The Detailed Marketing Report and Detailed Sales Report in the Reporting tab help you follow inquiries through appointments, presentations, and sales. This article explains how the reports count activity, how the selected date range affects results, and what each available column and detail field means.
Scope: This article is based on the Cheat Sheet for the Detailed Reports, last updated December 1, 2015 for MSM version 1.40. It applies to these two detailed reports. Your current screen or available options may differ.
Choose how activity is counted
When running either report, choose Conversion Ratio or Total Numbers. The choice changes how certain columns count inquiries and appointments. It does not change the meaning of the underlying records.
| Method | What it answers | How it counts |
|---|---|---|
| Conversion Ratio | “How many inquiries reached each stage?” | Counts an inquiry once at a stage if it reached that stage, even when several appointments or presentations occurred. This was the reporting behavior through version 1.39. |
| Total Numbers | “How many times did each activity occur?” | Counts individual appointments and presentations, including repeats associated with the same inquiry. Some rates can exceed 100%. |
Example: One person submits an inquiry, books an appointment and cancels it, then has a presentation at a second appointment without buying. A third appointment leads to another presentation and a sale. The source guide shows the following counts:
| Method | Inquiries | Confirmed | Appointments | Presentations | Gross Sales |
|---|---|---|---|---|---|
| Conversion Ratio | 1 | 1 | 1 | 1 | 1 |
| Total Numbers | 1 | 2 | 3 | 2 | 1 |
For example, under Total Numbers, Inquiry to Appt Set would be 3 appointments / 1 inquiry = 300%. A rate above 100% can therefore reflect repeat activity; it does not automatically indicate a reporting error.
Select the right date field and date range
The date filter has two parts: which date field to use and the start and end dates. The report includes records that meet the selected date-field range and the related inquiry, appointment, or job information. It does not independently select every record whose other dates happen to fall in that range.
For example, if you filter by Appointment Date from October 1 through October 31:
- An October 2 appointment with a job sold three days later appears because the appointment date is in range.
- A September 30 appointment with a job sold October 12 does not appear because the appointment date is outside the range.
Choose a date field that matches your question. For sales activity, the source suggests Appointment Date, Appointment Set Date, Contract Date, or Job Sale Date. For marketing activity, consider Inquiry Date. When comparing reports, check both the dates and the date field selected.
If expected records are missing
- Appointment missing: An appointment without an appointment date does not count as an appointment in these detailed reports.
- Sold job missing: For a job to count as sold, the customer needs a valid inquiry and a corresponding appointment whose result means Sold.
- Record outside the report: Check the selected date field, date range, and the related records. A sale within a date range can be excluded if the report is filtered by an appointment date outside that range.
The source notes that other reasons can also affect whether records appear. If a result still seems wrong, share the report type, counting method, chosen date field and range, expected record, appointment result, and job contract status with support.
Why dates look different: The report displays dates in year-month-day order so exported results sort correctly by date in Excel.
Report columns: counts, amounts, and percentages
Report columns are calculated values. A “group” below means the portion of the report represented by a row or grouping; “all reported” means the corresponding total in the report. Unless a method difference is stated, the guide defines the column the same way for both methods.
Inquiry and appointment activity
| Column | Conversion Ratio | Total Numbers |
|---|---|---|
| Inquiries | Inquiries created in the selected date range. | Same. |
| % of Total Inquiries | Inquiries in the group / all reported inquiries. | Same. |
| Inquiry Price Quoted | Sum of price quoted values from inquiries. | Same. |
| Appt Set | Inquiries with at least one appointment. | Total appointments. |
| % of Total Appt Set | Inquiries with an appointment in the group / total appointments being reported, as stated in the source. | Appointments in the group / all reported appointments. |
| Confirmed | Inquiries with at least one appointment whose appointment confirmation Result is Complete. | Appointments whose appointment confirmation Result is Complete. |
| % of Total Confirmed | Confirmed inquiries in the group / all reported confirmed inquiries. | Confirmed appointments in the group / all reported confirmed appointments. |
| Issued | Inquiries with a filled Date Issued field. | Issued appointments associated with a filled Date Issued field. |
| % of Total Issued | Issued inquiries in the group / all reported issued inquiries. | Issued appointments in the group / all reported issued appointments. |
| Presentation | Inquiries with an appointment resulted as a presentation. | Appointments resulted as a presentation. |
| % of Total Presentation | Inquiries with a presentation in the group / all reported presentations, as stated in the source. | Presentations in the group / all reported presentations. |
| Sold First Call | Inquiries with only one appointment where that appointment was resulted as sold in the selected date range. | Same. |
| % of Total Sold First Call | Sold-first-call jobs in the group / all reported sold-first-call jobs. | Same. |
| Total Sold | Inquiries with an appointment resulted as sold. | Appointments resulted as sold. |
| % of Total Sold | Sold jobs in the group / all reported sold jobs. | Same. |
Rates from inquiry through presentation
Read each row as numerator / denominator. “Inquiries with…” counts qualifying inquiries, while “appointments with…” counts qualifying appointments.
