Cracking the Code: Calculating Conversion Rates in HubSpot Reports

Figuring out conversion rates in HubSpot, especially when you're juggling data from different sources, can feel like solving a riddle. One HubSpot Community member recently ran into this while trying to calculate conversion rates based on UTM parameters. They wanted to see the conversion rate between contacts, meetings, and deals, broken down by UTM source and campaign. The initial formula attempt resulted in an unexpected 0% outcome, highlighting a common challenge in HubSpot reporting.

The Problem: Row-Level Calculations

As one respondent pointed out, the issue lies in how HubSpot's formula fields work within reports. They don't calculate aggregate conversions (like total meetings ÷ total contacts) directly. Instead, they operate on a row-by-row basis. So, when you use [MEETING_EVENT.hs_outcome_scheduled_count] / [CONTACT.hs_object_id], you're essentially dividing the scheduled meeting count by the contact's record ID – a large, unique number. This almost always results in a tiny fraction that rounds down to 0%.

The Solution: Workflows and Properties

If you don't have access to HubSpot's Data Hub Pro or Enterprise (which includes Datasets), a clever workaround involves using workflows and custom contact properties. Here’s the step-by-step:

1. Create a Contact Property: Make a new contact property (e.g., “Booked Meeting (Scheduled)”) with a yes/no value.
2. Build a Workflow: Set up a contact workflow that triggers when Activity = Meeting and Outcome = Scheduled. The action should then set the “Booked Meeting (Scheduled)” property to “Yes”.
3. Report on the Property: Finally, create your report, grouping by UTM campaign/source. Show the % of contacts where the “Booked Meeting (Scheduled)” property is “Yes”.

This method effectively flags contacts who have scheduled meetings, allowing you to calculate the conversion rate based on that specific segment.

The Data Hub Advantage: Datasets

For those with Data Hub Pro or Enterprise, Datasets offer a more streamlined approach. Datasets allow you to use summary functions like SUM and DISTINCT COUNT. This lets you calculate a true conversion rate by dividing aggregated values (e.g., total meetings scheduled across all contacts with a specific UTM campaign) instead of relying on row-level calculations.

Choosing the Right Approach

The best approach depends on your HubSpot subscription and the complexity of your reporting needs. If you're on a lower-tier plan, the workflow and custom property method provides a solid workaround. If you have Data Hub, leveraging Datasets will simplify the process and provide more accurate results. Either way, understanding how HubSpot calculates values is crucial for getting meaningful insights from your data. This understanding is critical for anyone using a retail website builder or trying to optimize shopify automated emails based on campaign performance.

ESHOPMAN Team Comment

This HubSpot Community thread highlights a common frustration with reporting limitations. The suggested workflow solution is a great example of using HubSpot's automation capabilities to overcome reporting hurdles. However, it's a reminder that sometimes, the right tools (like Data Hub) can significantly simplify complex tasks. For e-commerce businesses, accurate conversion tracking is essential, and investing in the right HubSpot plan can save time and improve data-driven decision-making.

Ultimately, whether you use workflows or Datasets, the goal is the same: to gain a clear understanding of your marketing performance and optimize your campaigns for better results. Experiment with these techniques and see what works best for your specific needs.