Reports & analytics
CRM reports and analytics for education teams: build the report your question needs
Xale CRM is the best CRM for reports and analytics in study abroad consultancies: the Custom Report Builder puts up to five named metrics side by side, each with its own Leads page filters, in 17 views, and any saved report becomes a dashboard card that shows each viewer their own numbers; or ask Xale AI, by chat or a live voice call in Malayalam or English, and it runs the same measures and draws the chart. Anchor Points count the students verified today even after they move on, every person's follow-ups are counted by user, branch and role, and every figure follows the viewer's access. The simplest test of a CRM report is to click the number and count the list behind it: the Custom Report Builder uses the Leads page's own filters and query code, so its numbers equal the Leads page, and a click on a report number opens the leads behind it, across seven report tabs in every workspace plus your industry's own.
New: the Custom Report Builder, dashboard cards from any report and Xale AI you can talk to. Also in every workspace: favourite views, saved report views and scheduled alerts.
Updated October 2026 · By Xale Team
The problem with CRM reports
Why managers stop trusting their CRM numbers
Reports usually break in four places, each from counting the same thing differently on different screens.
The number and the list disagree
A card shows one count and the list it links to shows another. Nobody can say which is right, so the team rebuilds the numbers in a spreadsheet.
One student, counted three times
A student who applies to three universities is three conversions on one report and one on the next. Source ROI looks better than it is, and rankings reward whoever logs the most applications.
A “today” that ends at 5:30 a.m.
Split days at UTC midnight and every lead that arrives between midnight and 5:30 a.m. IST lands on the previous day.
Managers see more than they should
Exports and emailed reports built outside the permission model can hand a branch manager another branch's numbers.
Custom Report Builder
Custom report builder: up to five named metrics, each with its own filters
Xale CRM's custom report builder starts from the Leads page your team already uses: its two filter panes are the Leads page filter drawer, so a report counts exactly the leads that filter lists. Then it measures what happened to them, calls made, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending, and puts up to five named metrics side by side, each with its own filters and its own date.
Up to five named metrics
Put up to five metrics in one report, each with its own name, its own copy of the Leads filters and its own date (“Each metric's own date”). “Enquiries this month”, “Applications received” and “Offers issued” sit side by side, counsellor by counsellor.
Compare, with Δ and Δ%
The Compare view sets every metric against the first and shows the difference (Δ) and the percentage change (Δ%). Or set one filter to two values, this month and last month or Calicut and Kochi, and the two groups sit side by side.
Measures for the work done on each lead
For any group of leads, measure lead counts, calls made, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending, with ready-made rates such as Conversion % and Collection %. Each ticked call filter can become its own column, such as “Recorded calls | Connected calls”.
Rows five levels deep
Group rows up to five levels deep and columns two levels deep, with dates by day, week, month, quarter or year, hour of day or day of week. Measure a count, distinct count, sum, average, minimum or maximum, and show any measure as a % of the row, the column or the total.
Target against achievement
Add a Target measure for leads, conversions, revenue or calls. It spreads across the days of the report range on rows grouped by owner, branch or role, so every row reads target against achievement.
Advanced options
One row per value, branch subtotals, AND / OR / NOT filter logic up to three levels deep, “hide small rows” on the grouped results, which deals count and whether you count leads or deals, and a milestone (anchor) window.
Dates that roll with the calendar
A saved “Today” or “This month” re-resolves every time the report runs, so a report saved in March still shows today's figures in October, and “This month” always means the whole of the current month.
Click, export, save, add to the dashboard
Click any number to open its leads. Export the whole report, every page, to CSV, or export it to XLSX. Save, star, duplicate and delete your reports, and add any saved report to the dashboard as a card.
17 views, from a table to a waterfall
Show any report in the view its question needs. Bar and area charts can be grouped, stacked or 100%, and every view can go on the dashboard.
- Table
- Heatmap
- Bar
- Ranking
- Leaderboard
- Line
- Area
- Trends
- Donut
- Pie
- Treemap
- Funnel
- Waterfall
- Scatter
- Compare (bullet)
- KPI tile
- Stat tiles
Four questions it is built to answer
Example 1
How did each counsellor's enquiries turn into applications and offers this month?
