CRM tab - deals & pipeline

The CRM tab turns your sales data into a clear performance view, whichever CRM you've connected (HubSpot, Salesforce, GoHighLevel or Microsoft Dynamics 365 - they all render the same way).

What's on it

• Headline metrics - deals, revenue and average deal size, with period change.
• Opportunity funnel - the journey from new lead through to closed won/lost, so you can see where deals stall. It appears once a period holds at least 20 new contacts; below that the percentages would be arithmetic on noise.
• Top deals - your biggest open and closed deals, with deep links straight back into your CRM.
• Source performance - which marketing channels are sourcing the best (and worst) deals.

Sales activity

If your team calls, texts or emails leads from inside your CRM, the tab shows that work under the headline metrics: calls made, conversations had and how fast new leads hear from you. It is available for GoHighLevel, HubSpot and Salesforce (not yet for Microsoft Dynamics 365).

You only see the channels you actually use. A channel earns its tiles once your CRM holds at least 10 records of it in the last 35 days (or in the period you're viewing, if that is longer). A business that never emails from its CRM sees no email tile at all - not "0 emails sent", which would be untrue. If no channel qualifies, the section doesn't appear.

What the tiles mean:

• Calls Made - outbound calls in the period.
• Connect Rate - the share of finished outbound calls that were answered ("199 of 271 answered"). Calls still ringing are left out, and inbound calls don't count towards it.
• Talk Time - total time on answered calls, both directions. Your CRM doesn't time every call, so when some answered calls have no duration the tile says how many were timed (for example "160 of 202 answered calls timed").
• Contacts Reached - different people your team spoke to on an answered outbound call.
• SMS Sent, Emails Sent, WhatsApp Sent - messages sent in the period, with how many came back in.
• Time to First Contact - how long a new lead typically waits (the median) for the first call, message or email, with how many of the period's new contacts haven't been contacted yet. Any outbound attempt counts, answered or not. Leads less than a day old aren't counted as waiting. A contact created by dialling it (your team calling a new number) is prospecting rather than a lead waiting for a reply: it counts as contacted but is left out of the wait. An automated message sent the moment a lead arrives counts as contacted too, but the wait is measured to the first real touch after it. The tile needs at least five measured leads to show.

If you log calls by hand in HubSpot: the call outcome you pick (Connected, No answer, Left voicemail and so on) is what decides whether a call was answered. A call logged without an outcome still counts as made but stays out of the connect rate, and a call logged without a direction is counted as one your team made - the tile says how many. Talk Time only appears when you record call durations.

If you log calls in Salesforce with Log a Call: Salesforce keeps the date of the call but no time, outcome or duration - those are filled in only by a phone system connected to Salesforce. So you'll see Calls Made, while Connect Rate, Contacts Reached and Talk Time appear only once calls carry results (a count of people "reached" with no outcomes recorded would read zero for a team that called everyone). Time to First Contact needs a time of day, so it isn't shown, but leads not yet contacted are still counted. Standard Salesforce has nowhere to log texts or WhatsApp messages, so those tiles never appear, and emails captured by Einstein Activity Capture are not stored in a way we can read.

Under the tiles, one line breaks down the calls that weren't answered (no answer, voicemail, busy, failed) and how many inbound calls came in and were missed. When more than one person is calling, a Calls by team member table shows each person's calls, answered calls, connect rate and talk time. It exports with Export CSV.

Changes against the previous period are shown only when the same channel was in use then too - comparing with a period where it wasn't used would say nothing about your team.

What it can't see: only activity logged in your CRM is counted. Calls from a personal mobile, or messages sent from another tool, never reach it.

When calls are in use, the funnel gains a Spoken to step between new contacts and deals created: the new contacts from the period your team spoke to on an answered call.

Lost-deal reasons

You can record why deals were lost, in bulk, right from the tab. These reasons feed the Brain, which uses them to sharpen recommendations - turning lost deals into learning rather than just a number.

New contacts and imports

When a period holds nearly every contact your CRM has, that period was a list import, not a month of new leads. The New contacts tile says Includes an import (or Prior period was an import) and shows no percentage, because a change measured against an upload means nothing. The same rule keeps an import out of your Today feed.

How it connects to attribution

Deals from your CRM are what let Attribution run all the way to revenue and show true ROAS. The cleaner your UTMs, the more precisely deals are tied back to channels - the tab shows a UTM health score and a checklist of gaps to close.

The checklist only names channels that are live. While Google Ads or your paid social channels have no spend in the period, their attribution checks are deferred with one line - "ready for when ads launch" - rather than shown as high-severity gaps for traffic that does not exist yet.

Related reports

The tab lists the CRM reports published for you. If none exist yet, it shows your latest report of any kind as a single line instead.

Freshness

CRM data refreshes on the normal schedule. If it hasn't synced in a while you'll see a gentle note that the data may be stale - run a refresh from Setup or your settings.

Taking it with you

Revenue by channel and top deals both export with Export CSV, top right of each table. See Exporting a table to CSV.