Deal value is one number on the lead edit form, and it is optional. It is also the input behind most of the money-related reporting in this CRM — and when it is left blank, none of those report an error. They just show smaller numbers, or nothing.
What it feeds
- Total revenue on the dashboard — the sum of deal values on leads marked Won.
- Revenue per lead in landing page performance, which is what ranks your pages against each other.
- Value at risk on the Response & Leakage screen — no estimate is shown at all until at least three deals have values recorded.
- Conversion values sent to Google Ads and Meta. This is the big one, and it is covered below.
Filling it in
Open a lead, enter the number, save. Numbers only — no currency symbol, no commas. The currency follows the one set in company settings, so the field itself is just the amount.
Enter the value you actually expect to invoice, not the list price. A quoted ₹50,000 that will be discounted to ₹38,000 should be entered as the number you believe.
Set it when you know it, not when you close. A value entered at quote stage is already useful — and if you only fill it in at the moment of winning, every report is blind to the pipeline you are currently working. It costs nothing to revise it later.
Why this matters more than it looks: value-based bidding
When a lead is marked Won and you have Google Ads or Meta conversion reporting set up, the CRM sends that conversion back to the ad platform — with its value.
Without a value, the platform learns that a conversion happened. With one, it learns that this conversion was worth ₹2,00,000 and that one was worth ₹8,000. That difference is what lets bidding chase profitable customers rather than merely frequent ones.
For a business where deal sizes vary widely, this is the single highest-leverage field in the product. A campaign producing few but large deals looks poor on conversion count and excellent on value, and without deal values your bidding will only ever see the first view. See sending offline conversions to Google Ads.
Recurring revenue and repeat business
This field holds a single amount, so subscriptions and retainers need a convention. The usual choices:
- First-year value — most common, and reasonable for bidding since it approximates what the customer is worth in the window advertising decisions are made over.
- Monthly value — simplest, but understates a customer badly and will make your ad platform undervalue the campaigns producing them.
Whichever you pick, pick one and write it down. A pipeline where half the deals are monthly and half are annual produces revenue reporting that is not wrong so much as meaningless, and nothing in the CRM can detect that it has happened.
If your revenue number looks too low
Almost always because deal values are missing rather than because the maths is wrong. Filter your leads to a Won stage and look at how many have a value.
If most are blank, that is the finding: your team is closing business the CRM cannot see. Backfilling a few months of Won leads is usually an hour of work and immediately makes every report above start functioning.