Which KPIs Are Prioritized in HubSpot’s Loop?
Stage-by-stage metrics for Express, Tailor, Amplify, and Evolve—plus formulas and a single Loop Scorecard to guide start/stop/scale decisions.
HubSpot’s Loop prioritizes a few KPIs per stage that roll up to revenue. Express: reach, share of engaged ICP, time-to-publish. Tailor: audience match rate, consented coverage, segment conversion-to-MQL. Amplify: CTR, CPL/CAC, influenced & sourced pipeline. Evolve: test velocity, conversion lift, time-to-decision. Across the loop: opportunity win rate, pipeline velocity, and NRR validate growth quality.
HubSpot’s Loop at a Glance
Stage KPIs (Shortlist)
Express — Reach (sessions/impressions to ICP), brand search lift, content cycle time.
Tailor — Audience match rate, consented coverage in ICP, MQL rate by segment.
Amplify — CTR, CPL/CAC, sourced & influenced pipeline, assisted meeting rate.
Evolve — Experiment throughput, conversion lift vs. control, time-to-decision.
Outcome — Win rate, pipeline velocity (days), NRR/GRR, revenue attribution.
Loop KPI Matrix (Definitions & Where to Find Them)
| Stage | KPI | Definition / Formula | HubSpot Source | Decision Trigger |
|---|---|---|---|---|
| Express | ICP Reach | Sessions or impressions from ICP segments ÷ total | Traffic analytics, Ads audiences, Lists | If ICP reach <70%, refine channels or messaging. |
| Express | Time-to-Publish | Median days: brief → approved asset | Projects/tasks, content calendar | If cycle time rises, unblock approvals or template assets. |
| Tailor | Audience Match Rate | Matched contacts/accounts ÷ intended audience | Ads audience match, CRM Lists | Below target? Improve data quality or enrichment. |
| Tailor | Consent Coverage | Consented ICP contacts ÷ total ICP contacts | CRM properties, Lists, Subscriptions | Low coverage → run value-led capture plays. |
| Amplify | CTR / CPL / CAC | Click-through; Cost ÷ Leads; Cost ÷ Customers | Ads, Campaigns, Deals | Shift budget to channels with best CAC & velocity. |
| Amplify | Sourced & Influenced Pipeline | Sum of deal amounts created/associated | Campaigns↔Deals, Attribution | Scale programs with reliable pipeline creation. |
| Evolve | Test Velocity | Experiments shipped per 14 days | Campaign notes, Experiments log | Below goal → reduce batch size, templatize tests. |
| Evolve | Conversion Lift | (Variant CVR − Control CVR) ÷ Control CVR | Forms, Pages, Email, Ads experiments | Promote winners & retire underperformers. |
| Outcome | Win Rate | Closed-won ÷ (closed-won + closed-lost) | Deals, Reports | Enablement or ICP focus if trend declines. |
| Outcome | Pipeline Velocity | Amount × Win Rate ÷ Sales Cycle Days | Deals with stage timestamps | Fund plays that remove the slowest stage. |
| Outcome | NRR | (Starting MRR + Expansion − Churn) ÷ Starting MRR | Payments/Subscriptions, Deals | Invest in onboarding/adoption where NRR lags. |
Tip: annotate dashboards when tests launch or offers change; tie KPI shifts to decisions, not just activity.
How to Operate a Loop Scorecard
Pick 1–2 KPIs per stage and one outcome KPI. Publish definitions, owners, and targets so decisions are objective. Guardrail vanity metrics—e.g., impressions—by pairing them with a quality metric (ICPs reached, consent rate). This keeps the loop focused on revenue impact rather than volume for volume’s sake.
Standardize math with Datasets and attribution settings. Protect owner/stage fields so CAC, velocity, and pipeline are trustworthy. Make experimentation lightweight: time-boxed tests with a single success metric and a pre-agreed “promote or retire” rule. The goal is cycle time—learn faster than competitors—and compound small lifts across the loop.
Run a monthly growth retro. Review KPI trends, highlight moments that shifted the curve, and commit to start/stop/scale actions. Close the loop by moving budget toward programs that improve win rate and velocity, not just clicks or leads.
Frequently Asked Questions
Turn KPIs Into Decisions—Not Dashboards
The Pedowitz Group builds your Loop Scorecard, cleans the data behind it, and implements a growth retro so every metric drives action.
Talk to a RevOps Strategist