Reports

What's the difference between pipeline and funnel reports on the HubSpot dashboard?

Last updated: November 1, 2017

Available For:

Marketing: Free, Starter, Basic, Pro, Enterprise
Sales: Free, Starter, Professional

You can add pipeline and funnel reports to your dashboard to quickly see the progress your sales and marketing teams are making. This article explains why the data in each report may look different.

Pipeline reports

Pipeline reports show you the number of contacts that have had any of the selected lifecycle stages during the time period selected, regardless of the order their stages change. For example, if a contact was created, became a subscriber, then went straight to customer without first becoming a lead, the contact will be reflected in the Created, Subscriber, and Customer columns in the example below. 

If you'd like to instead see how many contacts or deals currently exist in each stage, add the Contacts by Lifecycle Stage widget or the Deal Snapshot widget, respectively. These widgets can be added by clicking Add report in the upper right-hand corner of your dashboard in your marketing or sales account. On the left, click Customizable > Contacts for the Contacts by Lifecycle Stage widget, or click Sales > Deals for the Deal Snapshot widget. 

Funnel reports

While the pipeline report above will show you contacts or deals who have had any of the selected lifecycle or deal stages, funnel reports show you only the number of contacts or deals in each stage that moved through the selected stages in order (i.e. Created > Marketing Qualified Lead > Customer) within the specified time period.

The report also calculates conversion rates at each step, showing you the percentage of contacts who moved from one stage to the next in the funnel. In the same example used above for contacts, if a contact was created, became a subscriber, then went straight to customer without ever becoming a lead, the contact will be reflected in Created, and Subscriber, but not Customer in the example below. 

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