Reading your CRM reports

In this article:

What the Reports dashboard measures
Setting your scope
The activity tiles
Activity over time
The Pipeline panel
Velocity: how long each stage takes
Win metrics
Exporting your report
Frequently asked questions

What the Reports dashboard measures

The Reports dashboard in the Model Match CRM is a single-screen read on recruiting activity, pipeline distribution, and deal outcomes over a chosen window of time — how much outreach your team did, where records stand today, and how long they take to move between stages.

It carries three families of numbers, and they answer different questions:

Activity: what your team did inside the window — calls, emails, meetings, tasks, records added.
Pipeline: where every record stands right now, by status.
Velocity and outcomes: how long each stage takes, and what actually closed.

Read them in that order. Activity explains pipeline, and pipeline explains outcomes — a thin win column usually traces back to a thin activity column six weeks earlier.

Setting your scope

Three controls at the top of Reports govern every number below them:

Date range: 7 days, 30 days, or 90 days, counting back from today.
All lists: narrows the report to specific CRM lists instead of your whole workspace.
My activity: switches between your own activity and the wider team's.

Change any of the three and every panel recalculates. So when a number looks wrong, check the scope before you question the data — a suspiciously quiet week is often a 7-day window sitting on a single list. For narrowing the records themselves rather than the report, see Filtering records.

The activity tiles

The top row counts effort inside your date range. Each tile carries a headline number and a second line that gives it context:

Calls: dials logged in the period, with connect count and total talk time beneath.
Emails sent: emails sent from the CRM, with notes added beneath.
Meetings held: meetings that actually took place, with show rate beneath.
Tasks completed: tasks finished, against the number created in the same window.
Records added: records added to the CRM, with percent change against the previous window and a count of records contacted.
Wins: records closed won, with losses beneath.

💡 A dash instead of a number means nothing in the window qualified — not that the tile is broken. "Meetings held 0 — show rate" is an honest empty set, not a missing metric.

Read the second line as hard as the first. Tasks completed 0 of 0 created is an empty queue; 0 of 40 created is a backlog — same headline number, opposite problem.

Activity over time

The Activity over time chart plots five series across your date range — Calls, Notes, Emails, Meetings held, and Tasks done — one bar group per day.

The shape matters more than the height. Three tall spikes separated by flat weeks means the work happens in batch sessions: someone sits down, imports a market, and logs a hundred notes at once. Even, modest daily bars mean a cadence that survives a busy week.

Recruiting rewards the second pattern. A pipeline built in bursts goes cold in the gaps between them.

The Pipeline panel

The Pipeline panel ranks every status in your workspace by record count, showing each status's count and its share of the total. Two entries behave differently from the rest:

No status: records that have never been moved into a stage — usually freshly imported, not yet worked.
N other statuses: a rollup of the smallest statuses, so the panel stays readable.

🧠 Pipeline is a current-state snapshot, not a period measurement. Switching between 7 days, 30 days, and 90 days changes every other panel on the page and leaves Pipeline alone — it always shows where your records stand today. That's why the Pipeline total is usually larger than Records added.

The statuses themselves come from your list's status set, so a pipeline that reads oddly is often a status vocabulary problem rather than a recruiting one — see Attribute templates for standardizing them across lists.

A top-heavy pipeline, with most records sitting in New, is a coverage problem rather than a conversion problem. You don't fix that with better talk tracks; you fix it by working the list.

Velocity: how long each stage takes

Four tiles measure the clock between milestones, each showing a median with the record count, the average, and the previous period underneath:

Time to first touch: from record added to first logged outreach.
Time to connect: from record added to first live conversation.
Time to first meeting: from record added to a meeting held.
Time to win: from record added to closed won.

💡 The gap between the median and the average is the real story. A 1-minute median against a 15-hour average means most records get touched immediately while a long tail sits for days — the median tells you what normally happens, the average tells you how bad the exceptions get.

Tiles reading "No records hit this yet" mean no record in the current window crossed that milestone. Widen to 90 days before concluding the number doesn't exist.

Win metrics

Three panels at the bottom translate activity into outcomes:

Effort per win: how much logged activity it took to close each won record.
Volume onboarded: the production volume attached to the records you won.
Wins vs losses: won and lost counts for records that closed inside the window.

All three need at least one closed record in the period, so they stay empty on a workspace still building pipeline.

Volume onboarded is the number to carry into a leadership conversation. It converts recruiting effort into the only currency the P&L recognizes — production that wasn't on the books last quarter.

Exporting your report

Let's get the numbers out of the browser. Set your date range and list filters first, because the export carries whatever scope is on screen — then click Export Report at the top right and pick a format:

CSV: raw rows for your own slicing, or for loading somewhere else.
Excel: a formatted workbook, ready to send.
PDF: the dashboard as displayed, for a board deck or a weekly recap.

Scope first, export second. Otherwise you'll send a 7-day snapshot into a quarterly review.

Frequently asked questions

My team has been dialing all week, so why does the Calls tile say 0?

Reports counts calls logged in the Model Match CRM, and it counts them inside your current scope. Check the activity dropdown first — set to My activity, it shows only your own dials, not the team's. Calls placed outside the CRM and never logged won't appear at all.

Why does Pipeline show more records than "Records added"?

Those two numbers measure different things. Records added counts what entered the CRM inside your date range; Pipeline counts every record in the workspace regardless of when it arrived. On a 30-day window, the gap between them is simply your existing database.

"No records hit this yet" — did I lose my closed deals?

No. Nothing is deleted or hidden. That message means no record crossed that particular milestone inside the selected window. Switch to 90 days and the tile fills in if the activity happened earlier.

What counts as a win?

A win is a record that reached a closed-won status in your list's status set, and a loss is one that reached closed-lost. Records still in New, Contacted, Engaged, or any other open stage aren't counted either way — which is why an active pipeline can show 0 won · 0 lost without anything being wrong.

Why is my time to first touch a median of one minute but an average of fifteen hours? A median that low means most records get worked the moment they land — often a bulk import followed straight away by a logged pass. The average is dragged up by a small number of records that sat untouched for days. Both are accurate; the median describes your habit, the average describes your exceptions.