HubSpot Ideas


Break down ad cost/metrics by lifecycle stage (MQL, SQL, etc.)

At the moment, this is confirmed as a function that isn't possible in HubSpot.


Allowing users to report on ad spend by lifecycle stage, would allow us to quantify the impact of ad spend at the lifecycle level, which would be extremely helpful for ROI reporting and strategization moving forward. 


Thank you for considering! 

6 Replies

Agreed!  For a true funnel and ROI, we need this functionality.


We also would need this functionality. Costs each Lifecycle. 

HubSpot Product Team

Hi everyone,

I’m Katie Koenig, the Senior Product Manager for HubSpot’s Ads tool.

I'm very pleased to announce that this feature has been Delivered to all Marketing Hub Professional & Enterprise customers. You can find these by clicking on "Manage columns" in the Ads tool.

Screen Shot 2021-03-10 at 10.02.00 PM.png

We could not have built this feature without your help. Thank you all for taking the time to submit, vote and comment on this Idea.

Member | Gold Partner

In my humble opinion the calculation is incorrect. In order to correctly calculate the the true cost per MQL you need to include the contacts in the susequent stages in the lifecycle such as SQL, Opportunity, customer and in our case, other as well as we use that for clients.


ditto with cost per SQL, you need to include opportunities, customers (and other) in order to get a true cost.


I thought this was a mere oversight seeing this is marketing 101 however when I raised it with my rep I was told that is how the calculation is done. Is it just me or does anyone else agree that the calculation is wrong?


I agree with @russstephens, the current functionality is limited in that it does not take into consideration all the contacts that have hit each lifecycle stage. This is due to contacts progressing and reverting from each lifecycle stage.


There should be a view that takes into consideration all leads that have become an MQL, SQL, etc. That way, we could easily capture the true cost/MQL, cost/SQL, etc. to evaluate the performance between channels, campaigns, ads, etc. Right now the cost per MQL/SQL/Opp/Cust data is temporary and less useful, especially for historical analysis. Further, I have not yet been able to build an effective custom report as I am unable to pull in the ad costs against some of the custom properties we have built to retain the lifecycle stage data. 


In the end, the only way to look at this data is to manually pull this data into Google Sheets/Excel to compare the ad costs against the total number of MQLs/SQLs/Opps/Customers created.


I agree with the others. We're currently manually adding contact counts for numerous lifecycle stages together in order to gather the data we desire for previous lifecycle stages. If we spend $100 to get 100 MQLs and convert 99 to customers, then we definitely wouldn't consider our cost to be $100 per MQL... we would consider it to be 100x lower. Given that lifecycle stage is a progressive/funnel property, it's frustrating that this report treats it otherwise.


Fixing this report would absolutely turn it into the most powerful report our company uses.