We really need the ability to create formulas within the custom reporting tools.
We would like to be able to create reports with conversion rates that are not available within the funnel reports. For example, we would like to have a conversion percentage for count of deals entered move-in stage compared to total deals created in the last month - with filters such as deal type, location, marketing source etc.
Currently we have 2 separate reports to show us the results, and we have to manually create the conversion rates.
This is something free reporting tools such as Google Data Studio already provide with their "blend data" option. You can create 2 scorecard totals - then select both numbers, right click and choose blend data. This will then give you a percentage.
This would make a massive difference for our reporting as we would like to break down conversion rates even further to drill down to what campaigns are working, what sales follow up processes are best etc.