In a hypothetical company, marketing presents one conversion rate and the sales manager another. Both trust their numbers. The calculator refuses to take sides.
Before fixing a report, check whether the tables answer the same question.
Clarify which deals count
Bitrix24 offers CRM analytics tools and different funnel views. Their purposes are described in the official guide. A metric’s name, however, does not replace its formula definition.
“Deals created in October” and “deals closed in October” are different populations. The first may include unfinished sales; the second may include enquiries from earlier months. Dividing one population’s results by another’s size without an agreed interpretation risks misleading conclusions.
Write a metric specification
Define:
- numerator and denominator;
- the event date used to select the period;
- pipelines and stages;
- treatment of repeat and test enquiries;
- the point in time represented by the data.
Separately agree how reopened deals and ownership changes are handled. Specify currency and units when comparing amounts.
Then manually review a small sample: one successful deal, a rejection, an unfinished deal and one crossing reporting periods. Each inclusion or exclusion should be explainable.
Discuss the action behind the number
When metrics differ, compare filters and definitions first. Only then investigate loading or formula errors. Correcting a label can be more useful than rebuilding the dashboard.
Ask the manager what decision changes if the metric rises. If there is no answer, the team may need a different view.
Bring two conflicting reports and sample records to QQDev. A Bitrix24 audit can help you discuss calculation rules and discrepancy sources. The aim is for meetings to debate actions rather than where percentages came from.