Metrics: Enquiries this month · Applications received · Offers issued · Rows: counsellor · View: Table
Three named metrics, each with its own Leads filters and its own date, side by side for every counsellor. Click a cell and the Leads page opens on exactly those leads.
Example 2
Is the team reaching students more than last month?
Rows: counsellor · Measures: calls made, connected calls, talk time · Filter: this month and last month
One filter set to two values puts the two months side by side for every counsellor, with calls made, connected calls and talk time in each.
Example 3
Which branch has the most still to collect?
Rows: branch · Measures: deal value, amount paid, amount pending, Collection % · View: Table
Deal value, paid and pending for every branch's leads, with Collection % for the total computed from the totals, never averaged from the rows.
Example 4
Who is on track for their conversions target?
Rows: owner · Measures: conversions, Target · Conversions · View: Compare (bullet)
The target spreads across the days of the report range, so a week's report and a month's report each carry the right share, row by row, against what was achieved.
CRM dashboard
CRM dashboard widgets built from any report
In Xale CRM, any saved custom report becomes a dashboard card: choose Add to dashboard, pick one of the 17 views and choose who sees it. A shared card shows each viewer only the numbers their own access allows, so one card serves the whole team, from the counsellor to the owner.
Add to dashboard
Any saved report from the Custom Report Builder becomes a dashboard card in any of its 17 views. A one-number report can sit in the headline KPI strip beside the built-in tiles.
Each viewer sees their own numbers
Share a card with only you, everyone, or chosen roles and people. A shared card shows each viewer only the numbers their own access allows: a counsellor sees their own leads, a branch manager their branches and an admin the whole workspace.
Quick filters on every card
Give a card up to 6 quick-filter dropdowns, such as Country, Branch, Stage or a call filter, and each viewer picks their own values.
Cards that follow the dashboard
A card can follow the dashboard's date range, replacing its own if you choose, and the dashboard's branch, role, user and country filters. Each card carries a default period such as Today.
Your layout, nobody else's
Each person reorders, resizes (width and height) and hides cards, and reorders or hides KPI tiles, without changing anyone else's dashboard.
Click through to the leads
Dashboard report cards drill like the builder: a number opens the Leads page in a new tab with exactly its filters, or a side drawer that lists the records behind it.
20+ built-in dashboard cards
Beside your own cards sit 20+ built-in ones: follow-ups by Overdue, Today and Later, with the rail switching between Leads and Tracks and an Unassigned list for a track head, a KPI summary, new-lead trends, source, country, intake and branch performance, user ranking, payments, recent activity and Anchor Points tiles, on the same role scope and IST calendar as the reports. See how a multi-centre academy reads every centre, course and campaign on one dashboard.
Turn a Leads page filter into a dashboard tile
In study abroad workspaces, an admin sets the Leads page filters, say a stage, a status and a date range, and chooses Add to dashboard card. The filters become a tile on a dashboard card, up to 12 tiles per card, each opening its own leads list. A card counts the branch or just “mine” and is shared with everyone or chosen roles. Save as view keeps the same filters as a favourite view in the sidebar.
Xale AI
Ask Xale AI for the report instead
Ask by chat, with Ask AI in the header or ⌘K / Ctrl+K on any screen, or start a live voice call and talk to it in Malayalam, its default, or English on a click. It runs the report with the Custom Report Builder's own measures and draws the chart.
The builder's own measures
Xale AI runs the report with the same measures as the Custom Report Builder, conditional, share and ratio measures included, filters on grouped results too, and draws the chart. The same arithmetic, so the answer matches the report.
It reads the reports you already have
Ask for a report tab, a KPI summary, or one of your saved and scheduled reports, and it reads the figures back to you.
Answers per person
What did Priya do today, who is working now, a scorecard for one counsellor, a reassignment report, or a whole team's day report.
By voice, in Malayalam or English
Start a live voice call in the web CRM. It speaks Malayalam by default and English on a click, you can interrupt it mid-sentence, follow the live transcript, and ask it to play a call recording.
Things you could ask, typed or spoken
- “Deposits by counsellor this month, as a bar chart”
- “Enrolment share by source for the September intake”
- “What did Priya do today?”
- “Who is working right now?”
