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In this Salesforce tutorial, Dan from Cloud Kettle discusses how to incorporate conversion rates into Salesforce reports. He explains the process of building a report that tracks marketing conversion rates by lead source over time. The report is grouped by the creation date to provide historical trend data. Users can refresh the report to populate sample data and can group the creation date by month instead of days. Additionally, the tutorial covers adding information on lead conversion statuses. By unchecking the detail rows toggle and refreshing the data, users can see monthly totals for leads that have and have not converted, alongside the overall total.