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Your HubSpot demand gen dashboard, every program measured to pipeline.

Lead volume, MQLs, SQLs, cost per acquisition, and pipeline contribution modeled from HubSpot Contacts, Forms, and Workflows, reconciled with Google Ads for spend and Stripe for revenue attribution.

See how to build one in Definite
What’s in a hubspot demand generation dashboard?

What’s in a hubspot demand generation dashboard?

A HubSpot demand gen dashboard is the single governed view of how marketing programs recorded in HubSpot turn into pipeline: how many Contacts each Form and Workflow generates, how they qualify through lifecycle stages, what each acquisition costs when reconciled with ad spend, and how much pipeline results. The version worth investing on joins HubSpot Contacts and Deals with ad platforms and billing, so demand gen is measured by the pipeline it creates.

HubSpot tracks Contacts, lifecycle stages, and Workflows. But pipeline lives in Deals, ad spend lives in Google Ads, and revenue lives in Stripe. When those sources stay siloed, demand gen programs are measured by the MQLs HubSpot reports, not the pipeline they actually produce. This dashboard closes the gap.

Who it’s forHeads of demand gen, marketing leaders, and RevOps who run their lead-to-pipeline motion in HubSpot.

CadenceRefreshed daily; reviewed in the weekly demand gen review and at budget planning.

Built fromHubspot, Google Ads, Quickbooks, Stripe

§ How it works

Describe your dashboard. Fi builds it.

Fi is the AI agent inside Definite. Tell it what you’re trying to understand, and it connects your sources, defines the metrics, and builds the dashboard. One conversation, not a project.

You
Show me demand gen performance from our HubSpot instance — lead volume from Forms, MQL-to-SQL conversion through Workflows, cost per acquisition, and how much pipeline each program is creating.
✦ Fi
Here's your hubspot demand generation dashboard, on your Hubspot, Google Ads, Quickbooks and Stripe data.
Here’s what’s in it

The top row leads with the 4 numbers that matter most: Lead volume, MQLs, CAC, SQLs. Each shows a delta versus the prior period so you can see direction at a glance. Below that, 2 trend charts (Lead volume over time, CAC trend) show how the headline numbers have moved over time. A breakdown (MQLs by channel) splits the metric by dimension so you can see what's driving the total. A detail table (Demand gen efficiency) rounds it out with the secondary metrics and their deltas. Every number is computed from the exact formulas shown in the metric table below. Composites are derived from their components, not pasted in, so the KPI tiles, breakdowns, and totals all reconcile to each other.

Illustrative data

Lead volume

5.6K▲ 2.0%
Data ▾
PeriodLead Volume
Jan3.5K
Feb4.1K
Mar3.4K
Apr4.2K
May3.7K
Jun3.9K
Jul4.4K
Aug4.0K
Sep3.8K
Oct4.9K
Nov5.5K
Dec5.6K

MQLs

2.2K▼ 19.5%
Data ▾
PeriodMQLs
Jan1.6K
Feb1.7K
Mar1.4K
Apr1.7K
May1.9K
Jun1.6K
Jul2.2K
Aug2.4K
Sep2.0K
Oct2.3K
Nov2.7K
Dec2.2K

CAC

$2K▼ 29.1%
Data ▾
PeriodCAC
Jan$2K
Feb$3K
Mar$2K
Apr$2K
May$2K
Jun$3K
Jul$2K
Aug$2K
Sep$2K
Oct$2K
Nov$3K
Dec$2K

SQLs

807▲ 6.3%
Data ▾
PeriodSQLs
Jan295
Feb320
Mar441
Apr415
May411
Jun610
Jul582
Aug603
Sep643
Oct721
Nov759
Dec807

Lead volume over time

3,000 3,500 4,000 4,500 5,000 5,500 6,000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Data ▾
PeriodLead Volume
Jan3.5K
Feb4.1K
Mar3.4K
Apr4.2K
May3.7K
Jun3.9K
Jul4.4K
Aug4.0K
Sep3.8K
Oct4.9K
Nov5.5K
Dec5.6K

MQLs by channel

Paid Search Paid Social Organic Email Referral 0 100 200 300 400 500 600 700
Data ▾
ChannelMQLs
Paid Search380
Paid Social701
Organic395
Email352
Referral382

CAC trend

1,800 2,000 2,200 2,400 2,600 2,800 3,000 3,200 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Data ▾
PeriodCAC
Jan$2K
Feb$3K
Mar$2K
Apr$2K
May$2K
Jun$3K
Jul$2K
Aug$2K
Sep$2K
Oct$2K
Nov$3K
Dec$2K