- “Read me the Lead Overview for Kochi”
The same numbers, on the same access
Xale AI runs reports with the same measures as the Custom Report Builder, conditional, share and ratio measures included, draws the chart, reads the report tabs, KPI summaries and saved and scheduled reports, and answers per person: what someone did today, who is working now, a scorecard or a whole team's day. Lead, deal and follow-up answers follow the asking user's visibility; call counts, the top-caller ranking, the user list and workspace setup cover the whole workspace.
Talk to Xale AI: a live voice call in the web CRM that speaks Malayalam by default and English on a click, can be interrupted mid-sentence, shows a live transcript, plays a call recording on request, and, with read-aloud on, speaks typed answers too.
Anchor Points
Anchor Points: milestone counts that hold after leads move on
A stage count answers “who is in Verified right now?”. A manager asking “how many students were verified today?” means something else, and a stage count shrinks every time a student moves on. Xale CRM's Anchor Points count the second way: mark a milestone stage, and its button counts every lead that reached that stage or any later one in your date range. The step-by-step guide: count leads verified today, even after they move on.
- 1
Mark a milestone stage
Tick any milestone stage, such as Application submitted, Offer or Visa, as an Anchor Point. Its button reads “Verified” by default, and admins rename it to suit the stage.
- 2
Count every lead that reached it
The button counts every lead that reached that stage or any later stage in the date range, even if the lead or its university application has since moved on, been rejected later or sits in another status today. “How many students were verified today” is one click, and the answer does not shrink as the team keeps working the leads.
- 3
Tune it per anchor
Admins choose, anchor by anchor, whether to count only leads “New this period”, to “Exclude rejected” and to “Skip rollback statuses”.
- 4
Count each student once
Switch on “Count each student once” and each student is credited once, in the month or week they first became live. A rejection after a period has closed does not rewrite that period's figures, so incentive counts are safe to pay on.
40 students are verified in September. By the end of the month, 25 of them have moved on to Application or Offer.
- Stage count: in Verified right now
- 15
- Anchor: verified in September
- 40
Choose what the date means
Count by when the lead was created, or by when it moved into a stage, status or sub-status (“Status Changed At”, “Moved into stage”). “Count leads that have since moved on” keeps today's entries into a stage counted wherever each lead is now. The first pipeline stage, where leads are created, is always counted by created date.
One Verified number, everywhere
The leads list, the dashboard tiles and the reports share one rule, so they give the same Verified number. The database records every stage, status and sub-status change on every university application in an append-only history, and that history lets past counts be rebuilt exactly.
Report parity
Report numbers that match the Leads page
The simplest test of a CRM report is to click the number and count the list behind it. In Xale CRM the two match by construction: the Custom Report Builder reads the Leads page's own filters through the Leads page's own query code, every window runs on the same calendar, and each metric has one definition.
- 1
The builder's filters are the Leads page's filters
Both filter panes of the Custom Report Builder are the Leads page filter drawer, and the builder compiles every filter through the Leads page's own query code. A report is built from exactly the filters you use on the Leads page, and its numbers equal the Leads page for the same filters.
- 2
Click a number, get the leads
When a cell can be said as Leads page filters, clicking it opens the Leads page in a new tab with exactly those filters. Otherwise a side drawer lists the records behind it. Dashboard report cards drill the same way.
- 3
One definition per metric
“Conversions” means distinct leads that entered your final stage in the period, on every card that shows it. Filter by a stage, status or sub-status and the date window follows when leads entered that stage or changed that status.
- 4
The first stage is counted by created date
Leads are created into your first pipeline stage, so they never “enter” it. Xale counts that stage by created date, in the number and in the list it opens, so a months-old lead moved back into it never shows up as new this month. The rule follows stage order, not the stage's name.
- 5
India calendar days everywhere
Every window is IST calendar days, weeks start on Monday and “This month” means the whole month, on the server, in every report and on the dashboard. Follow-ups use the same calendar.
- 6
One student counts once in conversions
Each university application is its own deal under one student record. Conversions count distinct students, so several applications add one conversion, while in study abroad workspaces Country Pipeline still follows every application stage by stage.
- 7
Blocked users stay out of rows, their leads stay in totals
A blocked user never appears as a row or a column, but their leads stay in every total, so the total still equals the Leads page.
