Bookings and leads
Conversions that are not purchases: Maison Velours lead forms. Amounts in EUR, compared with the previous period. Sample data.
Luxury home textiles and fragrance · FR, DE, NL, UK, US · Stack: Shopify Plus, Amazon, bol, Klaviyo, Impact, Meta, Google Ads, Pinterest, Amazon Ads, Recharge, Okendo, GA4
Lead form funnel
From form view to won deal. Newsletter signups are listed but are not counted as leads.
Source: HubSpot Forms API /form-integrations/v1/submissions/forms/{formGuid}: submittedAt, values[], pageUrl · Analytics v2 (legacy): submissions, marketingQualifiedLeads, salesQualifiedLeads, opportunities, customers [?] · CRM v3 deals: dealstage, amount, closedate · views, starts and abandonment: GA4 form_view / form_start events (assumption; not available from the HubSpot forms API, HubSpot Analytics rawViews [?])
BK1Form views
Down3.1%699
23 per day
BK2Form starts
Down1.2%163
23% of views start
BK3Submissions
Down2.7%107
15.3% of views
BK4Completion rate
Down1.5%65.6%
56 abandoned
BK5Qualified leads (MQL)
Up1.9%53
50% of submissions
BK6Sales qualified (SQL)
Up7.7%28
53% of MQL
BK7Deals created
Up4.8%22
79% of SQL
BK8Deals won
Up12.5%9
10 lost
BK9Win rate
Up12.5%47%
9 of 19 closed
BK10Pipeline value
Up34.5%€154,911
Weighted €84,091 (39% vs prev)
BK11Won revenue
Up38.7%€42,840
€1,428 per day
BK12Avg. deal size
Up23.3%€4,760
9 deals
BK13Time to close
Down3.1%26 days
Weighted by deals won
BK14Cost per lead (paid)
Up50.4%€106
Blended €34 over all leads
BK15Forms over time
Per day
BK16Previous period
Total submissions, same length
BK17Per form
Click a column header to sort. Newsletter signups are not leads and are left out of the total.
Source: HubSpot /marketing/v3/forms · submissions per formGuid · deals via associations · views, starts: GA4 events (assumption) for HubSpot forms
Newsletter signup Klaviyo form Not a lead | 2,765 | - |
Wholesale enquiry HubSpot form · views/starts: GA4 (assumption) | 44 | €18,507 |
Trade account application HubSpot form · views/starts: GA4 (assumption) | 41 | €16,565 |
Corporate gifting HubSpot form · views/starts: GA4 (assumption) | 22 | €7,768 |
| Lead forms total | 107 | €42,840 |
BK18Lead source attribution
Original source of the contact (first touch)
Source: HubSpot contact/deal hs_analytics_source (+ hs_analytics_source_data_1/2); internal enum strings such as ORGANIC_SEARCH [onzeker]
Leads
Organic search
Paid search
Paid social
Email marketing
Referrals
Direct traffic
Organic social
Offline sources
Other campaigns
AI referrals
26
18
16
15
9
9
7
3
2
2
BK19Source detail
Click a column header to sort. Attribution is first touch; revenue follows the deals won.
Organic search | 26 | €10,236 |
Paid search Google Ads | 18 | €5,754 |
Paid social Meta lead ads | 16 | €3,633 |
Email marketing Newsletter campaign | 15 | €7,756 |
Referrals Partner and press sites | 9 | €5,826 |
Direct traffic Typed or bookmarked | 9 | €3,659 |
Organic social | 7 | €1,985 |
Offline sources Trade show import | 3 | €2,636 |
Other campaigns Tagged UTM | 2 | €621 |
AI referrals chatgpt.com, perplexity.ai | 2 | €734 |
BK20Lifecycle funnel
Contacts created in the period and the stage they reached
Source: HubSpot contact lifecyclestage: subscriber, lead, marketingqualifiedlead, salesqualifiedlead, opportunity, customer · hs_lifecyclestage_*_date
- Subscribersubscriber2,872
- Leadlead2739.5% of previous
- Marketing qualified leadmarketingqualifiedlead5319.4% of previous
- Sales qualified leadsalesqualifiedlead2852.8% of previous
- Opportunityopportunity2278.6% of previous
- Customercustomer940.9% of previous
Subscribers include newsletter signups; the lifecycle API only moves forward, so a contact counts once per stage reached.
