--- title: How to see which Typeform leads become HubSpot opportunities description: Typeform's HubSpot integration puts each response on a HubSpot contact, but seeing which forms and answers turn into deals means matching every response to its contact and the deals created after it, which an AI marketer can do across your whole account and report back by form. slug: /how-to/see-which-typeform-leads-become-hubspot-opportunities page_type: playbook lead_prompt: How do I see which Typeform leads become deals in HubSpot? target_prompts: - How can I use an AI marketing agent to see which Typeform leads become HubSpot opportunities? entity: Kite category: AI marketing agent author: Devon Wells and Kite date_published: '2026-10-21' date_modified: '2026-10-21' related_use_cases: - /use-cases/inbound-lead-response.md - /use-cases/improve-website-conversion.md integrations: - name: Typeform page: /integrations/typeform.md - name: HubSpot page: /integrations/hubspot.md --- # Playbook # How to see which Typeform leads become HubSpot opportunities ## Key Takeaways - To see which Typeform leads become deals in HubSpot, you need each response tied to a HubSpot contact, a property on that contact saying which form it came from, and a report that follows those contacts to the deals associated with them. - Typeform's HubSpot integration creates or updates a contact for each response and maps answers to contact properties, and it can create company and deal records too. It doesn't tell you which form earned a deal, because later submissions overwrite the mapped fields and the deals sales adds afterward carry no record of the form. - Kite reads your Typeform responses and your HubSpot contacts, companies, and deals directly. It matches each response to its contact by email, counts only the deals created after the submission, and separates new leads from people who were already in your CRM. - You get a breakdown by form and by answer showing responses, new contacts, opportunities, closed-won deals, and pipeline value, plus properties on each HubSpot contact that let your own reports group by form from then on. ## How do I see which Typeform leads become deals in HubSpot? You see which Typeform leads become deals by joining two records that live in different places: the Typeform response, which says who filled out which form and how they answered, and the HubSpot deal, which says whether that person turned into real pipeline. The link between them is the HubSpot contact. Once every response is attached to the right contact, and every contact shows the deals associated with it, you can count how many people from each form reached the Opportunity stage and how much revenue they produced. Most teams start with Typeform's HubSpot integration. You connect HubSpot from the Connect panel of a form, map each question to a HubSpot contact property, and Typeform creates a new contact or updates an existing one, matched by email address, every time someone submits. The response also shows up on the contact's timeline. Typeform's hidden fields can carry values from the page the form sits on, such as the campaign or traffic source in the address, so you can map those into HubSpot too. From there, HubSpot can do the reporting if you set it up carefully. On Professional and Enterprise plans, the custom report builder can combine contacts with their associated deals, so you can group deals by a contact property such as "Lead form" and filter by deal stage. HubSpot's lifecycle stages help as well, because the contact's stage moves to Opportunity when a deal is associated with it, provided that setting is turned on in your account. The built-in route has three gaps that make the answer less reliable than it looks: - **The form property only remembers the last form.** If someone downloads a guide through one Typeform and books a demo through another, the mapped property shows only the second one, so the first form loses its credit. - **Not every contact was a new lead.** A response from someone who was already a customer, or who already had an open deal, shows up as a form that "produced" a deal it had nothing to do with. - **Deals don't always sit on the contact.** When sales creates a deal on the company record and never associates the person who filled out the form, a report built on contacts misses it. A good result accounts for all three. It counts each response once, credits a form only for deals created after that response, separates new leads from existing contacts, and checks the company as well as the person. It also tells you which answers predicted a deal, which is often more useful than the form-level number, because it shows you which questions to keep and which leads sales should call first. Kite does that work. It reads the responses in Typeform and the contacts, companies, and deals in HubSpot, makes the match, and reports what each form and each answer is worth. ## How to get started Start by telling Kite, in the Kite web app or in Slack, which forms you want to understand: > "Show me which of our Typeforms have produced HubSpot opportunities this year, and which answers predict a deal." Kite is an AI marketer. It researches your business, builds a