Reports & analytics

Rizer provides reports that help you understand why deals are lost, track recycling performance, and measure revenue won back. Instead of guessing whether recycling is working, you have numbers that tell the story.

This article covers the reports available in Rizer, what metrics they show, and how to use them to improve your recycling strategy.

Why Reports Matter

Recycling generates data. Every deal you recycle captures why it was lost, when you plan to follow up, and whether you eventually won it back. Over time, this data reveals patterns you can’t see from individual deals.

Reports help you answer questions like:

• Why are we losing deals? What are the most common reasons?
• Which competitors are we losing to most often?
• Which missing features are costing us the most revenue?
• How much revenue have we won back through recycling?
• Is our recycling strategy working? Getting better or worse?
• Which reps are most effective at re-engaging lost deals?

Without reports, you’re flying blind. With them, you can make informed decisions about where to focus and what to change.

The Dashboard

The main dashboard is your starting point — a snapshot of recycling activity and what needs attention.

[Screenshot: Main dashboard showing recycling metrics cards and charts]

Pipeline Expansion Highlights

At the top of the dashboard, you’ll see key numbers at a glance:

Deals in recycling — Total deals currently being tracked. This shows the size of your recycling pipeline.

Ready for callback — Deals waiting for action. If this number is high and growing, your team may be falling behind on follow-ups.

Won after recycling — Deals successfully re-engaged and closed. This is your success metric.

Revenue won back — Total value of deals won after recycling. The bottom-line impact of your recycling efforts.

These numbers update in real time as deals move through the system.

Recycling Status Breakdown

A visual breakdown showing where your recycled deals currently sit:

• How many are in each status (in recycling, ready, completed, won)
• The total value in each status
• Trends compared to previous periods

This helps you understand the health of your recycling pipeline. A healthy pipeline has deals flowing through each stage, not piling up in one place.

Recent Activity

The dashboard shows recent wins and activity:

• Deals recently won after recycling
• Deals that just became ready for callback
• Recent re-engagements

This keeps you connected to what’s happening day to day, not just the big picture.

Getting Started Checklist

If you’re still setting up Rizer, the checklist appears at the top tracking your setup progress. Once complete, it minimizes or disappears.

Nurturing Status

If you’re using email nurturing, you’ll see the status of active flows:

• How many contacts are being nurtured
• Flow performance summary
• Any issues needing attention

Accessing Reports

To dive deeper than the dashboard:

1. Click Reports in the main navigation
2. Select a report category
3. Choose the specific report you want

[Screenshot: Reports navigation showing categories and report options]

Reports are organized into categories:

Loss Analysis — Understanding why deals are lost

Recycling Performance — Tracking your recycling efforts and success

Sales Execution — Identifying process issues

Each category contains specific reports we’ll cover below.

Loss Analysis Reports

These reports help you understand why you’re losing deals in the first place.

Loss Drivers

The Loss Drivers report shows the distribution of recycle reasons across your lost deals.

[Screenshot: Loss Drivers report showing bar chart of reasons and revenue impact]

What you’ll see:

• Each recycle reason ranked by frequency or value
• Number of deals lost for each reason
• Total revenue lost for each reason
• Percentage breakdown

How to use it:

Identify your biggest problems. If “Too expensive” accounts for 40% of lost revenue, that’s a pricing or value communication issue worth addressing. If “Missing feature” is the top reason, your product roadmap should reflect that.

Look for surprises. Maybe you assumed you were losing to competitors, but the data shows most losses are actually timing-related. That changes how you think about re-engagement.

Filtering options:

• By product — See loss reasons for specific products
• By time period — Compare different quarters or years
• By owner — See if different reps have different loss patterns

Loss Driver Trends

This report shows how loss reasons change over time.

What you’ll see:

• Loss reasons tracked month over month or quarter over quarter
• Trend lines showing increases or decreases
• Comparison to previous periods

How to use it:

Track whether problems are getting better or worse. If “Missing feature” losses are declining, maybe your product improvements are working. If “Too expensive” is trending up, maybe competitors are getting more aggressive on price.

Spot seasonal patterns. Some loss reasons might spike at certain times of year — budget-related losses near fiscal year end, for example.

Loss Reasons by Owner

This report breaks down loss reasons by sales rep.

What you’ll see:

• Each rep’s deals categorized by recycle reason
• Comparison across the team
• Patterns specific to individual reps

How to use it:

Identify coaching opportunities. If one rep loses significantly more deals to “Unclear value / ROI” than others, they might need help with value articulation. If another rep has high “Buyer stopped responding” rates, they might need to improve follow-up discipline.

