Creating a Lead Conversion Report in Salesforce

A common KPI that Marketing & Sales leaders want to see, is Lead Conversion Rates. This report will give you insights into how often Leads are being converted into Opportunities. This can be grouped by Lead Owner, to see the performance of an individual, but also by Lead Source, to see the quality of Leads from different sources. This report can quite easily be created inside of Salesforce using standard functionality, let’s dive in…


  1. Firstly, create a new report in Salesforce by heading to the Reports tab, and create a standard Lead report.
  2. Next, we need to add the fields that we wish to group by. To do this you should go to the “Group Rows” section, and add the field you wish to group by. To start off with this could either by Lead Owner or Lead Source.
  3. We then need to turn this summary report, into a matrix report. To do this go to the “Group Columns” section, and add in the Converted field. If you run the report, you should have something that looks like the below…

4. Now the fun starts, we need to create a summary formula field in the report, that divides the number of converted records, by the total number of records. This will give you a formula for each of the two columns. The exact formula you need to create is screenshotted below…

This formula isn’t completely straight forward, you’ll need to choose the correct dropdowns in the PARENTGROUPVAL formula. And remember that when selecting Summary Fields, RowCount isn’t shown but Record Count is – and Salesforce rewrites it on the fly as RowCount.

5. Next, it’s simply a case of adding a chart to your report, or dashboard, to display your cool new KPI’s. The thing to keep in mind is that if you chose a vertical bar chart, you want the converted column before the unconverted column in the Matrix report, but vice versa for a horizontal bar chart. To change this, have the converted column set to Sort Group Ascending / Descending in the report builder.

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