How to Build Journey Reports in HubSpot
Creating a journey report in Hubspot helps you understand how contacts move through key moments, such as viewing pages, submitting forms, or becoming customers. This guide walks you through every step so you can build accurate, insightful customer journey reporting.
What is a Journey Report in HubSpot?
A journey report visualizes the steps contacts take across your assets and activities. Each step is based on a specific event or interaction, such as:
- Page views
- Form submissions
- Marketing email interactions
- Ad interactions
- CRM lifecycle stage changes
- Deal or ticket events
In HubSpot journey reports, you can see how many contacts passed through each step, how long they took, and where they dropped off.
Access Requirements in HubSpot
Before you begin, make sure your user has the correct access:
- Permissions to use reports
- Any object permissions required to see contacts, deals, or tickets
- Access to any data sources you plan to include in your journey report
Check with your account admin if certain events or properties do not appear when you configure your report.
How to Create a Journey Report in HubSpot
Follow these steps to create a new report using the journey report builder.
Step 1: Open the Journey Report Builder in HubSpot
- In your HubSpot account, navigate to Reports > Reports.
- Click Create report.
- Select Customer journey reports (or Journey reports). A blank journey canvas will open.
The builder shows a timeline-style visualization where you can define and connect steps.
Step 2: Choose Your Journey Data Source
The first decision in HubSpot journey reporting is which data source you want to analyze. Common choices include:
- Contacts (standard contact-based journeys)
- Deals (deal progression journeys)
- Tickets (support experience journeys)
- Events from marketing assets such as forms, emails, and pages
Your choice affects which events and properties are available later when you define steps or filters.
Step 3: Add Journey Steps
Each step in your HubSpot journey report represents an event or interaction. To add steps:
- Click Add step on the canvas.
- In the right panel, select an event category, such as:
- Form submissions
- Marketing email activity
- Page views
- Ad interactions
- Lifecycle stage changes
- Deal updates or Ticket updates
- Choose a specific asset or event (for example, a particular landing page or email).
- Click Apply to add the step.
Repeat this for each moment you want to measure. The order of the steps should match the real-world sequence you expect your contacts to follow.
Step 4: Configure Step Logic
HubSpot lets you refine how each step behaves in the journey report:
- Event definition: Choose the exact criteria that must be met for a contact to qualify for the step.
- Time constraints: Define how long contacts have to move from one step to the next.
- Required vs. optional steps: Decide if contacts must complete every step, or if certain steps can be bypassed.
Use these settings to match your actual customer behavior. For example, you may want to require a key form submission but leave secondary page views as optional.
Filtering Data in a HubSpot Journey Report
Filters narrow down which contacts, deals, or tickets appear in your report so you can focus on specific segments.
Types of Filters You Can Apply in HubSpot
- Contact properties (industry, lifecycle stage, region)
- Company properties (company size, domain)
- Deal properties (pipeline, deal stage, amount)
- Ticket properties (status, priority, source)
- Event-specific properties (page URL, email campaign, ad campaign)
How to Add Filters
- In the journey report builder, locate the Filters section (usually above or beside the canvas).
- Click Add filter.
- Choose an object or event property (for example, Contact owner or Lifecycle stage).
- Define your conditions, such as Lifecycle stage is Customer or Country is United States.
- Click Apply to update the visualization.
Use filters in HubSpot to answer targeted questions, such as how a certain region moves through your onboarding journey versus another.
Configuring Settings and Date Ranges in HubSpot
Journey report results depend heavily on your overall settings and date ranges.
Set the Analysis Period
- In the upper section of the report builder, locate the date range selector.
- Choose a preset range (Last 7 days, Last 30 days, Last quarter) or set a custom range.
- Apply the range to refresh the report.
Use a longer period in HubSpot when you want to understand long buying cycles, and a shorter period for rapid tests or time-bound campaigns.
Additional HubSpot Report Settings
Depending on your subscription, you may see options to adjust:
- Attribution type or credit assignment
- Currency and revenue settings for deal-related journeys
- Conversion definitions if you are measuring a specific conversion event
Review these settings before saving so your HubSpot journey report aligns with how your team defines success.
Interpreting Your HubSpot Journey Report
Once you configure all steps and filters, HubSpot displays a visual flow of how contacts progress.
Key Metrics to Review
- Volume per step: How many contacts reached each stage of the journey.
- Drop-off rates: Where contacts are most likely to abandon the journey.
- Average time between steps: How long it takes for contacts to move forward.
- Conversion rates: Percentage of contacts that reach the final desired outcome.
Use these insights to identify bottlenecks. For instance, if many contacts open an email but do not submit a form, you may need to adjust the offer or page experience.
Optimizing Based on Insights
After analyzing the report in HubSpot, consider data-driven changes such as:
- Improving messaging on emails or landing pages at high drop-off steps
- Shortening long sequences by removing low-impact steps
- Adding nurturing emails between steps where contacts stall
- Aligning sales follow-up timing with average time between stages
Rebuild or duplicate your journey report after changes so you can compare performance over time.
Saving, Sharing, and Managing HubSpot Journey Reports
When your report is ready, save it for ongoing use.
Save Your Journey Report
- Click Save or Save as report in the upper right corner.
- Enter a clear, descriptive name (for example, Onboarding Journey – EMEA).
- Choose a folder if you use report folders.
- Set sharing preferences so your team can access it.
After saving, the journey report appears on the main reports list and can be added to dashboards.
Share the Report Inside HubSpot
- Add the report to a shared dashboard for leadership or specific teams.
- Adjust visibility so only selected users or teams can access sensitive data.
- Use dashboard emails or exports to share performance snapshots.
Best Practices for Building Journey Reports in HubSpot
- Start simple: Begin with 3–5 key steps that represent your core funnel.
- Use consistent naming: Name reports and steps clearly so teams can understand them at a glance.
- Align with lifecycle stages: Tie steps to lifecycle changes for easier reporting across HubSpot.
- Validate data sources: Confirm that all forms, emails, and pages are correctly tracked.
- Iterate regularly: Revisit your journey setup as campaigns, processes, and content evolve.
Helpful Resources for HubSpot Journey Reports
For the official feature documentation and the most up-to-date details, review the original guide on the HubSpot Knowledge Base: how to create a journey report.
If you need strategic or technical help implementing reporting, automation, or CRM optimization, you can also explore consulting services from Consultevo.
By combining accurate configuration with consistent analysis, HubSpot journey reports become a powerful tool for understanding real customer behavior and improving the performance of your marketing, sales, and service processes.
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.
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