HubSpot deal & contact history, Nov 2018 to Aug 2026 · 87,284 contacts, 3,639 deals · figures reconciled to HubSpot totals
Marketing lifecycle stages (incoming, MQL, SQL) come from contacts; opportunity, won and lost come from deals. Percentages are stage-to-stage flow, not cohort tracking. This funnel reflects the selected date range (). Note that MQL and SQL stage tracking only began in February 2025, so those stages read zero for any range before then.
Note: contacts and deals are separate objects, so a contact can generate more than one deal and stage counts are period entries rather than a tracked cohort. The steep drop from lead to MQL reflects that most inbound contacts never get qualified, which is normal for a top-heavy list.
The clearest signal in the data: 2021 was the peak year for closed revenue, and both deal volume and closed revenue have trended down since, even as contact acquisition stayed high.
Sum of deal amounts, by close date
Bars are won deals; the percentage above each bar is win rate excluding disqualified
Contacts created. 2021 includes a 23k bulk import (shown separately)
New opportunities entering the pipeline
Deals carry their own original source, so this ties revenue and win rate to channel. One caveat up front: 88% of closed revenue is tagged Offline / sales-created, HubSpot's bucket for deals made manually in the CRM, imported, or worked by sales rather than tracked from web traffic. That is the sales-led motion. The inbound web channels below generate real deal volume but rarely close.
Total won amount; won-deal count in the tooltip
Won as a share of genuinely-closed deals (excludes disqualified)
Source is HubSpot Original Source on the deal. On contacts the same field is 96% Offline, so inbound web attribution is thin across the lead database as a whole; the custom "Contact Source" fields are filled on under 10% of contacts. Read channel results as directional, not precise.
How the channel mix moved by month, quarter and year. Switch between deal volume (opportunities created) and closed-won revenue. Deal-level source is tracked from 2021 on.
Every stage, by month, quarter or year. Incoming / Lead / MQL / SQL are contact lifecycle entries; Opportunity is deals created; Won / Lost are deals closed by close date. Disqualified deals are split out from genuine losses.
Deal-level columns (Opportunity, Won, Lost, Disqualified) are tracked from 2021 onward; a handful of earlier deals (79 created, 12 won before 2021) are folded into the yearly view only. MQL/SQL are zero before Feb 2025 because those stages were not in use.
Inbound volume. The May 2021 spike is a one-time bulk import
Created, won and lost (real losses, excl. disqualified)
Deal amounts by close date
MQL and SQL entries since tracking began