New Feature? Next Step/Cumulative Conversion on Funnel Report?

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Regular Contributor

We noticed an update to the funnel reports that include two conversion rates: Next Step and Cumulative conversion. 

 

Does anyone know what the HubSpot definition is of these? We have assumptions but the numbers aren't completely working out for us. I looked at the documentation, release notes, discussions and can't figure it out. I have a request out with our CSM but wondering if I am just late to the game on this one. 

 

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Community Manager

Hi @kbjornaas,

 

I wanted to reach out and provide some clarification for the definitions of the difference percentages. 

 

The cumulative conversion will be for users who have gone through all of the stages in the report, whereas the next step conversion will be specific to the stage above. 

 

For example, the cumulative showing 25% is in reference to the 41 deals who are in proof of value, compared to the 160 that started in SAL: Demo (41/160 = 25.62%).

 

The 41% in next step conversion is in reference to the 41 deals who are in PoV compared to the 98 in Qualified Opp (41/98 = 41%). 

 

I have submitted feedback internally regarding getting better visibility of the definitions in app, and in the knowledge base articles, as well as regarding the look of the percentages being next to the stage, as opposed to in between, as the conversion rates will associate with the stage below where they are showing. 

 

Please let me know if you have any questions! 

 

Best,

Jenny


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Regular Contributor

I spoke with support and they referenced these two pages that reflect the update to the report but don't go into any detail about the difference:

 

https://knowledge.hubspot.com/reports/create-custom-reports#funnels

https://knowledge.hubspot.com/reports/differences-between-funnel-reports-types

 

So the answer I received was, no answer. But they have escalated it to get a more in-depth response. 

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0 Upvotes
Community Manager

Hi @kbjornaas,

 

I wanted to reach out and provide some clarification for the definitions of the difference percentages. 

 

The cumulative conversion will be for users who have gone through all of the stages in the report, whereas the next step conversion will be specific to the stage above. 

 

For example, the cumulative showing 25% is in reference to the 41 deals who are in proof of value, compared to the 160 that started in SAL: Demo (41/160 = 25.62%).

 

The 41% in next step conversion is in reference to the 41 deals who are in PoV compared to the 98 in Qualified Opp (41/98 = 41%). 

 

I have submitted feedback internally regarding getting better visibility of the definitions in app, and in the knowledge base articles, as well as regarding the look of the percentages being next to the stage, as opposed to in between, as the conversion rates will associate with the stage below where they are showing. 

 

Please let me know if you have any questions! 

 

Best,

Jenny


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Regular Contributor

OK thank you! This is what we thought but wanted to confirm since HubSpot often has definitions that differ from the obvious when it comes to reporting Smiley Happy