topic Re: Conversion rates between deal stages in Dashboards & Reporting

Conversion rates between deal stages

AliceZen — Thu, 20 Feb 2020 13:58:36 GMT

Hi,

I'm not sure if i'm just interpreting this wrong, but I'm having difficulty calculating the actual conversion rates between each deal stage.

I.e 100 deals get created, and 70 of them move to the next stage = 70% conversion rate.

50 of those remaining 70 deals move to the next stage = 71% conversion. And so on, until Deal won or deal lost.

I can pull a report that just takes two astages, and select deals that have been in ALL stages, which although a bit manual, I thought would give me the correct conversion rates. But! This does not take into account any deals that skip stages.

What I really need, is All opportunities that have been in "Deal stage 1" AND, ANY of all following stages, except Lost. Then "Deal stage 2", AND, ANY of all following stages, except LOST. and so on.

Has anybody else done this? Or is there another way to look at it that I'm missing?

Best,

Alice

Re: Conversion rates between deal stages

JustinPerkinsC — Thu, 20 Feb 2020 15:45:28 GMT

So conversion rates are a bit difficult on its own report, the reason being from my own experience reps always bump things a step (As you have seen). Internally we do leverage this when possible but we also have a report which shows us each deal to change status over a period of time. A deal can appear in this report multiple times as it progresses but it gives you a good idea of the pipeline movement over a period of time.

Do you think this would be useful to you? If so I can dig up the steps I used to create this.

Re: Conversion rates between deal stages

JustinPerkinsC — Thu, 20 Feb 2020 15:50:05 GMT

Just incase you want to give this a try...

-Go to Reports (Select reports)

-Click Create Custom Report

-Select the funnel report

-Select Deals, and click Next

-Pick the pipeline you wish to leverage for this report.

-Add all the related pipeline stages you wish to track however the difference between this as the conversion report is that you adjust as shown below to Any stage. This won't have conversions but will give you totals of deals to move into this stage over the period of time you have filters.

Hope this helps a bit,

Re: Conversion rates between deal stages

AliceZen — Fri, 21 Feb 2020 09:01:09 GMT

That would be amazing! Yes please - I also wasn't sure if it's possible to export the "entered into stage date" field that you can see all deal stages a deal has been in?

Re: Conversion rates between deal stages

JustinPerkinsC — Fri, 21 Feb 2020 13:59:57 GMT

@AliceZen I posted the steps to create the main report above! Give it a try I am rather a fan of it. I actually had the same talk with our rep yesterday. As in for exporting this I am not sure, I actually just attempted this on my report and it isn't giving me correct data. Missing a ton of information I might need to look and see what might be happening here.

Re: Conversion rates between deal stages

k_intello — Mon, 11 May 2020 23:53:31 GMT

Thank you for the help Justin - I have this built (and actually used the template version Hubspot provides) but it's not showing the conversion percentages, only the "Count of Deals" at each stage. Any idea why it's not showing them? Is it because it's pulling in Deals from Salesforce Opps?

This is what it's supposed to look like, but the Next Step Conversion and Cumulative Conversion aren't showing.

Re: Conversion rates between deal stages

sidsaha — Thu, 21 May 2020 04:45:37 GMT

Grappling with the same issue. My understanding on talkint to Hubspot support is that unless Reps move the deals through all the stages (without skipping any), the conversion rate report in which you have select "All" stages instead of "Any" as indicated by @JustinPerkinsC won't work. And getting reps to adhere to that is a challenge. As @JustinPerkinsC rightly pointed out, using the "Any" option might result in some duplication of deals showing in multiple stages, but it does the job of showing deal movement over a period of time. If anyone figures a more elegant way of doing this, please do let me know.

Re: Conversion rates between deal stages

agcook — Tue, 07 Jul 2020 21:53:53 GMT

Do you know of any way of identifying deals that have skipped a stage? I'm dealing with the same issues and already understand the ANY/ALL difference on the OOB report. Just wish I could see conversions for all stages regardless of skipped stages... at the end of the day, I just want to easily understand our win rate (i honestly dont care if a deal went through all stages, just what went to closed-won - maybe I'm going down the wrong path trying to use the conversion report)...

Thanks in advance.

