Build Custom Funnel Reports in HubSpot
Creating accurate funnel reports in Hubspot helps you understand how records move through key stages and where your process needs optimization. This guide explains how to build, edit, filter, and analyze custom funnel reports using the report builder.
What a HubSpot Custom Funnel Report Does
A custom funnel report shows how records progress through selected stages over time. You can track conversion rates at each step, identify bottlenecks, and measure how long it takes to move from one stage to another.
The funnel report uses existing properties on your records, such as lifecycle stage or deal stage, and calculates how many records meet the criteria at each step.
Set Up the Report Type in HubSpot
Before adding stages, you must choose the report type and data source. These settings determine what you can measure in your funnel.
Choose the Right HubSpot Data Source
In the custom report builder, select a report type that supports funnels, such as:
- Contacts
- Companies
- Deals
- Tickets
The data source you choose defines which funnel properties will be available. For example, if you select deals, you will be able to build funnels based on deal stages or other deal properties.
Access the Custom Report Builder in HubSpot
- Navigate to Reports > Reports in your account.
- Click Create report.
- Select Custom report builder.
- Choose the object or data source you want to analyze.
Once the builder opens, you can configure the visualization, filters, and stages for your funnel.
Configure Report Settings for Your HubSpot Funnel
After selecting the data source, configure report-level settings that control both data and visualization.
Pick the Funnel Visualization Type
In the Configure panel, select the Funnel visualization. This option structures your report as a sequence of stages with conversion percentages between steps.
You can typically switch between several chart styles, such as:
- Standard funnel chart
- Bar chart representing each stage
- Table showing counts and conversion rates
Select Records to Include in Your HubSpot Funnel
Use filters to define which records appear in the funnel. Common filters include:
- Date range (create date, close date, ticket created date, and more)
- Owner or team
- Pipeline or specific stages
- Region or segment properties
Filters help ensure your funnel reflects a specific time frame and group of records so the results are meaningful and actionable.
Define Funnel Stages in HubSpot
Stages are the core of the funnel report. Each stage corresponds to a condition that records must meet.
Choose the Funnel Property
Select a property that represents progression, such as:
- Lifecycle stage
- Deal stage
- Ticket status
- Custom enumerated properties that reflect your process
Each stage in the funnel will use this property or a combination of properties to define when a record qualifies.
Add and Order HubSpot Funnel Stages
- Click Add stage in the funnel configuration area.
- Select the property value or criteria that define this step.
- Repeat to add more stages in the exact order records follow in your process.
- Drag and drop stages to reorder them if needed.
A clear, linear order is important. For example, a deal funnel might follow: Appointment scheduled > Qualified to buy > Presentation scheduled > Decision maker bought-in > Closed won.
Sequential vs. Non-Sequential HubSpot Funnels
Depending on your subscription and settings, you may be able to switch between:
- Sequential funnels: records must pass through each stage in the defined order.
- Non-sequential funnels: records may skip stages but still count as converted if they reach later stages.
Sequential funnels are useful for strict processes, while non-sequential funnels help when records often move unpredictably.
Adjust Display Options for Your HubSpot Funnel
Once you have stages defined, refine the display so the report is easier to read and share.
Metrics Shown for Each Stage
Typical funnel metrics include:
- Number of records at each stage
- Conversion rate from the previous stage
- Cumulative conversion rate from the first stage
- Average time spent between stages (if enabled)
Turn metrics on or off in the configuration panel to focus only on the insights you need.
Time Range and Frequency
Set a report date range to control which records are evaluated. You can also break down the funnel by:
- Daily
- Weekly
- Monthly
- Quarterly
This lets you compare funnel performance over time and spot trends in conversion or volume.
Analyze and Interpret HubSpot Funnel Results
After you save your configuration, interpret the funnel to find opportunities for optimization.
Identify Funnel Drop-Offs
Look for stages with:
- Large drops in conversion percentage
- Longer-than-average time between stages
- Unusually low volume compared to earlier steps
These drop-off points often highlight process gaps, misalignment between teams, or issues with qualification criteria.
Compare Segments in HubSpot Funnel Reports
Use filters to compare funnel performance across segments, such as:
- Different pipelines
- Owner or team
- Region or market
- Lead source or campaign
Segmented funnel reports reveal which groups move efficiently through stages and where targeted improvements are most needed.
Save, Share, and Reuse HubSpot Funnel Reports
Once your funnel is built, saving it allows you and your team to revisit the same configuration without rebuilding from scratch.
Save the Report to Your HubSpot Library
- Click Save report in the upper right.
- Give the report a clear, descriptive name.
- Choose a folder if you organize reports by team or function.
- Set access permissions according to your sharing needs.
Saved funnel reports appear in your reports list, where you can open and edit them at any time.
Add the HubSpot Funnel to a Dashboard
To share results more broadly:
- From the report builder, click Save & add to dashboard.
- Select an existing dashboard or create a new one.
- Resize and position the funnel among your other key reports.
Dashboards let stakeholders see funnel performance alongside other metrics such as revenue, activities, and support volume.
Edit an Existing HubSpot Funnel Report
You can modify saved funnels as your process evolves.
- Open Reports > Reports.
- Find the funnel report and click its name.
- Select Edit to adjust filters, stages, or visualization.
- Save your changes or use Save as new to create a new version.
Regularly reviewing and updating funnel definitions ensures the report keeps matching your real-world process.
Resources for Better HubSpot Funnel Reporting
For deeper technical details and the latest interface steps, consult the official documentation: HubSpot custom funnel report guide.
If you need strategic help designing funnels, optimizing conversions, or aligning your CRM setup with business goals, you can also explore consulting resources such as Consultevo for expert guidance.
By carefully defining stages, selecting the right filters, and regularly analyzing performance, you can use Hubspot funnel reports to continuously improve your pipeline and drive more predictable growth.
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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