topic Re: Lead Conversion Reporting in Dashboards & Reporting

Lead Conversion Reporting

AChapin — Fri, 11 Aug 2023 22:15:24 GMT

Hello,

I am looking to build some more detailed lead conversion reporting.

I would like to have a report showing what percentage of contacts we have have had deals created from them.

Likewise, I would like to better track how many activities it takes for a contact to be converted to a qualified lead and then have a deal attached to it.

Any advice on how to build this report would be great!

Re: Lead Conversion Reporting

karstenkoehler — Sat, 12 Aug 2023 05:14:42 GMT

Hi @AChapin,

For the first report, you'd leverage the funnel report type in HubSpot: https://knowledge.hubspot.com/reports/create-custom-funnel-reports

These reports show you the conversion rate from lifecycle stage to lifecycle stage. By default, HubSpot marks a contact with an associated deal as lifecycle stage "Opportunity". Thus you'd create a lifecycle stage funnel report that shows the conversion rate from "Lead" to "Opportunity", for example, or if you have changed the default, you'd replace these stages accordingly.

For the second report, there isn't any out of the box functionality, unfortunately. There aren't any report filters which you let filter the count of associated activities relative to dates on the contact or deal object. To accomplish this, you'd have to start maintaining a custom number property on the contact object.

For example, when a contact reaches the lifecycle stage "Qualified lead", you could use a workflow to (one-time) copy the value of Number of sales activities into a custom property Number of sales activities at the time of converting to qualified lead. You could do the same for other stages. By doing this, you're effectively "freezing" the activity counter which would otherwise go on and on. This report would not work historically, only going forward.

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

Re: Lead Conversion Reporting

jonojeff — Tue, 30 Apr 2024 08:38:45 GMT

Hi @AChapin ,

Just stumbled on your post, and seems like a perfect fit for this tool I'm building: https://sales.studio - for more granular cohort-based conversion analysis.

let me know if it helps!