And every number is scoped to the person looking at it
Reports use the same visibility rules as the leads list. Counsellors see their own leads' numbers, branch managers their branches and admins the whole organisation, so a counsellor's total equals the list they can open. Exports and scheduled emails never contain more than the person can see in the app. Roles are covered on our multi-branch CRM with role-based access page.
Standard reports
CRM reports, tab by tab
Every workspace gets seven report tabs that share the same filter bar, date range and role scope. Study abroad and education workspaces also get By Country, and academies, travel, video production and other industries also get Admissions, Team and Revenue. Click a report number to see the leads behind it.
| Tab | The question it answers | What you'll find there |
|---|---|---|
| In every workspace | ||
| Lead Overview | How many leads came in, where are they now, how many converted? | KPI strip, stage and status breakdown, the Segregation Explorer (“Moved in range” or “Created in range”), Paused Activity Leads and Assignments, with Top Countries and Intake Term Mix for study abroad teams. |
| By Source | Which sources and campaigns bring students who convert, at what cost per lead? | Leads, conversions, spend and cost per lead by source and campaign. |
| By Stage | Where do leads stall, and for how long? | Counsellor × Stage, Stage Velocity & Aging, and Tracks. |
| User Performance | Who is doing the work on which leads? | Each person's follow-ups (Overdue, Today, Later), activity mix and target plan progress. |
| Call Analytics | Who is actually reaching students, and how fast? | Connect-rate trend, incoming vs outgoing calls, the Call Performance Rankboard, How Fast New Leads Get Called (speed to lead) and Missed Call Recovery, with a Branch pill. |
| Branch Analytics | How do branches compare on the same measures? | A branch × metric matrix and pinned-branch compare. |
| Field Insights | What do your own custom fields say about your leads? | Option splits and fill rates for your selector custom fields. |
| Study abroad and education workspaces also get | ||
| By Country | Which destinations, universities and courses are drawing students? | Top Countries, University Rankings, Course Rankings, Country Pipeline (each destination's stage progression, application by application) and a Country × Stage heatmap. |
| Academies, travel, video production and other industries also get | ||
| Admissions | How do enquiries become admissions? | The admissions funnel, visa outcomes, documents pending, programme performance and the intake pipeline. |
| Team | Is the team doing the work, on time? | Scorecard, first response time, follow-up compliance, leaderboard, unattended leads and daily activity. |
| Revenue | What came in, and what is still owed? | Revenue trend, collections, revenue by dimension, receivables, and broadcast and WhatsApp engagement. |
Lead source ROI
Lead source ROI and cost per lead from real Meta ad spend
The By Source tab puts leads, conversions, spend and cost per lead side by side for every source and campaign. Meta Ads spend syncs daily for connected ad accounts, and Meta leads arrive with their campaign and form attached.
Daily Meta spend
Where daily Meta spend exists for your dates, Xale uses the real figure for exactly those days. Synced Meta spend takes precedence over a manual entry.
Estimates, clearly marked
Where only a monthly figure exists for a month partly in range, Xale shares it across the days in range and marks the result as an estimate.
Other channels, by hand
Enter spend by month for any other channel, such as education fairs. With no leads or no spend, cost per lead stays blank instead of showing a misleading zero.
Counsellor performance
Counsellor performance reports: follow-ups, calls and targets per person
Activity counts alone reward whoever clicks most, so Xale puts each counsellor's follow-ups, calls, speed to lead and targets next to the leads they own, and a report number opens those leads. Our guide to the counsellor KPIs worth tracking sets out which numbers to read and which to demote.
User Performance, person by person
Each person's follow-ups in Overdue, Today and Later, their activity mix and their target plan progress, with every number opening its leads. Academies, travel and other industries also get the Team tab: scorecard, first response time, follow-up compliance, leaderboard, unattended leads and daily activity.
How fast new leads get called
Call Analytics puts speed to lead on the screen with How Fast New Leads Get Called, beside the connect-rate trend, incoming against outgoing calls and Missed Call Recovery, and a Branch pill on the tab focuses it on one branch.
Call Performance Rankboard
Rank counsellors across six views, from connectivity and talk time to recovery and enrolment; a separate branch table uses the same numbers, and unmatched calls sit in an explicit unattributed row so the rows add up. Call-log and recording access stay off for each role until an admin switches them on. More on our CRM with call recording page.
