HockeyStack
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  • Getting Started
    • 👋Welcome to the Docs!
    • Product Onboarding
    • HockeyStack Implementation Scope: Reporting Product
  • Release Notes
    • May 5, 2025
    • April 21, 2025
    • April 14, 2025
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    • March 6, 2025
    • February 28, 2025
    • February 17, 2025
  • Guides
    • ❓FAQ
      • Merging in HockeyStack
      • Why has my data changed?
      • Viewing form submissions by page
      • A touchpoint's influence on conversion rates
      • Average number of touchpoints
      • Self-reported attribution
      • Trend of Engagement Score
      • How do I see which individuals / companies are included in a metric?
      • What touchpoints get credit in attribution?
      • What object/integration is this field pulling from?
      • What is "Source"?
      • What is "UTM Source"?
      • What is "UTM Medium"?
      • What is an Action?
      • How can I add Salesforce Task object into Defined Properties?
      • How can I track offline events in HubSpot?
      • How can I use LinkedIn Impressions and Engagements in my reports?
      • Measuring sales and marketing penetration in an account list
      • Measuring number of engaged contacts per company
      • Offline conversions for ad platforms
      • Tracking progression on targets
      • Building a Campaign / Asset Grouping property
      • Percentage of high quality job titles by Channel
      • Measuring conversion rates
      • Building a goal that shows open opportunities
      • Number report: Funnel stages influenced by different types of marketing touchpoints
      • Best Practices for Lifecycle Tracking in Salesforce / HubSpot
      • Adding HubSpot form fills to defined properties
      • Does HockeyStack website pixel track US States?
      • Measuring Time Between Two Goals in HockeyStack
      • What is the HubSpot "email bounces" action?
      • Hiding Fields from your CRM in HockeyStack
      • How long does it take for a relation mapping to be ready to use?
      • Can I integrate multiple LinkedIn ads accounts?
      • Can I use Zapier for integrations with HockeyStack?
      • I created a new field in Salesforce (SFDC), but I don’t see it in HockeyStack. What should I do?
      • Using two similar fields in one breakdown
      • Why can't I map back to property?
      • GA4 vs. HockeyStack Website Data Tracking
      • How does HockeyStack deduplicate accounts?
      • How do Table Totals Work: Campaign vs Campaign Group?
      • Can I create one field that calculates the total ad spend + SFDC campaign spend?
      • HubSpot: Can I filter a goal on X object by Y object fields?
      • LinkedIn Impressions: Different Ways of Measuring
      • How to define Engaged Accounts and Engaged People?
      • Building a Campaign Grouping property
    • 🖥️Dashboard Building Guides
      • Business Overview Dashboard
      • CMO Dashboard
      • Website Analytics Dashboard
      • Paid Ads Dashboard
      • Google Ads Dashboard
      • LinkedIn Ads Dashboard
      • In-Person Events
      • ABM Live-Demo
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      • Dashboards from Labs Reports
        • LinkedIn Ads Benchmarks
        • Google Ads Benchmarks
        • Q1 2024 Recap
        • G2 Impact 2024 Report
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  • Documentation
    • The HockeyStack Data Model
    • 🎯Goals
      • Funnel Stages Goals
      • Form Fill Goals
      • Page View Goals
      • Click Goals
      • Finding Out a Button's CSS Selector
      • Goals on the Task Object
      • Building an All Touchpoints (Channel) Goal
    • Defined Properties
    • Track Date Properties
    • 📊Reports
      • Building a Basic Report
      • Journeys Use Cases
      • Customer Touchpoint Hierarchy
      • Sequences
      • Lift Reports
      • Lift Analysis vs. Multi-Touch Attribution
      • Types of report filters and when to use them
      • Attribution Models
      • Attribution Lookback
      • Defining Custom Attribution Weights
      • Importing a Google Sheet to use as a Goal Column
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      • When to use AND vs. OR logic?
      • Using Regex
    • 🌠Journeys
      • Syncing journeys to CRM and Slack
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    • Funnels
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    • ⚙️Settings
      • Account Reset Guide
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      • Data Categorization in HockeyStack
      • Team Sharing
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      • Excluding Users
      • Reporting Configuration
      • Multi-Factor Authentication
    • Advanced Data Connections
      • Account List Import
      • Property Relation Mappings
      • Sync Spend
      • Syncing spend from offline channels and campaigns
    • 🔃Audience Syncs
    • Send View updates to Webhooks
    • Odin AI
      • HockeyStack AI: Security, Privacy, and Responsible Use
  • DataSyncs
    • Connecting your Warehouse
      • Authenticate Snowflake
      • Authenticate Google Sheets
      • Authenticate BigQuery
      • Authenticate S3
        • Use an S3 User
        • Use an IAM Role
    • Configure a DataSync Import
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      • Data Export Schema
        • Raw Actions Export Schema
  • Integrations
    • Website Tracker
      • Google Tag Manager
      • WordPress
      • React
      • Troubleshooting
      • Reverting to Cookie-Based Tracking
      • Identifying Users
      • Tracking Custom Goals
    • Ad Platforms
      • LinkedIn Ads
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    • Analytics & Data Warehouse
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      • Amazon Redshift
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    • CRMs
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        • Properties Pulled from Salesforce
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        • HubSpot Pulled Objects List
    • SSO
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      • Google Workspace
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      • Qualified
      • 6sense
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        • How to Find Your Marketo Account Details
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      • Calendly
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      • Customer.io
  • Setting up your Data for import
    • Import Custom Actions
    • Import Website Actions
    • Import Properties
    • Import Metadata
  • Technical Details
    • ↖️Website Tracking
      • How Website Tracking Works
      • Cookieless Tracking
      • Bot Traffic
      • Privacy Policy
      • GDPR Compliance
    • ⚙️Data Processing from Integrations
    • 🧮Data Cleaning
  • Account Intelligence
    • ☕Getting Started
      • HockeyStack Implementation Scope: Account Intelligence Product
      • Salesforce
        • Salesforce Permissions
        • Salesforce iFrame Installation
        • Salesforce Sync Fields
    • 🏗️Workflows
      • Creating a Workflow
      • List of Workflows
      • Starter Workflow
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      • Nodes
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    • 👀Views
      • Create a New View
    • 🔢Scoring
      • Data
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  1. Guides
  2. FAQ

