Report of the Week - Leads to Deals Conversion Cohort

Report of the Week - Leads to Deals Conversion Cohort

The goal of any business is to sell more. For this to happen, you try to convert more valid leads into potential customers. Lead Conversion Cohort helps you identify how effective your company is at converting leads into customers. It also tells you how healthy your leads are. 

This week, we'll see how to create a Leads Conversion Cohort over your CRM data. We've used Advanced Analytics for Zoho CRM data in this solution. You can modify this to suit your data structure. 



  • Lead Conversion Percent Report using Formula Column
  • Lead Conversion Cohort Analysis using Query Tables

Lead Conversion Percent using Formula Column

Zoho Analytics allows you to create a report on leads conversion percentage using a simple Formula Column. 

Create the following formula column over the Leads table. This identifies whether a lead is converted or not and then groups them based on how long it takes to get converted. Please note that this period is assumed based on the time difference between leads created and last modified time.

 


if("CONVERTED"  = 'Yes', CONCAT('Month - ', month_diff("Modified Time",  "Created Time")),   'Not Converted')

 

 




Now create the lead conversion report as stated below. 
  1. Open Pivot Designer over the Leads table.
  2. Add the columns as follows. 
    • Columns: Converted Period formula column with Actual.
    • Rows: Created Time with Month & Year .
    • Data: LEADID with Count > % of Row. 


  3. The pivot will be generated as shown below. Hide the total.


  4. Apply Theme. 



  5. You can apply Conditional Formatting to highlight the conversion trend. Lead conversion rates vary across industries. Specify the conditions as per your industry's standard. 

Lead Conversion Percent report is ready. 



Lead Conversion Cohort using Query Tables

Using Query Tables you can get a complete Lead Conversion Cohort. This gets you the total leads generated each month and then calculates the percentage of leads converted. 

Follow the below steps to create this report.
  1. Query Table: Leads Tracking
  2. Query Table: Leads Count - Month & Year wise
  3. Join Query Tables
  4. Creating Leads Conversion Cohort

Query Table: Leads Tracking

The following query identifies whether a lead is converted or not and then groups them based on how long it takes to get converted. This also groups leads by month and year to calculate the total leads generated for each month.

 

SELECT

*,

           /*Gets all columns form Leads table*/

 CONCAT(LEFT(MONTH_NAME("Created Time"), 3), ' ', YEAR("Created Time")) "Month & Year",

/*Gets the month and year of created time as a group to calculate the leads for each month*/

         if("CONVERTED"  = 'Yes', CONCAT('Month - ', period_diff(date_format("Modified Time", '%Y%m'), date_format("Created Time", '%Y%m'))), 'Not Converted') "Month Diff"

FROM  "Leads"

/*Identifies whether a lead is converted or not and groups them based on how long it takes to get converted. This period is assumed based on the time difference between lead created and last modified time. */

 



Query Table: Leads Count - Month & Year wise

The following query gets total leads created for each month based on the month and year column in the previous query.

SELECT

 "Month & Year",

COUNT("LeadId")

FROM  "Leads Tracking"

GROUP BY  "Month & Year"

 



Join Query Tables

Now join the Month&Year columns of both the query tables using lookup column to combine data. 



Creating Leads Conversion Cohort

You can create this report over any of the above created query tables. Follow the below steps to do so.
  1. Open Pivot Designer.
  2. Add the columns as follows. 
    • Columns: Month Diff from Leads Tracking query table with Actual.
    • Rows: Created Time from Leads Tracking query table with Month & Year and Count(Lead) from Month & Year wise Lead Count with Actual  Dimension. 
    • Data: LEADID from Leads Tracking query table with Count > % of Row. 



  3. Generate the report using Click Here to Generate Pivot. 
  4. Click Show/Hide and hide the totals.



  5. You can choose to hide the Not Converted Column by clicking Show/Hide > Columns.



  6. Double-click the column header to rename it.


  7. Apply Theme. 



  8. Apply Conditional Formatting.
Final Report



Copy the workspace from the below link to explore the solution.



Stay tuned for more useful solutions. 


    • Sticky Posts

    • Tip of the Week - Spot Risky Sales with Conditional Formatting

      In Zoho Analytics, small tweaks can lead to big insights. One such feature is Conditional formatting based on other columns, your key to instantly spotting where sales success is overshadowed by product returns. Our tip this week shows you how to apply

    • Recent Topics

    • PDF Attachment Option for Service Reports

      Hello Team, I would like to check with you all if there is an option to attach PDF documents to the service reports. When I try to attach a file, the system only allows the following formats: JPEG, JPG, and PNG. Could you please confirm whether PDF attachments

    • ZOHO Work Drive Back Up

      I am looking for a ZOHO Work Drive backup solution. Something that is cloud based. There's lots of these kinds of options for Google Drive and other providers, but I have not seen anything for WorkDrive. Any suggestions?

