In Reports › Booking Trends › Closed Reasons, you can see a break down of the reasons you’re closing out a lead or job.

For example, it may be that you just never heard back from them and the lead went stale, or maybe it's because you were over their budget.

You can customize your closed reasons here in Settings › Job Closed Reasons, as well as choose if it should show in your reporting or not.

For example, on a closed reason of Spam, you may not want this to show in your reporting to affect your figures. In that case you would leave the Included In Reporting setting unchecked:

You can find the Closed Reasons report in the Booking Trends section here in Reports.