How to use HubSpot "New [Lifecycle Stage]" vs "Became a [Lifecycle Stage]" Metrics

The HubSpot Marketing Metrics “Became a [Lifecycle Stage]” and "New [Lifecycle Stage]" are important to understand in order to accurately report on a contact's movement through your funnel. 

This includes Metrics like "Became a Lead" vs "New Leads," "Became a MQL" vs "New MQLs," and "Became an Opportunity" vs "New Opportunities." 

To better understand this, we'll work through an example using the HubSpot Marketing Metrics "New MQLs" and "Became a MQL."

HOW TO

How to use "New MQLs"

A Contact will be included in the "New MQL" Metric if they meet the parameters outlined below.

  • The Contact was created during the specified Date Range
  • The Contact became a Marketing Qualified Lead during the specified Date Range
  • The Contact is still a Marketing Qualified Lead at the end of the specified Date Range (or at the current point if the Date Range is still open)

In HubSpot, the criteria is as follows: 

How to use "Became a MQL"

A Contact will be included in the "Became a MQL" Metric if they meet the parameters outlined below.

  • The Contact became a Marketing Qualified Lead during the specified Date Range

In HubSpot, the criteria is as follows: 

Based on these descriptions, you can expect the count for "Became a MQL" to be higher than "New MQLs."

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