The Pipeline Funnel report shows how opportunities move through the stages of one pipeline. It has two modes: Cohort follows a group of opportunities from the day they entered the pipeline, and Activity counts every stage move that happened in a date range.
How to Open the Pipeline Funnel Report
Click Reports in the left navigation bar.
Click Sales & Pipeline.
Click Pipeline Funnel.
Select a pipeline from the pipeline dropdown.
Filters at the top of the report:
Pipeline dropdown - switches the report between your pipelines.
Timeline - sets the date range. Choose Last 30 Days, Last 90 Days, Last 180 Days, Last 365 Days, or Custom... to pick start and end dates. The report shows the last 90 days until you choose a range.
All Users / My Opportunities - shows every opportunity you can see on the pipeline board, or only your own.
Export CSV - downloads the current mode's numbers for the selected pipeline and range.
The line under the filters shows the date range, pipeline, and mode the report is showing.
[Screenshot - the Pipeline Funnel report filter bar with the Cohort and Activity buttons, pipeline dropdown, Timeline, All Users, and Export CSV visible]
How to Switch Between Cohort and Activity Mode
The report opens in Cohort mode. The two modes answer different questions, so their numbers won't match.
Click Cohort or Activity at the top left of the report.
The current mode appears next to the report title. Switching modes keeps the pipeline, date range, and user filter you selected.
How each mode counts:
Cohort - follows the opportunities that entered the pipeline during the date range and shows how far they've gotten since, including moves after the range ended.
Activity - counts every stage move that happened during the date range, whenever the opportunity first entered the pipeline. It shows no percentages, because these opportunities started at different times.
For example, to see how many of last quarter's new deals have closed, use Cohort. To see what moved this month, use Activity.
How to Read Cohort Mode
In Cohort mode, the report counts each opportunity whose first move into this pipeline falls in the date range. The Cohort Size tile shows how many there are.
The tiles below Cohort Size are split into two groups that measure different things.
Where these opportunities are now - based on each opportunity's current stage. These three add up to Cohort Size:
Won - currently in a won stage.
Lost - currently in a lost stage.
Still Open - currently in an open stage.
What happened along the way - based on stage moves at any point since the opportunity entered:
Ever Reached Won - reached a won stage at some point, even if it was later reopened or lost.
Overall Conversion - Ever Reached Won as a percentage of Cohort Size.
Opportunities per Win - Cohort Size divided by Ever Reached Won.
Avg Days to Win - average days to reach a won stage, counted only for opportunities that are still won today.
An opportunity that was won and later moved to a lost stage counts in Lost and in Ever Reached Won, which is why the two groups can disagree. If the cohort is younger than your typical time to win, a note says the cohort is still maturing, and conversion rises as its open opportunities close.
Columns in the Stages - Cohort table:
Stage - each open stage in pipeline order, then one Won row that combines all won stages. Lost stages don't appear as rows.
Entered - opportunities that entered this stage.
Skipped Past - opportunities that reached a later stage without entering this one.
Reached - opportunities that got to this stage or further. This is Entered plus Skipped Past.
Progression to Next - the share of Reached that also reached the next stage.
Avg Days in Stage - average days opportunities spent in this stage. It shows a dash for the Won row.
The bar chart above the table shows the same stages. The solid segment is actual entries, and the lighter segment is opportunities that skipped past the stage.
How to Read Activity Mode
Activity mode counts what moved in the selected pipeline during the date range. Once the range has passed, its numbers stay the same.
Tiles:
Entered Pipeline - opportunities that entered the pipeline for the first time during the range.
Won in Range - opportunities that moved into a won stage during the range.
Lost in Range - opportunities that moved into a lost stage during the range.
Columns in the Stages - Activity table:
Entered - opportunities that moved into this stage during the range.
Skipped Past - moves during the range that jumped over this stage.
Exited - opportunities that moved out of this stage during the range.
Net - Entered minus Exited. A positive number means the stage gained opportunities.
Regressed Into - backward moves into this stage from a later stage.
Avg Days in Stage - average days in this stage for stays that ended during the range.
The Stage Transitions (from → to) grid below the table shows every move in the range. Each row is the stage a move started from, and each column is where it landed. Cells below the diagonal are backward moves, and cells above the diagonal that skip a column are stage skips.
Key Notes
Both modes count recorded stage changes. Opportunities created before stage tracking began are left out of Cohort mode, and a note under the table shows how many.
All won stages in a pipeline are combined into one Won row. Lost stages count toward Lost but are not funnel rows.
Cohort numbers keep changing as the cohort's opportunities move. Activity numbers for a past range do not.
To see why opportunities were lost and where, use the Loss by Stage report. See Loss Reasons & the Loss by Stage Report.