Reporting answers the questions you'd otherwise rebuild in a spreadsheet. What's sitting with clients right now, what's converting, and which deals are drifting.
Find it on the Reporting tab, alongside Active Leads, Won / Lost Leads and Current Activities. It's visible to everyone, not just admins, and it works from the history you've already got rather than starting from zero.
Fresh, ageing and fragile
This is the idea the whole page rests on, so it's worth two minutes.
Rather than looking only at which stage a lead sits in, Socket also looks at how long it's sat there without anything happening. A lead is fresh to begin with, starts ageing when nothing has been logged for a while, and turns fragile when it's been longer still.
The thresholds are per stage, because the stages aren't comparable. A new enquiry sitting untouched for a week is normal. A proposal you sent a week ago and heard nothing about is not. You set those in Setting Up Leads, and Socket shows you your own median times per stage so you're not guessing.
Only your actions reset the clock. Logging an activity, adding a note, working on the proposal, or moving the lead all count. Your client viewing the proposal, opening your email, or an automated reminder going out do not.
That's deliberate. It measures your follow-through, not their interest. A prospect reading your proposal four times isn't you chasing them, and arguably makes the call more urgent rather than less.
What's closest to signed
The banner across the top is the "if you only do one thing today" line. It tells you the value sitting with clients on proposals you've sent, how many of those have gone quiet, and gives you a button to go and look at them.
The four figures
Underneath, four numbers give you the state of the practice:
Open pipeline, everything still live, split by where it sits. Today's figure rather than a period one.
Won fees, what you've won in the period, with the change on the previous period so you can see the direction.
Decaying leads, the value of everything past its stage target, split between proposals out and earlier stages. The number to act on.
Win rate, how many of your closed deals you won.
The period and owner filters
Above the widgets you can set a period, from this month through to a custom range, and filter to a single owner.
Not everything moves when you change the period, and that's intentional. Widgets marked Snapshot are always as at today, because "what's going stale right now" isn't a historical question. Widgets marked Live are the same. The period scopes the dated figures, and the owner filter narrows the pipeline and highlights rows in the table.
Worth knowing before you assume the filter is broken.
Pipeline by stage
A bar per stage, where the length is the value sitting in it and the colours show how much of it is fresh, ageing or fragile. Your own stages and your own thresholds, so it reflects how you work rather than a standard model.
Each stage also carries a chip comparing your median time there against the ageing threshold you've set, which is the quickest way to see whether a threshold is set sensibly.
A line underneath totals up what's ageing or fragile, and flags any leads with no value set. Those are counted in the lead numbers but left out of the value totals, so the money figures stay honest.
Ageing leads, the action list
This is the table to work from. Every lead past its stage's ageing threshold, longest quiet first, so the worst offender is at the top.
It shows the client, the stage they're stuck in, how long they've been quiet, the last thing that happened, the owner and the deal value. Leads that are unassigned, or that have never been touched at all, are highlighted, since those are the ones most likely to have been forgotten rather than deliberately parked.
By owner
The same pipeline split by who owns what.
Useful for a one-to-one, and worth reading fairly. Someone with a lot of ageing leads may be carrying more of the pipeline, or working the harder end of it, so treat it as a conversation starter rather than a scoreboard.
Getting the numbers out
Every widget has its own CSV button, so you can pull any single view into a spreadsheet for a partners' meeting or your own analysis without exporting the lot.
Using it in practice
A reasonable weekly habit:
Read the banner. Chase whatever has gone quiet with a proposal out, because that's the money closest to landing.
Work down the ageing leads table until you run out of appetite. Something is better than nothing.
Glance at pipeline by stage. If one stage is mostly fragile, that's a process problem rather than a chasing problem.
Once a quarter, check your thresholds still match how you actually work.
Related guides
Setting Up Leads, where you set your quiet thresholds and lost reasons
Working Your Pipeline, acting on what reporting tells you