What win/loss actually counts.

What it counts

For each competitor your IndustryLens account tracks, the nightly sync reads your closed deals (won and lost) over a chosen window — default the last 12 months — and groups them by the competitor field and lost/won reason fields you mapped at setup. It produces, per competitor: total deals, wins, losses, win rate, and the top lost reasons grouped by how often each one appears.

It also reports two data-quality counts: closed deals with no competitor recorded, and lost deals with no reason recorded. Those numbers tell you how much of your own HubSpot data is complete enough to trust, rather than hiding the gaps.

What it stores

Per competitor, IndustryLens stores counts (deals, won, lost) and, by default, the top lost reasons plus up to 5 sample lost-reason comments. Those sample comments have emails, links and phone numbers stripped out and are capped at 280 characters before they’re stored. If your team prefers, the app settings inside HubSpot have a counts-only mode that stores no reason text at all, only the numbers.

What it never reads or stores

Deal amounts, deal names, deal owners, ARR/ACV/MRR/TCV, and deal descriptions. These are blocked in code before the data leaves HubSpot — the sync never requests them, so there is nothing to accidentally store. See the setup guide for the exact read-only scopes the app asks for.

Where you see it

Once the first sync runs, win/loss numbers for each competitor appear on the IndustryLens app page inside HubSpot — the app’s home page — as won, lost and top lost reasons per competitor. The battlecard link on the record card takes reps straight to the full battlecard for the “how to win” talk track.