topic Re: Conversion rate reporting in Dashboards & Reporting

How to Add Conversion Rate in HubSpot Reports

tillyvs21 — Tue, 31 Mar 2026 21:56:28 GMT

I'm looking to add conversion rates to my dashboard in HubSpot as this is a KPI in my company.

I can't seem to find a way to calculate this property in a report? Is there anyway around this or any integrated software that I can use?

Moderator Note: this post was reviewed for relevancy and optimized for clarity on 3/30. Thank you for your contributions to the HubSpot Community!

Re: Conversion rate reporting

karstenkoehler — Fri, 14 Jan 2022 05:58:25 GMT

Hi @tillyvs21,

What conversion rates are you interested in exactly? HubSpot has some very helpful default reports in its report library. Navigate to Menu > Reports > Reports > Report library and search for "funnel". You should see default reports for contacts and their lifecycle stages as well as deals and deal stages.

Keep in mind that by default these reports will exclude some records, see the arrow below. "All: report on contacts or deals that have ever moved through all the selected stages." Records that skipped a stage will be excluded.

For anything outside of these default reports, you can also create custom funnel reports. A Professional subscription is needed for these reports.

With an Enterprise subscription, you can create these funnel reports based on custom events.

Hope this helps!

Re: Conversion rate reporting

tillyvs21 — Fri, 14 Jan 2022 07:49:28 GMT

Hi Karsten,

Thanks for your response. I am aware of the funnel, what I want is just a simple opp (deal) to sale conversion value regardless of any stage that they've passed through.

Re: Conversion rate reporting

karstenkoehler — Fri, 14 Jan 2022 07:58:59 GMT

Hi @tillyvs21,

If you're on a Professional subscription, you can adjust the report to achieve exactly that.

Click "Customize":

In the left sidebar, simply remove all irrelevant stages:

You're now left with a conversion rate from all deals created ( = opportunities) and closed won ( = customers). The same of course works for the lifecycle stage report. The lifecycle stage funnel however does show multiple contacts per company, potentially.

(Without the ability to edit the report, this can unfortunately not be achieved.)

Best regards!

Re: Conversion rate reporting

tillyvs21 — Fri, 14 Jan 2022 08:14:49 GMT

Hi Karsten,

That's really helpful. I think perhaps what's been throwing me off when looking at that (as i had tried it) is that it only includes those created in a period. So makes it quite hard to look at if someone adds a deal towards the end of last month, and closes it this month, but yet I look at conversion rates month of month. So although not created this month, it would count towards this months conversion.

Re: Conversion rate reporting

karstenkoehler — Fri, 14 Jan 2022 08:21:25 GMT

Hi @tillyvs21,

That's not quite right: HubSpot's date filter is based on the time of entering the first stage, in this case the deal create date:

A deal created last month that closes this month would count towards last month in this report.

Hope this helps!

Re: Conversion rate reporting

JMaylandOlsen — Mon, 25 Apr 2022 12:10:15 GMT

Hi @karstenkoehler,

When I follow the steps you suggest I get a number, but I'd much rather show a percentage. I cannot find a way to ask for this in visualization. Is it not possible?

Re: Conversion rate reporting

Luxeworld — Fri, 21 Apr 2023 06:06:34 GMT

I created a conversion property (value of 1 for won deals, 0 for others). I then created a report showing conversion by deal owner, deal source etc. Much less issues than with the funnel, which requires deals to go through all stages in order to be accurate.

Re: Conversion rate reporting

isabelvx — Fri, 22 Nov 2024 00:16:33 GMT

You can use the Conversion property per @Luxeworld in a report. With a Pro or Enterprise subscription, you can customize the report, add the conversion property in a chart or table, select Aggregation "Average", and then set Format "Percent". That way you will see a Conversion rate for Deal Stage, Source, Rep, etc.

The conversion property can be created with a Calculated Field using conditionals, or you can set a workflow with a Deal Stage Property change trigger, then a branch for Won deals.