HubSpot campaign reporting guide

Using HubSpot to analyze your marketing campaigns becomes far more powerful when you take advantage of the custom report builder. Instead of relying only on default dashboards, you can create tailored reports that connect campaign performance with contacts, deals, and attribution data in a single, flexible interface.

This guide walks you through how to report on campaigns using the custom report builder, which data sources are available, and how to get accurate multi-touch attribution insights.

Key concepts for HubSpot campaign reports

Before you start building reports, it helps to understand how campaign reporting works in the platform and how the custom report builder interprets campaign data.

• Campaign object: Represents a marketing campaign and connects assets such as emails, forms, and landing pages.
• Attribution data: Shows how assets and interactions contributed to contact or deal creation and revenue.
• Custom report builder: A flexible tool that lets you combine multiple data sources and define your own filters, fields, and visualizations.

Campaigns report on performance based on associated assets and interactions. The custom report builder adds an extra layer by letting you join those campaigns with contact, company, deal, and attribution information.

How to access the HubSpot custom report builder

To analyze your campaigns with the custom report builder, you first need to open the reporting interface from your account.

1. In your account navigation, go to Reports.
2. Select Reports again, then choose Reports or Reporting (depending on your navigation layout).
3. Click Create report.
4. Select Custom Report Builder from the list of report types.

Once you are in the builder, you can choose specific data sources that support campaign reporting.

Supported data sources for HubSpot campaign reporting

Not every data source in the custom report builder contains campaign data. You need to select the objects and events that relate directly to your marketing efforts.

Common data sources you can use to analyze campaigns include:

• Contacts: Use this to examine how campaigns influence contact creation, lifecycle stages, or conversions.
• Companies: Useful when you want to analyze account-level impact from your campaign initiatives.
• Deals: Essential for tying campaigns to revenue and closed-won business.
• Marketing emails, forms, and pages: These assets are typically associated with a campaign and provide engagement metrics.
• Campaign object: The central data source for performance metrics such as sessions, new contacts, and influenced deals.
• Attribution reports: Special datasets that calculate how interactions and assets contributed to outcomes like new contacts or revenue.

When you start a new report, select the campaign-related objects that align with your reporting goal. For example, if you want to see which campaigns drive the most revenue, select Deals, Contacts, and the Campaign object.

Building a basic HubSpot campaign performance report

To build a foundational campaign report with the custom report builder, follow these steps.

Step 1: Choose your data sources

1. Open the custom report builder.
2. Select Campaigns as a primary data source.
3. Add related sources such as Contacts, Deals, and Marketing Emails if you want to connect campaign metrics to contacts or revenue.

Step 2: Configure filters for your HubSpot campaigns

Use filters to narrow down the specific campaigns and time periods you want to analyze.

• Filter by Campaign name, ID, or specific tags.
• Limit the date range, such as Last 30 days, This quarter, or a custom period.
• Exclude internal or test campaigns to keep your data clean.

Filters ensure you are only looking at relevant data and help prevent misleading results in your campaign analysis.

Step 3: Select campaign performance fields

Next, drag and drop the fields you want to analyze into the report canvas. For a campaign performance summary, you might include:

• Campaign name
• Sessions
• New contacts
• Influenced contacts
• Closed deals influenced
• Revenue (amount from associated deals)

You can then choose how to visualize your report, such as a table, bar chart, or line chart.

Using HubSpot custom reports for multi-touch attribution

Campaign performance is often tied to multiple touchpoints across the customer journey. Multi-touch attribution components in the custom report builder allow you to understand which interactions and assets in a campaign influence contacts or revenue.

Available multi-touch attribution models

When you use attribution-based datasets, you can analyze campaign performance using different models, such as:

• First touch: Credits the first interaction that brought a visitor into your ecosystem.
• Last touch: Gives full credit to the last interaction before conversion.
• Linear: Spreads credit evenly across all interactions.
• Time decay: Gives more weight to touches that occur closer to conversion.
• U-shaped or W-shaped: Emphasize key milestones like first interaction, lead creation, and deal creation.

These models are available within attribution datasets and can be used to break down campaign impact by asset type, channel, or individual asset.

Creating an attribution-focused HubSpot campaign report

1. In the custom report builder, select an attribution-related dataset that supports campaigns, such as Revenue attribution or Contact creation attribution.
2. Include the Campaign field, as well as fields for marketing assets (emails, forms, landing pages).
3. Choose metrics like Attributed revenue, Attributed contacts, or Attribution interactions.
4. Use filters to limit your analysis to specific campaigns, date ranges, or lifecycle stages.
5. Select your preferred visualization and attribution model for analysis.

This type of report helps you see which campaign assets are contributing most to pipeline and revenue, and how different touchpoints combine to influence outcomes.

Best practices for accurate HubSpot campaign reporting

To ensure your reports reflect real performance, follow these best practices when working with the custom report builder.

Align asset association and tracking

• Confirm that all relevant assets (emails, forms, pages) are correctly associated with the appropriate campaign.
• Use consistent UTM parameters and naming conventions so assets can be grouped and analyzed accurately.
• Avoid duplicating campaigns with similar names, which can fragment your data.

Validate filters and date ranges

• Double-check your date filters, especially if your campaigns span long periods or run continuously.
• Review segments to ensure you are including all relevant contacts and deals.
• Compare your custom report metrics with the default campaign analytics tool to confirm alignment.

Iterate on visualizations

• Start with simple tables to validate your data before switching to complex charts.
• Use separate reports for high-level overviews and deep-dive attribution analysis.
• Save frequently used reports to a dashboard so stakeholders can view campaign outcomes without recreating them.

Advanced HubSpot campaign analysis tips

Once you are comfortable with the basics, you can create more advanced reports that connect campaigns across the entire customer journey.

• Combine campaign metrics with lifecycle stage to see where prospects drop off.
• Join campaign, deal, and company data to analyze revenue by industry or segment.
• Compare performance of different campaigns over the same period to identify best-performing strategies.

You can also use filters to isolate specific marketing channels or asset types within a campaign, such as webinars, paid ads, or email nurtures, and understand their relative impact on pipeline.

Where to learn more about HubSpot campaign reporting

For the full, official documentation on how to report on campaigns using the custom report builder, see the product knowledge base article at this HubSpot help page. It provides detailed reference information about supported datasets, fields, and limitations.

If you are looking for strategic guidance and implementation support for your reporting setup, you can also explore expert consulting resources such as Consultevo, which focuses on scalable reporting and optimization.

By combining the flexibility of the custom report builder with clear attribution models and consistent campaign setup, you can turn raw activity data into meaningful insights and make informed decisions about your marketing investments.

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