3 Sales Metrics Every Startup Should Track in HubSpot

If you’re not tracking these, you’re flying blind.

Startups move fast. But moving fast in the wrong direction? That’s dangerous.

If you're using HubSpot, you already have access to tons of data—but knowing which sales metrics actually matter can make all the difference between guessing and growing.

Let’s break down the three core metrics every startup should track in HubSpot—and why they matter.

Lead-to-deal Conversion Rate

this is the percentage of  leads that actually turn into deal.

Why it matters:
It tells you how good your team is at qualifying and converting leads. A low conversion rate might mean you’re attracting the wrong audience—or your follow-ups need work.

Track this in HubSpot using:

• Deal pipeline reports

• Lifecycle stage conversion rates

• Custom reports filtered by source or campaign

Pro tip: Segment by lead source to see which channels convert best (e.g., LinkedIn leads vs. website forms).

Average Deal Size

This tells you how much revenue, on average, you make per deal.

Why it matters:
If your team is closing more deals but revenue isn’t growing, deal size might be shrinking. Tracking this helps you identify upsell opportunities and spot pricing issues.

Track this in HubSpot using:

• Deal amount fields

• Reports grouped by rep, source, or product type

• Monthly or quarterly views to see trends

Pro tip: Set benchmarks per segment—enterprise vs. SMB—so you’re not comparing apples to oranges.

Sales Velocity (Contact to Close)

This measures how quickly deals move from first touch to closed won.

Why it matters:
Speed = cash flow. The faster you close, the healthier your revenue cycle. Long sales cycles can drain resources and slow down growth.

Track this in HubSpot using:

• Custom reports on "Time to close"

• Deal create date vs. close date

• Filters by pipeline or rep

Pro tip: Look at the average velocity by product or service. Some offers might naturally close faster, others need process improvement.

Putting It All Together

These 3 metrics are your early warning system. They’ll help you answer:

• Are we converting the right leads?
• Are we closing valuable deals?
• Are we closing them fast enough?

Even if you’re just getting started, set these up early inside HubSpot. They’ll grow with you and guide you as your team scales.