Be thoughtful about interpretation. Different reps might work different territories, products, or deal sizes. Context matters when comparing.

AI Insights

AI-generated analysis of patterns across your lost deals.

What you’ll see:

• Automatically identified trends and correlations
• Observations the AI thinks are noteworthy
• Suggested actions based on the data

How to use it:

Let the AI surface things you might miss. Maybe there’s a correlation between deal size and certain loss reasons, or between sales cycle length and win rates. The AI looks for patterns across large datasets.

Treat these as starting points for investigation, not definitive answers. The AI spots correlations; you determine causation and what to do about it.

Recycling Performance Reports

These reports track how your recycling efforts are paying off.

Recycling Status

A detailed breakdown of where deals currently sit in the recycling process.

What you’ll see:

• Count and value of deals in each status
• Flow between statuses over time
• Breakdown by product, owner, or other dimensions

How to use it:

Monitor pipeline health. Are deals flowing through the system, or are they stuck somewhere? A backup in Ready for callback suggests your team isn’t keeping up with follow-ups. Very few deals in In recycling might mean you’re not recycling enough lost deals.

Track volume over time. Is your recycling pipeline growing or shrinking? Growth means more opportunities to win back; shrinking might mean fewer deals to work with (good if you’re winning them, bad if they’re just not being recycled).

Won After Recycling

The success report — deals that were re-engaged and closed as won.

[Screenshot: Won After Recycling report showing deal list with values and details]

What you’ll see:

• List of deals won after recycling
• Total value won back
• Time from recycling to win
• Which recycle reasons led to wins
• Which reps closed these deals

How to use it:

Measure ROI. This is the direct revenue impact of your recycling efforts. If you’ve won back $500,000 in deals that would have been lost, recycling is paying for itself many times over.

Understand what works. Which recycle reasons have the best win rates? What’s the typical time from recycling to win? Which reps are most effective at re-engaging? Use these insights to optimize your approach.

Celebrate wins. Recycling wins are recovery stories. They represent revenue that would have been lost without systematic follow-up.

Won (Never Recycled)

Deals closed as won that weren’t in the recycling system.

What you’ll see:

• Deals won that went straight through without being lost first
• Comparison to recycled wins

How to use it:

Compare performance. How do recycled deal win rates compare to deals that never went through recycling? This helps you understand whether recycling is an effective channel relative to your normal pipeline.

Identify missed opportunities. If you’re winning deals that were never recycled, that’s normal — most deals don’t get recycled. But if you see patterns (certain products, certain reps, certain scenarios), you might find opportunities to recycle more strategically.

Recovery Metrics

Aggregate metrics about recycling effectiveness.

What you’ll see:

• Total deals recycled vs. total deals won back
• Win rate for recycled deals
• Average time from recycling to win
• Revenue recovery rate (won value / recycled value)

How to use it:

Track overall effectiveness. If you’re recycling 100 deals and winning back 10, that’s a 10% recovery rate. Is that good? It depends on your industry and deal values, but now you have a baseline to improve from.

Monitor trends. Is your recovery rate improving quarter over quarter? If so, your recycling strategy is getting better. If it’s declining, something needs attention.

Set goals. Once you have baseline metrics, you can set targets. “Improve recovery rate from 10% to 15%” becomes a measurable objective.

Sales Execution Reports

These reports surface process issues that may be contributing to lost deals.

Sales Execution Issues

A summary of execution problems identified across lost deals.

What you’ll see:

• Common execution issues and their frequency
• Examples include: slow follow-up, limited stakeholder engagement, missed process steps
• Correlation between issues and deal outcomes

How to use it:

Identify process problems. If “Long gap between touchpoints” appears frequently, your team might need better follow-up cadence. If “Single stakeholder engagement” is common, you might need better multi-threading in deals.

Prioritize improvements. Not all issues are equally important. Focus on the ones that appear most often and seem most connected to losses.

Sales Execution by Owner

Execution issues broken down by rep.

What you’ll see:

• Which issues appear most often for each rep
• Comparison across the team
• Trends over time for each rep

How to use it:

Target coaching. Instead of generic training, you can address specific issues with specific reps. “Sarah, your deals show a pattern of long gaps between touchpoints. Let’s talk about follow-up cadence.”

Track improvement. After coaching, monitor whether the issues decrease. This closes the loop on whether interventions are working.

Competitor Reports

Tracking which competitors you’re losing to and how often.

Competitors Report

The main view of competitive win/loss data.

[Screenshot: Competitors report showing competitor products and loss data]

What you’ll see:

• List of competitors ranked by deals lost to them
• Their products matched against your products
• Total value lost to each competitor
• Satisfaction ratings (if captured)

How to use it:

Know your competition. Which competitors are taking the most business? This might confirm what you already know, or it might surface competitors you weren’t tracking closely.

