Hey. In a report, I have contacts count, meetings count, and deals count per UTM_source and UTM_campaign. I want to add a custom field to calculate the conversion rate between these counts per UTM_campaign. I tried [MEETING_EVENT.hs_outcome_scheduled_count] / [CONTACT.hs_object_id], but the outcome is always 0%. I spoke to someone from support, but he couldn’t figure it out either. Can someone here help me? Thanks!
Hi @Sikkens,
I ran into something similar recently with formula fields in reports. Do you have Data Hub Pro or Ent (Datasets)? If yes, this is much easier.
In HubSpot reports, formula fields don’t calculate “meetings total ÷ contacts total” the way you’d expect. They’re evaluated at the row level, so your formula is basically doing scheduled_count / contact_id.
CONTACT.hs_object_id is the record ID (a huge number), not a contact count, so it’ll almost always round to 0%. And when HubSpot ends up evaluating 1/1 behind the scenes, it shows as 100%. That’s why you’re only seeing 0% or potentially 100%.
If you don’t have Data Pro or Enterprise (for Datasets), the easiest workaround is:
- Create a contact property like Booked meeting (Scheduled) (yes/no)
- Use a contact workflow: when Activity = Meeting and Outcome = Scheduled, set that property to Yes
- Then report by UTM campaign/source and show the % of contacts where that property = Yes
If you do have Datasets, this becomes way cleaner because you can use summary functions (SUM / DISTINCT COUNT) and calculate a true conversion rate per UTM campaign (aggregate ÷ aggregate), instead of the row-level math limitation in reports.
Hope this helps!