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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpotYou can combine SQL MQL conversion metrics with activity data by importing lifecycle stages and activities frominto one spreadsheet and using formulas to reveal how activity levels directly impact conversion rates in a single visualization.
This integrated approach shows insights impossible to obtain through HubSpot’s separate lifecycle reporting and activity tracking modules.
Bridge lifecycle and activity reporting using Coefficient
CoefficientHubSpot’sbridges the gap betweenlifecycle reporting and activity tracking, which exist in completely separate report builders. This integration reveals how activity levels directly impact conversion rates—insights impossible to obtain through HubSpot alone.
How to make it work
Step 1. Set up dual import strategy.
Import contacts with lifecycle stages, filtering by date range and owner, including timestamp fields for stage transitions. Also import all activities for the same contacts using association import to link activities to specific contacts and their lifecycle progression.
Step 2. Calculate conversion and activity correlation metrics.
Create MQL_to_SQL_Rate = COUNTIFS(became_SQL,TRUE,was_MQL,TRUE) / COUNTIF(was_MQL,TRUE) and Days_to_Convert = AVERAGE(SQL_date – MQL_date). Add Activity_per_Conversion = Total_Activities / Successful_Conversions to show the relationship between touchpoints and outcomes.
Step 3. Build unified visualization structure.
Structure your chart with time periods or rep names on the X-axis, conversion percentages on the primary Y-axis, and activity counts on the secondary Y-axis. Use color coding for different activity types to show which activities drive the best conversion rates.
Step 4. Add advanced correlation insights.
Count activities between MQL and SQL dates, identify average touchpoints needed for conversion, and calculate activity type effectiveness (calls vs emails vs meetings). Use formulas like =IF(activities>threshold,”High Converter”,”Needs More Outreach”) to identify optimal activity thresholds.
Discover your activity-to-conversion patterns
Start analyzingThis comprehensive approach reveals patterns like “reps with 7+ activities per MQL achieve 40% higher SQL conversion rates”—actionable insights unavailable in HubSpot’s segregated reports.your activity-conversion relationships today.