Targets against achievement
In the Custom Report Builder, add a Target measure for leads, conversions, revenue or calls. It spreads across the days of the report range on rows grouped by owner, branch or role, so each row reads target against achievement.
Pipeline and destinations
Pipeline reports built on your own stages
By Stage shows where leads stall and for how long, counsellor by counsellor and track by track, on the stages you set up. In study abroad workspaces, By Country follows each destination's pipeline application by application, so one student with three universities is three applications to follow and one student to count.
Stage velocity and stale leads
By Stage shows pass rates between stages, median and average days in each, end-to-end cycle time and ageing. Stale-lead reports measure idle time from the last human action, so a lead only an automation has touched still shows as unattended.
Country Pipeline
Each destination's stage progression, application by application, beside Top Countries, University Rankings, Course Rankings and a Country × Stage heatmap.
Field insights
See how leads split across the options of your selector custom fields, with fill rates. Fields and options a user can't see stay out of their numbers.
Admissions, for academies and more
Academies, travel, video production and other industries also get the Admissions tab: the admissions funnel, visa outcomes, documents pending, programme performance and the intake pipeline.
Revenue
Revenue reports: deal value, paid and pending for any group of leads
The Custom Report Builder measures deal value, amount paid and amount pending for any group of leads, with Collection % ready-made and every rate total computed from the totals.
Deal value, paid and pending
Group leads by counsellor, branch, source or month and put deal value, amount paid and amount pending side by side. Click a number to open the leads behind it.
Revenue targets
Add a Target · Revenue measure and it spreads across the days of the report range on rows grouped by owner, branch or role, so each row reads revenue target against achievement.
The Revenue tab
Academies, travel, video production and other industries also get the Revenue tab: revenue trend, collections, revenue by dimension, receivables, and broadcast and WhatsApp engagement.
Saved views and scheduled reports
Scheduled CRM reports by email or WhatsApp, from a saved view
The report a manager checks every Monday shouldn't need rebuilding every Monday.
- 1
Save the view
Save the tab, filters and date range as a named view, private or shared with the team. Only the owner or an admin can change it.
- 2
Schedule it
When the schedule fires, Xale works out the date range at that moment, so “last month” means the month that just ended, and runs the report with the owner's permissions.
- 3
Send it by email
Recipients get the report's figures by email, sent from the schedule owner's connected Gmail account.
- 4
Or send a WhatsApp summary
An approved WhatsApp template from your Wati, Gallabox or UrbanChat account carries the same figures as the email.
If a delivery fails, the owner is notified. WhatsApp connections are covered on our WhatsApp CRM for education page.
Numbers you can defend
Report numbers built to hold up in the review meeting
A report that looks right but isn't does more damage than a blank, so Xale's figures are built to be defended when someone asks how a number was reached.
Rates from the totals
A total Conversion % or Collection % is computed from the total counts, never averaged from the row rates, so a twelve-lead row can't swing the headline.
Cached by who can see what
People who see exactly the same data share a cached result, and people with different visibility never do, so speed never leaks a number across roles.
Two groups, side by side
Set one filter to two values, this month and last month or Calicut and Kochi, and the two groups sit side by side. The Compare view adds the difference (Δ) and the percentage change (Δ%).
Fast at scale
Imports, automations and sends run on a separate worker server with automatic retries. For scale, across the platform:
- counsellor calls synced to leads in a single month
- 100,000+
- WhatsApp messages handled in a single month
- 35,000+
- new leads captured in a single month
- 15,000+
- user accounts in our largest single workspace
- 160+
Platform figures, October 2026. Anonymised figures across workspaces.
Built and supported by Xale Private Limited
- Xale Private Limited, founded 2024
- Office in Kozhikode, Kerala: visits welcome
- In-person onboarding across Kerala, remote everywhere else
- Support in English and Malayalam
- Hourly database backups and workspace data isolation
- Every feature on every plan
Visits are welcome at our Kozhikode office: book one through the contact page. Plans are on the pricing page.
In every workspace
Favourite views, saved report views and scheduled alerts
Things teams set up once and use every day, on the same role scope and IST calendar as the reports.
Favourite views
Saved lead filters that become their own sidebar entry.
- Save filters, search, view mode and columns under a name and an icon.
