HubSpot closed lost reasons report: why deals died last month, with the money behind each reason
The closed lost reason is a dropdown on every lost deal. The report that totals it by reason, by rep and by the stage the deal died in is the one a founder asks for when the board does.
A mid-market reviewer on G2 wrote in April 2026 that their team uses HubSpot to "record and track" the metrics that matter for their revenue engine, "like churn reason, closed lost reasons, meeting statuses." Recording the reason is the easy half. HubSpot's own tools on this question are an agent template for lost-deal trends and a prompt in its AI connectors, "Understand why deals are lost"; both answer a question in the moment. The report a sales leader wants is the same table every month, with the lost amount already added up.
What the report shows
A closed lost reasons report, on the first of each month, covers every deal closed lost last month:
- by reason: the number of deals and the amount lost per reason
- by rep: the same, per owner
- by stage lost in: the stage each deal held before it died
Three rules that keep it honest
Only deals closed lost inside the month appear; closed won and open deals are excluded, so the total is the money that actually went away. Amounts are summed per currency and never added across currencies, a point a small-business reviewer raised in September 2024 when the only complaint was that HubSpot "is missing the currency exchange daily for a more accurate report." And the stage lost in is the stage the deal held before it moved to closed lost, taken from its stage history, never the closed lost stage itself, which is where every lost deal sits now.
Why it is worth a schedule
Done by hand, this is one report per reason, about 40 minutes a month, and the amounts are added up in a spreadsheet afterwards. The reason that costs the most is buried in a dropdown nobody totals until the board asks.
How Captain Hudson does it
Say it in a sentence ("on the first of the month, every deal we lost last month by reason, with the count and amount, sliced by rep and by the stage it died in"). Captain Hudson shows the plan before anything runs, then builds the report from the deals, their stage history, pipelines and owners in your own HubSpot account, with a note on how each number was produced. Your HubSpot data is used for your account only, never used to train a model, and deleted when you uninstall or ask. The ready-made version is below.