Understanding Pipeline Metrics
The Pipeline Analytics page (Pipeline → Analytics) surfaces four categories of data: win rate, average time in stage, pipeline value, and source analytics. Understanding how each is calculated helps you interpret the numbers accurately.
Win Rate
Win rate is the percentage of closed deals that were marked Won:
Win Rate = Won Deals / (Won Deals + Lost Deals)
Deals still active in the pipeline are excluded from this calculation. This means your win rate reflects only deals that have reached a resolution, not deals still in progress.
Win rate is most meaningful after you have at least 20–30 closed deals. With small sample sizes, a single won or lost deal can swing the percentage significantly.
Example: In the last 90 days, you marked 8 deals Won and 4 deals Lost. Your win rate for that period is 8 / (8 + 4) = 67%.
Average Days in Stage
For each pipeline stage, the analytics table shows the average number of calendar days deals spent in that stage before moving forward or closing. This is calculated from all deals that exited the stage — deals currently sitting in a stage do not factor in.
| Stage | What Influences Duration | |-------|--------------------------| | Initial Contact | How quickly you follow up and schedule an intro call | | Discovery | Meeting scheduling friction; prospect responsiveness | | Proposal | How quickly you produce an illustration; prospect decision pace | | Application | Carrier underwriting timeline (largely outside your control) | | Active | Not tracked — active is the final stage |
A longer-than-expected duration in one stage doesn't imply a problem — it contextualizes where your process has natural friction versus where something systemic may be slowing things down.
Pipeline Value
If you enter estimated deal values when creating deals, the analytics page aggregates them:
| Metric | Calculation | |--------|-------------| | Total Active Pipeline Value | Sum of all deal values for active (non-closed) deals | | Won Value (period) | Sum of deal values for deals marked Won in the selected period | | Average Deal Value | Won Value / count of Won deals | | Weighted Pipeline Value | Active pipeline value × your win rate percentage |
Weighted pipeline value is the most useful forward-looking number — it estimates expected revenue from your current open deals based on historical win rate.
Deal value is most useful when you define it consistently across all deals — for example, always using estimated first-year premium, or always using total death benefit. Mixed definitions make the aggregate unreliable.
Source Analytics
Source analytics track where your deals originate. When creating or editing a deal, you can set a Source field:
| Source Option | When to Use | |---------------|-------------| | Referral | Referred by an existing client | | Advisor Referral | Referred by another advisor or professional | | Directory | Found your profile through the Policy Stack advisor directory | | Organic Outreach | You initiated contact through your own outreach | | Event / Workshop | Met at an in-person or virtual event | | Other | Anything not covered above |
The source breakdown chart shows deal count and win rate by source. This tells you not just where deals come from, but which sources convert at the highest rate.