    • Zoho Browser??

      hai guys, this sounds awkward but can v get a ZOHO BROWSER same as zoho writer, etc. where i can browse websites @ home and continue browsing the same websites @ my office, as v have the option in Firefox, once i save and close the browser and again when i open it i will be getting the same sites. If u people r not clear with my explanation, plz let me know. Thanks, Sandeep  

    • Task/Activity indicator in SalesPipeline overview has disappeared

      I Just logged in my ZOHO CRM first 2026 checking my salespipeline overview , Every record card used to show an indication that there was an open task (Yellow if the expiry date was close, red if the expiry date was today and grey when it had expired).

    • SMS to customers from within Bigin

      Hi All, Is there anyone else crying out for Bigin SMS capability to send an SMS to customers directly from the Bigin interface? We have inbuilt telephony already with call recordings which works well. What's lacking is the ability to send and receive

    • No OR Filter for Views with a Related Modules Criteria

      We would like to create a Deal View where the User can see all their deals. For that, we would need an OR to connect the criteria. One of the Fields is a "multiselect User", these (Related Modules Criteria) can only be Filter with an AND. Even between

    • Admins cannot see each others' Scheduled Reports?!

      Very frustrating that as an admin I cannot see what my reports my fellow admins have created and scheduled.  After asking about this on the help chat, I was told the issue is trust and security.  By giving someone Admin status, it means we trust them with those responsibilities. Please change this, it is not a good process to have to bother other users to change a report or change users within a report.

    • Automatically CC an address using Zoho CRM Email Templates

      Hi all - have searched but can't see a definitive answer. We have built multiple email templates in CRM. Every time we send this we want it to CC a particular address (the same address for every email sent) so that it populates the reply back into our

    • Writer update results in BitDefender blocking it as malware

      After updating Writer to latest update, Bitdefender blocked the app and writer no longer runs.

    • Is there a way to invoke deluge function from within a widget?

      Hi! I have custom functions in deluge and I was wondering whether there is any way to call this function through a widget? Something like on click of a button inside a widget, run the deluge custom function. Would this be possible?

    • Missing Import Options

      Hello, do I miss something or is there no space import option inside of this application? In ClickUp, you can import from every common application. We don't want to go through every page and export them one by one. That wastes time. We want to centralize

    • Zoho CRM Portal Field Level Permission Issue

      Hi Support Team, I am using the Zoho CRM Portal and configuring field-level editing permissions. However, we are unable to restrict portal users from editing certain fields. We have created a portal and provided View and Edit (Shared Only) access for

    • Why am I seeing deleted records in Zoho Analytics syncing with Zoho CRM?

      I have done a data sync between Zoho CRM and Zoho Analytics, and the recycle bin is empty. Why do I see deleted leads/deals/contacts in Zoho Analytics if it doesn't exist in Zoho CRM? How can I solve this problem? Thanks

    • Zoho Tables is now live in Australia & New Zealand!

      Hey everyone! We’ve got some great news to share — Zoho Tables is now officially available in the Australian Data Center serving users across Australia and New Zealand regions! Yes, it took us a bit longer to get here, but this version of Zoho Tables

    • Custom Fonts in Zoho CRM Template Builder

      Hi, I am currently creating a new template for our quotes using the Zoho CRM template builder. However, I noticed that there is no option to add custom fonts to the template builder. It would greatly enhance the flexibility and branding capabilities if

    • Introducing the Zoho Projects Learning Space

      Every product has its learning curve, and sometimes having a guided path makes the learning experience smoother. With that goal, we introduce a dedicated learning space for Zoho Projects, a platform where you can explore lessons, learn at your own pace,

    • All new Address Field in Zoho CRM: maintain structured and accurate address inputs

      The address field will be available exclusively for IN DC users. We'll keep you updated on the DC-specific rollout soon. It's currently available for all new sign-ups and for existing Zoho CRM orgs which are in the Professional edition. Latest update

    • Create PO from an invoice

      We are a hardware and software sales company which receives orders over the internet. We drop ship most of our products from a warehouse outside of our company. Our orders get sync'd into Zoho from our store via onesaas as invoices. It would be great

    • Import Function: ONLY update empty fields

      When setting up an import from a spreadsheet to CRM, there is a checkbox "Don't update empty values for existing contacts" (see screenshot below). While I see some limited benefit from this functionality, I think there should also be an "ONLY update empty

    • Collaboration with customers made easy with Zoom Meeting and Zoho Desk integration

      Hello everyone! We are happy to announce that you can now integrate your Zoho Desk account with Zoom Meeting. The integration bridges the gap between digital communication and human connection, empowering teams to deliver timely support when it matters

