How to Create a Lead Conversion Report in Salesforce

The Sales team in our Salesforce org has been actively converting leads generated through various marketing channels, including webinars, email campaigns, and online ads. The management team wants to assess the effectiveness of these efforts over the past quarter.

As a system admin, I created a report on lead conversion so that the management could analyze sales performance through this report.

I will show you the step-by-step process for creating a Lead conversion report in Salesforce Lightning and Salesforce Classic in the steps below.

Create a Lead Conversion Report in Salesforce Lightning

To create a lead conversion report in Salesforce Lightning, navigate to the setup page and follow the steps below.

1. On Salesforce Lightning’s setup page, search and select Reports in the quick find box.

2. In the Reports tab, click on the button New Report. Select the report category as Leads and report type as Leads with converted lead information. After this, click on the Start Report button.

3. Click on the Outline to add or remove columns from the report table from here.

4. Click on the Filters tab and add a new filter from the Add filter search bar. Select the Field as Converted and True. After this, click Apply to filter the records accordingly in the report.

5. Now, according to the filter applied, the report will only show the converted leads in the report table. Now click on the button Save & Run.
   • Enter the Report Name, Report Unique Name, and Report Description. After this, select the report folder and click the Save button.

When we click the Save button, the report is saved in the selected folder and runs in the next window.

Following the above steps, you can create a custom report on Lead conversion in Salesforce Lightning.

Lead Conversion Rate report in Salesforce Lightning

We must select the same report category and type to create a Lead conversion rate report as we have done above. After choosing the category and report type, follow the steps below.

In this report, we do not need to add a “converted” filter on the leads.

1. To show the conversion rates of leads, first group the records by field, such as Lead Owner.

2. Click on the Columns dropdown and select the option Add Summary formula.

3. Enter the Column Name and select the Formula Output Type as Percent. Enter the formula below and click on the Apply button.

RowCount / PARENTGROUPVAL(RowCount, GRAND_SUMMARY)

4. The summary formula column will now display the conversion rate of the leads in the report table. Now click on the Save & Run button.

5. Enter the Report Name, Report Unique Name, and Report Description. After this, select the report folder and click the Save button.
   • When we click on the Save button, the report is saved in the selected folder. It then runs in the next window, displaying the conversion rate of leads.

This way, we can create the Leads conversion rate report in Salesforce Lightning by following the above steps.

Create a Lead Conversion Report in Salesforce Classic

To create a Lead Conversion Report in Salesforce Classic, navigate to the Home page and follow the steps below.

1. On the Home page of Salesforce Classic, click on the Reports tab.

2. In the reports tab, click on the New Report button. In the Report type, click on the Leads folder dropdown and select the option Leads with converted lead information. After this, click on the Create button.

3. Click on the Filters tab, add a new filter, and select the field as Converted, the operator as Equals, and the value as True. Then, click OK.
   • We can also select the date filter to define the range of lead records displayed in the report.

4. After applying the above filter, the report table will display converted lead records. Now click on the Save & Run button.

5. Enter the Report Name, Report Unique Name, and select the report folder. After this, click on the Save button.

6. When we click on the Save button, the report will be saved, and it will run in the next window, displaying the records of converted leads.

Following the steps above, we can create a report on converted leads in Salesforce Classic.

Create Lead Conversion Rate report in Salesforce Classic

To create a Lead Conversion Rate report in Salesforce Classic, follow the steps below.

1. Go to Reports -> Click New Report -> Leads -> Leads with converted lead information -> click the Create button.
   • From the Filter section at the top, select the range of the lead records you want to include in the report.

2. Group the rows with a field and select the table format as Summary.

3. Drag the fields to the region. ‘Drop a field here to add grouping.’ In this example, I have added the Lead Owner as a grouping field.

4. We need to add a formula column to the table to display leads’ conversion rates. Drag the Formula field from the left sidebar to the table region to do that.
   • In the Custom Summary formula window, enter the name of the formula column and select the Format as Percent.
   • To display the formula calculation on the report, select the grouping field and enter the formula below.

RowCount / PARENTGROUPVAL(RowCount, GRAND_SUMMARY)

After entering the formula, click on the OK button.

5. Now, you can see the formula field column displaying the conversion rate of leads in percentage. Here, click on the Save button to save and run the report.

5. Enter the Report Name, Report Unique Name, and Report Description. After this, select the report folder and click the Save and Run Report button.

This way, we can calculate the lead conversion rate and create a custom report on it in Salesforce Classic.

Conclusion

In this Salesforce tutorial, we learned how to create a custom report on leads in Salesforce Lightning and Salesforce Classic. By following the above steps, we have successfully created reports on Lead conversion in both editions of Salesforce.

We have also learned to add a summary-level formula to a Salesforce report by calculating the conversion rate of the leads in Salesforce.

You may also like to read:

• Create a Revenue by Lead Report in Salesforce
• Create Report Sort by Record Count in Salesforce
• Create Row-Level Formula in Salesforce Report
• Create a Campaign Report in Salesforce

Bijay Kumar

I am Bijay Kumar, the founder of SalesforceFAQs.com. Having over 10 years of experience working in salesforce technologies for clients across the world (Canada, Australia, United States, United Kingdom, New Zealand, etc.). I am a certified salesforce administrator and expert with experience in developing salesforce applications and projects. My goal is to make it easy for people to learn and use salesforce technologies by providing simple and easy-to-understand solutions. Check out the complete profile on About us.