How to Create Reports in Hubspot Analytics Tools
Hubspot provides a powerful analytics suite that lets you build detailed reports on traffic, contacts, deals, and more. By learning how to create, customize, and save reports inside these tools, you can track your marketing and sales performance with far more precision.
This guide walks through using the analytics tools interface, choosing report types, adjusting filters and date ranges, and managing your saved reports for fast access.
Understanding the Hubspot Analytics Suite
The analytics section of your account includes multiple tools that each focus on a specific data set. Instead of building everything from scratch, you select the right tool and then refine its default views.
Common analytics tools include:
- Traffic analytics for website sessions and sources
- Sales content analytics for documents and meetings
- Deal and sales analytics for pipeline performance
- Contact analytics for lifecycle and attribution
Each tool offers its own metrics, filters, and saved views, but the workflow for creating reports remains similar across the analytics suite.
How to Access Hubspot Analytics Tools
Access to analytics depends on your subscription and assigned permissions. Some tools are available in all plans, while others require specific hubs or higher tiers.
To open the analytics tools area:
- Sign in to your account.
- Navigate to Reports in the main navigation.
- Select the specific analytics tool you want to use, such as Traffic analytics or Sales analytics.
If you do not see a particular tool, your user might not have permission or your subscription may not include it. In that case, speak with your account administrator.
Choose the Right Hubspot Analytics Tool
Selecting the correct section of the analytics suite is the first step in building a useful report. Each tool is optimized for a particular question you want to answer.
Hubspot Traffic Analytics
Use the traffic analytics tool when you want to understand how visitors reach your website and which channels perform best.
The traffic tool helps answer questions such as:
- Which sources, like organic search or email, drive the most sessions?
- How is engagement changing over time across different pages?
- Which campaigns contribute most to new contacts?
Hubspot Contact and Lifecycle Analytics
When you need to analyze contact growth and lifecycle stages, use contact-focused analytics. These views highlight how leads move through your funnel.
You can monitor:
- New contacts created in a given period
- Changes in lifecycle stages
- Conversion performance from visitor to lead and customer
Hubspot Sales and Deal Analytics
Sales teams rely on dedicated tools that focus on deals, pipelines, and revenue. These analytics tools reveal pipeline health and sales productivity.
Common use cases include:
- Tracking the number and value of open deals
- Measuring win rates by pipeline or team
- Analyzing average deal cycle length
How to Build a Report in the Hubspot Analytics Suite
Once you select an analytics tool, you can tailor the report to match your objectives. While each tool may look slightly different, they share core customization controls.
Step 1: Select a Date Range
The first choice is usually the date range. This setting controls which records and interactions appear in your report.
Typical date options include:
- Today, yesterday, last 7 days, last 30 days
- This month, last month, this quarter
- Custom date range using calendar selectors
Be sure your date range matches the period you want to evaluate, such as the current campaign window or a full quarter.
Step 2: Apply Filters in Hubspot Analytics Views
Filters let you narrow your report to only the records that matter. Each analytics section has filters specific to that data set.
Common filter examples include:
- Contact properties, such as lifecycle stage or country
- Deal properties, like pipeline, deal stage, or owner
- Traffic sources, devices, or specific pages
To apply filters:
- Locate the filter or segment controls at the top of the analytics view.
- Choose a property or field.
- Set your conditions, such as is any of or is equal to.
- Apply the filter to refresh the data.
Step 3: Configure Metrics and Columns
Many Hubspot analytics tools let you select which metrics appear in your tables and charts. This helps you keep the view focused on the numbers that matter most.
You may be able to:
- Add or remove data columns
- Change how data is grouped, such as by source, campaign, or owner
- Switch chart types, such as bar or line graphs
Adjust these settings until the visualization clearly answers your primary reporting question.
Step 4: Compare Periods in Hubspot Reports
Some analytics tools offer built-in period comparison. This is helpful when you want to see trends over time or evaluate the impact of recent changes.
For example, you might compare:
- This month versus last month
- This quarter versus the previous quarter
- The current period versus the same period last year
When you turn on comparison, the interface typically displays both data sets side by side or layered on a single chart.
Save and Manage Hubspot Analytics Reports
After you configure a view, you can save it for future use. Saved analytics views keep your filters, date ranges, and metrics so you do not need to rebuild them every time.
How to Save a Report View
To save a custom analytics view:
- Confirm that your filters, date range, and metrics are set correctly.
- Click the option to save the report or save the view, usually near the top right of the screen.
- Name the report clearly, using a structure like Channel performance – last 30 days.
- Choose whether the view is private to you or shared with your team, depending on your permissions.
Once saved, the report typically appears in a list within that analytics tool, allowing quick access later.
Editing and Cloning Saved Hubspot Views
Saved analytics views are flexible. Instead of starting over, you can adjust existing reports as your needs change.
Most analytics sections support actions such as:
- Edit to adjust filters, date ranges, or metrics
- Clone to create a copy that you can modify without losing the original
- Rename to keep naming conventions consistent
- Delete to remove outdated or unused views
Cloning is especially useful when you want the same report for multiple regions, owners, or pipelines with only minor changes.
Best Practices for Using Hubspot Analytics Reports
To get reliable insights from your analytics suite, follow a few simple best practices.
- Define your core questions before building reports.
- Align date ranges across different analytics tools when comparing results.
- Use clear naming conventions so your team can identify the right saved views.
- Regularly review saved reports and remove those that are outdated.
It is also helpful to document your standard reporting views so new team members can onboard quickly.
Where to Learn More About Hubspot Analytics
You can find the original, detailed product instructions for analytics tools on the official knowledge base. Review the guide on how to create reports in the analytics suite at this Hubspot help article. It includes the latest interface details and feature notes.
If you need help building a broader reporting strategy or integrating analytics with your wider marketing and sales operations, you can also consult a specialist agency such as Consultevo for additional guidance.
By following the steps in this guide and exploring the available analytics tools, you can turn raw data into meaningful, repeatable reports and support better decisions across your entire team.
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