---
title: Closed loop funnel reporting for your startup
description: Closed-loop reporting is essential for startups as it helps identify where conversions fall short and whether marketing spend is providing returns.
---

[HubOps: Revenue Operations in the HubSpot ecosystem ](https://www.hubops.dk/blog)

# [Closed loop funnel reporting for your startup](https://www.hubops.dk/blog/closed-loop-funnel-reporting-for-your-startup)

 Written by [Nikita Smits-Jørgensen](https://www.hubops.dk/blog/author/nikita-smits-jørgensen) | May 24, 2023 9:25:49 AM

We want to delve deeper into what you should include in your reporting to make your inbound marketing funnel deliver. [Closed-loop reporting](https://www.hubops.dk/closed-loop-reporting-template?hsLang=en) is essential for startups as it helps identify where the conversion funnel falls short and whether marketing spend is providing returns.

What I usually find challenging when I sit down to build my reporting is that I get distracted. When trying to build a [clean overview of my funnel ](https://www.hubops.dk/blog/scaling-high-intent-conversions-its-going-to-take-time?hsLang=en)I see all the cracks and issues but the key here is to take note of those and leave them for what they are (for now!) and focus on reporting. 

### How to report on your funnel

To achieve effective closed-loop reporting, you need to follow the steps below:

#### Step 1: Set a SMART Goal.

Define a Specific, Measurable, Achievable, Relevant, and Time-based goal. For instance, you can set a goal to increase your customers tenfold, from six a week to 60 a week, by the close of the financial year.

#### Step 2: Decide on a Timeframe.

Determine the time span for measuring change. The timeframe should be closely tied to your goal.

#### Step 3: Measure Visits.

Use Google Analytics to measure the number of visits to your website during the timeframe you’ve set. Choose either sessions or users as a metric and stick with it.

#### Step 4: Measure Leads and Conversion.

Define what constitutes a lead for your startup and ensure marketing and sales are on the same page. Calculate the conversion rate from visit to lead and measure it over time.

#### Step 5: Measure Customers and Conversion.

Calculate the number of closed new customers in the timeframe and the conversion rate from lead to customer.

#### Step 6: Measure Total Sales Value.

Add up the total sales value from all customers closed in the timeframe.

#### Step 7: Measure Percentage Increase.

Calculate the percentage increase in total sales value based on the timeframes you are comparing.

### How about those customers?

A quick note about customer reporting. If you are currently not using a CRM system I can highly recommend [implementing the free HubSpot CRM ](https://www.hubops.dk/blog/how-to-set-up-with-the-hubspot-crm-in-5-steps?hsLang=en)and utilizing Lifecycle Stages in your Marketing setup to automatically report on your customers and track them across the funnel. 

### Get started with your closed loop reporting!

To get the entire team on board, make sure you include the numbers you want to achieve and by when. Closed-loop reporting works best when you measure change over time, so decide on a suitable timeframe. If you have past data, include it in your analysis to gain a better understanding of trends. By measuring and tracking these metrics, startups can identify areas for improvement, optimize marketing spend, and maximize the return on investment.

[View full post](https://www.hubops.dk/blog/closed-loop-funnel-reporting-for-your-startup)

```json
{
  "@context" : "http://schema.org",
  "@type" : "BlogPosting",
  "author" : {
    "@type" : "Person",
    "name" : "Nikita Smits-Jørgensen"
  },
  "dateModified" : "2023-05-24T09:25:49.009Z",
  "datePublished" : "2023-05-24T09:25:49Z",
  "headline" : "Closed loop funnel reporting for your startup",
  "image" : {
    "@type" : "ImageObject",
    "height" : 627,
    "url" : "https://281237.fs1.hubspotusercontent-na1.net/hubfs/281237/Screenshot%202023-05-24%20at%2011.22.52.png",
    "width" : 1263
  },
  "mainEntityOfPage" : "https://www.hubops.dk/blog/closed-loop-funnel-reporting-for-your-startup",
  "publisher" : {
    "@type" : "Organization",
    "logo" : {
      "@type" : "ImageObject",
      "height" : 60,
      "url" : "/hs/hsstatic/content_shared_assets/static-1.4092/img/default-amp-logo.png",
      "width" : 60
    },
    "name" : "HubOps: Revenue Operations in the HubSpot ecosystem"
  }
}
```