    • CRM Canvas - Upload Attachments

      I am in the process of changing my screens to Canvas.  On one screen, I have tabs with related lists, one of which is attachments.  There doesn't appear to be a way to upload documents though.  Am I missing something really obvious?  Does anyone have

    • TrueSync regularly filling up my local disk

      Seems that WorkDrive's TrueSync randomly starts filling up my local hard drive space. None of the folders have been set as "Make Offline" but still it seems to randomly start making file offline. The settings of the app is so minimal and is of no real

    • Kaizen #194 : Trigger Client Script via Custom buttons

      Hello everyone! Welcome back to another interesting and useful Kaizen post. We know that Client Scripts can be triggered with Canvas buttons and we discussed this with a use case in Kaizen#180. Today, let us discuss how to trigger Client Script when a

    • [Webinar] A recap of Zoho Writer in 2025

      Hi Zoho Writer users, We're excited to announce Zoho Writer's webinar for January 2026: A recap of Zoho Writer in 2025. This webinar will provide a recap of the features and enhancements we added in 2025 to enhance your productivity. Choose your preferred

    • Picklist field shows "none" as default

      Hello, Is there an option to avoid showing "none" as the default value in a picklist field? I also don't want to see any option displayed. My expectation is to have a blank bar, and then when I display the drop-down list, I can choose whichever I wa

    • Stage-probability mapping feature in custom module

      Hi, I'm building a custom module for manage projects. I would like to implement the stage-probability feature that Potentials has. Is this possible?

    • Create static subforms in Zoho CRM: streamline data entry with pre-defined values

      Last modified on (9 July, 2025): This feature was available in early access and is currently being rolled out to customers in phases. Currently available for users in the the AU, CA, and SA DCs. It will be enabled for the remaining DCs in the next couple

    • Field Description is very small

      Hello, The field Description in the activity is very small. Why don't try open a new window, or a bigger popup, or increase the width of the "popup". Example:

    • StatusIQ

      Please add StatusIQ to data sources. We using site24x7 and StatusIQ together and site24x7 integration is already there. Thanks and regards, Torsten

    • In Zoho People, the Operations buttons are frequently not visible or do not appear consistently.

      In Zoho People, the Operations buttons are frequently not visible or do not appear consistently. We request you to please investigate and address this issue, as it is affecting daily HR operations and user access.

    • Marketing Tip #14: Increase cart value with product bundles

      Bundling products is a great way to increase average order value while giving customers more convenience. Think “camera + tripod + memory card” or “soap + lotion + bath salts.” Bundles make shopping easier and feel like a better deal. It’s a win-win for

    • Problem with Workdrive folders

      I'm having a problem a problem accessing files in a Zoho work drive folder when using the Zoho writer app. The problem folder appears grayed out in the Zoho work drive window in both the online and writer application. However I can open the folder in

    • Sortie de Zoho TABLE ??

      Bonjour, Depuis bientôt 2 ans l'application zoho table est sortie en dehors de l'UE ? Depuis un an elle est annoncée en Europe Mais en vrai, c'est pour quand exactement ??

    • Add RTL and Hebrew Support for Candidate Portal (and Other Zoho Recruit Portals)

      Dear Zoho Recruit Team, I hope you're doing well. We would like to request the ability to set the Candidate Portal to be Right-to-Left (RTL) and in Hebrew, similar to the existing functionality for the Career Site. Currently, when we set the Career Site

    • Auto tracking URL generation based on Carrier

      Hi, While creating a shipment order for a package in Zoho Books, I have a requirement that for example, if the carrier is Delhivery and tracking number is 1234, then can automatically the tracking link/URL be generated as www.delhivery.com/1234. Similary,

    • Zoho Bookings form pre-filled with Zoho Forms in

      Hi, I've got a contact page on my website and I'd like to have the option to book an appointment (redirected to zoho bookings page) after an option is submitted on the contact form. how would I go about doing this? thanks

    • Pre-orders at Zoho Commerce

      We plan to have regular producs that are avaliable for purchase now and we plan to have products that will be avaliable in 2-4 weeks. How we can take the pre-orders for these products? We need to take the money for the product now, but the delivery will

    • Customer ticket creation via Microsoft Teams

      Hi all, I'm looking to see if someone could point me in the right direction. I'd love to make it so my customers/ end users can make tickets, see responses and respond within microsoft teams. As Admin and an Agent i've installed the zoho assist app within

    • Zoho Books' 2025 Wrapped

      Before we turn the page to a new year, it’s time to revisit the updates that made financial management simpler and more intuitive. This annual roundup brings together the most impactful features and enhancements we delivered in 2025, offering a clear

    • Can multiple agents be assigned to one ticket on purpose?

      Is it possible to assign one ticket to two or more agents at a time? I would like the option to have multiple people working on one ticket so that the same ticket is viewable for those agents on their list of pending tickets. Is something like this currently

    • Next Page