The Stages section answers “what is in progress right now”: deals from the CRM laid out by the stage they stand at today, with amount, share and age.
What you see here
Each stage of the funnel is a card: how many deals stand at it, for what amount, what share that is among the open ones, and the average age of the deals. Next to it — the change against the previous period.
On the right is the Outcome column: closed deals (revenue), refusals (lost revenue) and the In progress line — everything not closed. The column is removed with the Outcome button in the toolbar.
Two special cards:
- Stage not set — the lead has no CRM stage. This is a gap in the mapping, not a stage of the funnel: the deal exists somewhere, but its movement is invisible in the report.
- N without amount inside a card — the deals have no amount filled in. Zero revenue and an empty field are different things, so KO keeps them apart.
Set it up for your question
- Funnel — in the second row of the toolbar, if the CRM has several. The cards rebuild for the chosen one.
- Metrics — which numbers the card holds.
- View — the Lead age, Stage share and Stages without deals toggles (empty stages are hidden by default, but sometimes the funnel needs to be seen whole).
- Outcome — a toggle button: whether to show the outcome column on the right.
- Period, Filter, ··· — as in the other sections.
There is deliberately no plan in this section: a target is set on the flow over a period — leads, sales, revenue — not on the number of deals standing in a status.
How to read it
This is a snapshot, not a path. The numbers answer “how many deals stand at the stage now”, not “how many deals passed through the stage”. A “reached the stage” conversion cannot be calculated from such a snapshot: a refused deal does not report how far it got, and the conversion would be counted on the survivors.
Lead age is the time since the deal was created, not the time at the stage. The history of transitions between stages is not kept in the data, so KO does not know — and does not show — how long it has been sitting here specifically.
The share is counted among open deals: closed ones and refusals are not included — otherwise a stage’s share would fall simply because an archive has piled up.
The order of stages comes from the CRM. If no order is set there, the funnel is arranged by volume, and KO says so right in the section: the cards do not follow the course of a deal, and they must not be read as a funnel until the order is set.
Spend and visits are not available in this section — they are not tied to a deal’s stage. A metric without a source in the stage breakdown is not shown, so that the whole spend is not attributed to one card.
If there are no numbers
- The funnel is not mapped yet — the CRM stages are not put in order. Mapping is done in the project settings, the Fields area.
- No leads in this funnel — there were no deals in the chosen funnel for the period. Change the funnel or the period.
- No data for this period — check the period and the conditions in the Filter.
- Nearly everything is in “Stage not set” — deals arrive without a stage. That is a question about the CRM connection setup, not about the report.
What’s next to this
- How a report works — the report’s period and filter, from which the section takes its defaults.
- The Breakdown section — where these deals came from: channels, campaigns, devices.