Popular Use Cases: HubSpot Marketing

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How to report on Lifecycle Stages

You may want to report on Lifecycle Stages from your HubSpot Marketing Account. This includes viewing data on "Leads," "Opportunities," "MQLs," etc. 

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Lifecycle Stage Metrics

You can use Basic or Custom Metrics to report on Lifecycle Stages from your HubSpot portal. However, it is important to note that these 2 strategies track Lifecycle Stage data differently. 

The Basic Metrics that are available are all titled "New [Lifecycle Stage]," such as "New Leads," "New Opportunities," and "New MQLs." 

To view a list of these Metrics, navigate to  Data Manager > Metrics in Databox and select HubSpot Marketing from the Data Source drop-down. Type "New" in the Search bar to filter out all "New [Lifecycle Stage]" Metrics. 

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 was marked as an MQL stage during the specified Date Range
  • The Contact is still marked as an MQL at the end of the specified Date Range (or at the current point in time if the Date Range is still ongoing)

In HubSpot, the criteria are as follows: 

Custom Lifecycle Stage Metrics can be built using the Query Builder for HubSpot Marketing (Contacts). These are generally titled "Became a [Lifecycle Stage]." 

    Query Builder is available in Plus and Business Accounts. Agency Basic Accounts have access to Query Builder in the Agency Account only. Request a trial of Query Builder by following these steps.

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

  • The Contact was marked as an MQL at any time 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."

Lifecycle Stage Templates

Here are some Campaign Performance Templates to help you get started: 

How to report on Lifecycle Stages in a Funnel or Pipeline

You may want to report on Lifecycle Stages in a Funnel or Pipeline. In order to create the view you need, you must consider whether "New [Lifecycle Stage]" Metrics or "Became a [Lifecycle Stage]" Metrics should be used. 

Using "New [Lifecycle Stage]" Metrics in a pipeline, like "New Leads" and "New MQLs," gives visibility into the current state of the pipeline. Further, using these Metrics can help highlight changes in your pipeline. 

Using "Became a [Lifecycle Stage]" Metrics in a pipeline, like "Became a Lead" and "Became a MQL," is most valuable if you're interested in being able to view the conversion rate from 1 stage to the next. Since all Contacts who entered a new Lifecycle Stage are tracked by these Metrics, a pipeline populated with "Became a [Lifecycle Stage]" Metrics may have higher values than a pipeline populated with "New [Lifecycle Stage]" Metrics. 

How to report on Custom Contact Properties

Learn how to report on Custom Contact Properties here.

How to report on Custom Company Properties

Learn how to report on Custom Company Properties here

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