --- | --- |
| **Leads** | Leads in the campaign. |
| **Contacted** | Leads emailed at least once. |
| **Emails sent** | Every email sent, across all steps. |
| **Replied** | Unique leads who replied. Automatic replies are not counted. |
| **Reply rate** | Leads who replied as a share of leads contacted. Hover the column heading for the definition. |
| **Bounce rate** | Bounces per email sent. |
| **Opportunities** | Opportunities linked to the campaign. |
| **Pipeline** | Total value of those opportunities. |
| **Won** | Deals closed as won, with their value. |

**Reply rate is unique leads who replied divided by leads contacted.** A lead counts once however many times they reply, and out-of-office and other automatic replies are left out. It is deliberately not replies divided by emails sent, because a longer sequence would then make the same campaign look worse. Emails sent is shown in its own column if you want it.

Reports and a campaign's **Analytics** tab use the same definition. The only difference is the period: Reports covers the whole life of the campaign, while Analytics covers the date range you pick.

## Leads by status

Every lead status with its count and its share of all leads, as a bar. Click a count to open **Leads** filtered to that status. [Lead statuses](/help/lead-statuses)

## Pipeline by stage

Each stage with its deal count and total value. Open stages also show the weighted value in brackets, which is value multiplied by the stage probability. The **Won** stage shows the total won. [Pipeline and opportunities](/help/pipeline-and-opportunities)

## The CRM home page

**Home** shows a faster view:

- Weighted pipeline, open opportunities and what was won in the last 30 days.
- **Tasks overdue** and **Tasks done 7 days**.
- **Tasks due**, **Recent positive replies** and **Pipeline by stage**.

[CRM tasks](/help/crm-tasks)

## FAQs

### Why is a campaign missing from Conversion by campaign?

Only campaigns that have sent appear. A draft will show up after its first emails go out.

### Why do my reply rates differ between Reports and Analytics?

They use the same definition: unique leads who replied over leads contacted. They can still differ because Reports counts the whole life of the campaign and Analytics counts only the date range you picked.

### Can I export a report?

A campaign's **Analytics** tab has **Export CSV**. The CRM reports do not have an export button.

## Need More Help?

[Pipeline and opportunities](/help/pipeline-and-opportunities), [Campaign analytics and click tracking](/help/campaign-analytics-and-click-tracking), [Lead statuses](/help/lead-statuses).