What counts as a won deal or a customer?
Almost every conversion figure MarqIQ produces rests on one definition: which of your records reached the end. On five of your six possible tools MarqIQ copies the tool's own won flag rather than reading the words on your stages. Read this before you challenge a conversion rate, because a wrong verdict here moves every rate on the screen.
Where the won flag comes from
Each tool already holds a machine-readable answer to "is this deal won". MarqIQ reads that answer at sync time and stores one of three states on the deal: open, won or lost.
On five of the six it does not read the stage name to decide. A HubSpot custom pipeline stores its stages as ids, not words. Reading the stage name would leave every custom pipeline with no outcome at all. Zoho CRM is the exception, and the warning below says why.
| Tool | What MarqIQ reads | Won when |
|---|---|---|
| HubSpot | The deal's own hs_is_closed_won and hs_is_closed properties, falling back to the pipeline's stage definition where a portal does not expose them | The deal is flagged closed-won |
| Salesforce | IsWon and IsClosed on the Opportunity | IsWon is true |
| Pipedrive | The deal's status field | Status is won |
| Zoho CRM | The stage name — Zoho has no status column | The stage reads "Closed Won", or is exactly "Won" |
| Microsoft Dynamics | statecode on the Opportunity | statecode is 1 |
| Pardot | The opportunity status | Status is won |
Lost follows the same rule in each column. Anything that is neither won nor lost is open.
One exception, on the Data Audit tab
Where a deal carries no status at all — it synced before the flag was readable — the Data Audit tab falls back to looking for the word "won" or "lost" in the stage name. Pipeline health on the Executive Read has no such fallback, so the same deal counts as open there. Run a sync and both tabs read the flag properly.
Note
Open deals are neither a win nor a loss. Every win rate MarqIQ shows is counted on closed deals only, and prints the closed count beside it — "43 won of 118 closed".
Custom stage names
On five of the six tools you can call a stage whatever you like. "Signed", "Booked", "Paperwork in" all count as won, because the tool carries the flag separately from the name.
Zoho CRM is the exception
Zoho gives MarqIQ no status field, so the stage name is the only evidence there is. A Zoho stage called "Signed and paid" reads as open, not won. If your Zoho stages do not contain the words "Closed Won" or "Closed Lost", rename them in Zoho or your win rate will read low on every screen.
What makes somebody a customer
A deal is won. A person is a customer. They are different questions, and MarqIQ answers the second one in two ways, either of which is enough.
- Their lifecycle stage reads Customer or Evangelist.
- They are attached to a deal that was won.
Only HubSpot writes a lifecycle stage MarqIQ can read this way. Salesforce contacts carry no lifecycle field at all. Zoho and Dynamics write only whether the record is a lead or a contact. Pipedrive writes the person's label, and Pardot writes their grade. On those five tools, customer means "on a won deal", and nothing else.
Where both apply, MarqIQ tells you the split rather than leaving you to assume. The Lead scoring analysis writes it out: the lifecycle stage says Customer (1,240), or the person is on a won deal (318 more).
Three outcomes, and why one screen offers a choice
Marketing, sales and finance ask different questions of the same records, so the Lead scoring analysis lets you pick which outcome it judges against.
| Outcome | The question it answers | Counted among |
|---|---|---|
| Became a customer | Does a high score mean somebody becomes a customer? | Everybody read |
| Is on a sales deal | Does a high score mean sales opens a deal with them? | Everybody read |
| Is on a won deal | Among people whose deal has closed, does a high score mean it was won? | Only people whose deal has closed |
The third one deliberately leaves open deals out, because nobody knows yet how they end. All three count people, not deals — several people can sit on one won deal, so "is on a won deal" is not the number of deals you won.
Note
The first choice is worded from what you told MarqIQ about your business. A services workspace reads Became a client, a product-led one Became a paying customer. It is the same outcome under a different word.
Note
An outcome is offered only when at least 30 people reached it and at least 30 did not. Below that the difference between two groups is not large enough to measure, and MarqIQ says so instead of printing a figure.
If the verdict is wrong
MarqIQ has no setting that redefines which stage counts as won. Two definitions, one in your CRM and one here, would drift apart, and you would have two answers to the same question.
So a wrong verdict is wrong in your tool as well, and that is where to correct it — mark the stage closed-won in the pipeline settings, or rename the Zoho stage. Run a sync afterwards and every figure re-reads from the corrected records.
If it did not work
Win rate reads zero although you close deals every month
Why: Nothing in the store is marked won. On Zoho this is almost always stage names that do not contain "Closed Won". On the other tools it means the deals synced before the flags were readable.
Fix: Open Intelligence Studio, then Data Sources, then your tool, and read Pipeline health on the Executive Read tab. The win rate prints the closed count it rests on, so you can see whether nothing closed or nothing was recognised as closed.
MarqIQ counts fewer customers than your CRM dashboard
Why: Your dashboard is probably counting companies or accounts. MarqIQ counts people, and several people sit on one won deal.
Fix: Compare like with like: take the count MarqIQ prints beside the figure, which is always people, and filter your tool to contacts rather than accounts.
A person is marked a customer who has never bought anything
Why: Their lifecycle stage was set to Customer by hand or by a workflow, and MarqIQ reads the field as it finds it.
Fix: Open Field discipline on the Analysis screen. It names what changed the field on each record — a workflow, an import, an integration or a person.
Next steps
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