The Cumulative Cohort Conversion Trends widget gives you a rolling view of how each batch of opportunities (cohort) you opened in a given quarter is performing—both in count and value—across time. Instead of a static snapshot, you can trace every cohort’s journey from deal creation through close (or current status) out to twelve quarters beyond the base period, with options to toggle between volume and ARR-based views.
Metric Definitions:
Overall Conversion: The percentage of total opportunities in the selected cohort that have closed won to date. Calculated as
Total Wins / Total Opportunities(e.g. 14 wins out of 261 opportunities = 5.4%).ARR Conversion: The percentage of total ARR in the selected cohort that has closed won to date. Calculated as
Closed-Won ARR / Total ARR of Opportunities(e.g. $560K won out of $5.35M pipeline = 10.5%).Created Quarter: The fiscal quarter in which a cohort of opportunities was created (e.g., Q1 FY25 covers Feb '24–Apr '24).
ARR of Opportunities: The sum of annual contract value (ARR) of all opportunities in the cohort. This is same as Opportunity value.
Number of Opportunities: The total count of opportunities in the cohort.
ARR per Opportunity: The average ARR per opportunity, calculated as
ARR of Opportunities / Number of Opportunities.Closed Won ARR: The cumulative sum of ARR that has converted to closed-won for the cohort.
Number of Wins: The cumulative count of opportunities that have closed won in the cohort.
ARR per Win: The average ARR for won opportunities, calculated as
Closed Won ARR / Number of Wins.
1. What It Shows
Created Quarter: The cohort of opportunities born in a specific quarter (e.g. Q1 FY25).
Pipeline Metrics: Total number of opportunities and aggregate ARR, plus per oppprtunity averages.
Closed-Won Metrics: Cumulative wins, closed ARR, and ARR per win.
Quarter-by-Quarter Conversion (Q+0…Q+12): For each subsequent quarter, the widget adds all wins from prior quarters and computes a running conversion rate (volume or ARR%), giving you both period and lifetime conversion performance.
2. How It Works
Select Metrics: Toggle between Volume (opps won /opps created) and Value (ARR won /ARR pipeline).
Time Horizon: By default you see up through Q+7 or Q+12; filters let you expand or focus on specific quarters.
Real-Time vs. As-of-Quarter: Switch between “as of today” totals and end-of-quarter aggregates to compare on-the-fly performance against historical benchmarks.
3.How to read the widget:
The first two summary cards tell you the following:
Overall Conversion: In the above table, it is the ratio of the sum of the “Number of Wins” / sum of “Number of Opportunities
ARR Conversion: In the above table, it is the ratio of the sum of “Closed Won ARR”/”ARR of Opportunities”
In the table below, it tells you out of all the opportunities created in a particular quarter for example “Q1 FY25”, how many were closed won as of today or a custom date i.e as of today or in a particular date how does the cohort of these opportunities created in a quarter stand at.
As you can see above, in Q+0 i.e the created quarter itself no opportunity converted into Closed Won status at the end of the same quarter
But for opportunities created in Q2 FY25, only 3.9% converted in the same quarter itself but no conversions happened in the next quarter closing.
For Q3 FY25 cohort, we see no conversions to Closed Won in the same quarter but see conversions increasing in the next quarter closing.
For Q4 FY25, we see only 2.9% of the opportunities created in the quarter closing in that quarter, but see a sharp increase in conversions in the next quarter.
4. Key Insights & Use Cases
Cohort Velocity
Spot which cohorts ramp fastest: a strong Q+1 conversion indicates early pipeline momentum, while a slow-burn cohort may peak in Q+3 or Q+4.Channel & Campaign Benchmarking
Filter by source or campaign type to see which programs yield the healthiest lifetime conversion curves—e.g. does Webinar-sourced pipeline hit peak conversion sooner than Paid Ads?Forecast Calibration
Use your own historical cohort curves to set realistic close-rate targets for future quarters. If Q2 FY25 cohorts historically convert 12% by Q+2, you can bake that into next quarter’s forecast.Sales & Marketing Alignment
Compare cohort curves side by side to pinpoint where deal velocity stalls—then launch targeted accelerators (e.g. product demos, promotional incentives) at the optimal quarter.