Report on lost leads
James avatar
Written by James
Updated over a week ago

Available on Nutshell Pro and above.

Want insight into why you are losing business? Use the Losses report to determine how much you're losing, and why.

The Losses report is an easy way to get insight into not just how many leads you've lost over a given period of time, but also the value those leads were worth to your company.

This report automatically includes all lost and canceled leads in your Nutshell account.

Segment the report by outcome to compare the reasons you're losing deals, or segment by competitor to measure the importance of changing your strategy.

How to access the Losses report

Simply click on Reports > Losses:

How to use

With the Losses report, you can:

  • Choose the time period you’d like to review

  • Segment the chart and details by common attributes: Outcome, competitor, product, assignee, territory, source, and tag

  • Toggle the Y Axis by $ value or # quantity

  • Filter the report from anything, including your custom fields, company types, industries, or a particular company.


You can use the blue funnel icon in the top left to filter the losses report. Narrow down your report on a particular company type, industry, or even the # of activities and emails with that lead (and its related companies and people). In the below example, I'm comparing the outcomes of lost leads that had at least 1 on-site visit logged.


For more information about filtering reports and lists in Nutshell, click here.


Click the Segment by button to compare outcomes, competitors, products, assignees, territories, sources, or tags. We recommend segmenting by outcome to understand why you're losing your most valuable leads, or segmenting by competitor to see to whom you're losing the most business.

Value vs Quantity

Click the $ Value or # Quantity buttons to toggle the data in the chart by the total value of the leads that have been lost or the number of leads that were lost.

Date range

Click the date button in the upper right-hand corner of the report to filter by time period. You can optionally compare your date range to the previous period of the same length (for example, this quarter vs. last quarter), or to the same period in the previous year (for example, September of this year vs. September of last year).


Date buckets

Choose the bucket of time you'd like to use to view your report - by day, week, month, quarter, or year. As you can see below, the time frame you choose for the report in the above step will interact with the date bucket you choose. Note that your date bucket is respected in both the chart and the details tab below.


Details tab

The details tab shows the total of each bar in the chart, by your chosen increment (day, week, month, quarter, year), value vs quantity, segments, and any filters applied to the report. This is a great way to analyze trends on why our leads are closing. You can generate a CSV export of the details tab if you require analytical tools outside of Nutshell. In this screenshot, you can see that I've segmented my report by outcome and bucketed dates by month, to see the value of leads lost each month by each reason for the loss:


Leads tab

The leads tab includes a list of every lost lead that is included in your chart, respecting all the filters and the time frame that you've applied. The leads tab is useful for identifying trends and outliers, and you can click through to any lead in your Nutshell account from here. You can customize the columns you're viewing using the blue Columns link on the upper right of the list.


Save, share, and download the report

To save, click the green button in the upper right corner and name your report. You will be able to access it any time going forward from the "My saved reports" button.

You can choose to share it with everyone in your Nutshell account or with specific team members.

If you want to download the report, hover your mouse over the 3 dots next to the save button and choose from options to download report details, report chart, or lead list.

Did this answer your question?