The Sales data models in Smart Insights hold your pipeline: leads, opportunities, jobs, their charges, and your team's outreach. This article covers each Sales model, what a single row represents, the columns people report on most, and the nuanced fields to watch. For the shared concepts these models have in common (grain, estimated versus actual, dates, name fields), see Understanding Smart Insights Data Models.
Before You Start
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Open a model by clicking Create Insight, then picking the matching table template (for example, Opportunities Table).
Opportunities
Grain: one row per opportunity (one deal or quote). Template name: Opportunities Table.
The Opportunities model holds every deal in your pipeline, from first lead through booked, completed, cancelled, or lost. It carries the customer, the estimated and actual money, the assigned salesperson, and the lead-source and marketing details for each deal.
Key columns
Column | What it means |
Quote Number | The quote/opportunity number you recognize on the deal. |
Status | Where the deal sits in the pipeline (New Lead through Lost). See Good to know. |
Type | The service type (Moving, Packing, and so on), or your custom service-type name. |
Customer Name | The customer on the deal. |
Sales Person Name | The assigned salesperson (a name, not an ID). |
Service Date | The move/service date. |
Booked At Utc | When the deal was booked. Use this, not Service Date, to count deals booked in a period. |
Estimated Final Totals | The estimated grand total for the deal. |
Actual Final Totals | The actual grand total, meaningful once the job is done. |
Referral Source | Where the lead came from. |
Opportunity Type | Local, Intrastate, or Interstate. |
Branch Name | The branch the deal belongs to. |
Other columns in this model
IDs and org: ID, Company ID, Branch ID, Sales Person ID, Customer ID, Tariff ID, Move Size ID, Affiliate ID, Tariff Name, Affiliate Name, Estimator, Move Coordinator.
Customer contact: Customer Phone Number, Customer Email Address.
Dates: Created At Utc, Cancelled At Utc, First Contacted At, Last Communication Utc, Quote Sent Utc, Estimate Accepted At Utc, Lost At Utc, Estimate First Viewed At.
Lead details: Lead Name, Lead Phone Number, Lead Email Address, Lead Origin Address, Lead Destination Address, Lead Proposed Move Date, Custom Lead Status, Bad Lead Reason, Lost Reason, Opportunity Tags.
Money detail: Estimated Subtotal, Actual Subtotal, Estimated Tax, Actual Tax, Estimated Taxable Amount, Actual Taxable Amount, Estimated Total Applied Discounts, Actual Total Applied Discounts, Estimate Accepted Amount, Is Binding, Not To Exceed value fields.
Size and crew: Move Size, Volume, Weight, Manual Weight, Manual Volume, Number Of Crew, Number Of Trucks.
Marketing (UTM tags, the tracking values on a web link): Utm Source, Utm Medium, Utm Campaign, Utm Content, Utm Keyword, Utm Ad Group, Utm Custom Tracking.
Custom fields: Custom Field 01, Custom Field 02, Custom Field 03.
Flags: Is Estimate Published, Has Any Job Been Finalized.
Good to know
Status values: New Lead, Lead In Progress, Opportunity, Booked, Completed, Closed, Cancelled, Lost, Bad Lead. The Leads model (below) is this same data filtered to the pre-booking statuses.
Subtotals are before discounts. Estimated Subtotal and Actual Subtotal are before tax and tip but do not subtract discounts. To get the "less taxes and tips" figure, subtract Estimated (or Actual) Total Applied Discounts, which is stored as a positive number.
"Booked this month" uses Booked At Utc, not Service Date. Convert it to your local time before bounding the month.
Sales Person Name, Estimator, and Move Coordinator are names, not IDs. Duplicate names can multiply rows if you match on them.
Leads
Grain: one row per lead (a deal still before booking). Template name: Leads Table.
The Leads model is the Opportunities model narrowed to deals that have not booked yet (New Lead, Lead In Progress, Lost, and Bad Lead). It uses the same columns as Opportunities, so anything you can report on there is available here, already filtered to leads.
