Understand the Lead Conversion Report

Getting leads is only half the story. This report tells you how many of them actually turn into clients and jobs, and where your best leads come from.

Run the report

Go to Reports > Lead Conversion. Pick a date range, choose a Group By, and click Run Report.

What the numbers mean

Four summary cards top the report:

Card	What it counts
Leads Entered	Leads created in the range
Conversion Rate	Share of those leads converted
Leads Converted	The converted count
Avg Time to Convert	Average lead age at conversion

Conversion means converting the lead in WorkZen: the moment a lead becomes a client. If your team closes deals without converting the lead record, the report undercounts, so make converting part of the routine.

The three tabs

Overview: Leads Entered vs Converted, the Conversion Rate Over Time, and the Conversion Timing Distribution showing how long conversions take.
Details: the per-lead table behind the numbers.
Breakdown: Conversion by Lead Source and Conversion by Rep. Source tells you where to spend; rep tells you who to learn from.

Who can see it

Users need the financial reports permission, which covers the whole Reports area. See roles and permissions.

Frequently Asked Questions

A lead counts as converted when you convert it in WorkZen, which creates the client (and optionally a job) from the lead record. Leads you close outside the app without converting are not counted, so convert them to keep the numbers honest.

The report counts leads entered in the period, and some of those are still in progress. A fresh batch of leads drags the rate down until they finish converting; check the Conversion Timing Distribution to see how long conversions usually take.

Conversion by Lead Source. Marketing money follows conversion, not volume; a source that sends few leads that mostly convert usually beats a noisy one that rarely does.