Best Practices for Lifecycle Tracking in Salesforce / HubSpot

CRMs have default ways to track lifecycle, but these defaults were created many years ago when the journey was less complex. Nowadays, it is impossible for an enterprise to actually use the default lifecycle tracking in CRMs.

So far at HockeyStack we have seen every type of lifecycle tracking in existence and where they fall short and where they shine.

Common problems / questions:

  • Lead object and Contact object does not tie together, how do I manage this?

  • Lead object and Opportunity object does not tie together, how do I manage this?

  • What if I want to re-MQL a Lead/Contact?

    • I use CampaignMembers but I can't really enroll a single Lead to the same campaign twice

  • Can we just use Opportunity stage change dates for our lifecycle tracking?

  • I have leads and contacts that refer to the same person, how can I count them only once?

These are only the most common questions, but there are actually hundreds of more questions that come up about lifecycle tracking when we work with our customers.

While finding answers to these questions, we keep going back to a very specific way of tracking the lifecycle: using custom objects.

The recommended best practice for lifecycle tracking, which solves all of the above questions and more, is by creating a custom object where each lifecycle change is a new record.

To set up:

  1. Create a model of what each lifecycle stage is

    1. Use a minimal number of stages. e.g. Do not dump every single opportunity stage as a lifecycle stage.

    2. Do not have parallel stages. e.g. Inbound Demo and SDR Demo Booked refer to the same stage if they are mutually exclusive and happen between the same two stages. The Inbound vs SDR distinction can be made separately in the custom object.

    3. If you have separate funnels (like a separate Post-Sales funnel and a New Business funnel), mark them separately

  2. Create the lifecycle object

    1. The object should have relations to Opportunity, Account, Lead, and Contact.

    2. The object should have a stage change date field

    3. It should have a field called LeadOrContactId which is a relation to either Contact if that exists, or Lead if Contact does not exist

  3. For each lifecycle stage, create a Flow to create new record in the custom object once a stage change occurs

    1. If the stage change goes back stages rather than moving forward, delete or mark invalid the stages that were reversed.

  4. If a Lead is converted to a Contact, or a Contact exists with the same email as the Lead, the Contact record must be stamped as a relation for all of the lifecycle records connected to that Lead

  5. Duplicate Leads and Contacts must be eliminated (e.g. there can be no two Contacts that have the same email address)

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Last updated 2 months ago

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