Tracking contacts converted from the Lead Lifecycle stage in HubSpot

Using this report, you will be able to create two reports in your HubSpot account that show Contacts that converted from the Lead Lifecycle stage in HubSpot to a more advanced Lifecycle stage.

The first will look at OutboundSync-created contacts. The second will look at OutboundSync-influenced contacts that were created by another source in your HubSpot portal. 

This is useful for understanding attribution for your outbound campaigns, particularly if you want to compare them to other acquisition channels. 

This report is a reference. You can use it as a foundation and make modifications as you see fit.

First steps for either report

We're going to show to build two reports in this article. Both articles have the same first two steps. Here they are. 

Create a single object Contacts report

Go to the Reports menu in HubSpot and select a Single object report.

Select Contacts as the data source for this report. The report will be based entirely on properties that are included in the Contact object record in HubSpot.

 

 

First touch attribution for converted contacts (first report)

Let's start with contacts that were created by OutboundSync. We are going to consider these first touch attribution. 

Configure the Data tab in your report

First, change the Selected properties to include Record source detail 1.

Configure the Filters section in your report

Go to the Filters button in the top left corner. Update the Filters so they reflect what's shown below, these include:

• Required filters
  • Date exited "Lead (Lifecycle Stage Pipeline)" is all time
• Other filters
  • Record source detail 1 contains exactly outboundsync
  • Lifecycle stage is any of Marketing Qualified Lead, Sales Qualified Lead, Opportunity, or Customer

Updating the Visualization tab of your report

Now, click the Visualization tab and let's configure the chart type and which data we want to display in the report.

Select a Summary chart and then drag/drop the Count of contacts value into the Displaying part of the Configure summary chart section of the report builder.

Finally, name your report and save it!

Any touch attribution for converted contacts (second report)

Now, let's build a report for contacts that have converted to an advanced lifecycle stage with any touch from an outbound campaign—rather than only requiring the first touch being from an outbound campaign. This can be considered outbound-influenced revenue.

Configure the Data tab in your report

In the Data tab, include only Email as one of the Selected properties. This will be useful for drilling down into the report after it has been created.

Configure the Filters section in your report

Go to the Filters button in the top left corner. Update the Filters so they reflect what's shown below, these include:

• Required filters
  • Date exited "Lead (Lifecycle Stage Pipeline)" is all time
• Other filters
  
  • List membership is any of OutboundSync - Emails sent
  • Lifecycle stage is any of Marketing Qualified Lead, Sales Qualified Lead, Opportunity, or Customer

Updating the Visualization tab of your report

Now, click the Visualization tab and let's configure the chart type and which data we want to display in the report.

Select a Table chart and then drag/drop the Email value into the Displaying part of the Configure table section of the report builder.

Lastly, drag/drop Count of contacts into the Measured by part of the Configure table section of the report builder. 

Finally, name your report and save it!

Final considerations that apply to either report

Creating a dashboard

If you don't already have one, you may want to create a dashboard in HubSpot specifically for OutboundSync reports. 

Applying more precise filters

There are more filters you may want to add:

1. Customers: You may have emailed current customers by accident, particularly if you do not have block lists set up correctly. You may add a criteria that filters this out based on the time to conversion.

2. Bounces: You may add filters to remove contacts that have had any type of bounced email. Keep in mind that a subsequent proper address may have been found and records may have been merged.

3. Timing: You can add filters to only count contacts that have converted within a given time-frame, such as this month, the last 90 days, etc. These reports show all-time conversions. 

4. Companies: You may want more of an account-based look at accounts or companies that have converted as a result of your campaigns. These answer different but similar questions to what these contact-based reports reveal.