Pipedrive Sales Reports: Pipeline, Win Rate and Activity
Pipedrive sales reports beyond the built-in views: what to import, pipeline and win-rate measures, lost reasons, activity reporting and a weekly team summary.
· 4 min read · Summarix team
A good Pipedrive sales report answers four questions: how much is in the pipeline, how much of it do we win, why do we lose, and is the team doing the activities that move deals forward. Import your deals and activities, break deal value down by status and owner, chart lost reasons and activity by type, and send a short weekly summary that the sales meeting can act on.
What you can import from Pipedrive
Summarix connects to Pipedrive with an API token (Pipedrive: Personal preferences, then API) and imports one of four objects per connection: Deals, People, Organisations or Activities. Most sales reporting needs Deals and Activities, so set up two connections.
Records arrive as Pipedrive's API returns them, with nested values flattened into dotted columns. Deals carry fields such as the title, value, currency, status (open, won or lost), owner, the dates a deal was added, won or lost, the expected close date and the lost reason. Some fields, such as the stage and the pipeline, may arrive as ID numbers rather than names; check them against your pipeline settings the first time. A personal API token sees what its user sees, so create it from a user who can view all the deals you want in the report.
Pipeline measures
| Measure | How to get it from the deals import | Why it matters |
|---|---|---|
| Value by status | Sum of value, broken down by status | Open pipeline next to what was won and lost |
| Deals by status | Count of deals, broken down by status | The numbers behind win rate |
| Win rate | Won deals ÷ (won + lost deals) | How well the team converts |
| Pipeline by owner | Sum of value by owner, for open deals | Who carries the pipeline, and who needs more |
| Lost reasons | Count of deals by lost reason | Why you lose, and what to fix |
One thing to watch: KPIs are calculated over the whole dataset, so a 'total value' KPI on a deals import that includes won and lost deals adds them all together. Break value down by status instead, or use a separate connection for open deals only. Our sales KPIs guide has the formulas for coverage, velocity and cycle length if you want to go further.
Lost reasons are your best coaching tool
A win rate tells you that you lose; lost reasons tell you why. They only work if they are filled in consistently, so set up a short fixed list in Pipedrive (price, timing, competitor, no budget, no decision, went quiet) and make the field required when a deal is marked lost. A chart of lost deals by reason, month by month, is often the most discussed part of a sales report, and it pairs well with listening to the calls themselves; see sales call analysis.
Activity reporting
The activities import gives you calls, meetings, emails and tasks logged in Pipedrive, with fields such as the type, subject, due date, whether it is done, the owner and the related deal. Useful breakdowns:
- Activities by type and by owner, for the last few weeks.
- Activities not done, by owner: overdue follow-ups are where deals go quiet.
- Activities by month, to see whether effort is steady.
Report activity as context, not as a scoreboard. A rep with fewer calls and a higher win rate may simply be qualifying better, and counting activities encourages logging, not selling.
Clean data before you trust the report
- Open deals with an expected close date in the past.
- Deals with no value, or a placeholder value such as 1.
- Lost deals with no lost reason.
- Deals owned by people who have left the team.
- Duplicate deals for the same organisation and opportunity.
Ask the report to count these in its data-quality notes, and fix them in Pipedrive before the next sync. The same checks apply in other CRMs, as our HubSpot sales reporting guide shows.
The weekly sales summary
- Connect Deals and Activities, each syncing daily.
- Generate a report on the deals dataset with a focus such as For the weekly sales meeting: deal value and count by status, open value by owner, lost deals by lost reason, and any open deal past its expected close date.
- On a paid plan, schedule it weekly for the morning of the sales meeting, at an hour after the sync, and add the team as recipients.
- Optionally post it to a Slack or Microsoft Teams channel when it is ready.
Connect Pipedrive and get a weekly pipeline report written up for your sales meeting.
Free plan: 5 AI reports a month, no card needed.
Frequently asked questions
Can I import deals and activities in one connection?
No. Each connection imports one object: deals, people, organisations or activities. Create one connection per object you need; most sales reports use deals, with a second report on activities.
Why do stages show as numbers?
Pipedrive's API can return the stage and pipeline as ID numbers rather than names. Note which ID is which stage in your pipeline settings, or add a stage name column in a spreadsheet export if you need names in the report.
How do I get win rate if KPIs work on one column?
Break the count of deals down by status. The chart gives the number of won and lost deals, and win rate is won divided by won plus lost. If you want it as a single figure every week, add a column in a spreadsheet export and upload that instead.
Is my Pipedrive API token stored safely?
Connection credentials are stored encrypted, and the token only has the access of the Pipedrive user who created it. If you remove the connection, also regenerate the token in Pipedrive.