Getting leads into your pipeline is one thing. Knowing which ones are actually worth going after — and which channels are consistently producing them — is a different problem entirely. A lot of teams skip this part and just chase volume. The ones that pay attention to lead quality tend to close more with less wasted effort.
Odoo CRM has two tools that help with exactly this: the Quality Leads Report and the Marketing Attribution features.
What the Quality Leads Report Shows You
This report breaks down the leads coming into your pipeline by source, medium, campaign, salesperson, or team — and instead of just showing you how many leads came in, it shows you what happened to them. How many were converted into active opportunities? What percentage closed? What was the average deal size?
Since the Quality Leads Report may not appear as a dedicated menu item in all Odoo instances, you can replicate it through CRM → Reporting → Leads. From there:
Switch to Pivot view using the grid icon in the top right
Click the search bar dropdown arrow → under Group By, select Salesperson, Source, and Campaign
Click Measures on the top left → select Expected Revenue to replace the default count
The pivot table will now show expected revenue broken down by salesperson, source, and campaign
From here you can see which channels are actually delivering value versus which ones just look good on a volume report. Note that leads need to have their Source, Medium, and Campaign fields filled in for the breakdown to be meaningful — rows showing "None" indicate leads created without attribution tags.
The practical application here is straightforward. If leads from one source are converting at double the rate of another, that changes where you invest next quarter. When you can show that with actual numbers rather than a gut feeling, budget decisions become a lot less contentious.
What to Actually Watch
The metrics worth paying attention to are conversion rate from lead to opportunity, win rate from opportunity to closed deal, and average revenue per source. High volume with low conversion is a red flag — either the lead quality is poor or the qualification process needs work. High conversion but low volume means you've found something that works and probably should be putting more behind it.
Marketing Attribution — Connecting Campaigns to Revenue
Attribution goes one step further. Instead of just asking which source sends leads, it asks which campaign actually generates revenue. In Odoo, leads and opportunities can carry Source, Medium, and Campaign tags — the same UTM parameters used in digital marketing. When someone clicks a tracked link and fills out your form, those values get captured automatically on the resulting lead.
The attribution reports then roll all of that up so you can see, by campaign, how many opportunities were created, how many closed, and how much revenue came from each one. Marketing teams finally get to see what their work actually produced beyond clicks and form fills.
Why Sales and Marketing Both Need This
The argument between sales and marketing about lead quality is almost universal. Marketing says volume is up. Sales says the leads are no good. Without shared data, that argument never gets resolved — it just keeps happening.
These reports give both teams the same set of facts. When you can sit down together and look at actual conversion and revenue data by source, the conversation moves from "your leads are bad" to "leads from this campaign convert at 8% while these convert at 22% — what's different about them?" That's a productive conversation. The other kind just creates friction.
One thing that makes or breaks attribution data: consistency in tagging. If reps are manually creating leads and leaving the Source and Medium fields blank, the reports are going to have holes. Make filling those fields a standard part of the lead creation process.