Why your Pipedrive Leads are missing from deal counts
Your Leads are synced, and they are deliberately left out of every deal count, pipeline total and forecast figure. This article explains why, where your Leads are reported instead, and how to quote a lead-to-deal figure without double counting. If your deal numbers look wrong for some other reason, read My deal numbers look wrong.
A Lead and a Deal are different objects
Pipedrive keeps Leads in their own inbox, apart from Deals. A Lead is something nobody has qualified yet. It sits in no pipeline and it has no outcome — archiving one means it was set aside, not that a deal was lost.
MarqIQ syncs Leads into the same store as Deals, because that is where a Lead becomes a Deal when somebody qualifies it. Every synced Lead is marked at the moment it is written: its stage reads Lead, its pipeline reads Leads Inbox, and its id carries a lead prefix.
Those marks exist so that anything reporting on deals can take them back out again, and everything does.
What counting them would do to your numbers
On one Pipedrive workspace, 3,461 Leads sat inside a headline of 22,949 opportunities. Counting them made the open pipeline read 3,564 deals worth roughly $110m. The real open pipeline was 103 deals worth about $4.75m — twenty-three times smaller.
That is why the exclusion is not a setting you can turn off.
Where the rule is applied
Every analysis that asks a question about deals applies it.
- Deal counts, won and lost counts, and every pipeline and revenue total on the Executive Read and Data Audit tabs.
- Source truth, when it joins a channel to the deals it produced.
- Lead scoring, when it asks whether somebody reached a deal or a won deal.
- Form fills, when it asks whether a person who filled in a form is on a deal — a Lead must not answer yes to that.
- Field discipline and the Field Intelligence tab, when they profile your deal fields.
Forecast accuracy needs no rule of its own. It reads only deals that have closed won or lost, and a Lead is stored as open whatever happens to it, so no Lead ever reaches that analysis.
Note
Leads are still people. Anywhere MarqIQ counts people — Audience health, Form fills, Lead scoring populations — the person attached to a Lead is counted like anybody else. It is the deal question they are kept out of.
Where your Leads are reported
Two tabs report them.
Both sit on Pipedrive's own page. Open Intelligence Studio, then Data Sources, then Pipedrive.
| Where | What it tells you |
|---|---|
| Data caveats, at the foot of the Data Audit tab | How many Leads were set aside from the figures on that page, in one sentence, so you can reconcile MarqIQ against the row count you see in Pipedrive. |
| The Field Intelligence tab | Leads are profiled as their own object, next to Deals, Persons and Organizations — every field, how full it is, and what it holds. |
Quoting a lead-to-deal figure
MarqIQ has no single screen that divides Leads by Deals for you today. Build the figure from the two counts it does print, and state both.
- Take the Leads count from the Field Intelligence tab, where Leads are their own object.
- Take the Deals count from the same tab, over the same created-date range.
- Quote it as "1,240 Leads and 210 Deals created in the period", not as a single percentage with no denominator. The two are separate objects and a reader will assume otherwise.
Which other tools have this problem
None of them. HubSpot, Salesforce, Zoho CRM, Microsoft Dynamics and Pardot all keep leads out of the deal object entirely, so there is nothing to set aside and your figures read no differently.
Salesforce, Zoho and Dynamics do have a Lead object, and MarqIQ syncs it as people rather than as deals. Those tools profile Leads and Contacts as separate objects on Field Intelligence, exactly as Pipedrive does.
If it did not work
Your MarqIQ deal count is lower than the number Pipedrive shows
Why: Pipedrive's own count includes the Leads Inbox. MarqIQ's does not.
Fix: Read Data caveats on the Data Audit tab. It states the number of Leads set aside, and that number plus MarqIQ's deal count should reconcile to what you see in Pipedrive.
A person you know is in Pipedrive shows as not being on a deal
Why: They are attached to a Lead, not to a Deal. A Lead has not been qualified into a pipeline, so it cannot answer the question "is this person on a deal".
Fix: Qualify the Lead into a Deal in Pipedrive and run a sync. The person then counts on every deal-based figure from that point.
Archived Leads are missing from your lost-deal figures
Why: They are deliberately never stored as lost. Archiving a Lead means somebody set it aside. It is not a deal that was competed for and lost.
Fix: Count archived Leads in Pipedrive when you want them. Putting them into lost would inflate your lost count and lost value, and would drag them through close-date and stage analysis as if they were real deals.
Next steps
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