Pipedrive Dashboards and Insights Reports: Every Report Type

A Pipedrive dashboard is a container. The things inside it are Insights reports, and almost every complaint about a dashboard being useless is really a complaint about which reports were dropped onto it. Get the report choice right and the dashboard assembles itself; pick four variations of the same deal-volume chart and no amount of arranging will make the board answer a question.

So this guide to Pipedrive reporting runs the other way round from most dashboard guides. It starts with the full catalogue of report types Pipedrive actually offers, because that catalogue is smaller and more specific than the interface suggests, and then covers what to put on a board for an outbound motion.

The vendor-neutral version of the same object, meaning what a saved query is made of and why it can read the right records and still be wrong, is in CRM reports.

Every report starts from a filter. Pipedrive's filters are the saved record definitions that decide what an Insights report counts before it counts anything.

What can you put on a Pipedrive dashboard?

Insights reports, and only those. Pipedrive's knowledge base lists sixteen report types in seven families: activity, campaign, contact, lead, deal, revenue forecast and project. Which ones your account offers depends on the plan and enabled add-ons, and how many reports each user can create is capped per plan: 15 on Lite, 50 on Growth, 250 on Premium and 500 on Ultimate, per the usage limits article.

Activity

• Activities performance
• Emails performance

Every plan

Contact

• People
• Organizations

Every plan

Lead

• Lead performance
• Lead conversion

Every plan

Deal

• Deal performance
• Deal conversion
• Deal duration
• Deal progress
• Deal products

Every plan

Revenue forecast

• Product revenue forecast Growth and higher
• Deal revenue forecast Premium and higher

Campaign

• Campaign performance
• Campaign conversion

Paid Campaigns add-on

Project

• Project performance
• Project duration

Included on Premium and higher Paid add-on on Growth and lower

Where reports come from, and what gates them

Reports are created from Insights, then the create button, then Report. Pipedrive's knowledge base article on Insights report types states two conditions on that list that decide what you will actually see: the available report types depend on your plan and enabled add-ons, and the number of Insights reports you can create depends on your plan's usage limits.

Those usage limits are published in Pipedrive's article on its 2025 plan restructure, and they are tighter than most teams assume. Reports moved from 30 to 50 at the Advanced-to-Growth transition, and from 150 to 250 per user at Professional-to-Premium. At the top of the ladder the direction reverses: reports per user were unlimited on Enterprise and are capped at 500 on Ultimate. A reporting practice built on the assumption of unlimited reports has a ceiling now.

Read against the current ladder in the usage limits article, that is 15 Insights reports per user on Lite, 50 on Growth, 250 on Premium and 500 on Ultimate. The pricing page itself is worth a note: it refuses a plain fetch and renders only in a real browser, where it served GBP figures from this reader's location, with the four plans at £14, £39, £59 and £79 per seat per month billed annually, and the Projects and Campaigns add-ons starting from £16 and £13.33.

One more condition governs what a given person sees inside a report that already exists. Pipedrive notes that users may see different data in Insights reports depending on their visibility settings and permissions. Two people can open the same dashboard and read different numbers off it, both correctly. Before anyone escalates a discrepancy, check whose eyes produced each figure.

The report types, in full

Pipedrive groups Insights reports into seven families. This is the whole catalogue as published.

Activity reports cover how the team communicates and manages follow-ups. Activities performance analyses activity volume and outcomes; Pipedrive's own example is showing which activities are completed or overdue against their due dates. Emails performance measures emails sent and received through email sync or Smart Bcc.

Campaign reports are gated behind the paid Campaigns add-on. Campaign performance analyses delivery, engagement and tracking metrics, and campaign conversion tracks recipient actions and conversion metrics. Pipedrive's example for the first is comparing engagement across countries.

Contact reports analyse trends across records rather than deals. People covers contact details, ownership and custom fields; Organizations covers company information, ownership and custom fields. The published example is an organization report showing which companies have upcoming activities scheduled.

Lead reports cover the pre-deal stage. Lead performance analyses leads by status, source, owner and custom fields; lead conversion tracks lead-to-deal conversion rates. Pipedrive's example is comparing lead sources to identify which channels generate the most leads.

Deal reports are the largest family, with five members. Deal performance covers won, lost and open deals. Deal conversion covers how deals move through the pipeline. Deal duration covers how long deals spend in each stage, which Pipedrive frames as bottleneck identification. Deal progress tracks deal movement through stages over time. Deal products analyses products linked to deals.

Revenue forecast reports estimate future revenue, and they are tier-gated separately from each other, which is unusual enough to note. Pipedrive states that product revenue forecast is available on Growth and higher plans, while deal revenue forecast is available on Premium and higher. The forecast most sales teams mean when they say forecast is the second one, and it sits two rungs up.

