> For the complete documentation index, see [llms.txt](https://docs.rishvi.co.uk/linnworks/llms.txt).
> Use it to discover all available pages before exploring further.
# Pipeline Analysis
Analyze your CRM pipeline to track lead progress, measure performance, and gain insights into sales effectiveness using reports and filters.
The *CRM* application helps track how leads and opportunities move through different stages — from initial contact to a successful deal (**Won**) or closure without conversion (**Lost**).
Once your pipeline is structured, the **Pipeline Analysis** page provides powerful tools to evaluate performance, monitor trends, and understand how effectively your team is managing opportunities.
To open this view, go to:\
**CRM app ‣ Reporting ‣ Pipeline**
## **Understanding the Pipeline Analysis page**
When you land on the **Pipeline Analysis** page, a graph is displayed by default. It typically shows data from the past year, with each bar representing the number of leads in a specific stage. Colors differentiate the time period when leads reached those stages.
This page includes several interactive tools that allow you to customize how data is displayed and analyzed.
### **Key interface elements**
- **Actions (⚙️ icon)**\
Found near the page title, this menu allows you to:
- Add the report to dashboards
- Insert it into spreadsheets
- Link it to internal knowledge articles
- **Search bar**\
Displays active filters and grouping rules. You can:
- Type to search or apply filters
- Use the dropdown icon to access advanced options
- **View controls (top-right)**\
Switch between different formats:
- **Graph** (default visual charts)
- **Pivot** (data tables)
- **Cohort** (time-based analysis)
- **List** (record-level view)
## **Chart and data visualization options**
Depending on the selected view, different tools become available:
### **Graph view options**
- **Bar, Line, Pie charts**: Change how data is visualized
- **Stacked**: Combine values into a single bar
- **Ascending / Descending**: Sort data order
### **Pivot view options**
- **Flip Axis**: Swap rows and columns
- **Expand All**: Open grouped data
- **Download xlsx**: Export data to Excel
## **Using search and filters**
The analysis can be refined using filters and grouping options.
Click the dropdown icon next to the search bar to access all available settings.
### **Available filters**
You can filter records based on:
- Assigned user (**My Pipeline**)
- Lead type (**Leads** or **Opportunities**)
- Status (**Active**, **Inactive**, **Won**, **Lost**)
- Date ranges (**Created On**, **Expected Closing**, **Date Closed**)
- Archived records
You can also build custom filters for more precise control.
### **Create custom filters**
Custom filters allow more advanced conditions:
1. Click the dropdown icon next to the search bar
2. Select **Add Custom Filter**
3. Define your rule using:
- Field (e.g., Stage, Country, Active)
- Condition (e.g., is, is not, greater than)
- Value
You can:
- Add multiple rules
- Combine conditions (AND/OR logic)
- Duplicate or delete rules
### **Create custom groupings**
Grouping helps organize data for better insights.
To add:
1. Open the dropdown menu
2. Click **Add Custom Group**
3. Select one or more grouping fields
You can remove groups anytime from the search bar.
## **Measurement options**
By default, the system counts the number of leads. However, you can switch to other metrics using the **Measures** menu:
- Days to Assign / Close / Convert
- Expected Revenue or MRR
- Recurring Revenue
- Closing delays
These metrics help evaluate performance beyond simple counts.
## **Switching between views**
You can display the same data in multiple formats:
- **Graph view**: Best for quick visual comparisons
- **Pivot view**: Ideal for detailed analysis
- **Cohort view**: Useful for time-based tracking
- **List view**: Shows individual records
**Tip**\
For clearer comparisons in bar charts, try disabling the **Stacked** option.
## **Creating reports**
With filters and groupings, you can generate meaningful reports tailored to your business needs.
### **Win/Loss analysis**
A common use case is comparing successful vs unsuccessful opportunities over time.
This type of report helps identify:
- High-performing sales reps
- Effective marketing channels
- Conversion trends
#### **Steps to create a win/loss report**
1. Go to **CRM app ‣ Reporting ‣ Pipeline**
2. Open the filter dropdown
3. Group results by **Stage**
1. Add a custom filter:
- Include both active and inactive records
The result displays all opportunities, grouped by stage, showing both won and lost deals.
### **Customizing reports**
You can further refine reports by:
- Adjusting date ranges (e.g., last 30 days)
- Grouping by:
- Salesperson
- Sales team
- Source or marketing channel
- Adding filters like **Lost Reason** or **Last Stage Update**
## **Save and share reports**
Once your report is ready, you can save it for future use or share it with your team.
### **Save a report**
1. Click the dropdown next to the search bar
2. Select **Save current search**
3. Enter a name
Optional:
- Set as default view
- Share with other users
1. Click **Save**
Saved reports appear under **Favorites** and update automatically with new data.
You can also:
- Add reports to dashboards
- Export them to spreadsheets
- Share insights across teams