| Column | Conversion Ratio | Total Numbers |
|---|---|---|
| Inquiry to Appt Set | Inquiries with an appointment / inquiries. | Appointments / inquiries. |
| Appt Set to Confirmed | Inquiries with a confirmed appointment / inquiries with an appointment. | Confirmed appointments / appointments. |
| Inquiry to Lead Issued | Inquiries with an appointment and a valid Date Issued / inquiries. | Appointments with a valid Date Issued / inquiries. |
| Appt Set to Lead Issued | Inquiries with an appointment and a valid Date Issued / inquiries with an appointment. | Appointments with a valid Date Issued / appointments. |
| Lead Issued to Appt 1 | Inquiries with an Appt 1 appointment / inquiries with an appointment and valid Date Issued. | Appt 1 appointments / appointments with a valid Date Issued. |
| Appt 1 to Appt 2 | Inquiries with an Appt 2 appointment / inquiries with an Appt 1 appointment. | Appt 2 appointments / Appt 1 appointments. |
| Appt 2 to Appt 3 | Inquiries with an Appt 3 appointment / inquiries with an Appt 2 appointment. | Appt 2 appointments / Appt 3 appointments as printed in the source; see source note below. |
| Inquiry to Presentation | Inquiries with an appointment resulted as a presentation / inquiries. | Appointments resulted as a presentation / inquiries. |
| Appt Set to Presentation | Inquiries with an appointment resulted as a presentation / inquiries with an appointment. | Appointments resulted as a presentation / appointments. |
| Lead Issued to Presentation | Inquiries with an appointment resulted as a presentation / inquiries with an appointment and valid Date Issued. | Appointments resulted as a presentation / appointments with a valid Date Issued. |
Gross and net sales rates
Gross sold uses an appointment result of Sold. For the net sold rates below, the related job must also have a contract status of Approved. “First Call” requires a single appointment.
| Column | Conversion Ratio | Total Numbers |
|---|---|---|
| Inquiry to Gross Sold | Inquiries with an appointment resulted as sold / inquiries. | Same formula in the source. |
| Appt Set to Gross Sold | Inquiries with an appointment resulted as sold / inquiries with an appointment. | Appointments resulted as sold / appointments. |
| Issued to Gross Sold | Inquiries with an appointment resulted as sold / inquiries with an appointment and valid Date Issued. | Appointments resulted as sold / appointments with a valid Date Issued. |
| Presentation to Gross Sold First Call | Inquiries with a single appointment resulted as sold / inquiries with an appointment resulted as a presentation. | Inquiries with only one appointment resulted as sold / appointments resulted as a presentation. |
| Presentation to Gross Sold | Inquiries with an appointment resulted as sold / inquiries with an appointment resulted as a presentation. | Appointments resulted as sold / appointments resulted as a presentation. |
| Inquiry to Net Sold | Inquiries with an appointment resulted as sold on an Approved job / inquiries. | Same formula in the source. |
| Appt Set to Net Sold | Inquiries with an appointment resulted as sold on an Approved job / inquiries with an appointment. | Appointments resulted as sold on an Approved job / appointments. |
| Issued to Net Sold | Inquiries with an appointment resulted as sold on an Approved job / inquiries with an appointment and valid Date Issued. | Appointments resulted as sold on an Approved job / appointments with a valid Date Issued. |
| Presentation to Net Sold First Call | Inquiries with a single appointment resulted as sold on an Approved job / inquiries with an appointment resulted as a presentation. | Inquiries with a single appointment resulted as sold on an Approved job / appointments resulted as a presentation. |
| Presentation to Net Sold | Inquiries with an appointment resulted as sold on an Approved job / inquiries with an appointment resulted as a presentation. | Appointments resulted as sold on an Approved job / appointments resulted as a presentation. |
Job counts and dollar amounts
The source gives the same definition under both counting methods for every column in this table. “Job $” refers to the job's dollar total.