Understand competitive matchups. You might win against Competitor A when selling Product X but lose when selling Product Y. This product-level view helps you understand where you’re strong and weak.

Time re-engagement. If you know typical contract lengths for each competitor, you can set callback dates to coincide with renewal periods.

Drilling Into Competitor Details

Click any competitor row to see the specific deals lost to them.

What you’ll see:

• Individual deals with company names and values
• Lost dates
• Contact information
• Recycle reasons beyond just “lost to competitor”

How to use it:

Plan targeted outreach. When a competitor’s typical contract period is ending, you have a list of specific prospects to reach out to.

Understand the details. Maybe you’re losing to Competitor X, but only when deals involve a certain product or a certain deal size. The details help you understand the “why” behind the numbers.

Missing Features Report

Tracking features prospects requested that you don’t have.

Missing Features Report

The main view of feature requests and their business impact.

[Screenshot: Missing Features report showing feature list with revenue impact and status]

What you’ll see:

• List of missing features ranked by revenue impact
• Current status of each (unplanned, planned, in progress, completed)
• Number of deals affected by each feature
• Average importance rating
• Build cost (if entered) and ROI calculation

How to use it:

Prioritize your roadmap. Instead of guessing what to build, you have revenue data showing what prospects are willing to pay for. A feature that’s cost you $500,000 in lost deals is worth serious consideration.

Track progress. As features move from unplanned to in progress to completed, you can see how your product is addressing the gaps.

Plan re-engagement. Features with many affected deals and high importance ratings represent warm prospect lists when they ship.

Feature ROI Analysis

If you’ve entered build costs for features, the report shows:

• Value — Revenue lost due to this missing feature
• Build cost — Your estimated cost to build it
• Net value — Value minus cost
• Value/Cost ratio — Return on investment if you built it

This helps product teams make informed decisions about what to build and when.

Drilling Into Feature Details

Click any feature to see the specific deals affected.

What you’ll see:

• Deals lost due to this feature
• Importance rating for each (how critical the feature was to that deal)
• Company and contact information
• Current recycling status

How to use it:

When a feature ships, this is your outreach list. These are prospects who specifically asked for this capability. They’re warm leads for re-engagement.

Understand importance patterns. Maybe a feature is mentioned by many prospects but is only a “nice to have” for most. That’s different from a feature that’s a deal-breaker every time.

Using Date Filters

Most reports support date filtering to focus on specific time periods.

Filter Options

Year filter — Select a specific year or “All time”

Month filter — Narrow down to a specific month within the year

Quarter filter — Some reports offer quarterly views

Custom range — For detailed analysis, select specific start and end dates

What Dates Mean

The date filter typically applies to:

• Loss analysis reports — When deals were lost
• Recycling performance reports — When deals were recycled or when they were won
• Trends reports — The time period for trend lines

Pay attention to what the date is filtering. “Deals lost in Q3” is different from “Deals recycled in Q3” is different from “Deals won in Q3.”

Comparing Periods

Use date filters to compare:

• This quarter vs. last quarter
• This year vs. last year
• Pre-change vs. post-change (after implementing a new strategy)

Comparisons reveal whether things are improving, declining, or staying the same.

Key Metrics Explained

Here’s a reference for the metrics you’ll see across reports.

Loss Analysis Metrics

Lost deals count — Number of deals marked closed-lost in the period.

Lost revenue — Total value of lost deals.

Top loss reason — The recycle reason accounting for the most lost revenue.

Loss rate — Lost deals as a percentage of total deals (won + lost).

Recycling Metrics

Deals in recycling — Current count of deals being tracked.

Recycling rate — Percentage of lost deals that get recycled.

Ready for callback — Deals currently waiting for re-engagement.

Re-engagement rate — Percentage of ready deals that get re-engaged (vs. marked completed).

Success Metrics

Won after recycling — Count of deals won after being recycled.

Revenue won back — Total value of deals won after recycling.

Recovery rate — Won revenue as a percentage of recycled revenue.

Time to win — Average days from recycling to close for won deals.

Recycled win rate — Percentage of re-engaged deals that close as won.

Comparison Metrics

Recycled vs. direct wins — Performance comparison between recycled deals and deals that never went through recycling.

Win rate by reason — Recovery rates broken down by recycle reason.

Win rate by owner — Recovery rates by sales rep.

Drilling Down

Most reports let you drill down from summary numbers to individual deals.

How It Works

Click on any bar, segment, or row in a report to see the underlying deals.

