Source attribution
Every contact carries the source recorded at ingest and never overwritten. That makes source attribution genuinely reliable here in a way it usually is not — it is a fact stamped at creation rather than a reconstruction from later activity.
Analytics
Last 90 days
The shape in that figure is the common one and it is worth naming: the sources that produce the most leads are usually not the sources that produce the most customers. Judging a channel on volume is how a business ends up doing more of the thing that does not work.
Velocity
Days spent in each stage, by opportunity and on average. A stage that everything sits in is the most actionable finding in the module — it means either the exit criteria are unclear or the next action belongs to somebody who is not doing it.
| Pattern | Usually means |
|---|---|
| One stage far slower than the rest | Unclear exit criteria, or a dependency outside the team. |
| Fast movement then a cliff at one stage | The stage before it is being entered too early. |
| Everything fast, low win rate | Qualification is too loose upstream. |
| Slow everywhere | Too many stages, or nobody updating them. |
What to ignore
- Open rates. Mail privacy features fire tracking pixels on messages nobody read. The number is not measuring what it appears to measure.
- Activity counts. Calls made and emails sent measure effort, not progress. A team optimised on activity produces activity.
- Pipeline value alone. Without stage weighting and velocity it is a number that only ever goes up.
What this does not do
First touch only. There is no model distributing credit across touches.
Analytics stops at the opportunity. Actual revenue lives in Accounting.
The views are fixed. Export to CSV for anything else.
There is no retention or cohort view.
Questions
Can we see performance per person?
Yes, filtered by owner.
Does analytics include lost reasons?
Yes, if they are recorded on the lost stage.
Can we export the raw data?
Yes, CSV, or through the API.
Related
Opportunities, stages and pipelines in erp.io CRM — configuring stages that describe your actual sales motion, and reading stage velocity.
MarketingA workbench of marketing agents in erp.io — content, SEO, social, paid media, lifecycle and outbound — with every run reviewed before anything is published.