Storefront Notes

How-to's · Tools & reviews · 3 min read

How to Calculate a Conversion Rate in HubSpot

By the Storefront Notes Editorial Team · Updated

Short answer

Conversion rate is conversions divided by the number of people who had the chance to convert, times 100. In HubSpot, landing pages and forms show submission rates automatically, while funnel and lifecycle stage reports let you calculate stage-to-stage conversion, such as lead to customer, across a date range.

HubSpot tracks a lot of numbers, and conversion rates appear in several places with slightly different meanings. Before pulling a report, decide which conversion you care about: a visitor filling in a form, a lead becoming a customer or a deal closing.

The formula

For any conversion rate:

Conversion rate = (conversions / starting group) x 100

Examples:

  • 2,000 landing page views, 160 form submissions: 160 / 2,000 x 100 = 8%
  • 500 new leads this quarter, 40 became customers: 40 / 500 x 100 = 8%
  • 120 deals created, 30 closed won: 30 / 120 x 100 = 25%

The hard part isn't the math. It's choosing the right starting group and time period so the number means something.

Landing page and form conversion rates

HubSpot calculates these for you.

  1. Go to Marketing > Landing Pages (or Website Pages).
  2. Click the page.
  3. Open the Performance or analytics tab.

You'll see views, submissions and the submission rate. For forms, go to Marketing > Forms, select a form and view its analytics, which show views, submissions and conversion rate across the pages where it appears.

Tip: Filter by date range and traffic source. A page that converts at 15% from email and 2% from paid social needs different fixes for each channel. Our guide to optimizing a landing page for conversions covers what to change.

Lifecycle stage conversion rates

HubSpot moves contacts through lifecycle stages: subscriber, lead, marketing qualified lead (MQL), sales qualified lead (SQL), opportunity and customer.

To see how many move from one stage to the next:

  1. Go to Reporting > Reports and create a report.
  2. Choose a funnel report type based on lifecycle stages (HubSpot offers lifecycle stage funnel templates).
  3. Select the stages you want to compare and the date range.
  4. HubSpot shows counts at each stage and the conversion rate between stages.

Funnel reports can be set as all-stages (only contacts who passed through every stage) or any stage depending on your HubSpot version and setup. Make sure you understand which one you're looking at.

Deal conversion rates

For sales teams:

  1. Create a deal funnel report or use the deal stage reports in the reporting library.
  2. Pick the pipeline and date range.
  3. Look at stage-to-stage conversion and overall win rate (closed won / all closed deals, or closed won / all created deals, depending on what you want to know).

Write down which definition you use. "Win rate" calculated two ways can differ hugely.

Ecommerce conversion rates

If your store is connected to HubSpot through an integration, you can report on contacts who placed orders. For true store conversion rate (orders / sessions), your ecommerce platform or GA4 is usually more accurate. See what is a good conversion rate for ecommerce for benchmarks.

Common mistakes

Mixing time periods. Leads created in March may become customers in May. Use cohort-style reports (contacts created in a period and their later stage) for honest lead-to-customer rates.

Counting resubmissions. One person submitting a form three times inflates the rate. Look at new contacts as well as total submissions.

Ignoring bots. Spam submissions make forms look great. Add CAPTCHA or filtering.

Comparing across tools. HubSpot, GA4 and your ad platforms all measure differently. Keep comparisons inside one system.

Small samples. A 20% conversion rate from 10 visits is noise. Wait for enough data before acting.

Turning numbers into action

A conversion rate is only useful if it points to a next step. Low landing page rate? Test headlines and form length. Low MQL-to-SQL rate? Revisit lead scoring and the handoff to sales. Low win rate? Look at pricing, proposals and follow-up speed.

For ecommerce-specific improvements, read how to increase your conversion rate, and if you're thinking about outside help, how to hire a CRO consultant.

Frequently asked questions

What's the basic conversion rate formula?

Conversion rate = (number of conversions / number of visitors or contacts in the starting group) x 100.

Where do I see landing page conversion rates in HubSpot?

Open Marketing > Landing Pages, select a page and view its performance tab, which shows views, submissions and the submission rate.

Why do HubSpot and Google Analytics show different conversion rates?

They count visitors, sessions and conversions differently and may track different events. Compare trends within one tool rather than mixing numbers.

Sources and further reading

Platform features, prices and policies change. Check the official help pages linked above before you act on a detail that matters to your store.

Related guides