For example:

• Click on “Too expensive” in the Loss Drivers chart to see deals lost for that reason
• Click on a competitor name to see deals lost to them
• Click on a month in a trend chart to see deals from that period

The Drill-Down View

When you drill down, you’ll see:

• Deal name and company
• Lost date
• Deal value
• Recycle reason
• Current status (in recycling, ready, won, etc.)
• Contact information

From here, you can click through to the full deal record in Rizer or jump to HubSpot.

Why This Matters

Summary metrics tell you “what.” Drill-downs tell you “which deals specifically.” If you see a spike in losses to a particular competitor, drilling down shows you exactly which deals and which contacts — actionable information for your team.

Exporting Reports

Need to share reports or analyze data elsewhere?

How to Export

1. Navigate to the report you want to export
2. Click Export in the top right corner
3. Choose the format:
   • CSV — For spreadsheet analysis
   • PDF — For sharing and presentations
4. The file downloads to your computer

What Gets Exported

Exports include:

• All data visible in the current report
• Current filter settings applied
• Drill-down data if you’re in a detail view

Using Exports

For deeper analysis: Export to CSV and use Excel or Google Sheets for custom analysis, pivot tables, or combining with other data sources.

For stakeholder reporting: Export to PDF for clean reports to share with leadership, board members, or other stakeholders who don’t have Rizer access.

For historical tracking: Export periodic snapshots to track performance over time outside of Rizer.

Building a Reporting Routine

Reports are most valuable when reviewed regularly. Here’s a suggested rhythm.

Weekly Review

Every week, check:

• Ready for callback count — Are deals piling up or being worked?
• Recent wins — Celebrate and learn from successes
• Any anomalies — Sudden spikes or drops that need attention

This keeps you connected to current activity and catches problems early.

Monthly Analysis

Once a month, look deeper:

• Loss drivers — Any shifts in why you’re losing deals?
• Recycling performance — Recovery rate trending up or down?
• Competitor activity — Any competitor gaining or losing ground?
• Sales execution issues — Patterns to address in coaching?

Monthly analysis reveals trends that aren’t visible week to week.

Quarterly Strategy Review

Each quarter, step back and assess:

• Overall recycling ROI — Is the effort paying off?
• What’s working vs. not — Which recycle reasons convert? Which don’t?
• Strategy adjustments — What should you change going forward?
• Goal setting — What targets for next quarter?

Quarterly reviews connect reporting to strategy and action.

Using Reports to Improve

Reports are only valuable if they lead to action. Here’s how to close the loop.

When Loss Reasons Reveal Problems

If a particular loss reason dominates:

• “Too expensive” — Review pricing, value messaging, discount policies, or target customer profile
• “Missing feature” — Prioritize with product team, accelerate development, or adjust positioning
• “Better price by competitor” — Competitive analysis, pricing strategy, or differentiation work
• “Buyer stopped responding” — Sales process review, follow-up cadence, engagement quality

When Recovery Rates Are Low

If recycled deals aren’t converting:

• Check callback timing — Maybe deals are becoming ready too soon (circumstances haven’t changed) or too late (missed the window)
• Review re-engagement approach — Maybe the outreach isn’t compelling or isn’t addressing why the deal was lost
• Examine deal quality — Maybe you’re recycling deals that shouldn’t be recycled

When Certain Reps Outperform

If some reps have much better recycling results:

• Learn from them — What are they doing differently?
• Share best practices — Document and train the team
• Consider specialization — Maybe certain reps should focus more on re-engagement

When Trends Go Wrong

If metrics are declining:

• Diagnose the cause — Is it fewer deals recycled? Lower conversion? Worse loss reasons?
• Trace to root cause — Market changes? Team changes? Process changes?
• Take corrective action — Address the actual problem, not just the symptom

Common Questions

How often is report data updated?

Most data updates in real time or near-real time. When a deal moves to a new status, reports reflect it within minutes. Some aggregate calculations update hourly.

Can I create custom reports?

Rizer provides a standard set of reports. For custom analysis, export data to CSV and use spreadsheet tools. If you have specific reporting needs not covered, contact Rizer support — common requests sometimes become features.

Who can see reports?

Admins can see all reports with data across the organization.

Standard users can see reports filtered to deals they own or are involved with.

This means a rep sees their own performance metrics, while a manager sees the full team.

How far back does data go?

Reports include all historical data in Rizer from when you started using the system. There’s no limit on how far back you can look.

Why don’t my numbers match HubSpot?

Rizer and HubSpot track different things:

• Rizer tracks recycled deals and their journey through recycling
• HubSpot tracks all deals including those never recycled

Some differences are expected. If numbers seem significantly off, check that your import settings are correct and that deals are syncing properly.