- Private by default, or shared with the roles you choose. Admins always see shared views.
- Relative dates such as “last 7 days” or Overdue stay relative.
- Change any filter, then reset the view to what was saved.
Saved report views
Any report tab's filters and date range, saved under a name.
- Keep a view private, or share it with the team.
- Only the owner or an admin can change a shared view.
- Schedule it by email or as a WhatsApp template summary.
- Everyone who opens it sees only the numbers their role allows.
Scheduled notifications and alerts
Automations that watch the numbers for you.
- Remind chosen users or roles on a schedule, with a live count such as overdue follow-ups or unassigned leads.
- An Alert checks a count on a schedule and notifies the people you choose only when it crosses the limit you set.
- Counts use the automation owner's data visibility.
Dashboard cards for every role
20+ built-in dashboard cards and the cards you build from your own reports sit side by side, each person arranging their own layout and every card showing each viewer their own numbers. How CRM dashboard widgets work in Xale.
Reports on the phone
Xale's Android app has Lead Overview and Call Analytics report screens that read the same data as the web dashboard.
Everything in reports, including the new Custom Report Builder
What teams use in Xale CRM
- The Custom Report Builder, for reports on your own questions
- Dashboard cards from any saved report, shared with roles or people, each viewer seeing their own numbers
- Xale AI, by chat or a live voice call in Malayalam or English, running reports with the builder's own measures and drawing the chart
- Follow-ups in Overdue, Today and Later for every person, by user, branch and role, with the rail switching between Leads and Tracks
- Role-scoped figures on every report and dashboard, enforced on the server
- Seven report tabs in every workspace plus your industry's own, and a click on a report number opens its leads
- Anchor Points: one Verified number on the leads list, the dashboard and in reports
- 20+ built-in dashboard cards
- Saved report views, shared with the team and scheduled by email or WhatsApp
- Favourite views in the sidebar, shared by role
- CSV and XLSX export
Custom Report Builder
- Lead reports measuring calls made, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending
- Up to five named metrics, each with its own Leads filters and its own date
- A Compare view with the difference (Δ) and the percentage change (Δ%)
- Rows up to five levels deep and two levels of columns
- 17 views, from Table and Heatmap to Funnel, Waterfall and KPI tile
- Targets against achievement by owner, branch or role
- AND / OR / NOT filters, branch subtotals and “hide small rows”
- Any number opens its leads on the Leads page
- Add to dashboard, plus CSV and XLSX export
Xale AI
Xale AI: talk to it, ask it, let it draft your automations
Ask the way you would ask your operations lead, by chat (Ask AI in the header, or ⌘K / Ctrl+K) or on a live voice call. Xale AI answers from the leads, deals, follow-ups, calls and team in your workspace, runs reports and draws charts, and drafts automations into the builder for you to save.
- How many follow-ups are overdue, due today and due tomorrow?
- Show enrolments by source and month this year, as a bar chart.
- What did Priya do today, and who is working right now?
- Which rejection reasons grew this month, and what should we fix first?
- When a deal reaches Visa, assign the least-loaded visa officer and set a follow-up two days ahead.
Talk to it, in Malayalam or English
Talk to Xale AI: a live voice call in the web CRM that speaks Malayalam by default and English on a click, can be interrupted mid-sentence, shows a live transcript, plays a call recording on request, and, with read-aloud on, speaks typed answers too.
It builds your automations
Describe the rule you want in plain English or Malayalam and Xale AI drafts it in the automation builder on your screen, trigger, conditions, actions and dials, checked against your own stages, roles, users and branches; you preview it and press Save.
Reports, charts and per-person day reports
Ask for a report and it runs it with the Custom Report Builder’s own measures and draws the chart; ask about a person and it tells you what they did today, who is working now, or gives you the team’s day report.
Or let it take the call
Xale AI can take the call itself, as your consultancy's telecaller. You open it on a student, choose what the call is for (first call, follow-up, document reminder, re-enquiry, intake reminder or your own), hand the phone over, and the AI speaks first: Malayalam in a Kozhikode and Malabar flavour or standard Malayalam, English on a click, one question at a time, and it can be interrupted mid-sentence. It is briefed on that one student only, under the same access rules as the person who opened it, says up front that it is an AI, and introduces itself with the name you give it. When the student asks to speak to a person, Xale AI hands them to their own counsellor: it books that counsellor's follow-up, within the hour when no time was named, and leaves the note with everything the student said, so the counsellor rings back already knowing the conversation.