Re: Conversion rates between deal stages

SanketM — Fri, 14 Aug 2020 08:18:59 GMT

@agcook I am also grappling with the same issue. Unable to understand the movement of deals within the stages and hence makes it difficult to analyse conversion rates and Win/Loss %. Any help here would be great.

Re: Conversion rates between deal stages

Anonymous — Mon, 21 Sep 2020 19:59:50 GMT

Hi,

Dealing with the same issue and here to express my support.

Hubspot declares itself to be a Sales Software, trying to make our lifes easier, but actually struggles with calculating conversion rates? 🤔
Seems odd to me (and apparently many other, too).

Setting the filter to "any" is not the ideal solution, since it only shows the number of deals, not the conversion in percentage.

This is a feature we urgently need.
Pls fix.

Re: Conversion rates between deal stages

fran_AP — Thu, 24 Sep 2020 11:10:22 GMT

Hi!

did you solve it?

this is what i see in the standard report. Conversion rate is not calculated correctly.

Re: Conversion rates between deal stages

SanketM — Thu, 24 Sep 2020 11:16:05 GMT

That's the standard report i am also seeing. Currently I am doing it manually in an excel but with most of the data unavailable, finding it very difficult to get required reports.

Best

Sanket

Re: Conversion rates between deal stages

emilybright — Tue, 09 Feb 2021 17:55:08 GMT

Experiencing the same blockers here. Due to the nature of the services we sell, some take more negotiating and thus necessary to move through different stages, and other services are quick wins that often jump a lot of stages and go straight to closed-won.

We need a way of reporting our win/lost % rate to inform our targets, resources, campaigns and more. This would hugely increase our productivity within our commercial teams.

Re: Conversion rates between deal stages

Lucinda — Thu, 01 Apr 2021 15:45:58 GMT

I don't really understand why this has been marked as an accepted solution. I'm having exactly the same struggles. The funnel report doesn't give conversion rates at each deal stage. I also want to be able to see an overall conversion rate across all pipelines of closed won but just can't find a way to do it. Having to export to excel each time I want to calculate this just makes me think why are we paying so much money for a CRM.

Re: Conversion rates between deal stages

AstridvanDam — Thu, 08 Apr 2021 06:27:52 GMT

It would indeed be required if we could see the conversion rates (%), even when the contact didn't move through all the lifecycle stages

Re: Conversion rates between deal stages

TitiCuisset — Thu, 08 Apr 2021 09:23:14 GMT

Hi @AstridvanDam @Lucinda @emilybright

Thank you for reaching out.

This is not possible at this stage within HubSpot without the funnel report, I'd recommend upvoting this Idea in our Ideas Forum regarding this. The status is currently In Planning by our product team. You can also subscribe to the idea (Options > Subscribe) to get notified if the status changes/for any update.

Thank you

Best

Tiphaine

Re: Conversion rates between deal stages

matedavid — Fri, 25 Jun 2021 07:55:38 GMT

Hello.

We are an SaaS company offering 15 days free trial for buyers which can result in a significant difference between the dates of creating a deal and closing it as won. For example our first interaction with a new registration occured in January 2021 (deal create date), the buyer started the trial period but decided to only complete the software subscription in May 2021 (deal close date).

For us calculating the conversion rate we need to divide the count of close won deals (based on the close date) by the count of deals created (based on creation date) for the matching period of time (for us this is on a quarterly basis). Does Hubspot offer a report that allows to use custom formulas this way?

Appreciate the help from the community. Best - David

Re: Conversion rates between deal stages

BrianSkov_WUD — Fri, 30 Jul 2021 10:00:31 GMT

@matedavid we are also a SaaS and have a similar requirement.
I have suggested a simple standard report idea. Please up-vote or comment here: https://community.hubspot.com/t5/HubSpot-Ideas/Pipeline-performance-report-conversion-rate/idi-p/469520

Re: Conversion rates between deal stages

amydyv — Mon, 29 Nov 2021 12:30:13 GMT

I also find this highly troublesome and doesn't feel in line with the overall advanced report builder.

Re: Conversion rates between deal stages

JCortazzo — Tue, 30 Nov 2021 00:52:56 GMT

Sounds like this needs to get pushed up @TitiCuisset

Quite frankly I'm very frustrated with this unsatisfactory report. And it angers me to see so many people have the same issue and nothing has been done.