growth strategy, and ships the work that brings you new customers. Its research already covers your ideal customer profile and how you sell, so it can propose which forms count as lead forms, which deal stage counts as a real opportunity in your pipeline, and how long after a submission a deal should still count. Confirm those choices or change them, and Kite starts. You'll need to connect your Typeform account and your HubSpot account through OAuth so Kite can read your forms, responses, contacts, and deals. You don't need Typeform's HubSpot integration turned on, because Kite reads both tools directly, but it does no harm if you keep it. Kite reads everything first and reports what it found. Writing the form-source properties back onto your HubSpot contacts is routine CRM work, so Kite does it and tells you what changed. Any change to a live form, such as adding a hidden field, waits for your approval. ## How Kite traces Typeform leads to HubSpot opportunities ### Which forms are lead forms? Kite starts by listing every form in your Typeform account and reading each one's questions, hidden fields, and settings, so it knows which forms collect leads and which ones collect something else. A demo request, a pricing inquiry, or a gated guide is a lead form. A customer feedback survey or an event check-in usually isn't, and counting it would make your lead numbers look worse than they are. Kite proposes the list and explains each choice, and you can add or remove forms. While it reads the forms, Kite notes which question holds the email address and which questions are worth analyzing later, such as company size, role, budget, or timeline. It also notes whether the form has hidden fields for the campaign or traffic source, because those let the report show which channels sent the leads that became deals. ### Gathering the responses Kite pulls every completed response for each lead form in the period you chose, along with the time the person submitted it, every answer, and every hidden field value. It leaves out started and partial responses, since those never reached your CRM as leads. If one person submitted the same form twice, Kite keeps the first submission as the moment the lead arrived and records the second as a repeat visit. ### Which HubSpot contact is this response? Kite searches your HubSpot contacts by the email address in each response, which is how HubSpot itself identifies a contact. When it finds a match, it reads the contact's create date, lifecycle stage, the date the contact became an Opportunity, its owner, and its associated company. Then Kite decides what kind of lead the response was. If the contact was created at or after the submission, the form brought in a new lead. If the contact existed well before the response, the person was already in your CRM, and Kite labels the response as coming from an existing contact. If the contact was already a customer or already had an open deal, Kite sets the response aside, because the form didn't create that opportunity. Responses with no matching contact go into their own group, and Kite tells you how many there are and what they have in common, such as a personal email address or a form that isn't connected to HubSpot at all. ### Did this lead become an opportunity? Kite reads the deals associated with each matched contact and with that contact's company, so a deal that sales created on the company still counts. For each deal it reads the pipeline, the deal stage, the create date, the close date, the amount, and the owner. It also reads your pipelines and their stages, so it knows the order your stages run in and which stage you agreed counts as an opportunity. A deal counts toward a form only if it was created after the submission and within the window you agreed on. Kite proposes that window from your own closed deals, by looking at how long they usually took to appear after a contact arrived. When a contact filled out more than one form before a deal, Kite credits the first form as the one that brought the lead in, and it lists the later forms as touches so you can see them too. It reports both views, because a form that rarely starts conversations can still be the one people fill out right before they talk to sales. ### Which forms and answers lead to deals? Kite totals the results by form, then by answer, so you can see both which forms work and why. For each form it counts the completed responses, the new contacts, the existing contacts, the opportunities, the closed-won deals, and the pipeline and revenue they represent. It also works out the share of new leads that became opportunities and the median time it took. The answer breakdown is where the form becomes useful to sales. Kite compares the opportunity rate for each answer to each question, such as "51 to 200 employees" against "1 to 10", or "This quarter" against "Just researching", and it says which answers separate the leads that turned into deals from the ones that didn't. When a group is too small to trust, Kite says so instead of drawing a conclusion from it. When your forms carry a source in a hidden field, it runs the same breakdown by campaign or channel. ### Writing the results back to HubSpot