Conversion analysis answers 'where do we lose people': funnel-stage rates, cohort comparisons, and segment splits. The built-in funnel report handles the standard cuts; cohort view catches changes over time.
Funnel view
Lead → qualified → meeting → opportunity → won, with rates per transition and volume at each stage. Filter by source, segment, and time window to localize a weak transition.
Cohort comparison
Compare conversion by entry month: are March leads converting better than January's? Cohorts separate "the funnel improved" from "the mix changed" — the two look identical in aggregate rates.
Segment splits
Split any transition by ICP tier, industry, source, or persona. Typical finding: one segment converts at 3x another, and reallocating effort beats optimizing messaging.
Acting on findings
Weak early transitions (lead→qualified) are targeting problems — fix the ICP or source mix. Weak late transitions (meeting→opportunity) are qualification or sales-execution problems — fix criteria or handoff quality.
