Win/Loss and Conversion Rate

[Hyroxware]

Hi All,

We are on the Sales Professional Hubspot Level.

We moved over from Pipedrive which seemed to be behind Hubspot. However they had really good Win/Loss and coversion Reports. I could see thw Win/Loss of countries, competitors or type of business super easily. 

We also had the ability to see the conversion rates that go through the whole pipeline not just stage to stage. It is quite difficult to understand the conversion reports in hubspot as it is very limited to stage to stage. 

What reports do most business's use for what I am looking for above in Hubspot?

Thanks!

[GiuPichiteli]

Hi Hyroxware,

You're right — HubSpot does have a limitation when it comes to calculating a straightforward Closed Won Rate out of the box. However, there is a workaround using custom formulas within a dataset.

You can create a dataset that includes the necessary fields to identify whether a deal is Closed Won or Closed Lost. From there, you can use calculated fields to count those statuses and derive the Closed Won Rate.

Here’s an example of how this can be structured:

DISTINCT_COUNT( IF([DEAL.hs_is_closed_won] = TRUE, [DEAL.hs_object_id], NULL) ) / DISTINCT_COUNT( IF([DEAL.hs_is_closed_count] = 1, [DEAL.hs_object_id], NULL) )

This formula calculates the ratio of Closed Won deals to all Closed deals.

Just keep in mind that for this use, you will have to have access to datasets. Also, you can't apply dashboards filter in reports built with datasets.

[h-recker]

HubSpot’s native win/loss and conversion reporting can fall short, especially when compared to what tools like Pipedrive offer out of the box.

Stage-to-stage conversion is helpful, but if you’re trying to understand true pipeline conversion, win/loss by country, competitor, or deal type, or get custom funnel visualizations, it gets tricky fast with HubSpot alone.

Instead of needing to add a bunch of extra fields to HubSpot, you can do this pretty quickly without bloat leveraging a tool like Coefficient's certified 2-way sync between HubSpot and Sheets/Excel.

With Coefficient you'll:

1. Pull your deal data from HubSpot into Google Sheets/Excel

   • You can include custom fields like competitor, country, deal type, close reason, etc.

2. Use our Win/Loss Ratio Dashboard Template to get started (here's a walkthrough video of the template - it's for our Salesforce template but works the same)

   • We have a prebuilt dashboard you can plug into your data to track:

     • Win/Loss ratios

     • Pipeline conversion start to finish

     • Breakdowns by any dimension (region, rep, competitor, etc.)

3. Create custom charts and metrics in Sheets

   • Spreadsheets gives you flexibility to report exactly how your team tracks performance—no stage-to-stage limitations. And we have a Sheets Assistant that can help build any formulas or visualizations you need.

4. If you want the visualizations in HubSpot live as well, it takes a few extra clicks to embed those live charts directly inside your HubSpot dashboard

   • Use Google Sheets’ “Publish to Web” feature

   • In HubSpot, go to your dashboard → Actions → Add other content → Other content → Paste the embed code

Your win/loss dashboard will stay live and up-to-date based on your Coefficient data refresh schedule (daily, hourly, or on-demand).

[karstenkoehler · Accepted solution]

Hi @Hyroxware,

There are different ways to approach this.

One option would be funnel reports: https://knowledge.hubspot.com/reports/create-new-custom-funnel-reports

You don't need to add all deal stages here, you could also just have two stages: the creation and then closed won. For each variation of this report that you want, you would have to create a separate one.

You can also approach this with the property Closed won count, see here: https://community.hubspot.com/t5/Dashboards-Reporting/Seeing-close-rate-as-in-a-report/m-p/1145528 – and break down by pipeline, country etc.

Lastly, you can also visualize the Amount by Is Closed won, and filter the report by Is closed (numeric) and visualize as a pie chart to see a %, see also here: https://community.hubspot.com/t5/Dashboards-Reporting/Win-Analysis-Reporting/td-p/1151836

This is to show that there are various angles.

If you have a small number of countries or types of business, I would go with funnel reports. If you want larger breakdowns, I'd recommend working with the default deal properties "Closed won count" and "Is Closed won".

Best regards