How many leads bought is half of the answer. The other half is how they bought: in a week or in six months, with a large order or a small one, or maybe they bought and then got a refund. A source that brings fast sales and a source that brings slow ones look the same in a report that counts sales, and very different in money.
Lead classes is where you see how the project’s leads split by the outcome of the deal, and where you set two thresholds: which sale counts as fast and which as small.
What you see here
The “Leads by class” block — what the leads of the period turned into. The 7 days · 30 days · 90 days switch chooses which leads to take, by the date the lead came in. The bar above the list shows the shares, and the list gives each class its number of leads, share and a short note.
Every lead falls into exactly one class. The checks go in order, and the first class that fits wins:
- Lost — the deal was lost, or the sale was refunded. A refund matters more than speed, so it is checked first.
- Small sale — a sale below the amount threshold. It comes before speed: a fast small sale is not what you want to scale.
- Fast sale — no more days than the threshold passed from the lead to the purchase.
- Slow sale — a sale that took longer than the threshold.
- No outcome yet — everything else: the deal is still in progress, including one that has dragged on.
If speed cannot be measured from the data, fast and slow sales are shown as one class, Sale — the line under the threshold field says why.
The “Thresholds” block — where the line is drawn. Two fields:
- Fast sale — no longer than — days from the lead to the purchase.
- Small sale — cheaper than — an amount in the project currency.
Each field has an Auto · Custom switch. In Auto mode KO measures the threshold on your own sales: for speed it is the time in which half of the sales closed, for the amount it is the top of the lowest quarter of orders. The line under the field says what number came out and how many sales it is based on, or why it could not be measured. Custom is always available, including when “Auto” is not measured.
Set it up for your question
The measured thresholds are good to start with: they separate your sales from each other, not from someone else’s average. A custom threshold is for when your business has a line that the data does not know about.
Set a custom threshold
- In the Thresholds block, click Custom on the field you need.
- Enter a number: days for speed or an amount for a small sale. The “Leads by class” list is recalculated at once, before saving, and a “with unsaved thresholds” note appears next to the number of leads.
- Click Save.
A custom value does not erase the measured one: it stays in the line under the field, and Auto brings it back with one click.
New thresholds change the class of every lead in the project, including past periods: a class is a rule, not a mark made at the moment of the sale.
Project managers can save thresholds. Other members see the section and can check what a different threshold would give, but cannot save it.
How to read it
The class is the same as in reports. The Lead class field is available in the Breakdown section: it splits leads by source, campaign or any other field. The section and the report use one rule, so for the same period their numbers match.
A large “No outcome yet” share for recent weeks is normal. A new lead has not had time to buy or to drop out yet. Compare the shares of fast and slow sales on leads that had time to close — a short period simply has fewer of them.
The What to do now section reads the classes. The “Sales speed by source” finding looks for a source with clearly more fast sales than the others — a candidate for more budget — and for a source whose sales are more often slow or small — a reason to look at who comes from there. It looks only at leads that had time to mature, and stays silent while the difference is within random variation.
If there are no numbers
- Every lead is “No outcome yet” — the CRM stages that mean a sale and a loss are not marked. Stages are marked in the CRM connection settings; once they are, the classes appear on their own.
- One “Sale” instead of fast and slow — sales have no purchase date, or only a small part of them do, so “Auto” cannot be measured. A custom threshold splits the sales that have a date; the rest split once the CRM starts sending the date.
- “Auto” is empty for the small sale — sales have no amount. Fill in the deal amount in the CRM or set a custom threshold.
- “Auto” is empty for both thresholds — fewer than five sales in a year, so there is nothing to measure on. A custom threshold works without a measurement.
- The Save button is inactive — the thresholds have not changed, or storage is not available right now: then a note is shown above the blocks, and the breakdown is still shown.
What’s next to this
- The Breakdown section — where to split leads by the Lead class field.
- The What to do now section — findings built on the classes.
- The Context section — the expected deal cycle and other settings KO uses to read your data.