| Column | What it shows or calculates |
|---|---|
| Gross Sales | Number of jobs in the selected date range. |
| Gross $ | Total job dollars. |
| % of Gross Sales | Jobs in the group / all reported jobs. |
| Average Gross Sale | Total job dollars / number of jobs. |
| Addendum | Total job dollars for products listed as an Addendum on the job. |
| Cancelled; Cancelled $ | Number of jobs with contract status Cancelled; total job dollars for those jobs. |
| Gross Sales to Cancelled | Cancelled jobs / all reported jobs. |
| Finance Rejected; Finance Rejected $ | Number of jobs with contract status Finance Rejected; total job dollars for those jobs. |
| Gross Sales to Finance Rejected | Finance Rejected jobs / all reported jobs. |
| Pending; Pending $ | Number of jobs with contract status Pending; total job dollars for those jobs. |
| Gross Sales to Pending | Pending jobs / all reported jobs. |
| Net Sales; Net $ | Number of jobs with contract status Approved; total job dollars for those jobs. |
| Gross Sales to Net Sales | Approved jobs / all reported jobs. |
| Average Net Sale | Total job dollars for Approved jobs / number of Approved jobs. |
| Gross Sales per Inquiry | Number of jobs / number of inquiries. |
| Net Sales per Inquiry | Number of Approved jobs / number of inquiries. |
| Gross Sales per Lead Issued | Number of jobs / number of issued leads (those with Date Issued filled out). |
| Net Sales per Lead Issued | Number of Approved jobs / number of issued leads. |
| Gross Sales per Presentation | Total job dollars / number of inquiries with an appointment result that counts as a presentation. |
| Net Sales per Presentation | Total job dollars for Approved jobs / number of inquiries with an appointment result that counts as a presentation. |
| Contract Balance Due | Total balance due dollars. |
Source note: The Total Numbers definition for Appt 2 to Appt 3 is printed as “Appt 2 appointments divided by Appt 3 appointments,” while the column name and Conversion Ratio definition suggest the reverse progression. This article preserves the printed definition. If this number is important to a decision, confirm the calculation for your system with support.
Detail fields: information behind the numbers
Detail fields identify the people and records behind the calculated columns. For example, a report column may show five appointments; detail fields can show their dates and salespeople.
Contact and inquiry details
| Detail field | What it displays |
|---|---|
| Full Name; First Name; Last Name | Name from the contact record (the mailing address record). |
| Company; Address; City; State; Zip; County | Corresponding values from the contact record (the mailing address record). |
| Phone Number | Phone number marked Primary on the contact record. |
| Email Address | Email address on the contact record. |
| Primary Lead Source; Secondary Lead Source; Promoter; Canvasser; Telemarketer; Inquiry Taken By | Corresponding values for the inquiry or inquiries being reported. |
| Inquiry Date/Time; Inquiry Status; Inquiry Division | Corresponding inquiry values. |
| Inquiry Price Quoted | Total of the price quoted values for the inquiry or inquiries being reported. |
Appointment details
| Detail field | What it displays |
|---|---|
| Salesperson 1; Salesperson 2 | Assigned salesperson values for the reported appointment or appointments. |
| Appointment Set By; Appointment Set Date | Who set the appointment and its set date. |
| Appointment Date/Time; Appointment Type | Scheduled date and time and appointment type. |
| Appointment Result; Appointment Result Reason | Recorded result and reason. |
Contract, job, and product details
| Detail field | What it displays |
|---|---|
| Contract Date; Contract Status | Corresponding values on the reported job or jobs. |
| Contract Total | Total contract amount: the total of all products listed on a job. |
| Contract Balance Due | Total of products listed on a job minus payments listed in the financial area. |
| Job Name; Job Number; Job Sale Date; Job Completion Date; Job Status; Job Type | Corresponding job values. |
| Product Interest Summary | Products in the inquiry area, shown as Product – Description. |
| Product Interest Summary w/$ | Products and quoted prices in the inquiry area, shown as Product – Description – $amount. |
| Items Purchased Summary | Products in the jobs area, shown by product name. |
| Items Purchased Summary w/$ | Products in the jobs area, shown as Product – $amount. |
| Items Purchased Summary - All | Each purchased item with Product Sale Date – Original Contract/Addendum – Product – Salesperson – Product Price – Product Adjustment. |
Quick checks before sharing a report
- Confirm that you opened the Detailed Marketing Report or Detailed Sales Report.
- Check whether Conversion Ratio or Total Numbers answers your question.
- Check the date field as well as the date range.
- For missing appointments, check the appointment date. For missing sold jobs, check the valid inquiry, associated appointment, and sold appointment result.
- Add detail fields such as appointment date, result, salesperson, job status, and contract status when you need to understand individual rows.