Connect marketing spend to pipeline to revenue - in one metric tree your whole team can act on.

Activity volume per contact counts the average number of logged interactions, including emails, calls, meetings, and notes, recorded against each contact over a given period. It captures the intensity of relationship-building effort across your database.

Contact engagement score is a composite metric that weights interactions such as email opens, link clicks, form submissions, page views, and meeting bookings into a single score per contact. It quantifies how actively a contact is engaging with your brand.

Contact segmentation analysis evaluates the distribution and performance of contacts across defined segments such as industry, company size, lifecycle stage, and persona. It measures how well your database is structured for targeted engagement.

Customer acquisition cost (CAC) is the total sales and marketing expenditure divided by the number of new customers acquired in the same period. It quantifies the investment required to convert a prospect into a paying customer.

Customer churn analysis measures the rate at which customers stop doing business with you over a defined period. It examines churn by segment, reason, tenure, and value to uncover actionable patterns in customer attrition.

Customer lifetime value (LTV) estimates the total revenue a customer will generate across the entire duration of their relationship with your business. For HubSpot users, it aggregates deal values, renewals, and upsells tracked in the CRM.

Customer support ticket analysis tracks the volume, resolution time, category distribution, and outcomes of support tickets managed in HubSpot Service Hub. It provides a comprehensive view of customer issue patterns and support team effectiveness.

Deal size distribution analyses the spread of closed-won deal values across defined size bands. It reveals whether revenue is concentrated in a few large deals or diversified across many smaller ones, and how the mix is shifting over time.

Deal velocity quantifies the speed at which deals progress from creation to close, combining pipeline value, win rate, and sales cycle length into a single revenue throughput metric. It measures how much revenue your pipeline produces per unit of time.

Email engagement rate is a composite metric encompassing open rates, click-through rates, and reply rates across marketing emails and sales sequences sent through HubSpot. It measures how effectively your email communications drive recipient action.

Form conversion rate is the percentage of page visitors who submit a HubSpot form. It measures the effectiveness of landing pages, calls to action, and form design in capturing visitor information and generating leads.

Lead conversion rate measures the percentage of leads that progress to a qualified opportunity or customer status. It captures the effectiveness of your entire lead nurturing and qualification process from initial capture through to sales acceptance.

Lead scoring analysis evaluates the predictive accuracy of your HubSpot lead scores by correlating score values with actual conversion outcomes. It measures whether higher-scored leads genuinely convert at higher rates and produce greater revenue.

Lead source performance measures the volume, quality, and conversion rate of leads generated by each acquisition channel tracked in HubSpot. It compares organic search, paid advertising, referrals, social media, and direct traffic to determine which sources deliver the best return.

Marketing attribution analysis assigns credit for revenue and conversions to the marketing touchpoints that influenced them. Using HubSpot attribution reporting, it maps the customer journey across channels, campaigns, and content to quantify each interaction's contribution to closed revenue.

Monthly recurring revenue (MRR) is the normalised monthly value of all active recurring deals in HubSpot. It standardises annual, quarterly, and monthly billing frequencies into a single monthly figure that reflects the predictable revenue run rate.

Pipeline stage conversion analysis measures the percentage of deals that successfully advance from one pipeline stage to the next. It identifies where deals stall, regress, or fall out, pinpointing the stages that constrain overall pipeline throughput.

Pipeline value is the total monetary worth of all open deals in your HubSpot sales pipeline. It represents the potential revenue available for conversion and serves as the foundation for revenue forecasting and target attainment planning.

Quote-to-close rate is the percentage of deals that close won after a formal quote or proposal has been issued through HubSpot. It isolates the final stage of the sales process to measure proposal effectiveness and negotiation success.

Sales cycle length measures the average number of days from deal creation to closed-won outcome in HubSpot. It reflects the overall speed of your sales process, encompassing qualification, evaluation, proposal, and decision stages.

Sales forecast accuracy measures the variance between predicted and actual revenue outcomes for a given period. It evaluates how reliably your sales team and pipeline data predict future revenue, reflecting both deal-level accuracy and aggregate forecasting discipline.

Sales funnel analysis tracks the volume and conversion rate at every stage of your buyer journey, from website visitor through lead, MQL, SQL, opportunity, and closed customer. It provides an end-to-end view of funnel health and efficiency.

Sales rep performance analysis compares individual sales representatives across a balanced set of metrics including pipeline generated, activity volume, win rate, deal size, cycle length, and quota attainment. It provides a holistic view of each rep's contribution and areas for development.

Win rate is the percentage of closed deals that result in a won outcome. It is the most direct measure of sales effectiveness, reflecting the team's ability to convert qualified opportunities into customers.

Workflow automation effectiveness measures how successfully HubSpot workflows achieve their intended outcomes, tracking enrolment volumes, completion rates, error rates, and the downstream impact on metrics like conversion, engagement, and response time.

Deal Velocity measures how much revenue your HubSpot pipeline generates over a given period, factoring in the number of open deals, their average value, the win rate, and the average length of the sales cycle. It uses HubSpot deal records, their stage history, and close dates to show the speed at which deals convert into closed revenue. A higher figure means the pipeline is producing more revenue per unit of time.