topic Re: Deal conversion rate in Dashboards & Reporting

Deal conversion rate

GPalethorpe1 — Thu, 10 Nov 2022 13:25:48 GMT

Anybody know how I can create a report based on deal conversion?

Example

Joe had 50 deals created , 20 converted to closed won

so a 40% conversion and then see this per owner per month how many deals created and how many won?

We have a big push on our sales team to up the conversions its hard to set if we cant measure on a month by month basis

Let me know

Thank you

Gill

Re: Deal conversion rate

karstenkoehler — Thu, 10 Nov 2022 13:33:08 GMT

Hi @GPalethorpe1,

Yes, there are default reports for this: funnel reports.

Navigate to Menu > Reports > Reports > Create report > search for "Deal stage funnel". When you click on it, you can either filter it by sales person here or place the report on a dashboard and filter the entire dashboard.

If you want to see the conversion rate from all deals to closed won deals, click Customize and configure the report as shown below:

If you have more stages and the conversion rates do not look correct, I'd recommend reviewing the link above. The article explains how conversion rates are calculated and why some deals might be omitted from the report.

Let me know if you have any follow-up questions!

Re: Deal conversion rate

AmyT99 — Mon, 20 Mar 2023 23:11:24 GMT

Hello @karstenkoehler,

Is it possible to create a report of deals converion % by Amount ($value) rather than qty of deals?

So equation would be:

$value of deals closed won ÷ $value of deals created = XX %

Time filter would be 12 months rolling.

FYI, we have a sales professional subscription

Look forward to hearing from you - thanks!

Re: Deal conversion rate

ExpAJS0 — Wed, 08 Nov 2023 22:39:37 GMT

Hello - Would like to know how to set this up.

Glad to get a response.

Thanks!

Re: Deal conversion rate

OTREK — Fri, 13 Feb 2026 09:53:39 GMT

Likewise, I want to have this too!

Re: Deal conversion rate

BérangèreL — Fri, 13 Feb 2026 10:08:08 GMT

Hi @OTREK and thanks for reaching out to the HubSpot Community!

I understand that you are looking for a report showing the percentage of deal value converted (closed won amount ÷ total created amount) over the past 12 months, instead of by deal count. Please let me know if that's not the case.

I'd love to put you in touch with our Top Experts: Hi @Josh, @trevordjones and @danmoyle do you have suggestions to help @OTREK, please?

In the meantime, here are some resources that you might want to check:

- Build and activate datasets in Data Studio
- Create reports with the custom report builder

Thanks and have a wonderful weekend!
Bérangère

Re: Deal conversion rate

Josh — Fri, 13 Feb 2026 13:24:29 GMT

Hi @AmyT99 and @ExpAJS0,

You can do this with the custom report builder.

Create a new report
Source will be deals
Create a Formula Field and use this formula: DIV0(SUM([DEAL.hs_closed_amount]), SUM([DEAL.amount]))
Save the formula and go back to the report
Add your Filters: Close Date is Less Than 365 Days Ago
Apply any other filters needed
Pull your fomula field into the value and format as a percent:

This will give you a KPI of the total amount closed vs the total amount created. Keep in mind, if the quote value changed, it wouldn't capture that. In the demo data of my screenshot, if the closed deal amount was originally higher than $505 but it was decreased when it was actually set to closed won, that wouldn't be accounted for in the formula.

Josh

Thanks for the ping @BérangèreL

Re: Deal conversion rate

trevordjones — Fri, 13 Feb 2026 13:40:52 GMT

Hi @AmyT99 and thanks for the tag @BérangèreL

You can do this by adding a calculated column to your report with a formula like this:

DIV0(SUM(IF([DEAL.hs_is_closed_won], [DEAL.amount_in_home_currency], 0)), SUM([DEAL.amount_in_home_currency]))

Then add that column to your Y axis and use Deal owner, or whatever other dimension you are summarizing by on the X axis, filtering the report for your time period, like this:

I created this in a Professional level portal, so it is doable.

Hope this helps!