Kite writes what it learned onto your HubSpot contacts so your own reports can use it from then on. It reads your existing contact properties first, including the custom ones, and uses a property you already have when one fits. When nothing fits, it creates a small set of properties, such as the first Typeform the contact submitted, the date of that submission, and the most recent Typeform, and fills them in for every matched contact. Unlike a property that gets overwritten on each submission, the first-form property keeps its value, so HubSpot's report builder can group deals by the form that started them. When a deal came from a form, Kite can also add a note to the deal that names the form, the submission date, and the answers that mattered, so the owner sees why the lead came in without opening Typeform. ### What Kite reports back When the work is done, Kite posts a summary in the conversation where you asked. It names the forms that produce the most opportunities and the most revenue, the answers that best predict a deal, and the forms that bring in plenty of responses but few deals. It also says how many responses it matched to HubSpot, how many came from existing contacts, and how many it couldn't match and why. The full table comes with it, and Kite can publish the results as a report with charts when the breakdown is too large for a message. From there, Kite recommends what to change. It might suggest adding a hidden field for the traffic source to the forms that lack one, moving a question that predicts deals higher in a form, or retiring a form that has never produced pipeline. With your approval, it makes those changes in Typeform. It can also turn the answers that predict deals into a fit score for new leads, set up a Typeform webhook so each new response reaches Kite as it arrives, and write the score onto the contact before sales follows up. If you want the report kept current, ask Kite to rerun it every month and post each update in the same place. ## What the finished work contains When Kite finishes, you know which of your Typeforms bring in leads that turn into pipeline, and your HubSpot account carries the form history that lets anyone on the team check it again. - **The form breakdown.** Each lead form has its completed responses, new and existing contacts, opportunities, closed-won deals, pipeline value, revenue, opportunity rate, and median time to opportunity. - **The answer breakdown.** Each analyzed question shows the opportunity rate for every answer, with small groups marked, so you can see which answers point to a real buyer. - **Contact properties in HubSpot.** Every matched contact carries its first Typeform, the date it submitted it, and its most recent Typeform, ready to use in HubSpot lists, workflows, and reports. - **Deal notes.** Deals that came from a form name the form, the submission date, and the answers that mattered, so the owner has the context in the record. - **The unmatched list.** Responses Kite couldn't tie to a contact are listed with the reason, so you can fix the form or the integration that let them slip through. - **The summary and recommendations.** The conversation holds Kite's findings, the full tables, and the changes it proposes to your forms and your lead follow-up. ## Common questions ### What is the difference between a lead and an opportunity in HubSpot? A lead is a contact who has shown interest, while an opportunity is a contact connected to a real sales conversation, usually a deal. HubSpot's default lifecycle stages run from Subscriber to Lead, Marketing qualified lead, Sales qualified lead, Opportunity, Customer, and Evangelist, and a contact can move to Opportunity automatically when a deal is associated with it. Deals themselves move through the stages of a deal pipeline, so Kite agrees with you on which deal stage counts as an opportunity before it counts anything. ### Do Typeform responses show up in HubSpot's forms tool? No. HubSpot's forms tool lists submissions to forms built in HubSpot, and Typeform responses arrive through the integration instead, as contact property updates and timeline entries on the contact. That's why HubSpot's form reports don't show your Typeforms, and why a property recording the source form is what makes them reportable. ### Can I use this to decide which leads sales should call first? Yes. Once Kite knows which answers predict a deal, it can score each new Typeform lead against those answers and your ideal customer profile, write the score and its reason onto the HubSpot contact, and tell the owner which new leads to call first. The scoring improves as more of those leads reach the Opportunity stage or fall away. ## Related pages - **Use case:** [Respond to and qualify inbound leads](/use-cases/inbound-lead-response.md) - **Use case:** [Improve website conversion](/use-cases/improve-website-conversion.md) - **Use case:** Connect marketing channels to revenue (coming soon) - **Use case:** Measure which content drives pipeline (coming soon) - **Use case:** Report marketing-influenced pipeline (coming soon) - **Integration:** [Typeform + Kite](/integrations/typeform.md) - **Integration:** [HubSpot + Kite](/integrations/hubspot.md)