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Prospect Lifecycle Report


The Prospect Lifecycle report combines your marketing and sales reports in one place to give you a high level view of your sales cycle’s health. By reviewing the report you will have an idea of how well your marketing and sales organizations are working together as well as see areas for improvement.

Note: The Date Range filter at the top refers to the time frame in which prospects entered each stage. The date filter binds the lifecycle report so you can adjust the dates to view the trends over a predefined range (last 7 days, last 30 days, etc.) or a custom date range.

Dashboard Overview

Found under Reports > Lifecycle > the Lifecycle Dashboard includes your Pipeline funnel, trends over time and the Velocity chart. The entire page can be filtered by a desired date range, selected at the top left of the dashboard. This will update all reports on the page to reflect that time frame.

Lifecycle Report

Dashboard Metrics Captured

Metric Definition
Net New Prospects The number of net new prospects created in the selected date range. Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
New Opportunities The number of new opportunities created in the selected date range.
Won Opportunities The number of won opportunities in the selected date range.
Percentage comparisons Percents below each captured metric show the percent change between the previous time frame and the selected one.

Pipeline Funnel

The Pipeline Funnel is programmed to display the number of visitors or prospects in each stage of the prospect lifecycle during the selected time frame.

Lifecycle Pipeline

Pipeline Metrics Captured

Metric Definition
Visitors Number of unique visitors in the selected date range as determined by the Pardot tracking code. If a visitor returns multiple times during the selected time frame, they will only be counted once in this metric.
Prospects Number of newly created prospects in Pardot during the selected time frame. Prospects can be created through imports, CRM sync, manually or through a Pardot form/form handler/landing page submission.
Marketing Qualified Leads (MQL) Number of prospects created in the specified time frame that became assigned. Assignments can occur in Pardot manually, via the API, via a CRM sync, or during a Pardot import.
Sales Qualified Leads (SQL) Number of opportunities created during the selected time frame. Opportunities can be created in Pardot manually, via the API, via a CRM sync ( or SugarCRM), or imported into Pardot via a CSV file.
Won Deals Number of opportunities closed during the selected time frame.
Total Revenue Total revenue of all won opportunities in the selected time frame.
Trending Percents Trending percents on the right side of the graph show a historical comparison or percentage change between the current selected time frame and the last.

Prospects in each Pipeline Stage

Drill into each stage to see a table of the prospects in that stage. The table includes the “Entered Stage” date (the date the prospect entered the stage and the “Exited Stage” date (the date the prospect left the stage – if applicable). Note that this table is automatically filtered by the date selected on the Lifecycle dashboard but can be adjusted here too. This table can be exported and includes the prospects’ usual information as well as the entered stage and exited stage dates.

MQL Lifecycle prospects table

Velocity Chart

The Velocity chart displays the average time a visitor or prospect is in each stage over a selected period of time — the average transition time. The Velocity Chart is also bound by the ‘Date Range’ filter so you can adjust the dates to a custom date range or a predefined option (last 7 days, last 30 days, etc.) to compare the transition times by stage for that time period.

Velocity Chart

Stages compared (stages defined in Lifecycle pipeline table, above):

  • Visitor to Prospect
  • Prospect to Marketing Qualified Lead
  • Marketing Qualified Lead to Sales Qualified Lead
  • Sales Qualified Lead to Won opportunity
  • Total days to get through the full prospect lifecycle

Lifecycle on Prospect Record

Each individual prospect record will show you the dates that the prospect entered and exited each stage. Click on “Lifecycle” in the left side menu under the prospect’s name to view their lifecycle stages.

Prospect Lifecycle


  • The creation and assignment dates determining prospects’ lifecycle stages are based on Pardot dates, not CRM dates. Pardot only references the CRM for opportunity creation and opportunity won dates if the account is connected to a CRM. If the account is not connected to a CRM, Pardot looks internally for the opportunity creation and won dates.
  • New Pardot clients may see skewed lifecycle reports during the first month or quarter since Pardot doesn’t back date creation and assignment dates.
  • The lifecycle reports don’t account for unassignments then reassignments, or opportunity created then deleted. In short, once the prospect is added to a stage it can’t move backward and be removed. It can only wait in the current stage until it the next stage’s criteria is met.
  • It also doesn’t account for multiple opportunities created and won. A prospect won’t move through the lifecycle funnel and reports twice.
  • Currently there are no automation or segmentation rule criteria based on prospects’ lifecycle stages.