Hupspot call term reporting guide

Hubspot offers powerful reporting on tracked terms in call transcripts, helping your sales leaders understand exactly what reps say on calls and how those phrases impact performance.

This guide walks you through how tracked terms and talk tracks work, and how to build reports that turn raw call transcripts into insights for coaching and revenue growth.

What are tracked terms in Hubspot call transcripts?

Tracked terms are specific phrases that Hubspot automatically searches for inside recorded and transcribed calls. When a rep or prospect uses one of those phrases, the system flags it and stores the data so you can run detailed reports.

Tracked terms help you answer questions such as:

• How often do reps mention a particular product or feature?
• Are reps using the right discovery questions?
• Which objection-handling phrases correlate with closed deals?
• Do top performers use different language than new reps?

By capturing these phrases consistently, Hubspot allows your team to move beyond subjective call reviews into measurable, repeatable analysis.

How Hubspot talk tracks relate to tracked terms

Talk tracks group multiple tracked terms that belong to the same theme, such as pricing, competitor mentions, compliance language, or product positioning.

In Hubspot, talk tracks help you:

• Standardize the language reps should use in key moments.
• Bundle similar phrases that express the same idea.
• Report on broader topics instead of only a single word or sentence.

For example, a pricing talk track might include several different ways reps ask about budget or discuss discounts. Every time any of those phrases appears in call transcripts, it contributes data to the same talk track.

Where Hubspot tracked term data appears

After call recordings have been processed and transcribed, Hubspot analyzes the transcript for your configured tracked terms and talk tracks. When those terms are detected, you can surface them in reporting tools.

Typical places you will see tracked term data include:

• Standard call analytics reports.
• Custom single-object reports for calls.
• Custom reports that mix calls with deals, companies, or contacts.

This integrated approach lets you connect what was said on the call with pipeline stages, deal outcomes, or specific contact segments.

Prerequisites for reporting on Hubspot tracked terms

Before you create any report, confirm the following requirements are in place in your Hubspot account:

1. Call recording and transcription enabled
   Turn on calling and recording in your calling settings, and make sure transcription is enabled so that the system can search the text.
2. Tracked terms configured
   Create a list of phrases to monitor. Add them as tracked terms under your call intelligence or conversation intelligence settings.
3. Talk tracks created (optional but recommended)
   Group related tracked terms into talk tracks so you can analyze broader themes instead of only individual phrases.
4. User permissions set correctly
   Ensure relevant users have permission to view calls, recordings, and reports.

Without recordings, transcriptions, and tracked terms, Hubspot cannot populate the reporting fields used in call analytics.

How to build a Hubspot report on tracked terms

Once call tracking is configured, you can create a custom report that focuses on tracked terms and talk tracks.

Step 1: Start a new Hubspot custom report

1. Navigate to Reports > Reports in your main navigation.
2. Click Create report.
3. Select Custom report builder to design a tailored view of your call data.

Using the custom report builder lets you combine call properties, tracked term metrics, and other CRM objects as needed.

Step 2: Choose call data sources in Hubspot

1. In the data source selection screen, choose Calls as a required object.
2. Optionally, add related objects such as Deals, Contacts, or Companies to analyze how language on calls connects with outcomes.
3. Click Next to move into the configuration area.

By anchoring your report around calls, you ensure that tracked term properties are available in the fields panel.

Step 3: Add Hubspot tracked term fields

In the report builder, you will see fields related to call intelligence. Common options include:

• Number of times a tracked term was mentioned.
• Whether a specific talked track was detected.
• Counts or flags for individual phrases.

To add these to your report:

1. Search for tracked terms or talk tracks in the field selector.
2. Drag the desired fields into the Measures or Breakdowns area depending on your chart type.
3. Include standard call properties such as Call outcome, Call duration, and Call owner for more context.

This step is crucial for transforming raw term matches into actionable metrics inside Hubspot dashboards.

Step 4: Choose visualization types in Hubspot

Next, decide how to visualize your tracked term data:

• Bar or column charts to compare how often different talk tracks appear.
• Line charts to track term usage trends over time.
• Tables to list calls, reps, or deals alongside specific term counts.
• Combination charts to compare term mentions vs. call outcomes.

Adjust your axes, groupings, and date ranges so you see the exact patterns your team cares about in Hubspot.

Step 5: Filter your Hubspot call report

Filters narrow the scope of your analysis so you only see relevant calls. Useful filters include:

• Date ranges (last 7 days, this month, last quarter).
• Specific teams or call owners.
• Call types (discovery, demo, renewal, support).
• Calls where a specific tracked term or talk track was detected.

Combine filters to focus on targeted questions, such as how pricing language appears on late-stage opportunities.

Step 6: Save and share your report in Hubspot

1. Click Save and give your report a descriptive name, such as “Pricing talk track usage by team”.
2. Choose to add it to a dashboard for easier access.
3. Share it with appropriate users or teams so managers can review performance regularly.

Once saved, your report will refresh automatically with new call data as Hubspot processes additional transcripts.

Best practices for Hubspot tracked term reporting

To get the most value from these reports, follow a few strategic guidelines:

• Start with key moments in your sales process
  Define your most important call milestones: discovery, value pitch, pricing, objection handling, and closing. Build tracked terms and talk tracks around those phases.
• Iterate on tracked terms based on results
  Review which phrases show up on successful calls versus unsuccessful ones. Update or expand your tracked terms in Hubspot so they better reflect real-world language.
• Use reports in coaching sessions
  Turn insights into action by using term frequency and talk track adoption as starting points for 1:1 coaching and training.
• Align sales, marketing, and enablement
  Share findings with content and enablement teams so scripts, templates, and battlecards match what works best on calls.

Troubleshooting Hubspot tracked term reports

If your report is not showing expected data, review these checkpoints:

• Confirm calling is recording and transcribing calls correctly.
• Verify that the tracked term list is configured and active.
• Check that the calls you are analyzing fall within the report date range.
• Ensure that the report includes call-based fields tied to tracked terms or talk tracks.
• Confirm user permissions for viewing calls and reports.

You can always refer back to the official documentation at this Hubspot knowledge base article for the latest feature details and interface updates.

Next steps for advanced Hubspot call analytics

Once you are comfortable reporting on tracked terms, consider deepening your analytics practice:

• Build separate dashboards for leadership and front-line managers.
• Layer in deal amount or probability to connect language to revenue impact.
• Compare talk track adoption between new hires and top performers.
• Use insights to refine call scripts, email templates, and playbooks.

For broader CRM, analytics, and revenue operations strategy beyond Hubspot alone, you can explore expert resources and consulting support at Consultevo.

By combining well-planned tracked terms, organized talk tracks, and focused reporting, your team can use Hubspot call transcripts to sharpen sales messaging, scale best practices, and consistently improve performance.

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