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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.”
HubSpot’s native conversion rate tracking only shows stage-to-stage progression, not the end-to-end pipeline conversion rates from initial lead to closed won that sales teams actually need.
Here’s how to calculate true pipeline conversion rates that show your complete sales funnel performance from first touch to final deal.
Calculate comprehensive pipeline conversion rates using Coefficient
Coefficient solves this HubSpot reporting limitation by enabling comprehensive pipeline analytics in HubSpot spreadsheets. You can import complete deal journey data and calculate conversion rates across your entire sales process.
How to make it work
Step 1. Import complete deal journey data from HubSpot.
Pull HubSpot deals with create date, close date, deal stage, and lifecycle stage information. Include associated contact data with lead source, first touch date, and lifecycle stage progression for contacts linked to deals.
Step 2. Calculate true end-to-end conversion rates.
Use spreadsheet formulas to calculate conversion rates from lead-to-opportunity, opportunity-to-closed won, and overall lead-to-customer conversion. For example: =COUNTIFS(Stage,”Closed Won”)/COUNTIFS(Stage,”Lead”) for lead-to-customer rates.
Step 3. Set up time-based cohort analysis.
Track conversion rates by cohort (monthly, quarterly) to identify trends over time. Group leads by creation month and track their progression through your pipeline to spot seasonal patterns.
Step 4. Use automated snapshots for historical tracking.
Use Coefficient’s snapshot feature to capture historical conversion data, preserving point-in-time metrics as your pipeline evolves. This maintains accurate historical conversion rates even as deals continue to update.
Get complete pipeline visibility now
This approach gives you complete visibility into your full pipeline conversion rates and helps identify where prospects actually drop out of your sales process. Start building comprehensive conversion analysis that goes beyond HubSpot’s stage-to-stage limitations.