Project reports cover project performance and project duration. Pipedrive notes that Projects is included on Premium and higher, and on Growth and lower is available as a paid user-based add-on.

Building a board an outbound team can act on

The reports above answer different questions, and a dashboard earns its place by carrying one of each rather than four flavours of the same one. Four picks cover most of what an outbound motion needs to see weekly.

Lead conversion, split by source. This is the only report on the board that judges the top of the funnel, and it is the one that decides whether a campaign gets repeated. Lead performance by source tells you which channels produced volume; lead conversion tells you which produced deals, and those two orderings differ more often than they agree. A source that generates volume without conversion is a source that is generating the wrong records.

Deal duration by stage. The bottleneck report. It answers where deals sit rather than how many there are, and stage duration is the earliest visible symptom of a qualification problem: deals parked for weeks in an early stage usually entered the pipeline without meeting the criteria that were supposed to gate them.

Activities performance, read for overdue rather than for volume. Volume of activity is the easiest number to game and the least informative on the board. Pipedrive's own framing of this report includes completed versus overdue against due dates, and the overdue count is the useful half. A rising overdue count means commitments are being made faster than they are being kept, which shows up in the pipeline a month later.

Deal conversion by stage. Where the process actually leaks. Combined with duration, it separates a stage that is slow from a stage that is fatal, and those want opposite responses.

Two of the remaining reports are worth understanding even when they do not make the board. Deal products analyses products linked to deals to show product performance and revenue contribution, and it is the only report in the catalogue that answers what you sold rather than how the selling went. For a single-product company it is dead weight; for a company with a real catalogue it is the report that tells you whether one line item is carrying the pipeline. Deal progress tracks movement through stages over time, which overlaps with duration and conversion enough that most boards want one of the three rather than all of them. Duration answers where deals stall, conversion answers where they die, and progress answers whether the whole pipeline is moving faster or slower than it was. Pick by the question you are actually arguing about.

The revenue forecast pair is the one to check availability on before promising anyone a number, given the split gating noted above. Both reports project forward from data already in the pipeline, which means a forecast built on a pipeline full of unqualified early-stage deals forecasts those deals. The forecast is not wrong; it is faithfully reporting an input problem, and no reporting configuration fixes an input problem.

What deliberately does not belong on that board is a report counting emails sent. Emails performance measures activity through email sync or Smart Bcc, and it is a fine operational check for whether sync is working. As a performance metric it rewards sending more, which is the opposite of what a single-message campaign is for. Volume of sends is an input, not an outcome, and putting it on a leadership dashboard reliably produces more of it.

Tile 1: Lead conversion, by source

Which channel produced deals, not just volume?

Decides whether a campaign is repeated.

Tile 2: Deal duration, by stage

Where do deals sit?

Long early stages are a qualification symptom.

Tile 3: Activities performance, overdue

Are commitments being kept?

Read the overdue count, never the volume.

Tile 4: Deal conversion, by stage

Where do deals die?

With duration, separates slow from fatal.

Left off on purpose: emails performance as a KPI, and three flavours of the same deal-volume chart.

What a Pipedrive report cannot tell you

Every report in the catalogue reads records already in Pipedrive. That makes the whole Insights layer a mirror of the pipeline, and a mirror cannot show you the market outside it.

The Gong vs Pipedrive breakdown explains why sales engagement platforms and CRMs like Pipedrive are typically run together rather than as substitutes.

The Groove versus Pipedrive comparison explains why a Salesforce-native engagement platform and a pipeline-centric CRM tend to complement rather than replace each other.

Two consequences follow for an outbound team. The first is that lead source reporting is only as honest as the source field, and a source field populated by a bulk import all carrying one value tells you nothing at all. The second is that no report in the set measures the accounts you have never contacted, which is the population outbound exists to work. That group is invisible to Insights by construction, and it does not become visible by building a better dashboard.

There is also a limit worth naming on the data itself. Reports segment on the fields that are populated, so a deal report split by industry or headcount is only meaningful if those fields are filled, and in most CRMs they are filled for the accounts someone already worked. That is the enrichment problem rather than the reporting problem, and it is covered in CRM enrichment and Clay enrichment.

For the plan and limit context behind the gates above, HubSpot CRM vs Pipedrive and Pipedrive vs Salesforce cover the platform reads, best Pipedrive alternatives covers the exit, and best CRM tools for SDR teams covers what outbound actually needs from the reporting layer. If the answer to your lead conversion report is that the top of the funnel is the problem, see what a properly built list produces.

Pricing and features are taken from the vendors' own pages. Verify current terms with the vendor before relying on them.

Sources: Insights: report types, Usage limits in Pipedrive, What's new in Pipedrive plans?, Pipedrive pricing