---
title: "Mapping HubSpot deal stages into Cometly events | Cometly Academy"
description: "HubSpot deal stages are where pipeline lives, but they only become marketing-actionable once they’re mapped to Cometly events. This playbook walks through wiring each stage in HubSpot to a Cometly event so deal progression flows back into your reports — and back to the ad platforms via the Conversion API."
source: "https://www.cometly.com/academy/mapping-hubspot-deal-stages"
---

# Mapping HubSpot deal stages into Cometly events

MQL, SQL, Demo, Closed-Won — wired in HubSpot, surfaced in Cometly.

- Module 02: Sales-Led Growth Reports
- Lesson: 2.3
- Track: SLG
- Format: Setup
- Read time: 12 min

HubSpot deal stages are where pipeline lives, but they only become marketing-actionable once they’re mapped to Cometly events. This playbook walks through wiring each stage in HubSpot to a Cometly event so deal progression flows back into your reports — and back to the ad platforms via the Conversion API.

## Key takeaways

- Create a Cometly event for each meaningful stage (MQL, SQL, Demo, Opp, Closed-Won)
- Use 'Deal Stage Updated' as the trigger from the HubSpot integration
- Map deal amount as gross revenue on Closed-Won so ROAS calculates correctly
- Avoid double-counting by filtering Lead events out of MQL reports
- Use Deal pipeline filters when you have separate sales motions (e.g. SMB vs. Enterprise)

Wiring HubSpot deal stages into Cometly events is the single most important setup step for SLG customers. Every report in module 02 depends on this mapping being correct — and getting it right takes about 30 minutes if you follow the right pattern.

## Why it matters

If your MQL event fires on every form fill, it’s the same as your Lead event — and your Pipeline Stages by Source report becomes useless. The whole point of an MQL is to mark a contact who’s actually marketing-qualified, which is a deal-stage transition in HubSpot, not a form action.

## The standard mapping

Most B2B SaaS teams end up with the same six events mapped from HubSpot: Lead (form fill on the marketing site), MQL (lifecycle stage change), SQL (lifecycle stage change), Demo Booked (Calendly or Chili Piper webhook), Opportunity (deal pipeline stage), and Closed-Won (deal pipeline stage with deal amount).

Each event uses 'Deal Stage Updated' or 'Lifecycle Stage Updated' as the trigger inside Cometly’s HubSpot integration. The trigger fires when a contact or deal moves into the matching stage — once per contact, not per form fill.

- Lead — Form Submission trigger, on the contact
- MQL — Lifecycle Stage Updated → MQL
- SQL — Lifecycle Stage Updated → SQL
- Demo Booked — Webhook from Calendly or Contact Property change
- Opportunity — Deal Stage Updated → 'Opportunity' (or your stage name)
- Closed-Won — Deal Stage Updated → 'Closed Won' with Amount mapped to gross revenue

## Edge cases

If you run multiple deal pipelines (SMB, Mid-Market, Enterprise), filter each event to a specific pipeline so the numbers don’t collide. If you use a custom MQL definition (e.g. 'downloaded a product-specific brochure OR booked a demo'), build that logic in HubSpot as a workflow that updates the lifecycle stage, then have Cometly listen on the lifecycle stage change.

Resist the urge to fire MQL on the form submission itself. The whole reason you have a lifecycle stage transition is to filter out junk leads. Letting MQL fire on every form makes the entire downstream funnel meaningless.

## Common pitfalls

### Firing MQL on every form fill

MQL becomes Lead with a different name. Use the lifecycle stage transition, not the form action.

### Forgetting to map deal amount on Closed-Won

Without an amount, ROAS calculates as zero. Always map the HubSpot Amount property to gross revenue.

### Mixing pipelines in a single event

If SMB and Enterprise deals share an event, your CAC averages will be meaningless. Filter by pipeline.

### Skipping a back-test

Run the new mapping against the last 30–60 days of HubSpot data and reconcile to within 95% of HubSpot’s own reports before trusting it.