The Conversion Cleanse: Why I Broke Up With Permanent Stamps and Went Fresh

If you caught the Great MQL Meltdown, you know I’m on a mission to untangle the mess that is Conversion <> Deal association and  tracking in HubSpot. And after throwing traditional field logic into the fire and building a custom Conversion object, I thought I was in the clear.

Narrator: She was not in the clear.

Turns out, the next bottleneck wasn’t the object itself—it was how I was associating conversions to deals. Specifically: how I was letting the Company object do the matchmaking. And like any good rom-com middleman, it caused absolute chaos.

Here’s the new setup that keeps your conversions clean, your deal data accurate, and your workflows emotionally stable.

🛠️ Step-by-Step: The Fresh and Friendly Deal<>Conversion Flow

1. Set the Deal’s Company ID (but just one deal, please).

Using a Company Object workflow enroll associated deals if they were moved to whichever relevant stages and the company also has a conversion within your given window. This will set the Deal Object “company ID” for us.

2. Company Tracks Stage Changes.

This workflow sets the “Deal Stage” field on the Company Record so that we can now reference deal activity on an unassociated (yet) Conversion.

3. Conversion Checks the Stage + Date Window.

The Conversion Object workflow waits patiently. It only sets a Company ID if:

• The Company’s known deal stage is Stage 1 and the conversion date is within 90 days, or
  
• The stage is Stage 2 or beyond and the date is within 270 days
  

This ensures each conversion only links to deals that make chronological sense on a 1:1 level.

5. Matching IDs = Official Association.

If the Company ID on the conversion matches the Company ID on a deal, the Conversion workflow creates an association. No match, no mapping.

6. Deal Stage-Specific Workflow Kicks In.

Once associated and IDs are matching, a stage-specific Deal workflow maps the relevant data (volume metrics, before-stage info, etc.) to the conversion based on the current deal stage.

7. Wipe the Slate Clean.

After mapping, both the Deal Company ID and the Conversion Company ID are cleared. This allows the whole flow to reset and run again cleanly for the next deal stage.

🧠 Why It Works

This new setup keeps your mapping precise and stage-aware, prevents overwriting old conversions, and ensures each conversion is paired with the most relevant deal.

No more messy many-to-many updates. No more accidental data cross-contamination. Just clean, staged, linear magic.

Is it physically painful to configure? Yes.

Is it worth it to finally have clean conversion mapping logic? Also yes.

Welcome to the clean-slate conversion era.