Key columns
Column | What it means |
Lead Name | The lead's name. |
Lead Phone Number | The lead's phone number. |
Lead Email Address | The lead's email. |
Referral Source | Where the lead came from. |
Custom Lead Status | Your company's custom lead status, if configured. |
First Contacted At | When the lead was first contacted. |
Quote Sent Utc | When a quote was sent to the lead. |
Last Communication Utc | The most recent contact with the lead. |
Bad Lead Reason | Why a lead was marked bad, if applicable. |
Lost Reason | Why a lead was lost, if applicable. |
Sales Person Name | The assigned salesperson (a name, not an ID). |
Other columns in this model
Every Opportunities column is available here (see the Opportunities model above), already filtered to pre-booking deals.
Good to know
Leads is not a separate data set. It is the Opportunities model pre-filtered to pre-booking statuses. To report on booked or completed deals, use the Opportunities model instead.
Jobs
Grain: one row per job (one deal can have several jobs). Template name: Jobs Table.
The Jobs model holds one record per scheduled job, the actual work performed, with the crew and truck plan, times, distances, and the billed dollar amounts. Each job links to its parent deal by Opportunity ID.
Key columns
Column | What it means |
Job Number | The job number you recognize. |
Opportunity ID | Links the job back to its parent deal. |
Type | The service type for the job, or your custom service-type name. |
Job Date | The date the job runs. Use this for a job's date. |
Billed Total Amount | Total billed to the customer for the job. |
Billed Total Before Taxes | Billed amount before taxes. |
Billed Labor Total | The labor portion of the bill. |
Billed Tip Amount | Tip billed on the job. |
Total Estimated Cost | The estimated cost of the job. |
Is Billed | Whether the job has been billed. |
Completed At Utc | When the job was completed. |
Estimator | The assigned estimator (a name, not an ID). |
Other columns in this model
IDs and org: ID, Company ID, Branch ID, Branch Name, Move Coordinator.
Dates and times: Created At Utc, Drop Off Date, Start Time Utc, End Time Utc, Last Confirmed At Utc, Invoiced At Utc, Closed At Utc, Arrival Window Time, Arrival Window End Time.
Estimated plan: Hourly Rate (Estimated), Number Of Crew (Estimated), Number Of Trucks (Estimated), Distance Estimate Minutes, Distance Estimate Miles, Total Estimated Time, Total Estimated Time Hours, Volume, Weight, Tax Rate.
Quoted values: Hourly Rate (Quoted), Number Of Crew (Quoted), Number Of Trucks (Quoted).
Billed detail: Billed Billable Minutes, Billed Hourly Rate, Billed Labor Minutes, Billed Total Taxes, Billed Travel Time, Billed Taxable Amount.
Actual values: Number Of Crew, Number Of Trucks, Total Estimated Time, and Travel Time each also come in Actual, Initial, and "Is Overridden" versions. Calculated Volume, Calculated Weight.
Lead and referral: Referral Source, Custom Lead Status.
Notes: Accounting Notes, Crew Notes, Customer Notes, Dispatcher Notes, Dispatch Notes, Internal Notes, Crew Feedback.
Flags: Has Crew App Photos.
Good to know
Estimated, Quoted, Actual, and Billed all appear here. The "Is Overridden" flag means a person changed the planned value; the Actual version is what applied after the change.
Invoiced At Utc is often blank, because it is set only when your company uses the formal invoicing step. Use Job Date for a job's date.
Estimator and Move Coordinator are names, not IDs.
Charges
Grain: one row per job charge, and each charge can appear twice (estimated and actual). Template name: Charges Table.
The Charges model is the line-item breakdown of what makes up a job's price: labor, transportation, packing, valuation, and so on. Each line is tagged as either an estimated charge or an actual charge.
Key columns
Column | What it means |
Estimated Or Actual | Marks the row as "Estimated" or "Actual." Filter on this or totals double-count. |
Job Number | The job the charge belongs to. |
Charge Category | The category grouping (Moving Labor, Transportation, and so on). |
Charge Type | A finer breakdown within the category. |
Description | The charge description. |
Amount | The charge total. |
Discount Amount | Discount applied to the charge. |
Job Date | The date of the parent job. |
Other columns in this model
Charge ID, Job ID, Related Estimated Charge ID, Company ID, Created Timestamp, Updated Timestamp.
