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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 reporting struggles with deals that move backwards in pipeline stages because funnel reports are designed for linear progression. This creates reporting gaps and inaccurate conversion metrics when deals revisit earlier stages before ultimately converting.
Here’s how to build comprehensive reporting that properly handles backward stage movement.
Track bidirectional deal movement with custom reporting using Coefficient
Coefficient provides a comprehensive workaround by enabling custom reporting logic that properly handles backward stage movement. You can import complete stage progression data from HubSpot and build analysis that tracks both forward and backward movements.
How to make it work
Step 1. Import complete stage progression data with timestamps.
Pull HubSpot deals with Deal Stage, Deal Stage History, and associated timestamps. This captures every stage transition, including backward movements that native reports miss completely.
Step 2. Build bidirectional tracking formulas.
Create spreadsheet formulas that track both forward and backward stage movements. Use =COUNTIFS(StageHistory, “*Stage_2*”, StageHistory, “*Stage_1*”) to identify deals that moved from Stage 2 back to Stage 1, providing visibility into regression patterns.
Step 3. Calculate true stage duration across multiple visits.
Determine actual time spent in each stage by accounting for multiple visits. Sum total time across all periods a deal spent in each stage, not just the first visit that HubSpot’s standard reports capture.
Step 4. Create accurate conversion metrics based on current status.
Build conversion calculations that consider current deal status rather than chronological progression. Deals currently in Stage 3 that previously visited Stage 2 should count as Stage 2 conversions, regardless of backward movement.
Step 5. Identify process improvement opportunities.
Analyze patterns in backward movement to identify bottlenecks or qualification issues that cause deals to regress. These insights aren’t available through native HubSpot reporting but are crucial for process optimization.
Step 6. Set up automated updates for ongoing monitoring.
Schedule daily imports to ensure your backward movement analysis stays current as deals continue progressing through your pipeline.
Get reporting that reflects real-world sales processes
This solution provides accurate reporting that accounts for the natural back-and-forth movement common in complex sales processes. Start building bidirectional deal tracking that shows true pipeline performance.
