How every number is counted
The exact definition behind each number: sends, human replies, reply rate, positive replies, calls, meetings, pipeline, targets and periods.
For: Everyone who reads the dashboards
Every screen, the weekly report and the AI features use the same definitions. If two numbers ever disagree, it is a bug, not a second definition.
The Overview tiles. Each one is defined below. Demo data.
Activity
| Number | Definition |
|---|---|
| Emails sent | Individual emails sent by your email tools. One email per step per person. |
| LinkedIn touches | LinkedIn invites sent plus LinkedIn messages sent. |
| Sends (on a campaign) | Emails sent, LinkedIn invites and LinkedIn messages on that campaign. Also called touches. |
| Calls | Outbound calls from your dialer and calls logged in HubSpot, each counted once. |
| Connected calls | Calls where someone picked up. The exact test depends on the dialer; see below. |
| Meetings | Meetings from HubSpot. Cancelled meetings are removed. |
| Bounces | Emails the tool reports as bounced. Never counted as a reply. |
Opens and clicks are not imported from any tool. They are too unreliable to manage a team by.
Replies and reply rate
| Number | Definition |
|---|---|
| Human replies | Email and LinkedIn replies that are not an auto-reply and not an unsubscribe. Unclassified replies count. |
| Positive replies | Human replies classified as Interested. |
| Reply rate | Human replies divided by sends. |
| Positive rate | Positive replies divided by sends. |
Auto-replies (out of office, auto-responders, bounce notices that reach the inbox) and unsubscribes are left out of the reply count, because neither is engagement. They are not hidden: the Overview tile shows how many were excluded, each campaign page lists "Excluded from reply rate", the Campaigns table has an Unsubs column, and Replies has a filter chip for each.
Note: This is why a reply rate here can be lower than the one your sending tool shows. Most tools count every inbound message, including out-of-office replies.
Calls counted once
Many dialers also log each call into HubSpot. With both connected, the same call would arrive twice. A HubSpot call is treated as a copy of a dialer call when all of these hold:
- The two calls started within 120 seconds of each other.
- They are to the same person: the same contact, or, when either has no contact, the same phone number (compared on the last 10 digits).
- When both are mapped to a rep, it is the same rep.
The dialer's record is kept, because it has the better detail. The HubSpot copy is ignored everywhere, including attribution. The Calls tile says how many copies were ignored. Teams that only log calls in HubSpot are not affected.
What "connected" means per dialer
| Dialer | Connected when |
|---|---|
| Aircall, JustCall | Answered, with at least 10 seconds of talk time |
| Dialpad | The far end picked up, it was not voicemail, and talk time was at least 10 seconds |
| RingCentral | A pickup result and at least 10 seconds |
| Klenty | Marked as a conversation, or given a pickup disposition |
| Nooks | The call disposition's outcome is connected. No disposition means not connected. |
| PhoneBurner | The rep dispositioned it as a live conversation |
| HubSpot logged calls | HubSpot's built-in Connected outcome |
The 10-second floor exists because most dialers cannot tell a person from an answering machine. Calls are not sends: they never change a reply rate.
Pipeline and revenue
| Number | Definition |
|---|---|
| New pipeline | Total amount of deals created in the period that are credited to outbound. |
| Closed-won | Total amount of won deals closed in the period that are credited to outbound. |
| Deals (on a campaign or rep) | Deals credited to that campaign or rep by the attribution rule. |
| Meetings (on a campaign) | Meetings in the period with people the campaign touched in the 30 days before the meeting. One meeting can count for more than one campaign. |
A deal with no outbound touch before it was created is "not outbound" and is in none of these numbers. The rule is in Attribution and HubSpot write-back.
Whose number it is
- An activity belongs to the rep mapped to its sender, else to its campaign's owner, else to Unassigned.
- A deal belongs to the rep of its winning touch.
- A meeting belongs to the rep mapped to its HubSpot owner.
- The rep a reply is credited to and the rep it is assigned to (who should answer) are separate. Assigning a reply to someone else does not move the credit.
Targets and "needs attention"
The rep scorecard: each number against the rep's weekly target, scaled to the period. Demo data.
- Targets are weekly. For a longer or shorter period they are scaled: a 30-day period uses the weekly target times 30 divided by 7.
- A rep under 60% of a target is listed under "needs attention".
- A campaign is flagged when it has at least 500 sends and a reply rate under 0.5%.
- A connection is flagged when its last sync failed.
Periods and time zones
- Days and weeks start at midnight in the workspace time zone (Settings → Workspace), not in each viewer's own time zone.
- The week starts on Monday or Sunday, as set there.
- Each tile compares with the period of the same length immediately before.
- Coaching notes and campaign diagnosis always use the last four full weeks against the four before.
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