BK21Deal pipeline by stage
Pipeline of leads created in the last 30 days, plus deals closed in that period
Source: HubSpot CRM v3 deals: dealstage (internal id, label via /crm/v3/pipelines/deals), amount, closedate, hs_projected_amount; default stage ids and probabilities [onzeker]
Open deals
34
Open in the period
Open amount
€154,911
Weighted
€84,091
amount x stage probability
Won in period
€42,840
9 won, 10 lost
| Stage | Deals | Amount | Weighted |
|---|---|---|---|
Appointment scheduled appointmentscheduled | 10 | €37,384 | €7,477 |
Qualified to buy qualifiedtobuy | 8 | €35,515 | €14,206 |
Presentation scheduled presentationscheduled | 6 | €29,440 | €17,664 |
Decision maker bought-in decisionmakerboughtin | 5 | €25,702 | €20,562 |
Contract sent contractsent | 5 | €26,870 | €24,183 |
| Closed won Won | 9 | €42,840 | €42,840 |
| Closed lost Lost | 10 | €42,120 | €0 |
BK22Calendly appointments
Booked calls and visits, with no-shows and where they came from
No Calendly connected
Maison Velours does not use Calendly. Only Atelier Linen Co. books calls and showroom visits that way.
BK23Form field drop-off
Where visitors leave a form, per question
No field-level drop-off
Maison Velours uses HubSpot forms, which only expose submissions, not per-field abandonment. Typeform (Fleur de Sel Paris, Hôtel Lumière) does.
BK24Recent leads
Latest contact records from lead forms in the last 30 days. Click a column header to sort.
Source: HubSpot contacts: createdate, lifecyclestage, hs_analytics_source · deals: dealstage, amount (CRM v3 associations)
| Lifecycle | |||
|---|---|---|---|
| 4 Oct | Camille Albrecht NL Brandt Hospitality Supply · gifting-q4 | MQL | - |
| 4 Oct | Charlotte Albrecht CH Kast Concept Store · brand-search | Lead | - |
| 3 Oct | Henrik Keller LU Brandt Hospitality Supply · partner-feature | Opportunity | €3,900 |
| 2 Oct | Lukas Delacroix AE Brandt Hospitality Supply · events-launch | MQL | - |
| 2 Oct | Julien Albrecht CH Maison Girard Boutique · gifting-q4 | Customer | €3,100 |
| 2 Oct | Sophie Lindqvist IT Kast Concept Store · newsletter-oct | Opportunity | €6,750 |
| 30 Sep | Ines Marchetti AE Linden Lane Living · gifting-q4 | MQL | - |
| 29 Sep | Pieter Bakker BE Kast Concept Store · gifting-q4 | SQL | - |
| 29 Sep | Marten Lambert DE Kast Concept Store · spring-wholesale | Customer | €9,500 |
| 28 Sep | Anouk Moreau UK Brandt Hospitality Supply · brand-search | Customer | €1,750 |
BK58Conversion type comparison
Maison Velours: purchase, lead form side by side. Values are first-party, not platform-reported.
Source: Calibrated on the Revenue page (conversion counts, values, spend, sessions) · Lead form: HubSpot deal amount (Typeform submissions without CRM) · Room booking: Mews · Table reservation: SevenRooms · CPA = ad spend / conversions
Value
| Type | Conversions | Value | CPA |
|---|---|---|---|
Purchase Net revenue minus lead-form revenue (all webshop, marketplace, affiliate and subscription orders) | 3,236 Up14.4% | €402,038 | €30.98 |
Lead form Revenue from won deals (HubSpot amount) | 107 Down2.7% | €42,840 | €33.60 |
- Purchase conv. rate = orders / sessions
- Lead form conv. rate = leads / lead-form sessions
90% of conversion value
10% of conversion value