Learning Objective
By the end of this guide, you'll know how to navigate the Reports section, apply filters to analyze specific campaigns or time periods, understand the difference between Total Activities View and Lead Funnel View, and add customizable widgets to track metrics like reply rates, lead status, and campaign performance.
Why This Matters
Reports turn raw campaign data into actionable insights. Without reports, you're flying blind—guessing which campaigns work, which emails get replies, and where leads drop off.
The Reports section helps you:
Track performance across campaigns and team members
Identify trends over time (daily, weekly, monthly)
Optimize campaigns based on data (not guesswork)
Share insights with teammates or clients via shareable links
Prioritize leads by filtering to engaged prospects
Prerequisites
Before using Reports:
You have campaigns running with sent emails or LinkedIn messages
You have some campaign activity (opens, clicks, replies) to analyze
You're in the Reports section (accessible from the left menu)
Getting Started with Reports
Access the Reports section
Click Reports from the left menu in your lemlist dashboard.
Overview of the Reports interface
At the top of the Reports page:
Tabs for Saved Reports: Create and save custom report tabs. Revisit your customized reports anytime without starting from scratch.
Right section:
Edit widgets – Add, remove, and rearrange components to customize your report
Share button – Share reports via:
Restricted link (accessible only to teammates)
Public link (shareable with anyone outside your team)
To start customizing, click Edit widgets.
Filters for Precise Insights
Use filters to tailor reports to specific periods, campaigns, or team members.
Available filters:
1. Date Range Choose a timeframe for the data you want to analyze (e.g., last 7 days, last month, custom date range).
2. Tags Filter by tags applied to your campaigns.
3. Campaigns Select all campaigns or focus on specific ones.
4. Users View data for all users or narrow it down to individual team members.
💡 Important: Reports exclusively consider leads that were initially contacted within the selected time period in the filter.
Two Types of Widget Views
lemlist widgets display data in two ways:
1. Total Activities View
Aggregates all interactions
Example: If a lead opened your email 5 times, it counts as 5 opens
2. Lead Funnel View
Counts each interaction per lead once
Example: If a lead opened your email 5 times, it counts as 1 open
Understanding this distinction is critical when interpreting widget data.
Available Widgets
lemlist offers 14 widget types. Here's what each one tracks:
Widget #1: Messages Sent Over Time
What it tracks: Total messages sent across channels (Email, LinkedIn) over a specified duration.
View type: Total Activities View
Example:
100 emails = 100 emails were sent during the time period
100 LinkedIn = 100 LinkedIn messages or voice messages sent
Use case: Monitor sending volume over time to ensure consistent outreach.
Widget #2: Sending Activities Over Time
What it tracks: Volume of activities sent on multiple channels over time (LinkedIn invitations, profile visits, etc.).
Features:
Toggle options: Email Sent, LinkedIn Message Sent, LinkedIn Invitations, etc.
Analyze data by: Yearly, Monthly, Weekly, Daily breakdowns
Filter by channel: LinkedIn, Email, Phone, Others
View type: Total Activities View
Example:
100 LinkedIn invitations = 100 invitations sent total during the time period
100 LinkedIn visits = 100 profiles visited
Use case: Track LinkedIn activity alongside email sends to understand omnichannel outreach volume.
Widget #3: Lead Activity Over Time
What it tracks: How leads engage with your outreach over time (Sent, Delivered, Opens, Clicks, Replies, Interested).
View type: Total Activities View
Example:
100 replies = leads replied 100 times in total during the time period
Use case: Spot trends in engagement—are reply rates increasing or decreasing over time?
Widget #4: Total Messages Sent
What it tracks: Total messages sent for each channel (Email, LinkedIn).
View type: Total Activities View
Example:
100 Emails = 100 emails sent
100 LinkedIn = 100 LinkedIn messages or voice messages sent
Use case: Quick snapshot of total sends by channel.
Widget #5: Lead Activity Overview
What it tracks: Volume of sent, deliverable, opened, clicks, replied, and interested leads across multiple channels.
Features:
Breakdown by channels: LinkedIn, Email, Phone, Others
Click on any number to display related activities and view the lead panel
View type: Total Activities View
Example:
100 replies = leads replied 100 times in total
Use case: Comprehensive overview of all lead engagement metrics in one place.
Widget #6: Lead Funnel Over Time
What it tracks: Number of leads who changed status over time (Contacted → Delivered → Opened → Clicked → Replied → Interested).
View type: Lead Funnel View (each interaction per lead counted once)
Features:
Toggle each legend to select/deselect
Breakdown: Daily, Weekly, Monthly, or Yearly
Switch between number of leads and % of leads contacted
Example:
100 contacted = 100 leads contacted for the first time during the time period
30 replied = from those 100 leads, 30 replied
Use case: Visualize how leads move through your funnel over time.
Column breakdown:
Contacted – Leads contacted during the period
Delivered – Leads who received messages (inverse of bounce rate: 5% bounce = 95% delivered)
Opened – Leads who opened a message (counted once per lead)
Clicked – Leads who clicked a message (counted once per lead; includes LinkedIn Invitation Accepted)
Replied – Leads who replied (counted once per lead)
Interested – Leads marked as Interested
Widget #7: Lead Issues Over Time
What it tracks: Number of leads who had issues with outreach (Not Delivered, Not Interested, Unsubscribed).
View type: Lead Funnel View
Features:
Select/deselect each legend
Breakdown: Daily, Weekly, Monthly, Yearly
Switch from number to %
Example:
100 contacted = 100 leads contacted for the first time
30% not delivered = from those 100 leads, 30 were not delivered
Use case: Identify data quality issues or negative responses.
