Channel Influence
Channel Influence helps you understand which channels are genuinely creating pipeline at the top of the funnel. Every converting journey is tied back to its original acquisition source, giving you a clearer view of which marketing investments are consistently bringing in commercially valuable buyers.
How pipeline value is assigned to channels
First-touch attribution · Identified by UTM source / medium
Pipeline Filter Toggle
At the top of the view, the same three-way toggle from Page Influence applies here. The KPI strip and donut chart update to reflect whichever lens you’re looking through.
Total pipeline influenced
?£284,000
Avg pipeline value
?£1,931
Most active channel
?Organic Search
89 journeys · 51% share
Channel concentration
?46%
from Organic Search · healthy
When to Use Each Filter
- All Pipeline: Shows total marketing-influenced pipeline by channel. Use this for weekly performance reviews and to understand which channels are driving top-of-funnel activity.
- Qualified Pipeline: Filters to SQL, Opportunity, and Closed Won contacts. Shows which channels generate pipeline that survives MQL and reaches sales conversation.
- Closed Revenue: Filters to Closed Won contacts only. Use this to defend budget and prioritise channel investment.
Donut Chart & Channel Breakdown
The left panel shows a donut chart of pipeline share across your top channels. Hover any segment to see the channel name, total value, percentage share, and journey count.
The right panel is the channel breakdown table, which lists every channel with its pipeline share bar, conversion volume, total value, and average pipeline value per journey.
All Pipeline by Channel
Channel Breakdown
The Channel Filter Pills above the table let you narrow to a specific medium category: Organic, Paid, Social, Direct, Referral, or Email. Each pill shows a count of how many channels fall into that category. Selecting one filters both the table and the donut simultaneously.
The Value / Velocity toggle in the table header switches the third column. In Value mode you see total pipeline and average deal size. In Velocity mode the third column shows average days from first touch to conversion, giving you a read on how fast-moving each channel’s buyers are.
Velocity View
Velocity view shows you how long it takes a channel’s buyers to convert. Switch the toggle in the channel breakdown header to Velocity to replace total value with average days from first touch to conversion.
Fast velocity paired with a low average deal value usually points to direct-response behaviour, the buyer already knows what they’re looking for and converts quickly. Slower velocity alongside higher deal values tends to indicate a more considered, research-led journey, where the channel plays a bigger role in educating and building confidence over time.
Social in this example reflects that pattern clearly: longer journeys, but higher-value deals.
Expanding a Channel: Contact-Level Breakdown
Click any channel row to expand it and see the individual contacts who converted via that channel. Each contact card shows their name, company if resolved via HubSpot, and total pipeline value.
In Value mode you see each contact’s conversion events grouped. In Velocity mode you see first touch date, conversion or close date, and duration in days.
CONTACTS WHO CONVERTED VIA ORGANIC SEARCH · 89 JOURNEYS
Marcus Webb
Montara Labs
Elena Vasquez
Stride Capital
Priya Nair
Luma Health
If a contact triggered multiple conversion events via the same channel, each event is shown as a separate line in the expanded card with its individual date and value. The total in the top-right of the card is the sum of all their events.
In Qualified Pipeline mode, the expanded rows show the contact’s qualification date and HubSpot stage. In Closed Revenue mode, rows show first touch date, close date, and days to close.
Date Range and Comparison Mode
The toolbar offers quick-select ranges (2, 7, 28 days) and a More menu for longer windows (3, 6, 12 months) plus custom date ranges. All data: KPI strip, donut chart, and channel table, updates simultaneously.
When comparison mode is active, the table adds columns showing previous period volume and total value, plus difference badges (↑ green for growth, ↓ red for decline). This makes it immediately visible which channels are growing or shrinking in influence.
| Channel | Vol Curr | Vol Prev | Vol Δ | Value Curr | Value Prev | Value Δ |
|---|---|---|---|---|---|---|
| Organic Search | 89 | 67 | ↑ 33% | £145,000 | £109,000 | +33% |
| Paid Search | 42 | 51 | ↓ 9% | £66,000 | £80,000 | -18% |
| Social | 21 | 14 | ↑ 50% | £43,000 | £28,000 | +54% |
A channel with no data in the previous period shows a dash in previous period columns and no difference badge. Channels new to the current period have no badge. The KPI strip also updates in comparison mode to show current vs previous period values for the primary metric, with a directional badge.
Date Ranges in Closed Revenue Mode
In Closed Revenue Mode, attribution is tied to when the buyer converted, rather than when revenue was officially closed. As a result, deals closed today may still fall outside your reporting window. See Page Influence for a full breakdown of how conversion-based date filtering works.
Export
In Channel Influence view, the export includes:
- Channel Performance Sheet: Every channel with its share percentage, volume (journeys/contacts/deals), total value, average value, and velocity data (days to convert)
- Conversion Events Sheet: Breakdown of conversion events by channel with event counts and total attributed values
- Contact/Deal List Sheet: Individual contact or deal details including name, company, value, channel, and days to qualify/close (when Qualified Pipeline or Closed Revenue view is active)