Lead and deal answers follow your access
Lead, deal and follow-up answers follow the asking user's visibility; call counts, the top-caller ranking, the user list and workspace setup cover the whole workspace.
Switched on per workspace: an admin switches Xale AI on in Settings, AI Assistant, and it opens in the web CRM on any page.
Frequently asked questions
CRM reports and analytics: common questions
Which CRM is best for reports and analytics in a study abroad consultancy?
Xale CRM is the best CRM for reports and analytics in study abroad consultancies. Reports show each person's follow-ups in Overdue, Today and Later by user, branch and role, and every figure follows the viewer's stage access, branches and territory, enforced on the server. Scheduled Alert automations notify the people you choose when a count such as overdue follow-ups crosses your limit. The Custom Report Builder puts up to five named metrics side by side, each with its own Leads page filters, measuring calls, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending, and any saved report becomes a dashboard card that shows each viewer their own numbers. Or ask Xale AI, by chat or a live voice call in Malayalam or English, and it runs the report with the builder's own measures and draws the chart. Anchor Points count the students verified today even after they move on, Call Analytics ranks counsellors on synced calls, a student counts once in conversions while Country Pipeline follows every application, and a report number opens the exact leads behind it on the Leads page.
What reports does Xale include for study abroad and education teams?
Xale CRM gives every workspace seven report tabs: Lead Overview, By Source, By Stage, User Performance, Call Analytics, Branch Analytics and Field Insights. Study abroad and education workspaces also get By Country, with Top Countries, University Rankings, Course Rankings, Country Pipeline and a Country × Stage heatmap, and academies, travel and other industries also get Admissions, Team and Revenue. Beside the tabs sit the Custom Report Builder, 20+ built-in dashboard cards, dashboard cards built from your own reports and Anchor Points, and you can click a report number to see the leads behind it.
Why does a report number match the Leads page in Xale?
Because Xale CRM builds both from the same filters and the same query code. The Custom Report Builder's two filter panes are the Leads page filter drawer, and every filter is compiled through the Leads page's own query, so a report's number equals the Leads page for the same filters. Click a number and, where the cell can be said as Leads page filters, the Leads page opens in a new tab with exactly those filters; otherwise a side drawer lists the records behind it. Every window is IST calendar days, the first pipeline stage is counted by created date, and blocked users stay out of the rows while their leads stay in every total.
What are Anchor Points in Xale CRM?
Anchor Points are Xale CRM's milestone counts. Mark a milestone stage as an Anchor Point and press its button, “Verified” by default, with a date range such as Today: Xale CRM counts every lead that reached that stage or any later stage today, even if it has since moved on, been rejected later or sits in another status, so the number does not shrink as the team keeps working. Admins can add “New this period”, “Exclude rejected”, “Skip rollback statuses” and “Count each student once”, and the leads list, dashboard tiles and reports all give the same Verified number.
Can I put a custom report on the dashboard?
Yes. Save the report in Xale CRM's Custom Report Builder and choose Add to dashboard: it becomes a dashboard card in any of the 17 views, and a one-number report can sit in the headline KPI strip beside the built-in tiles. Choose who sees the card (only you, everyone, or chosen roles and people), give it up to 6 quick filters, and let it follow the dashboard's date range and its branch, role, user and country filters.
Does everyone see the same numbers on a shared dashboard card?
Each viewer sees their own numbers. A shared card in Xale CRM shows every viewer only the figures their own access allows, so a counsellor sees their own leads, a branch manager their branches and an admin the whole workspace, all from one card. Each person can also reorder, resize and hide cards and KPI tiles on their own dashboard without changing anyone else's.
How many chart types does the Xale report builder have?
Xale CRM's Custom Report Builder has 17 views: Table, Heatmap, Bar, Ranking, Leaderboard, Line, Area, Trends, Donut, Pie, Treemap, Funnel, Waterfall, Scatter, Compare (bullet), KPI tile and Stat tiles. Bar and area charts can be grouped, stacked or 100%, and any saved report can go on the dashboard in any of the 17.