Demand gen efficiency

MQL → SQL Rate36.5%▲ 32.1%
SQL → Close Rate12.5%▲ 10.0%
Ad Spend$271K▼ 5.5%
✦ Fi
Anything else I can do for you?
You
Which HubSpot Workflow produces the most pipeline per dollar?Show me MQL-to-SQL conversion by Contact List over the last quarter.Why did pipeline contribution drop last month when HubSpot lead volume was up?Trace this month's pipeline back to the HubSpot Forms that generated the Contacts.Break pipeline contribution by HubSpot Marketing Email Campaign.What would pipeline look like if I doubled spend on the top-performing Form source?Break pipeline contribution by HubSpot Workflow to see which automation programs create the most pipeline.Add CAC trend by Form source over six months.Show me lead volume from HubSpot Forms alongside pipeline contribution by channel.
  • Which HubSpot Workflow produces the most pipeline per dollar?
  • Show me MQL-to-SQL conversion by Contact List over the last quarter.
  • Why did pipeline contribution drop last month when HubSpot lead volume was up?
  • Trace this month's pipeline back to the HubSpot Forms that generated the Contacts.
  • Break pipeline contribution by HubSpot Marketing Email Campaign.
  • What would pipeline look like if I doubled spend on the top-performing Form source?
  • Break pipeline contribution by HubSpot Workflow to see which automation programs create the most pipeline.
  • Add CAC trend by Form source over six months.
  • Show me lead volume from HubSpot Forms alongside pipeline contribution by channel.
First version in a dayFree to start, flat pricingNo infrastructure to set up
§ Why the numbers tie out

Every metric traces back to your systems

This is the part a BI tool can’t fake. Each metric is defined once, in your warehouse, from a specific object in a specific source. Change the definition in one place and every tile, report, and answer moves with it. So the number on the screen is the number in the source.

Hubspot
◆ ContactLead VolumeMQLsMQL → SQL Rate
◆ DealSQLsMQL → SQL RateSQL → Close Rate
Google Ads
◆ CampaignCACAd Spend
◆ AccountCAC
◆ Ad GroupAd Spend
◆ Ad (Creative)Ad Spend
Quickbooks
◆ General LedgerCAC
Stripe
◆ CustomerCAC
MetricWhat it measuresHow it's calculatedSources
CACWhat it costs in sales and marketing to win one new customer.S&M Spend ÷ New CustomersGoogle Ads, Quickbooks, Stripe
MQL → SQL RateThe share of marketing-qualified leads that sales accepts as qualified, the handoff health check between the two teams.SQLs ÷ MQLsHubspot
SQL → Close Rate—Won Deals ÷ SQLsHubspot
§ Then do something about it

Have our agent watch for you

A hubspot demand generation dashboard tells you what happened, and Fi tells you why. The last step is not having to remember to check. Point Definite at the one number you can’t afford to miss, and it watches that number for you off the same definitions as your dashboard. When it moves, you hear about it before the next review instead of during it. One metric, one action, always reversible.

Autonomous agent · watch churn
Watch
A metric you choose
net revenue churn
→
Judge
One condition
> 5% week-over-week
→
Act
One action
alert #revenue + open doc
◄──── then waits · cooldown 24h before it can act again ────
Scoped to a single metric and a single action. You arm it; you can disarm it anytime.
§ The data that powers it

Built from whatever you already run on

Connect the systems you already use. Any source of these types works, and you don’t move data into a warehouse, because Definite is the warehouse.

No warehouse to stand up or connect. See how the platform models your data →

§ Get started

Build your hubspot demand generation dashboard

From signup to a working dashboard in one sitting. No data team required.

01

Sign up

Free to start. No credit card, no infrastructure to set up.

Create your account →
02

Connect your sources

Stripe, your CRM, accounting. Definite syncs and models them automatically.

03

Decide your metrics

Pick the numbers that matter or let Fi propose them from your data. Every metric gets one definition, governed in one place.

04

Ask Fi to build it

Describe what you need in plain language. Fi builds the dashboard, and you refine by asking follow-ups.

§ FAQ

Common questions

HubSpot counts MQLs by lifecycle-stage change date and attributes leads to the most recent Form or Workflow. This dashboard reconciles those lifecycle events with pipeline Deals and ad spend, so a Contact traces from the Form that captured it through to the pipeline it created — even when HubSpot and the pipeline disagree on timing.
HubSpot for Contacts, Forms, Workflows, and Deals; Google Ads for paid program spend; and optionally Quickbooks and Stripe for cost and revenue reconciliation. Definite syncs and models all stages.
It is a live ECharts dashboard running on a deterministic synthetic dataset, labeled illustrative. CAC is computed from S&M spend over new customers, MQL-to-SQL from the formula in the metric table. Connect your HubSpot instance and Fi builds the same view from your data.
Tell Fi what you need, the way the prompt above reads. Fi connects your HubSpot, Google Ads, and billing systems, proposes the demand gen metrics, and you refine by asking follow-ups. The first version measures every program to pipeline without a spreadsheet.
Yes. Add Marketing Email Campaign as a program dimension and Fi will attribute Contacts to the email that converted them, then trace those Contacts through to pipeline — so email nurture programs are measured the same way as paid and inbound.

Your answer engine
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