topic Win/Loss rate & Conversion Reports in Dashboards & Reporting

Win/Loss rate & Conversion Reports

RDolberg — Thu, 11 Jan 2024 09:55:31 GMT

Hi All,

We have hubspot professional in the company and I am trying to find a way to create a Sales report which shows the following :

*Win/Loss ratio of Deals in %

* Win rate in % - What is the percentage of Closed Won deals out of all the Pipeline/Forecast Deals

I would like to do it without creating unnecessary properties in the deals. Is there a way to do the calculation in Similar to Salesforce reports ? or another easy way ?

Please help 🙂

Much appreciated in advance

Rinat

Re: Win/Loss rate & Conversion Reports

DSharma02 — Thu, 11 Jan 2024 10:32:41 GMT

Hi @RDolberg ,

You can use the deals custom report and customize it:

Now add two stages only in filter: All created deals and Deals won:

Also, keep in mind the date range too from teh filter:

That way you can get the conversion rate in deals.

Hope this helps!
Thanks.

Re: Win/Loss rate & Conversion Reports

OTREK — Fri, 13 Feb 2026 09:58:42 GMT

Hello! Sorry, but I don't have this report template. I don't have ANY template or option to select or show percentages in my reports... Besides, there is not a single report that includes the word 'funnel' in my account... what can I do?

Re: Win/Loss rate & Conversion Reports

BérangèreL — Fri, 13 Feb 2026 11:11:42 GMT

Hi @OTREK and thanks for your great question!

I understand that you'd like to create a sales report showing win/loss ratio and win rate percentages without adding new deal properties, ideally using built-in HubSpot features. 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?

Thanks so much in advance for your valuable contributions and have a wonderful weekend!
Bérangère

Re: Win/Loss rate

OTREK — Fri, 13 Feb 2026 12:29:23 GMT

Hello! Yes, thanks!

We want to add reports to the dashboards to get a clear overview of the
percentage of deals closed WON in a certain time period or per pipeline.
However, I am having a hard time figuring out how to display percentages. I
only manage to see the total number of deals, etc.

Thanks for your help 🙂

Re: Win/Loss rate

trevordjones — Fri, 13 Feb 2026 14:04:29 GMT

Hi @OTREK , and thanks for the tag @BérangèreL !

You can find a Deal Funnel in a Pro Portal. Here's how:

In the reports home screen, on the left under Analytics Suites:

Expand Sales
Expand Deals
Click Deal Funnel, and then you can customize the report as @DSharma02 suggests.

If you would rather NOT do that, you can also create ONE Formula Field in reports in a Professional portal, or three in an Enterprise portal as long as you are doing basic arithmatic. If you want to get fancy with funcitons like IF and SUM, you will need a DataHub professional subscription in addition to Sales or Marketing Pro.

You'll find the option to create a Formula Field at the bottom of the Custom Report Builder:

Hope this helps!

Re: Win/Loss rate

OTREK — Mon, 16 Feb 2026 10:52:17 GMT

Thanks for that, Trevor! I did find the funnel report now, but the information is all wrong, and filtering is very limited. It shows the deal stages and the % of deals moving on to the next stage (which is good info to have), but it's not showing the right number of companies... When I put the time range to Last 365 days, the deal stages 'Lost' and 'Won' show 0... But we had many lost and won deals, so I don't get it. Any suggestions? Thanks!!

Re: Win/Loss rate

trevordjones — Mon, 16 Feb 2026 13:52:00 GMT

Hi @OTREK

Funnel reports do have some quirks you need to know about.

If you allow skipping deal stages in your organization, ensure that the
stages between the create and closed stages are set to "Optional" (there is
a checkbox when you edit stages in the report). Otherwise, anyone who
doesn't go through an intermediate stage will be dropped from the funnel.

If all you care about is the overall close rate, remove all the
intermediate stages and just have the create stage and closed won on the
funnel.

Lastly, if you don't require that all deals be created in an initial stage,
the report will drop any deals that were not created in the initial stage.
In this case, using the calculated column I described in my initial post
may be a better option.

Thanks,

Trevor