CRM reporting for small teams that need clear numbers, not a BI project

CRM reporting means counting and summing what is already in your CRM, so questions like "what is in the pipeline?" or "which clients brought the most revenue?" get an answer without a spreadsheet. In Customermates, that happens in three places: dashboard charts, lists grouped by a field, and the weighted value on every deal. Anything that needs real arithmetic over many records, such as a median deal size or a ranking, goes to Mate in Customermates Cloud, to your own AI client through MCP, or to Excel after an export.

It is deliberately small. If you need conversion tracking over time, time in stage, quotas or revenue forecasts, the section on limits names tools that do that.

What a chart widget can calculate

Every chart takes one list as its source, an aggregation and a grouping. The aggregation is a count of records, or the sum, average, minimum or maximum of a number or money field, such as Value or Weighted value on deals.

Grouping is No grouping (one total), a field such as Stage or Lead source, each record, Assigned to, or a field reached through a relationship. That gives you "deal value by stage", "deal value per organization" or "line item amounts by service". Group by a date field, Created at or Updated at and pick a Time interval to get one value per day, week, month, quarter or year.

Weighted value is a calculated field on deals: the deal's value times the Probability % of its stage, which you set on each option of the Stage field in Configure. A new workspace already has probabilities filled in, so it works from the first deal.

Filters narrow what a chart counts, using any field, including dates; linked fields appear as List › Field. That is how you chart "won deal value per organization": deals as the source, a filter on Stage is Won, grouped by organization.

Chart styles are Number, Bar chart, Horizontal bars, Area over time, Ranked table, Doughnut, Funnel and Radar. A live preview shows the result before you save.

The second widget kind, the Activity timeline, is a newest-first feed of record changes, and on Pro and higher also messages and calendar events from connected accounts. You filter it by category, account or related records, for example "everything that happened on deals of my three largest clients".

Reports a small team uses, and how to build each

These recipes assume the default Stage field plus two single choice fields you add to deals: "Lead source" and "Lost reason".

Tasks have no built-in due date. The Status field in the last row is a single choice field that a new workspace starts with, and you can rename, change or delete it like any other field.

Two questions are better answered by a list than by a chart. Who is working on which deals? Switch the deals list to the board and group it by Assigned: each person gets a column with their deal count and totals. How many deals did we open per month? Group the deals table by created date, bucketed by month. Saved as views, both stay one click away; views are personal to the person who saves them.

Which plan you need

Mate uses hosted AI credits, included per active user and month on every Cloud plan; the pricing page lists the amounts. A three-person team on Starter pays €36 per month, and a five-person team on Pro pays €145. There is no reporting add-on and no per-report charge.

Set up a weekly pipeline dashboard

1. Check the stage probabilities

   In Configure, open Deals and the Stage field, and adjust the Probability % of each option. A preview shows the effect on deals and widgets.

2. Add the fields your questions need

   In Configure, open Deals and use Add › Field for a Single choice "Lead source" (Referral, LinkedIn, Website, Event), a Single choice "Lost reason" and a Date field "Closed on". A chart can only group by what you record.

3. Create the first chart

   On the Dashboard, press Add widget and pick Bar chart. Under Data, choose Deals as the source, sum Weighted value and group by Stage. Exclude Won and Lost in the filters, then press Save.

4. Add three more

   Won deal value by Lead source, won deal value per organization, and a count of lost deals by Lost reason. Drag and resize them; the layout is saved for you.

5. Share the setup, not the dashboard

   Switch on Share as a template for each chart. A teammate picks it under Start from a template and gets their own copy, which counts only the records their role can read.

The dashboard guide documents every option in the widget editor.

What Customermates reporting does not do, and what to use instead

Customermates publishes this page. Vendor details were checked on 8 October 2026 on the vendors' own pages.

For a one-off analysis, export the list as an Excel workbook from the deals list's More actions menu. The export takes the visible columns, filters and sort, and a PivotTable does the rest. Export runs one record type at a time; the records guide lists the limits.

How reporting connects to Mate, MCP and the API

Mate (Customermates Cloud). Mate has a read-only analysis tool for questions that need arithmetic across many records: a median, a ranking, a win rate, or a join between deals and organizations. It reads the records your role can see, computes in an isolated sandbox and changes nothing. Each question uses hosted AI credits. An example:

For deals that reached Won or Lost since 1 July: what is the win rate per lead source, what is the median value of won deals, and which three organizations brought the most won value?

The answer is a chat message, not a saved chart. Mate can also create or change dashboard widgets for you when you describe them.

Routines (Customermates Cloud). A routine runs a saved instruction on a schedule, such as "Every Monday at 8:00, summarize the open pipeline by stage and list deals not updated in 30 days." It runs as you, its owner, with your access and credits, and the run summary stays on the routine. On Pro and higher it can also email that summary to you from your connected mailbox; Mate sends without asking again, so say "draft" in the instruction if you want to read it first. See workflow automation for triggers and limits.

Your own AI client through MCP. Claude, ChatGPT and other MCP clients use 53 tools on every plan and when self-hosting. With query_crm_measure a client calculates totals across all matching records, so "what is our weighted pipeline for organizations in Bavaria?" has an exact answer. The MCP documentation has the setup.

REST and webhooks. If reports belong in another system, read records through the REST API or receive a webhook on every change and keep your own reporting table up to date. n8n can do either on a schedule; it runs separately and is not part of Customermates.

Frequently asked questions