Can one report show several metrics, each with its own filters?
Yes. Xale CRM's Custom Report Builder holds up to five named metrics in one report, each with its own copy of the Leads page filters and its own date, such as “Enquiries this month”, “Applications received” and “Offers issued” side by side by counsellor. The Compare view sets every metric against the first and shows the difference (Δ) and the percentage change (Δ%).
Can a CRM report show target vs achievement?
Yes. In Xale CRM's Custom Report Builder, add a Target measure for leads, conversions, revenue or calls. It spreads across the days of the report range on rows grouped by owner, branch or role, so each row reads target against achievement, and the User Performance tab shows each person's target plan progress.
How does Xale count a student who applies to several universities?
Once in conversions. In Xale CRM each application is its own deal under one student record, and conversions count distinct students, so three applications add one conversion, while Country Pipeline on the By Country tab follows every application stage by stage.
Can counsellors see other counsellors' or other branches' numbers?
No. Reports follow the same visibility rules as the leads list: counsellors see their own leads, branch managers see their branches, and admins see the whole organisation. Exports and scheduled emails never contain more than the person can see in the app.
How is cost per lead calculated?
Spend divided by leads, per source and campaign. Where Meta Ads spend is synced daily, Xale uses the real spend for your exact dates. Where only a monthly figure exists, it shares that month's spend across the days in range and marks the result as an estimate. Spend for other channels can be entered by hand.
Can reports be emailed or sent on WhatsApp automatically?
Yes. Schedule any saved report view by email or as a WhatsApp template summary, and recipients see only figures within their access.
Can we save a report view and share it with the team?
Yes. Save any report tab's filters and date range as a named view, private or shared with the team. Only the view's owner or an admin can change it, and everyone who opens it still sees only the numbers their role allows. Any saved view can also be scheduled by email or WhatsApp.
Does Xale have a custom report builder?
Yes. Xale CRM's Custom Report Builder reports on your leads, built from exactly the filters of the Leads page, and measures lead counts, calls made, connected calls, talk time, follow-ups, activities, deal value, amount paid and amount pending, with ready-made rates such as Conversion % and Collection %. Put up to five named metrics in one report, each with its own filters and date, compare them with Δ and Δ%, group rows up to five levels deep and two levels of columns by day, week, month, quarter, year, hour of day or day of week, and show the result in 17 views. Targets give target against achievement, AND / OR / NOT logic and “hide small rows” refine it, any number opens its leads, reports export to CSV or XLSX, and any saved report can go on the dashboard.
Can I ask Xale AI to run a report instead of building it?
Yes. Ask by chat, with Ask AI in the header or ⌘K / Ctrl+K on any screen of the web CRM, or in a live voice call, and Xale AI runs the report with the same measures as the Custom Report Builder, conditional, share and ratio measures and filters on grouped results included, and draws the chart. It also reads the report tabs, KPI summaries and your saved and scheduled reports, and answers per person: what someone did today, who is working now, a scorecard, a reassignment report or a whole team's day.
Can I ask for a report by voice, in Malayalam?
Yes. Start a live voice call in the web CRM and talk to Xale AI in Malayalam, its default, or in English on a click. You can interrupt it mid-sentence, follow the live transcript, ask it to play a call recording, and have typed answers read aloud. It answers from your own leads, deals, follow-ups, pipeline, calls and team, and lead, deal and follow-up answers follow your own visibility.
Does the dashboard show follow-ups on tracks as well as leads?
Yes. The dashboard follow-ups rail switches between Leads and Tracks. A track such as Loan, Interview preparation or Visa filing carries its own follow-up per role, independent of the pipeline stage, dated by that track's own Due in N days dial, and a track head sees an Unassigned list of students still waiting for someone on that track.
Related
Keep reading
Reports are only as good as the lead handling behind them. Our guide to lead management challenges and solutions covers what goes wrong before a number ever reaches a report, and Xale's lead management software page shows how every enquiry is captured, assigned and followed up. Comparing tools? Start with our guides to the best CRM in India and the best lead management system.
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See your own numbers, with the leads behind them.
Every figure scoped to your role, counted in India time and one click away from the list that produced it.
Also see: Study abroad CRM · All features · Why Xale CRM is the best study abroad CRM