Mastering the Hubspot Custom Report Builder

The custom report builder in Hubspot lets you combine data from marketing, sales, service, and CRM tools into tailored reports that answer specific business questions. This guide walks through how the builder works, which data sources you can use, and how to configure every part of your report for clearer insights.

What the Hubspot Custom Report Builder Can Do

The custom report builder gives you more flexibility than standard reports by letting you mix multiple data sources and define your own relationships between them. It is especially useful when you need to analyze how different parts of your account interact, such as how website engagement influences deals or how activities affect ticket resolution.

You can use the builder for:

• Multi-object CRM reports that span contacts, companies, deals, activities, tickets and more.
• Single-object reports when you want deeper segmentation and filtering than standard reports provide.
• Attribution and funnel-style analysis, depending on which properties and measures you include.

Access to the tool depends on your subscription. Features, data sources, and some report actions can vary by plan and by user permissions.

Supported Data Sources in Hubspot Reports

When building a custom report, the first step is choosing the primary data sources. In the report builder, these are grouped into two main categories: CRM objects and non-object sources.

Hubspot CRM Object Data Sources

These are the core records that power most CRM reporting:

• Contacts
• Companies
• Deals
• Tickets
• Custom objects
• Activities such as tasks, calls, emails, and meetings

Depending on your tools and access level, you can combine several of these objects into a single report to examine relationships, such as contacts associated with certain deals or tickets tied to specific companies.

Additional Hubspot Data Sources

Beyond core CRM records, you can tap into other data sets, including:

• Marketing events synced from connected integrations.
• Page views, sessions, and other website engagement metrics.
• Campaign performance and related assets (where available).
• Other dataset-style sources surfaced in the builder interface.

Each source has its own set of fields and measures. The fields you select drive which visualization types are available and how the final report behaves.

Starting a New Custom Hubspot Report

To begin using the custom report builder, open the reporting tools and choose the option to create a new custom report. The exact navigation may differ by account, but typically you start from the main reports or analytics area.

1. Open your reporting or analytics section.
2. Select the option to create a report.
3. Choose the custom report builder from the available report types.
4. Pick the data sources you want to analyze.

Once your sources are selected, the builder loads with a configuration panel on one side and a preview area on the other, where you will see your chart, table, or other visualization.

Understanding the Hubspot Custom Report Interface

The builder is divided into several configurable areas. Getting familiar with each section helps you design reports faster and avoid confusion.

Fields Panel and Data Configuration

On the left-hand side, you will see a list of fields available from your selected data sources. This includes properties like deal stage, contact lifecycle stage, ticket status, and more.

Typical actions in this area include:

• Dragging and dropping fields onto the X and Y axes or into table columns.
• Choosing between count, sum, average, and other aggregations for numeric properties.
• Adding dimensions such as date, owner, or lifecycle stage to break down your metrics.

The fields you choose determine which chart types are supported and how your report can be filtered or grouped.

Filters and Segmentation Controls

Filters allow you to narrow your results to the records that matter most. In the filter section you can:

• Limit the date range using close date, create date, or another time-based property.
• Include or exclude records by pipeline, owner, status, or stage.
• Apply multiple criteria using AND and OR logic.

Filters run before your chart is calculated, which means they directly impact record counts and values in the final visualization.

Visualization and Display Options

The visualization area lets you pick how your data will be displayed. Based on the fields you have configured, you can typically switch between:

• Bar, column, and line charts.
• Pie or donut charts for proportional views.
• Summary tables with sortable columns.
• Other chart styles available in your account.

Here you can also control labels, legends, sorting, and any grouping or stacking logic supported by the chosen chart type.

Building a Multi-Object Hubspot Report Step by Step

Multi-object reports are one of the most powerful features in the builder. They let you see how different record types relate to each other.

1. Select your primary objects. For example, choose contacts and deals to understand how contact behavior relates to revenue.
2. Define relationships. The builder uses existing associations between records. Ensure your CRM has the right associations configured so matching records can be linked.
3. Pick key metrics. Drag metrics such as deal amount, count of deals, or number of tickets to the Y-axis or value section.
4. Add dimensions. Include fields like lifecycle stage, industry, or owner to group and compare results.
5. Apply filters. Narrow the data to active deals, recent periods, or specific pipelines to keep the report focused.
6. Choose a chart type. Select the visualization that best represents the relationships, such as a stacked bar chart or grouped column chart.

After the basic layout is in place, use sorting and display options to make the report easier to read and interpret for stakeholders.

Saving, Sharing, and Managing Hubspot Custom Reports

When your report looks the way you want, you can save it for reuse and share it with your team.

Saving Your Report

Use the save controls in the builder to:

• Give your report a descriptive name that indicates the data and time range used.
• Add it to a folder for better organization in your reports library.
• Set visibility or ownership based on your permissions.

Once saved, the report will be accessible from the main reports list, where you can edit or clone it as needed.

Adding Reports to Hubspot Dashboards

Custom reports can be placed on dashboards so teams can monitor performance in one view. From either the builder or reports list you can:

• Add the report to an existing dashboard.
• Create a new dashboard and include the report there.
• Resize and rearrange report tiles to prioritize key metrics.

Dashboard permissions control who can view or edit the dashboard that contains your report.

Sharing and Exporting Reports

Depending on your subscription and user access, you may be able to:

• Share dashboard views with colleagues.
• Schedule recurring email deliveries of dashboard snapshots.
• Export report data into common file formats for offline analysis.

Always confirm which export and sharing options are available in your specific account tier.

Limitations and Best Practices for Hubspot Custom Reporting

While the builder is flexible, there are a few practical limits and best practices to consider:

• Certain data sources or properties may be restricted to specific subscription levels.
• Complex multi-object relationships can increase report load time.
• Too many filters or groupings may make charts harder to interpret.
• Permissions can impact which records and fields users can see in a report.

When designing reports, start simple, validate your numbers against known benchmarks, and then add complexity only where it adds real business value.

Where to Learn More About Hubspot Reporting

For deeper technical details on every setting in the custom report builder, review the official product documentation provided by the platform. One helpful reference is the guide on understanding the custom report builder at this support page, which explains features and limitations in product-specific terms.

If you need strategic help designing reporting frameworks or connecting your analytics approach to revenue operations, you can also consult with specialists such as Consultevo, who focus on CRM, analytics, and process optimization.

By learning how to configure data sources, fields, filters, and visualizations in the custom report builder, you can turn raw activity and lifecycle data into dashboards that support better decisions across marketing, sales, and service teams.