Conversion Mapping

  • Updated on Oct 7, 2026
  • Published on Oct 14, 2024
  • 3 minute(s) read
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Available with

Subscription to Data Studio module

Supported integrations

  • Salesforce

  • HubSpot

  • Segment

  • Mixpanel

  • Amplitude

What is the Conversion mapping

A conversion is the outcome your predictive scoring models learn to predict, for example a lead linked to an Opportunity that reaches Closed Won.

Use a conversion definition to:

  • define what a model trains against in Data Studio,

  • measure the performance of your model against it in the Predictions page.

Definitions

  • Closed Won and Open Opp are standard definitions used across the platform's reports. Whatever you train on, also check that your model predicts Closed Won.

  • SQO (Sales Qualified Opportunity) is an example of a custom definition. You can add as many custom definitions as you need. A common one is Closed Won above a set $ amount.

Choosing a definition

  • Train on the most exclusive definition your data allows, meaning the one furthest down the funnel. Work down this order:

  • Closed Won above a $ amount.

  • If that gives too little data, use a mid-funnel stage (probability 50%, 20%, and so on) above a $ amount.

  • If that is still too little, lower the amount.

  • If that is still too little, remove the amount.

You have enough data if the audience has at least 30 conversions per month.

Conditions for a conversion definition

  • Opportunity Type: Select the type the model should predict: New Business, Upsell, or Renewal?

  • Opportunity Amount: Which field indicates the opportunity amount? HG Insights tracks Closed Won amounts in its reports. Use them to check that the model predicts your revenue correctly.

  • Opportunity Probability: Build conditions on the probability field rather than the stage name. The model then catches every opportunity that reached a given stage or went beyond it. You can see how StageName maps to Probability in the Data page of the app.

Where to view the conversion definitions

How to create a conversion definition

Prerequisites

  • You are a HG Insights user with Architect and Admin permissions

  • HG Insights is pulling Opportunities from your CRM (Salesforce or HubSpot). HG uses the standard Salesforce Opportunity Type and Amount fields by default. If you track these in custom fields, you need to pull them in first. Follow these instructions.

  • in Admin Hub > Mapping > Conversion mapping

  • Click on + New conversion

  • (Recommended) Describe in plain english to the AI agent in the chat the conversion definition you want to create. The AI agent will search in your CRM how to best configure it

  • or configure manually

  • Select the source:

    • For Salesforce Opps or HubSpot Deals

    • Most commonly you will use the Opportunity type, probability and amount or a custom field of yours that has these information.

    • Select

      • Object (e.g. Opportunity)

      • Field (e.g. probability)

      • Condition (is, is not, is any of, is none of, contains...)

      • Value

      • Check 'Case insensitive' (allows to find the value regardless of upper/lower case)

      • Logic: Logic between the conditions (with OR or AND)

      + For Amplitude, Segment, Mixpanel

    • Select the event defining the conversion (e.g. subscription started, started_paid_plan, ….)
       

    • After reviewing, click Create conversion

    • The new conversion definition will show in the list of conversions with a status “Pending” until it gets processed (a few seconds), then gets the status “Live”. If you see a “Needs Attention” status it means the logic used matches 0 opportunities. Update the mapping: check the field name, value spelling, and case sensitivity.

How to edit a conversion definition

  • Go to Admin Hub > Mapping > Conversion mapping

  • Click on the Edit action in the list next to the conversion you want to edit.
     

  • (Recommended) Describe in plain english to the AI agent in the chat the changes you want to make. The AI agent will search in your CRM how to best configure it

  • Or change manually

  • When done, click on Save Changes. Your changes will process in a few seconds

FAQ

Is there a limit to the number of conversion definitions I can create?

No, you can create as many conversion definitions as you need.

Need help? Please send us a message to customersupport@hginsights.com

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