CRM overview
Read the CRM screen end to end: new leads, deals, revenue won, goal, lead sources, pending actions, pipeline, losses and real ROAS.
In this article · 5 sections
The CRM screen answers two questions: how many leads turned into sales and whether the media is paying off. It brings the client's CRM numbers and the Meta Ads and Google Ads spend into one place. Use it for the sales meeting with the client, to find forgotten deals and to check the month's real ROAS.
Stage mappingHubSpot or RD Station CRM · Sales funnel- Meta AdsRevenueR$318,900.00ROAS4.43×
- Google AdsRevenueR$167,420.00ROAS3.59×
- Other sources (UTM)RevenueR$38,700.00ROAS—
- No attributionRevenueR$21,300.00ROAS—
| Channel | Spend | Revenue | Deals | ROAS |
|---|---|---|---|---|
| Meta Ads | R$72,060.00 | R$318,900.00 | 118 | 4.43× |
| Google Ads | R$46,580.00 | R$167,420.00 | 94 | 3.59× |
| Other sources (UTM) | R$0.00 | R$38,700.00 | 17 | — |
| No attribution | R$0.00 | R$21,300.00 | 9 | — |
Before you start
- The client needs HubSpot or RD Station CRM connected and synced. See connect the CRM and map the stages.
- At an agency, open the client from the top switcher and click CRM, or go to Clients › the client › CRM tab.
- For real ROAS, the client also needs Meta Ads or Google Ads connected.
Date range, pipeline and comparison
The header holds the date range and Sync now. The filter bar has the Pipeline selector (All pipelines or a specific one) and the Contacts, Companies and Map stages shortcuts. On mobile, date range, pipeline and the ⋯ menu (with Compare with: Prior period, Prior year or No comparison) sit on a single line.
The cards, top to bottom
- CRM goal · revenue wonR$ 184,300.00 of R$ 250,000.00
- 38 leads without a sourceWithout campaign tracking there is no real ROAS.Medium priorityResolve
- 7 stalled dealsNo stage change in over 30 days.Medium priorityResolve
- 1Sync now requests a sync right away.
- 2The period KPIs with the change vs previous period.
- 3The CRM goal card shows the progress of the active goal.
- 4Pending actions lists what needs you, from most to least severe.
- New leads, Deals created and Revenue won: the period numbers, with the change vs previous period.
- CRM goal: the progress ring for the revenue, won deals, leads or win rate goal. Without a goal, it shows Create goal. See create a goal.
- Leads by source: donut of contacts created in the period by channel: Google Ads, Meta Ads, Other (UTM) and No source.
- Pending actions: failed or late sync, unmapped stages, leads without a source, deals stalled for over 30 days, deals without an owner and a missing revenue goal. Each item has Resolve, which takes you to the right place.
- Sales pipeline: a bar with the distribution of deals created in the period by stage and one row per stage with count, amount and percentage.
- Deals: the table with search, status filter and export (see below).
- Loss reasons: ranking of the reasons recorded in the CRM for deals lost in the period.
- Lead source × paid media: real ROAS by channel and by campaign. See real ROAS.
Working with the deals table
- 1Step 1
Search and filter
Use Search deal, stage or owner… and the All statuses filter (Open, Won, Lost). The table shows 10 deals per page, with “1–10 of N” and the page arrows.
Illustrative screenKorra/CRMAsk RelatorAIPTCRMSearchSearch deal, stage or owner…Filter by statusAll statuses12 dealsDeal Stage Status Amount Owner Created Atlas — Annual renewal Proposal Open R$ 48,000.00 Ana Souza 10/02/2026 Vértice — 2027 licenses Sale Won R$ 32,500.00 Bruno Lima 09/28/2026 Nimbo — Pilot Lost Lost R$ 12,000.00 — 09/21/2026 - 1The search looks at the name, the stage and the owner.
- 2The status filter separates open, won and lost deals.
- 3Export CSV downloads the deals in the table.
- 2Step 2
Open the deal
In each row's menu, Open in CRM takes you to the deal in HubSpot or RD Station CRM, and Ask RelatorAI opens the assistant with the deal in context.
Common problems
- No CRM connected → connect HubSpot or RD Station CRM in Sources.
- Syncing your CRM doesn't go away → the first sync is still running. If it takes more than a few hours, see data not showing up.
- Revenue won is zero but there was a sale → check that the sale's stage is Won in the mapping and that the deal was closed within the period.
- Lots of leads without a source → the form or the CRM isn't storing UTM or gclid. See how attribution works.
Frequently asked questions
Which time zone are CRM dates counted in?
The client's time zone. A deal closed at 11 p.m. on Sep 30 in São Paulo counts in September, even if it's already October in UTC.
What is a stalled deal?
A deal that hasn't changed stage in over 30 days.
Does Sync now update right away?
It requests a new sync. The numbers change when it finishes; reload the screen after a few minutes.
Read next
- CRM and revenueConnect the CRM and map the stagesConnect HubSpot or RD Station CRM to the client and tell Relator which pipeline stages are open, won or lost.
- CRM and revenueCRM contacts and companiesBrowse the contacts and companies synced from the CRM, with the source channel and campaign of each lead.
- CRM and revenueReal ROAS: CRM revenue over spendUnderstand why real ROAS differs from the platform's ROAS, where to see it by channel and by campaign and what must be connected.
- CRM and revenueRevenue funnel: from ad to saleFollow the full path, from impressions to won deals, in the CRM pipeline and in a dashboard funnel that crosses the client's sources.