Conversion rates between deal stages

SOLVE
AliceZen
Participant

Hi, 

 

I'm not sure if i'm just interpreting this wrong, but I'm having difficulty calculating the actual conversion rates between each deal stage. 

I.e 100 deals get created, and 70 of them move to the next stage = 70% conversion rate.  

50 of those remaining 70 deals move to the next stage = 71% conversion.  And so on, until Deal won or deal lost. 

 

I can pull a report that just takes two astages, and select deals that have been in ALL stages, which although a bit manual, I thought would give me the correct conversion rates.  But! This does not take into account any deals that skip stages.

 

What I really need, is All opportunities that have been in "Deal stage 1" AND, ANY of all following stages, except Lost.  Then "Deal stage 2", AND, ANY of all following stages, except LOST.  and so on.  

 

Has anybody else done this?  Or is there another way to look at it that I'm missing?  

 

Best, 

Alice

1 Accepted solution

Accepted Solutions
JustinPerkinsC
Solution
Top Contributor

Just incase you want to give this a try...

 

-Go to Reports (Select reports)

-Click Create Custom Report

-Select the funnel report

-Select Deals, and click Next

-Pick the pipeline you wish to leverage for this report.

-Add all the related pipeline stages you wish to track however the difference between this as the conversion report is that you adjust as shown below to Any stage. This won't have conversions but will give you totals of deals to move into this stage over the period of time you have filters.

 

Screenshot_5.jpg

 

Hope this helps a bit,

JP

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin

View solution in original post

15 Replies 15
JustinPerkinsC
Top Contributor

So conversion rates are a bit difficult on its own report, the reason being from my own experience reps always bump things a step (As you have seen). Internally we do leverage this when possible but we also have a report which shows us each deal to change status over a period of time. A deal can appear in this report multiple times as it progresses but it gives you a good idea of the pipeline movement over a period of time. 

 

Do you think this would be useful to you? If so I can dig up the steps I used to create this. 

 

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin
JustinPerkinsC
Solution
Top Contributor

Just incase you want to give this a try...

 

-Go to Reports (Select reports)

-Click Create Custom Report

-Select the funnel report

-Select Deals, and click Next

-Pick the pipeline you wish to leverage for this report.

-Add all the related pipeline stages you wish to track however the difference between this as the conversion report is that you adjust as shown below to Any stage. This won't have conversions but will give you totals of deals to move into this stage over the period of time you have filters.

 

Screenshot_5.jpg

 

Hope this helps a bit,

JP

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin

View solution in original post

k_intello
Contributor

Thank you for the help Justin - I have this built (and actually used the template version Hubspot provides) but it's not showing the conversion percentages, only the "Count of Deals" at each stage. Any idea why it's not showing them? Is it because it's pulling in Deals from Salesforce Opps?

 

This is what it's supposed to look like, but the Next Step Conversion and Cumulative Conversion aren't showing.Screen Shot 2020-05-11 at 4.51.54 PM.png

0 Upvotes
fran_AP
Participant

Hi!

did you solve it?

this is what i see in the standard report.  Conversion rate is not calculated correctly.

fran_AP_0-1600945795360.png

 

0 Upvotes
SanketM
Participant

That's the standard report i am also seeing. Currently I am doing it manually in an excel but with most of the data unavailable, finding it very difficult to get required reports.

 

Best

Sanket

agcook
Participant

Do you know of any way of identifying deals that have skipped a stage? I'm dealing with the same issues and already understand the ANY/ALL difference on the OOB report. Just wish I could see conversions for all stages regardless of skipped stages... at the end of the day, I just want to easily understand our win rate (i honestly dont care if a deal went through all stages, just what went to closed-won - maybe I'm going down the wrong path trying to use the conversion report)... 

 

Thanks in advance.

SanketM
Participant

@agcook I am also grappling with the same issue. Unable to understand the movement of deals within the stages and hence makes it difficult to analyse conversion rates and Win/Loss %. Any help here would be great.

AliceZen
Participant

 

That would be amazing!  Yes please - I also wasn't sure if it's possible to export the "entered into stage date" field that you can see all deal stages a deal  has been in?

 

 

JustinPerkinsC
Top Contributor

@AliceZen I posted the steps to create the main report above! Give it a try I am rather a fan of it. I actually had the same talk with our rep yesterday. As in for exporting this I am not sure, I actually just attempted this on my report and it isn't giving me correct data. Missing a ton of information I might need to look and see what might be happening here. 

Justin Perkins
Solutions Engineer
JPerkins@contractlogix.com
Contract LogixLinkedin
sidsaha
Participant

Grappling with the same issue. My understanding on talkint to Hubspot support is that unless Reps move the deals through all the stages (without skipping any), the conversion rate report in which you have select "All" stages instead of "Any" as indicated by @JustinPerkinsC won't work. And getting reps to adhere to that is a challenge. As @JustinPerkinsC rightly pointed out, using the "Any" option might result in some duplication of deals showing in multiple stages, but it does the job of showing deal movement over a period of time. If anyone figures a more elegant way of doing this, please do let me know.

Anonymous
Not applicable

Hi, 

 

Dealing with the same issue and here to express my support.  

Hubspot declares itself to be a Sales Software, trying to make our lifes easier, but actually struggles with calculating conversion rates? 🤔
Seems odd to me (and apparently many other, too). 

Setting the filter to "any" is not the ideal solution, since it only shows the number of deals, not the conversion in percentage. 

 

This is a feature we urgently need. 
Pls fix. 

emilybright
Participant

Experiencing the same blockers here. Due to the nature of the services we sell, some take more negotiating and thus necessary to move through different stages, and other services are quick wins that often jump a lot of stages and go straight to closed-won. 


We need a way of reporting our win/lost % rate to inform our targets, resources, campaigns and more. This would hugely increase our productivity within our commercial teams. 

Lucinda
Contributor

I don't really understand why this has been marked as an accepted solution. I'm having exactly the same struggles. The funnel report doesn't give conversion rates at each deal stage. I also want to be able to see an overall conversion rate across all pipelines of closed won but just can't find a way to do it. Having to export to excel each time I want to calculate this just makes me think why are we paying so much money for a CRM.

AstridvanDam
Participant

It would indeed be required if we could see the conversion rates (%), even when the contact didn't move through all the lifecycle stages

0 Upvotes
TiphaineCuisset
Community Manager

Hi @AstridvanDam @Lucinda @emilybright 

 

Thank you for reaching out. 

 

This is not possible at this stage within HubSpot without the funnel report, I'd recommend upvoting this Idea in our Ideas Forum regarding this. The status is currently In Planning by our product team. You can also subscribe to the idea (Options > Subscribe) to get notified if the status changes/for any update. 

 

Thank you

Best

Tiphaine


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