Good to know
This model stacks estimated and actual charges together. Always filter or split on Estimated Or Actual, or your totals double-count.
Charge Category is the useful grouping. It has 12 values, including Moving Labor, Transportation, Packing, Additional Services, Trip And Travel, Fuel Surcharge, Valuation, Bulky Item, Storage, Shuttle Fees, Storage In Transit, and Insurance. Charge Type is a finer breakdown with many values, so group by Category first and reach for Type only when you need line-level detail.
Related Estimated Charge ID links an actual charge back to its estimate. It is blank on estimated rows.
Sales Activity
Grain: one row per opportunity, with activity counts totaled up. Template name: Sales Activity Table.
The Sales Activity model is a per-deal tally of outreach: calls (broken out by manual, RingCentral, answered, and inbound), emails, texts, and notes, plus the last contact time. It does not hold one row per call.
Key columns
Column | What it means |
Opportunity ID | The deal the counts roll up to. |
Calls | Total call activities on the deal. |
Inbound Calls | Calls that came in. |
Calls Connected | Outbound calls that connected. |
Calls No Answer | Outbound calls with no answer. |
Calls Manual | Outbound calls dialed manually. |
Calls RingCentral | Calls logged through the RingCentral integration. |
Emails | Email activity count. |
Texts | Text/SMS activity count. |
Notes | Note activity count. |
Last Communication Utc | The most recent activity of any type. |
Other columns in this model
Company ID, Calls Other.
Good to know
Every number here is already totaled per deal. There is no row for an individual call and no per-call timestamp.
This model does not carry Quote Number, Customer, Status, or Sales Person Name. For those next to a last-contact date, use the Opportunities model, which carries Last Communication Utc itself.
Follow-Up Activities
Grain: one row per follow-up activity (a scheduled task on a deal). Template name: Follow-Up Activities Table.
The Follow-Up Activities model holds one record per follow-up task on a deal: who it is assigned to, when it is due, its type, and whether it is done.
Key columns
Column | What it means |
Opportunity ID | The deal the follow-up is on. |
Type | Follow-up type: Email, Call, Text, Other, or CMET. |
Title | The subject of the follow-up. |
Assigned To Name | Who it is assigned to (a name, not an ID). |
Due Date Time | When it is due (date and time). |
Due Date | The due date only. |
Completed | Whether it is marked done. |
Completed At Utc | When it was completed. |
Created By Name | Who created it (a name, not an ID). |
Notes | Free-text notes. |
Other columns in this model
ID, Assigned To ID, Created By ID, Company ID, Last Modified By ID, Due Time, Created At Utc, Last Modified At Utc, Deleted At Utc, Is Deleted.
Good to know
Deleted follow-ups are included. Add a filter for Is Deleted = false to leave them out.
Assigned To Name and Created By Name are names, not IDs.
Sales Overview (Combined Model)
The Sales Overview Tables template pre-joins Follow-Ups, Jobs, and Opportunities so you can report across the full funnel (lead to booked, follow-up cadence, time to book) without connecting the models yourself. Because it combines models, some column names (like Company ID) appear more than once. For a question that lives in a single model, that single model is simpler.
Sales-Area Tips
Opportunity grain versus job grain: Opportunities is one row per deal; Jobs is one row per job, and a deal can have several jobs. Join them on Opportunity ID, and do not sum job dollars as if they were deal totals.
Leads is Opportunities filtered to pre-booking statuses, not a separate data set.
Charges stacks estimated and actual rows; split on Estimated Or Actual.
Sales Activity is totals per deal and leaves out the descriptive deal fields.
All Sales models show moves only; projects are excluded.
FAQs
What is the difference between the Opportunities model and the Jobs model?
The Opportunities model has one row per deal. The Jobs model has one row per job, and a single deal can have several jobs. Join them on Opportunity ID.
Where is the Leads data?
The Leads model is the Opportunities model filtered to pre-booking statuses. It shares every Opportunities column.
Why do my charge totals look doubled?
The Charges model stacks estimated and actual charges. Filter on Estimated Or Actual so you count one version.