How to Use the HubSpot Custom Report Builder
The HubSpot custom report builder lets you create flexible, insight-rich reports from your CRM data so you can analyze performance, track goals, and share results with your team.
This guide walks through how to access the builder, choose data sources, configure filters, and format reports for dashboards or exports.
Accessing the HubSpot Custom Report Builder
You can create new custom reports from the reporting tools in your account. Depending on your subscription, availability will vary for single-object and multi-object reports.
- In your account, go to the reports area.
- Select the option to create a report.
- Choose the custom report builder when prompted.
From here, you can decide whether to start with a single object, multiple objects, or a specialized data source, based on your plan.
Selecting Data Sources in HubSpot Reports
Every report in the custom report builder begins with selecting one or more data sources. These define what records and properties you can analyze.
HubSpot Single-Object Reports
Single-object reports focus on data from one record type, such as:
- Contacts
- Companies
- Deals
- Tickets
- Custom objects (when available)
Use a single-object report when you want a deep dive into one type of record, like contact lifecycle stages or deal amounts per pipeline.
HubSpot Multi-Object Reports
Multi-object reports allow you to analyze how records relate to each other. You can combine data from multiple objects, such as:
- Contacts and companies
- Contacts and deals
- Companies and deals
- Tickets and companies
- Custom object relationships (where configured)
Choose a multi-object report when your question involves relationships, such as how many deals are associated with companies in a specific industry.
Special Data Sources in HubSpot
The custom report builder can also use specialized data sets. Depending on your subscription, you may see options for:
- Marketing campaign data
- Web analytics events
- Call data
- Sales activities
Select the source that best matches the performance question you want to answer.
Configuring Fields in a HubSpot Custom Report
Once you choose your data sources, you define which fields appear in your report.
Add Dimensions and Measures
In the custom report builder interface, you can drag and drop fields into your report:
- Dimensions: Qualitative fields, such as lifecycle stage, deal stage, or owner.
- Measures: Quantitative fields, such as count of records, revenue, or amounts.
Common configurations include:
- Number of contacts by lifecycle stage
- Total deal amount by pipeline and stage
- Tickets by priority and status
Use Calculated Fields in HubSpot
You can add calculated fields to customize metrics, including:
- Custom sums and averages
- Ratios or conversion rates
- Conditional logic to categorize values
Calculated fields help transform raw data into more meaningful insights without editing the underlying records.
Filtering Data in the HubSpot Report Builder
Filters refine which records appear in your report, allowing you to focus on specific segments.
Set Property-Based Filters
Use filters to include or exclude records based on properties, such as:
- Date ranges (create date, close date, last activity date)
- Owner or team
- Lifecycle stage, pipeline, or ticket status
- Custom properties for your organization
Combine multiple filters with AND or OR logic to match your criteria.
Filter by Association in HubSpot
For multi-object reports, you can filter based on how records are associated. Examples include:
- Deals associated with contacts from a specific country
- Tickets associated with companies in a certain segment
- Contacts associated with a specific custom object
This allows highly targeted reporting across your CRM relationships.
Choosing Visualizations in HubSpot Custom Reports
After defining fields and filters, choose how to visualize your report.
Chart Types Available in HubSpot
The custom report builder supports several visualization types, including:
- Tables
- Bar charts
- Column charts
- Line charts
- Area charts
- Pie and donut charts
- Summary metrics
Select the chart type that best represents your data. For example, use a bar chart for comparison across categories or a line chart for trends over time.
Customize Report Display
You can further refine your visualization by:
- Sorting by a specific field
- Changing aggregation methods (sum, count, average)
- Grouping data by date buckets (day, week, month, quarter)
- Adjusting colors and labels for clarity
Preview your report as you make changes to confirm the visualization answers your reporting question.
Saving and Sharing HubSpot Custom Reports
When your report looks correct, save and share it with your team.
Save Your Report in HubSpot
- Click the option to save.
- Give the report a clear, descriptive name.
- Choose a folder or category if available.
- Set appropriate access or visibility, based on your portal settings.
Saving allows you to reuse the configuration and keep historical views consistent.
Add Reports to HubSpot Dashboards
To monitor metrics regularly, add your custom report to a dashboard:
- From the report, choose the option to add to dashboard.
- Select an existing dashboard or create a new one.
- Resize and position the report widget.
Dashboards make it easier to track performance across sales, marketing, and service in one place.
Exporting HubSpot Reports
In many cases, you can export report data for use outside your portal. You may be able to:
- Export data as a CSV or Excel file
- Download chart images or PDFs (depending on plan)
- Use the report within scheduled email summaries
Always review your export options and permissions in your account.
Best Practices for HubSpot Custom Reporting
To get the most value from the custom report builder, follow a few practical best practices.
Define the Question Before You Build
Clarify the core business question first, such as:
- Which campaigns generate the most qualified contacts?
- Where do deals stall in the pipeline?
- How quickly are tickets resolved by priority?
Then choose the appropriate data sources, fields, and filters to answer that question.
Maintain Clean Data in HubSpot
Report quality depends on data quality. Ensure that:
- Required properties are filled consistently
- Owners and pipelines are correctly assigned
- Custom properties have clear definitions
Regular data hygiene makes custom reporting more reliable.
Iterate and Refine Reports
Use your first version as a starting point. Adjust filters, chart types, and calculated fields over time as your team’s needs evolve.
Additional Resources for HubSpot Reporting
For detailed, official documentation on the custom report builder, you can review the original help article at this HubSpot knowledge base page.
If you need strategic help designing reporting frameworks, data models, or dashboards around your CRM, you can also explore expert consulting services at Consultevo.
By following these steps and best practices, you can transform your data into actionable insights using the HubSpot custom report builder and make better decisions across marketing, sales, and service.
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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