HubSpot Guide to Building Custom Google Analytics Reports

HubSpot users rely on accurate analytics to make smart marketing decisions. Custom reports in Google Analytics let you go beyond basic dashboards so you can track the performance of campaigns, landing pages, and content in a way that aligns perfectly with your HubSpot strategy.

This step-by-step guide walks you through how to create and use custom reports in Google Analytics, modeled on the original instructions from this Google Analytics custom report tutorial. You will learn how to set up the right metrics, dimensions, and filters to reveal exactly what is working in your marketing.

Why Marketers Using HubSpot Need Custom Reports

Standard Google Analytics reports are helpful, but they rarely answer your specific questions about campaign performance, conversion paths, and user behavior that matter most when you are coordinating efforts with HubSpot tools.

Custom reports help you:

• Tie traffic and engagement back to specific campaigns.
• Understand which channels bring the most valuable users.
• See how visitors move through your site and where they drop off.
• Measure content effectiveness beyond simple pageviews.

When you connect these insights to your HubSpot contacts, lists, and workflows, you can optimize both acquisition and nurture strategies with far more precision.

Getting Started: Accessing Custom Reports

First, sign in to Google Analytics with the property you want to analyze.

1. Open Google Analytics and select the correct account and property.
2. In the left-hand sidebar, click Customization (or Explore in GA4).
3. Choose Custom Reports (in Universal Analytics) or create a new Exploration (in GA4).

The original HubSpot-style walkthrough uses Universal Analytics terminology, but the concepts are similar in GA4: you still choose the dimensions, metrics, and filters that define what your report will show.

Core Elements of a HubSpot-Friendly Custom Report

Before you build, understand the core elements of any custom report, especially when you want the report to align with your HubSpot tracking and campaign structure.

HubSpot-Compatible Metrics to Track

Metrics are the numbers you want to measure. Common examples include:

• Sessions and Users
• Pageviews and Pages / Session
• Average Session Duration
• Bounce Rate (for Universal Analytics)
• Goal Completions and Goal Conversion Rate
• Transactions and Ecommerce Conversion Rate (if applicable)

If you have goals that mirror HubSpot lifecycle stages or key actions (like demo requests, form submissions, or content downloads), be sure to include those goal metrics in your custom report.

Dimensions That Match HubSpot Campaign Structure

Dimensions define how your metrics are grouped. For example:

• Source / Medium
• Campaign (UTM campaign names)
• Landing Page
• Device Category
• Country or City

Align your dimensions with your HubSpot campaign naming conventions and tracking URLs so the data you see in Google Analytics lines up with campaign reports inside your marketing platform.

Filters for Cleaner, HubSpot-Ready Insights

Filters narrow your report to only the traffic you care about. You might want to:

• Exclude internal IP addresses so your team’s visits do not skew results.
• Include only traffic from a specific campaign, medium, or landing page group.
• Show only sessions that completed a particular goal or reached a certain page.

Thoughtful filtering makes your Google Analytics custom reports far more actionable when used alongside HubSpot dashboards.

Step-by-Step: Create a Custom Report for Campaigns

Use this procedure to build a custom report tailored to your marketing campaigns. You can adapt it for any HubSpot-driven initiative.

1. Go to Customization > Custom Reports and click + New Custom Report.
2. Name your report something descriptive, such as “Campaign Performance Overview”.
3. Select the report type (Table is most common in Universal Analytics).
4. Add key metrics like Sessions, Users, Goal Completions, Goal Conversion Rate, and Pages / Session.
5. Add dimensions such as Campaign, Source / Medium, and Landing Page.
6. Apply filters to focus on a specific campaign group or to exclude internal traffic.
7. Choose the appropriate views where the report should be available.
8. Click Save to generate the report.

After saving, you will see a table that breaks down your metrics by the dimensions you selected. This is ideal for comparing Google Analytics data with HubSpot campaign results to confirm that traffic, conversions, and engagement match your expectations.

Analyzing Performance with HubSpot and Google Analytics Together

Once your custom report is live, the next step is analysis. Look at the data through the lens of your marketing goals and the campaigns you manage in HubSpot.

HubSpot Campaign Insights to Mirror

Use your new report to investigate:

• Which channels (e.g., email, paid search, social) drive the most engaged sessions.
• How different campaigns compare on goal completion rate.
• Which landing pages perform best by conversion, not just traffic.
• Whether traffic sources match the audience you are targeting through HubSpot lists and segments.

When you see a high-performing campaign in Google Analytics, check the same campaign inside your marketing platform to ensure your leads, contacts, and opportunities reflect that success.

Spotting Issues Faster

Custom reports make it easier to pinpoint problems, such as:

• Campaigns with strong traffic but weak conversion.
• Landing pages with high bounce rates from certain channels.
• Sudden drops in goal completions from a specific source.

With this information, you can quickly adjust HubSpot workflows, forms, or nurturing sequences to recover performance.

Advanced Ideas for HubSpot-Powered Analytics

As you grow more comfortable with custom reporting, you can create multiple views that serve different stakeholders and integrate tightly with your HubSpot setup.

HubSpot Content Performance Report

Build a report that focuses on content engagement:

• Metrics: Pageviews, Average Time on Page, Goal Completions, Conversion Rate.
• Dimensions: Landing Page, Source / Medium, Device Category.
• Filters: Include only blog or resource center URLs.

This helps your content and SEO teams understand which articles attract and convert visitors, complementing insights from HubSpot content analytics.

Lead Generation and Goal Tracking Report

For demand and lead gen teams, create a custom report that highlights:

• Metrics: Sessions, Goal Completions (for key forms), Goal Conversion Rate.
• Dimensions: Campaign, Landing Page, Country.
• Filters: Include only goals that represent marketing-qualified leads or sales-ready actions.

Compare these metrics with contact and deal data to ensure both Google Analytics and HubSpot are telling a consistent story.

Improving Your Analytics Process

Custom reports are most powerful when combined with a clear analytics process. Document how your team names campaigns, sets UTM parameters, and configures goals so that your Google Analytics reports and HubSpot reporting remain aligned.

For additional optimization, analytics implementation, and marketing reporting support, you can work with specialists at Consultevo, who help teams get more value from their data stack.

Next Steps for HubSpot Marketers

Custom Google Analytics reports give you a flexible way to track and understand the marketing initiatives you already manage in your HubSpot environment. Start with one or two focused reports, refine your metrics and dimensions, and then build a reporting library that matches your most important goals.

By consistently reviewing these custom views, you will gain a deeper understanding of performance and make better-informed decisions about campaigns, content, and user experiences across your entire marketing funnel.

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