I am requesting a native Custom Conversion feature in HubSpot to support industries that don’t use traditional retail-style conversions. At present, HubSpot requires users to create custom properties and workflows to track conversions, which is the recommended method for monitoring conversion rates over time. This approach works but is inefficient, difficult to maintain, and prone to data inaccuracies when teams rely on manual property updates and workflow logic.
The lack of a native Custom Conversion capability makes it difficult for organizations in service-based, compliance-driven, financial services, education, healthcare, and other non-retail industries to measure meaningful milestones in their customer journeys. These businesses rely on unique actions such as assessments completed, documents submitted, project steps achieved, or approvals granted, none of which map cleanly to deals, tickets, forms, or lifecycle stages.
A Custom Conversion Builder would allow users to define a conversion event based on object updates, property changes, milestones, associations, or other CRM-based or website-based criteria. This would reduce the dependence on complex workflows, improve data consistency, enable more accurate reporting and attribution, and provide a clearer measurement framework for organizations whose conversions do not follow traditional funnels.