How to Build Custom Form Reports in Hubspot

Reporting on form submissions in Hubspot is essential for understanding how your lead capture and conversion paths are performing. Using the custom report builder, you can create detailed, flexible reports that combine multiple forms, filter by specific submission properties, and visualize results for better marketing and sales decisions.

This step-by-step guide walks you through using the custom report builder to analyze forms, so you can turn raw submission data into actionable insights.

What the Hubspot Custom Report Builder Can Do

The custom report builder lets you go beyond standard form analytics and build tailored reports based on your specific goals. When you use it to report on forms, you can:

Combine data from multiple forms into a single view.
Filter submissions by date, form name, submission source, and more.
Add key properties as columns for deeper analysis.
Visualize data as tables or charts for quick interpretation.

This approach is ideal when you want to compare form performance across campaigns, landing pages, or lifecycle stages, instead of viewing each form in isolation.

Before You Create a Hubspot Form Report

To follow this process, make sure you have:

Access to the custom report builder in your Hubspot account.
Existing forms with at least some submissions.
Any required user permissions to view marketing and form data.

If you need broader strategic help with configuration and reporting, you can also consult external resources like Consultevo for Hubspot-ready advice and services.

Step 1: Start a New Custom Report in Hubspot

Begin in your reporting tools to access the custom report builder.

In your account, navigate to the reporting area where custom reports are created.
Select the option to create a new report using the custom report builder.
Choose a single-object or multi-object report depending on the data you want to combine. For most form analysis, focus on the object that stores form submission information.

Your goal in this step is to define the type of dataset you will use so that the report includes form submissions and related records.

Step 2: Choose the Hubspot Data Sources (Objects)

Next, select the objects that contain the data you want to analyze.

Common examples include:

Form submissions or marketing events that track form activity.
Contacts, if you want to tie submissions back to individual records.
Deals or companies, if you want to understand the revenue impact of form conversions.

When creating a report primarily about forms, ensure that the form submission object (or the equivalent in your subscription) is included as a core data source.

Step 3: Filter to Only Include Form Submissions

Filters are critical for focusing your Hubspot report on the right data. Use them to make sure the report only includes relevant form submissions.

Typical filters include:

Submission date range – for example, last 30 days, last quarter, or a custom period.
Form name – to limit the report to one or more specific forms.
Submission source – such as website page, embedded form, or other channels.
Lifecycle stage – if you are combining form data with contact records.

Adjust these filters based on the question you are answering, such as “Which forms generated the most leads this quarter?” or “Which campaign forms created marketing-qualified leads?”

Step 4: Select Fields to Display in the Hubspot Report

After you set filters, choose the fields (properties) you want to include in your report visualization and data table.

Useful fields for form reports can include:

Form name or ID.
Submission date and time.
Contact email or unique identifier (if available).
Page URL where the form was submitted.
Campaign, source, or medium information.
Any custom properties you capture on forms (e.g., industry, company size).

Arrange fields so that the most important information appears first in the table. You can also use fields as dimensions or measures in charts, depending on your visualization type.

Step 5: Configure Visualizations in Hubspot

The custom report builder lets you turn your filtered form data into visual charts or tables. Choose a visualization that best answers your question.

Common options for form reporting include:

Table view – best for detailed, row-level submission analysis.
Bar chart – compare submission volume by form, campaign, or page.
Line chart – track submissions over time to identify trends.
Pie or donut chart – show percentage share of submissions per form or source.

Configure each chart by selecting the appropriate dimensions (such as form name) and metrics (such as count of submissions). You can also segment data by additional properties to compare performance across audiences or channels.

Step 6: Refine, Save, and Share the Hubspot Form Report

Once your report looks correct, refine and finalize it.

Review the filters to confirm only the desired forms and dates are included.
Adjust columns, sorting, and chart labels for clarity.
Rename the report using a clear, descriptive title that reflects the form focus and date range.
Save the report to a dashboard where your team can easily access it.
Share the dashboard or report with relevant users or teams who need visibility into form performance.

Hubspot reports can often be exported, scheduled, or included in dashboards for ongoing monitoring, depending on your subscription.

Best Practices for Hubspot Form Reporting

To get consistent insight from your custom reports, keep these best practices in mind:

Standardize form names so that similar campaigns and pages are easy to group and filter.
Align form properties with your contact and deal properties to enable joined reporting.
Use consistent date ranges when comparing performance across forms or channels.
Document your reports so team members know what each visualization represents.

Over time, refine your standard set of dashboards for marketing, sales, and operations, so teams have a shared view of how forms contribute to pipeline and revenue.

More Resources on Hubspot Form Reports

If you need deeper technical details on what fields and options are available when building custom form reports, consult the official documentation. The original instructions for reporting on forms using the custom report builder are available directly from Hubspot at this support article.

Use this how-to guide as your practical workflow reference, and combine it with the official documentation to get the most value from your reporting setup.

By consistently applying these steps, you can turn your Hubspot forms into a reliable source of insight, optimize conversion paths, and better understand which campaigns are delivering the most engaged leads.

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Hupspot custom form reports guide