Report: Leads

The Leads report tracks how many individuals or businesses have entered your sales pipeline over time — and where they came from. Use it to forecast growth and measure the effectiveness of your marketing and sales efforts.

If you're new to ChartMogul, get to know how reports work.

Leads chart

ChartMogul automatically imports lead and trial data from a number of our integrations. If your Leads report appears empty, you may need to set up lead tracking. Learn more.

What is a lead?

Each business defines what a lead is differently. To use this report effectively, you’ll need to understand how this works in your business.

For example, is a lead any individual or company that interacts with your business? Only those who download specific content? Attend a webinar? Join your email list?

Answering this question is central to defining when an individual or company enters the top of your sales funnel and becomes a potential new customer worth pursuing.

What to Know About This Report

Only customers with a Lead created at date appear in this report. Customers without this date are excluded, even if they have a lead status. Learn more about customer and subscription statuses in ChartMogul.

On October 2, 2025, we introduced a new “trial” line item type and are gradually making it available to all customers. If you have this feature enabled:

Free Trials includes both customers with a Trial started at date and those with trial invoice line items.
One customer can have multiple trials.
If a customer has both a Trial started at date and trial invoice line items, ChartMogul ignores the Trial started at date.

How ChartMogul Calculates Leads

ChartMogul uses the number of customers who have a Lead created at date to calculate the number of leads.

How to Read the Report Data Table

The Report Data table for Leads has a unique breakdown not found in other reports:

Leads — The number of leads with a Lead created at date.
Free Trials — The number of leads with a Free trial started at date.
Non-Trial Leads — The number of leads who have a Lead created at date but no Free trial started at date.
Change — The increase or decrease in leads from the previous report interval (the time period your report is grouped by, e.g. weekly or monthly), shown as a percentage.

Select any Leads, Free Trials, or Non-Trial Leads cell to see a list of the leads created and trials started in that report interval.

Next Steps

Use segmentation to see which marketing channels or campaigns bring in the most leads.
Set a goal for acquiring new leads by setting a target.
Measure the number of free trials with Free Trials.