How to Create Custom Reports in HubSpot

Custom reporting in HubSpot gives you the flexibility to explore your CRM data, visualize performance, and share insights with your team. This guide walks through how to create, edit, and manage custom reports using the report builder so you can track the metrics that matter most.

All instructions are based on the official HubSpot documentation for custom reports and focus on practical, step-by-step actions you can follow in your own account.

Accessing the HubSpot Custom Report Builder

Before building a new report, you must open the main reporting tool in your account. Permissions can limit which reports you see or what you can edit, but the navigation path is the same for most users.

1. In your HubSpot account, go to the top navigation bar.

2. Click Reports > Reports again.

3. In the upper right, select Create report.

4. In the left sidebar panel, choose Custom reports to open the custom report builder options.

From here you can pick from multiple report styles, depending on the type of data and visualization you need.

Choosing the Right HubSpot Custom Report Type

The custom report builder supports several report types. Selecting the correct type at the beginning will make it easier to present accurate and useful data.

• Single-object reports: Analyze one object at a time, such as contacts, companies, deals, tickets, or custom objects.

• Cross-object reports: Combine data from more than one object to understand relationships (for example, contacts and deals, or companies and tickets).

• Funnel reports: Visualize how records move through stages, commonly used for lifecycle or deal pipelines.

• Attribution reports: Measure which assets or interactions influenced key outcomes, such as deals created or revenue.

• Customer journey reports: Follow how contacts interact with different touchpoints across your marketing and sales funnel.

After you select a type, HubSpot loads the corresponding builder interface, where you choose data sources, fields, and filters.

Selecting Data Sources in HubSpot Reports

Each report type works with specific data sources. When building a new report, you will typically choose one or more objects or data sets that define which records are available.

Common data sources include:

• CRM objects such as contacts, companies, deals, tickets, and custom objects

• Marketing events, activities, and campaign interactions

• Sales activities like calls, meetings, and tasks

• Website analytics and engagement metrics, depending on your subscription

Once the data source is set, the fields available in the builder will match that selection. If you need additional datasets combined, choose a cross-object or advanced report type where possible.

Configuring Fields and Filters in HubSpot Custom Reports

Field selection and filtering are the core of any useful report. In the custom report builder, you will drag and drop fields to the configuration panel and then refine your data with filters.

Adding Fields to Your HubSpot Report

1. In the left panel, browse or search for properties and metrics you want to include.

2. Drag a field into the Columns or Rows area (for tables) or into Metrics and Dimensions (for charts).

3. Adjust any aggregation options, such as sum, average, count, or distinct count, where supported.

Examples of common fields:

• Contact properties: lifecycle stage, create date, original source

• Deal properties: amount, deal stage, close date, pipeline

• Ticket properties: status, priority, time to close

Applying Filters in HubSpot Reports

Filters narrow your data to the records that matter for your analysis.

1. Click the Filters section in the report builder.

2. Add conditions such as date ranges, owners, pipeline, lifecycle stage, or other object properties.

3. Use AND/OR logic to combine multiple conditions.

4. Preview the filtered data to confirm it matches your expectations.

Typical filter examples include:

• Deals with a close date in the current quarter

• Contacts created in the last 30 days from a specific original source

• Tickets with high priority that are still open

Designing Visualizations in the HubSpot Report Builder

After choosing fields and filters, select how you want your data to appear. The HubSpot custom report builder supports several visualization formats.

• Tables for detailed record-level data

• Bar and column charts for comparisons

• Line and area charts for trends over time

• Pie and donut charts for distributions

• Funnels for stage progression

Within the chart options, you can:

• Change axes or groupings

• Sort values ascending or descending

• Format numbers, percentages, and currencies where available

• Adjust colors or legend placement, depending on the chart type

Use the preview panel to validate that your visualization clearly communicates the insight you are trying to surface.

Saving and Managing HubSpot Custom Reports

When your configuration is ready, save the report so you can reuse it and share it with others.

Saving Your Report in HubSpot

1. In the upper right, click Save or Save as.

2. Enter a clear, descriptive report name that indicates its purpose and data set.

3. Add an internal description, if available, to explain any important filters or usage notes.

4. Choose whether to add the report to an existing dashboard or leave it as a standalone report.

Editing and Cloning HubSpot Reports

After saving, you can manage reports from the main Reports library.

• Open a report and click Edit to adjust fields, filters, or visualization.

• Use Clone to create a copy, then modify it for a different team, pipeline, or date range without starting from scratch.

• Rename, move to another dashboard, or delete reports as your reporting needs evolve.

Sharing and Using HubSpot Reports on Dashboards

Reports become most valuable when they are shared on dashboards that teams can view daily or weekly.

1. From the report, click Add to dashboard.

2. Select an existing dashboard or create a new one.

3. Resize and reposition the report widget on the dashboard layout.

4. Set dashboard-level filters, if available, to apply common criteria across multiple reports.

Depending on your permissions and subscription, you can also schedule dashboard emails so stakeholders receive key HubSpot metrics automatically.

Tips for Better HubSpot Reporting Strategies

To get consistent value from the custom report builder, follow these practical tips:

• Standardize property usage and naming so reports stay accurate.

• Align each report with a specific goal, such as pipeline health, customer support performance, or lead generation.

• Limit each report to a clear question and avoid overloading widgets with too many fields.

• Review filters regularly to ensure date ranges, owners, and pipelines are still relevant.

For broader optimization of your reporting strategy and CRM setup, you can explore specialized consulting resources like Consultevo for guidance on data structure and analytics best practices.

Learn More About HubSpot Custom Reports

This how-to article is based on the official reporting documentation. For the most current details, including subscription-specific limits and new report types, review the original guide on creating custom reports in HubSpot’s knowledge base.

By combining the flexibility of the custom report builder with a well-structured CRM, you can turn raw account data into clear insights that support better decision-making across marketing, sales, and service teams.

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.

Scale Hubspot

“`