How to Configure Hubspot Customer Journey Report Steps and Filters

The Hubspot customer journey report lets you map and analyze how contacts move through key touchpoints, so you can understand which interactions drive conversions and revenue.

This guide explains how the customer journey report is structured, how steps work, and how to apply filters so your reporting stays accurate and aligned with your funnel.

Understanding the Hubspot Customer Journey Report

The customer journey report in Hubspot uses sequential steps to show the conversion rate between touchpoints. Each step is powered by underlying contact, deal, and interaction data recorded on your portal.

At a high level, the report answers questions such as:

• Which pages, emails, or ads most often occur before a key conversion?
• Where contacts tend to drop off in the journey.
• How many interactions it usually takes before a form submission or deal creation.

Every step in the report is defined by a specific action or event, such as viewing a page, submitting a form, or creating a deal. These actions are then filtered to focus your analysis on the right segment.

Core Concepts for Hubspot Journey Steps

Before you build or edit a customer journey report, it is important to understand how steps behave and how they are ordered. In Hubspot, each step is evaluated chronologically, based on when the contact completed the selected interaction.

Step Order and Conversions in Hubspot

Steps in the journey report are arranged in the order that contacts perform actions. The report calculates:

• The number of contacts who reached each step.
• The percentage of contacts who moved from one step to the next.
• The time it took to move between steps.

When configuring your journey, think of each step as a required milestone. A contact must complete the event defined at a step to be counted in the conversion from the previous step.

Supported Events for Hubspot Journey Steps

Depending on your subscription and connected tools, the report can use a variety of events, such as:

• Page views recorded by the tracking code.
• Form submissions on Hubspot-hosted or external pages.
• Marketing email opens or clicks.
• Deal creation and deal stage changes.
• Custom events tracked via the events tool or API.

The available event types determine what kinds of journey steps you can define. Make sure tracking is installed and forms, emails, and deals are properly connected before you rely on reporting.

Configuring Journey Steps in Hubspot

To get accurate conversion insights, you need to configure steps in a way that reflects your real funnel, from initial awareness through to closed deals or other goals.

Typical Journey Step Examples in Hubspot

While every business has its own journey, a common B2B example in Hubspot might look like:

1. First interaction: First page view or first session.
2. Lead capture: Form submission on a key landing page.
3. Nurture: Marketing email click on a campaign.
4. Sales engagement: Deal creation associated with the contact.
5. Opportunity: Deal reaching a specific pipeline stage.
6. Closed-won: Deal marked as closed-won.

Each step represents a single event type and can be further narrowed down by filters.

How to Add or Edit Steps

When editing a customer journey report, you can add steps to define your sequence of events. The general process is:

1. Choose the type of event for the step (for example, page view, form submission, or deal stage change).
2. Select specific assets or properties to narrow down the event (such as a particular form or lifecycle stage).
3. Repeat for each step until the full journey is mapped.

You can remove or adjust steps at any time to refine your analysis. Keep the number of steps manageable so the report remains easy to interpret.

Using Hubspot Filters for Journey Reports

Filters refine the data shown in the customer journey report by limiting which contacts, deals, or events are included in the analysis. In Hubspot, filters can be applied both at the report level and within individual steps.

Global Report Filters in Hubspot

Global filters affect the entire customer journey report and are ideal for setting broad constraints. You can filter by:

• Date range for interactions and conversions.
• Contact properties such as lifecycle stage, country, or owner.
• Deal properties such as pipeline, amount, or deal stage.

Use these filters to focus your report on a particular audience segment or time period, such as contacts created this quarter or deals in a specific pipeline.

Step-Level Filters in Hubspot

Step-level filters limit which events count toward a specific step. They give you granular control over the behavior measured at each stage of the journey. Examples include:

• Page view step filtered to a particular URL or group of URLs.
• Form submission step filtered to one or more selected forms.
• Email interaction step filtered to a specific campaign or email type.
• Deal step filtered to only include deals above a certain amount.

Combining step-level filters with global filters lets you precisely target the behavior that matters most to your funnel.

Best Practices for Hubspot Customer Journey Setup

A clear structure is essential for getting value from the customer journey report. Follow these best practices when working in Hubspot:

• Define your main goal first. Decide whether you want to optimize for form submissions, qualified leads, or revenue.
• Limit steps to key milestones. Too many micro-steps can dilute insights and make the report more complex than necessary.
• Use consistent naming. When naming reports and steps, use clear, standardized labels so your team understands what each step represents.
• Align with existing lifecycle stages. Map steps to how you already define leads, MQLs, SQLs, and opportunities.
• Review regularly. Revisit steps and filters as campaigns change to ensure they still match your current funnel.

Interpreting Hubspot Journey Metrics

Once your steps and filters are in place, the customer journey report will show conversion and volume metrics at each stage. In Hubspot, pay attention to:

• Conversion rates between steps to spot high drop-off points.
• Number of contacts at each step to gauge funnel volume.
• Time between steps to identify delays and bottlenecks.

Use these insights to test improvements, such as optimizing landing pages, refining email nurturing, or adjusting sales handoff processes.

Additional Resources Beyond Hubspot

To dive deeper into the configuration details and latest product behaviors, always reference the official Hubspot help article on customer journey report steps and filters: official documentation.

If you need strategic help building end-to-end reporting and revenue operations around your customer journey data, you can also consult external experts. For example, Consultevo provides advisory services on CRM, analytics, and marketing automation architecture.

By structuring clear steps, applying targeted filters, and continuously reviewing performance, you can turn the Hubspot customer journey report into a reliable source of insight for optimizing marketing and sales outcomes across your entire funnel.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`