Column breakdown:
Contacted – Leads contacted during the period
Not Delivered – Leads who didn't receive messages (bounce rate)
Not Interested – Leads marked as Not Interested
Unsubscribed – Leads who unsubscribed
Widget #8: Lead Funnel Overview
What it tracks: Status changes of leads in a single snapshot (numerical view).
View type: Lead Funnel View
Example:
100 contacted = 100 leads contacted for the first time
30 replied = from those 100, 30 replied
Use case: Quick numerical summary of your lead funnel.
Column breakdown: Same as Widget #6 (Contacted, Delivered, Opened, Clicked, Replied, Interested)
Widget #9: Sending Performance
What it tracks: Best-performing sending email addresses. Tracks status changes with a sending email breakdown.
View type: Lead Funnel View
Example:
100 contacted = 100 leads contacted for the first time
30% replied = from those 100, 30 replied
Features:
Sort data in ascending or descending order for each column
Use case: Identify which sending email addresses get the best engagement.
Column breakdown:
Contacted Leads – Leads contacted during the period
Delivered – % of emails successfully delivered
Opened – % of leads who opened (counted once per lead)
Clicked – % of leads who clicked (counted once per lead)
Replied – % of leads who replied (counted once per lead)
Interested – % of leads marked as Interested
Widget #10: Lead Funnel by Campaign
What it tracks: Lead status changes by campaign. Shows total leads reviewed, in progress, and completed.
View type: Lead Funnel View
Example:
100 contacted = 100 leads contacted for the first time
30% replied = from those 100, 30 replied
Features:
Sort columns in ascending or descending order
Load more data with "Show 100 more" button
Click campaign name to open campaign editor in new tab
Use case: Compare performance across multiple campaigns side-by-side.
Column breakdown:
Leads to Review – Not yet launched
Leads Reviewed – Selected for launch, awaiting first message
Leads in Progress – Contacted and currently active
Leads Completed – Finished the campaign
Opened, Clicked, Replied, Interested – % for each status
Widget #11: Leads in Campaign
What it tracks: Access and filter leads based on current status. Push leads to other campaigns.
View type: Lead Funnel View
Example:
Shows leads contacted for the first time in the selected date range
Displays their current status (not historical status)
Features:
Sort each column
Filter leads by status (Opened, Clicked, Replied, etc.)
View date of last status change
Load more data with "Show 100 more"
Select leads and push them to another campaign
Click lead name to open lead panel
Use case: Segment and move engaged leads to a new campaign for further nurturing.
💡 Note: When pushing leads to a campaign, leads already in that campaign won't be imported. If duplicates exist, a popup shows which leads weren't imported, and you can download a CSV.
Widget #12: Lead Funnel by Date
What it tracks: Lead status changes by date (rows represent days, weeks, months, or years depending on breakdown).
View type: Lead Funnel View
Example:
100 contacted = 100 leads contacted for the first time during the time period
30% replied = from those 100, 30 replied during that date breakdown
Features:
Adjust breakdown: Day, Week, Month, Year
Sort columns
Load more data with "Show 100 more"
Use case: Analyze funnel performance by specific time periods (e.g., which month had the best reply rate?).
Column breakdown: Same as Widget #8 (Contacted, Delivered, Opened, Clicked, Replied, Interested)
Widget #13: Heading Zone
What it tracks: N/A—this is a formatting widget.
Use case: Insert heading text blocks between widgets to organize and structure reports.
Widget #14: Text Zone
What it tracks: N/A—this is a formatting widget.
Use case: Add small text blocks between widgets for context, notes, or explanations.
How to Add Widgets
Step 1: Click "Edit widgets"
At the top-right of the Reports page, click Edit widgets.
Step 2: Click "Add widget"
In edit mode, click Add widget.
Step 3: Select widget types
Choose which widgets you want to add from the list of options.
Step 4: Arrange widgets
Drag and drop widgets to reorder them in your report, and resize them if needed.
Step 5: Save your report
Once you're satisfied, click Save for everyone to apply changes to the report tab.
Share Your Report
Step 1: Click the Share button
At the top-right of the Reports page, click Share.
Step 2: Choose link type and copy the link
Select whether access should be Restricted (only teammates) or Public (anyone with the link), then copy and share the link.
Troubleshooting
Issue: Widget shows no data (empty state)
Fix:
This occurs when no data matches your filters or no campaigns have been sent
Adjust filters (date range, campaigns, users) to include data
Verify campaigns are active and sending
Issue: Numbers seem incorrect in widgets
Fix:
Check if you're looking at a Total Activities View (counts all interactions) vs. Lead Funnel View (counts each lead once)
Verify the date range filter includes the period you're analyzing
Ensure the correct campaigns are selected in filters
Issue: Can't push leads from Widget #11
Fix:
Select leads using checkboxes first
Verify the destination campaign exists and is active
If leads are duplicates, a popup will show which weren't imported—download the CSV for reference
Optimization Tips
Create role-specific report tabs: Sales managers need funnel metrics; reps need reply rates. Create separate tabs for each role.
Review reports weekly: Set aside time each week to review key metrics and adjust campaigns based on insights.
Compare date ranges: Use the date filter to compare this month vs. last month to identify trends.
Export widget data: Click on numbers in widgets like Lead Activity Overview to export related leads for further analysis.
Use filters strategically: Filter by user to identify top performers, or by campaign to spot underperforming sequences.
Share reports with stakeholders: Use the Share button to create public links for clients or executives who need visibility without lemlist access.
Add context with text widgets: Use Heading and Text Zone widgets to annotate reports with notes about experiments, changes, or hypotheses.
Monitor lead issues regularly: Widget #7 (Lead Issues Over Time) helps you catch data quality problems early (high bounce rates, unsubscribes).