Using the HubSpot Recent Conversion Contact Field

Using the HubSpot Recent Conversion field

HubSpot has a nice contact field that keeps track of the most recent conversion event for a contact. This can be especially helpful if you numerous lead magnets on your site and are interested in seeing what a lead has engaged with most recently.

Perhaps you’ve seen it in your Contact Listing page:

HubSpot Contacts Listing

If you don’t see it in your view, it’s easy to add using the Columns manager (top right of your listing):

HubSpot Contacts Listing Columns

It’s an inbuilt HubSpot Contact field in the Conversion Information group:

HubSpot Contact Properties

The field’s internal name is: recent_conversion_event_name and it is defined in the KB as: “The last landing page and form the contact submitted”

It’s also available for displaying on individual Contact screens:

HubSpot Contact Properties

One way it is especially useful is in internal email notifications.

Consider a typical workflow for notifying staff (Eg sales or marketing teams) about a new lead:

HubSpot Internal Email Notification Workflow

When implementing the Internal Form Notification email, you can simply add the Recent Conversion field in the body of the email:

HubSpot Internal Email Notification Setup

Or when editing it looks like this:

HubSpot Internal Email editing

And then when you or your team receive the email notification it will look something like this:

HubSpot Internal Email Notification

This can often be useful for Sales teams if they are getting these notifications – a quick glance can tell them if they need to act straight away eg if a Contact filled out a Demo request or a Pricing request it might warrant an immediate response by a sales person.

It’s also useful for sales teams when they see their existing leads and customers take an action – even if it doesn’t require follow up, just having a sense of what they’ve downloaded keeps them informed, without the need to link through to the contact’s record.

Craig Bailey

Craig is the Founder and Technical Director at XEN Systems. He’s been involved in IT, web development and digital marketing for more than 25 years.