Differences between funnel report types

You can create and add funnel reports to your dashboard to monitor your sales and marketing team's progress. Default funnel reports will have a default funnel type.

If you're building a funnel report, there are two different report types you can select and they measure data differently.

Please note: your HubSpot account requires certain subscriptions to build custom funnel reports and select between funnel report types for a report. Otherwise, a default funnel report will have a default funnel type that cannot be changed.

Example

The report below includes the All created contacts, Lead, Opportunity, and Customer funnel stages.

Assume a contact was created, became a lead, then became a customer without becoming an opportunity first. The report will only include that contact in the All created contacts and Lead stages, but not the Opportunity or Customer stages.

The contacts in the report will also change based on the time range you specify. For example, if you set the time range to last month:

• If a contact was created two months ago, then the report will not include that contact.
• If a contact was created two weeks ago, then became a lead a week later, the report will include that contact in the All created contacts  and Lead stages.

You will also see calculated next step conversion rates and cumulative conversion rates at each lifecycle stage.

• Next step conversion: the percentage of contacts moving from that stage to the next.
• Cumulative conversion: the percentage of contacts moving from the first stage to the next.

This type of report shows the number of contacts or deals that have had any of the selected lifecycle or deal stages during the specified time range, regardless of the order they moved through each stage. Use this type of report if you want a general report of the various stages that your contacts and deals move through.

Example

The report below includes the create, Lead, Marketing qualified lead, Opportunity, and Customer funnel stages.

Assume a contact was created, became a marketing qualified lead, then immediately became a customer without first becoming a lead. The report will include that contact in the create, Marketing qualified lead, and Customer stages. 

The contacts in the report will also change based on the time range you specify. For example, if you set the time range to last month:

• If a contact was created two months ago, then the report will not include that contact.
• If a contact was created two weeks ago, became a marketing qualified lead a week later, the report will include that contact in the create  and Marketing qualified lead stages.