The two lowest sections on [**Home** ↗](https://app.indeal.ai/) answer two different questions: where contacts get lost, and what came out of it in the end.

## Conversion funnel · Last 30 days

Four cards, each with a percentage, the transition it describes, and the basis below it:

| Card | Transition | Basis |
|---|---|---|
| **Lead conversion** | **Lead → meeting booked** | **{num} of {den} leads** |
| **Show rate** | **Meeting → happened** | **{num} of {den} meetings** |
| **Pipeline conversion** | **Discovery → offer** | **{num} of {den} discoveries** |
| **Deal conversion** | **Offer → closed won** | **{num} of {den} offers** |

All four cover the past 30 days. At the bottom right sits the change in percentage points, for example **+8 pp**, compared with the 30 days before that.

![The four cards of the conversion funnel](https://avhmrgajilnfyuvkhect.supabase.co/storage/v1/object/public/helpcenter/home/home-conversion-funnel.png)

**Percentage points, not percent.** Going from 20 to 28 percent is eight points, not a 40 percent increase. That is deliberate, because only then are two rates directly comparable.

Every card is clickable and opens the matching records from the past 30 days.

### How the show rate is calculated

- It counts meetings from the past 30 days up to and including yesterday (German time). Today's and future meetings don't count yet.
- Only meetings with a settled outcome count: happened (**Discovery done**, or a deal was created) or **Discovery failed**. If the meeting date is missing, you can add it on the lead page, and the meeting counts from then on.
- If a past meeting is still on **Discovery scheduled**, it counts once you update the stage.
- Leads set to **Lead lost** after a completed meeting still count as happened.
- The comparison with the previous period only appears once that period has at least 3 meetings. Clicking the card shows exactly the meetings counted.

### Where you start

Find the lowest of the four numbers. That is where you lose the most.

- Low **Lead conversion**: contacts do not turn into meetings. Usually a question of the outreach.
- Low **Show rate**: meetings get booked but not held. A reminder shortly beforehand helps.
- Low **Pipeline conversion**: no offer follows the meeting. Usually the next step on the lead is missing.
- Low **Deal conversion**: offers are not accepted. A question of price, timing or follow-up.

## Business outcome

Four cards with monthly figures:

- **Sales cycle** with the note **Ø lead → closed won**. The average number of days from creating a lead to the won deal, calculated across the deals won in the past 30 days. Next to it, the previous month for comparison.
- **Closed won** with the note **This month ({month})**. The sum of the deals won in this calendar month, with the previous month beside it.
- **New customers**, also for the current month. The number of deals won.
- **Total customers** with the note **Active customer base**. All deals ever won, plus **+{count} in 90 days**.

### Two things to keep in mind

1. **Closed won and New customers drop to zero at the turn of the month.** On the first of a month that is not lost data, it is the new period.
2. **For the sales cycle, less is better.** A rising value is therefore flagged as a decline, even though the number got bigger.

## When the numbers do not line up

The **Conversion funnel** works over 30 days, **Business outcome** over calendar months. At the beginning and in the middle of a month those periods do not overlap. Both sections can be right at the same time and still point in different directions.

And as everywhere on **Home**: with the **Sales** role you only see your own leads and deals.

## Next

- [Reading weekly trends and the pipeline overview](https://success.indeal.ai/hc/indeal/articles/weekly-trends-and-pipeline-overview)
- [Understanding Home](https://success.indeal.ai/hc/indeal/articles/understanding-home)