Funnel conversion reporting across three objects, and the config to keep it honest
A marketing agency needed conversion rates it could trust at every stage, which meant teaching Salesforce to count leads that live in three different places.
- Practice
- Salesforce, HubSpot and reporting
- Period
- Jun 2025 to Jul 2026
- Client rating
- 5.0 out of 5
A conversion rate nobody could calculate
The agency wanted a dashboard showing lead count against opportunity count, with the conversion percentage on the face of it: 100 leads producing 10 opportunities reads as 10%.
The obstacle was that a lead was not one thing. Leads, Contacts and Customers each held part of the population, so any count taken from a single object was wrong before the percentage was applied.
One unified metric first
The first job was aggregating across the three objects into a single lead figure, then calculating conversion against opportunities from that combined base.
Once the base was right, the same treatment extended down the funnel.
- Lead to Opportunity, with the conversion percentage calculated on the dashboard
- Lead to SAO
- SAO to SQO
- Lead to Close
Then the platforms underneath
A second contract covered technical configuration across both Salesforce and HubSpot, which is where reporting work usually goes stale: dashboards drift the moment the fields feeding them change.
Holding both systems meant the funnel definitions stayed consistent on either side of the handoff between marketing and sales.
Outcome
The dashboard build and the ongoing configuration retainer, rated 5.0, with the agency able to read each funnel stage from one place.
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