How to Use Hubspot Custom Reporting Tools Effectively

Hubspot offers powerful custom reporting tools that help you turn scattered marketing, sales, and service data into clear insights you can actually use. By mastering these reporting features, you can prove ROI, spot trends, and make smarter decisions across your entire customer journey.

This guide walks through the main types of custom reports, dashboards, and analytics features available, based on Hubspot’s own reporting capabilities.

Why Hubspot Custom Reporting Matters

Reporting is more than pulling a quick chart. With the right setup, you can answer complex questions such as:

Which channels generate the most qualified leads?
How long does it take to move contacts through your funnel?
Which campaigns actually influence closed revenue?
Where are deals getting stuck in your pipeline?

Hubspot custom reporting brings all your contact, company, deal, marketing, and service data into one system so you can analyze performance end-to-end instead of in silos.

Core Types of Hubspot Reports

Within Hubspot, you can build many report types without needing code or external BI tools. The main categories include:

Single-Object Reports in Hubspot

Single-object reports analyze data from one record type at a time, such as:

Contacts
Companies
Deals
Tickets
Custom objects (depending on your subscription)

These reports are ideal for exploring:

Lifecycle stage trends
Deal amounts by stage
Ticket volume by status or priority
Segment performance based on properties like industry or persona

You choose the object, pick the properties you want to analyze, add filters, and visualize results using tables or charts.

Cross-Object Reports in Hubspot

Cross-object reports let you analyze relationships between multiple objects, such as contacts and deals or deals and companies. This is essential if you want to understand how marketing engagement connects to revenue outcomes.

Common use cases include:

Attribution between contact activity and closed-won deals
Average number of contacts per company and its impact on deal size
Ticket volume associated with high-value customers

Cross-object analysis is a core benefit of using Hubspot as a connected CRM instead of running disconnected tools for each team.

Funnels and Pipelines in Hubspot

Funnel and pipeline reports track how records move across defined stages. In Hubspot, you can create funnel reports for:

Lifecycle stages (subscriber to customer)
Deal stages in a sales pipeline
Ticket stages for support workflows

These reports help you measure:

Conversion rates between each stage
Volume and velocity of records
Where most drop-off occurs

By regularly reviewing these insights, teams can optimize handoffs and fix bottlenecks across their funnels.

Attribution Reports in Hubspot

Attribution reporting connects marketing or sales touchpoints to outcomes like closed revenue or contact creation. Hubspot offers several attribution models and views so teams can evaluate which efforts actually drive results.

Key benefits of attribution reports include:

Comparing performance by channel, campaign, or asset
Aligning marketing and sales around shared revenue goals
Shifting budget to the most influential activities

Custom Behavioral Event Reports in Hubspot

With custom behavioral events, you can track highly specific actions visitors or users take, such as clicking a key button, viewing a particular page, or using a feature in your product. Hubspot custom event reports surface patterns in these behaviors and show how they relate to pipeline and revenue.

This level of reporting is especially valuable for SaaS and product-led growth teams that need to link in-app usage to outcomes.

How to Build a Custom Report in Hubspot

Although the exact interface can vary by subscription, the general process for building a custom report in Hubspot follows clear, repeatable steps.

Step 1: Choose Your Hubspot Report Type

Start by deciding what question you want to answer. Then pick the most appropriate report type:

Single-object report for questions about one object (e.g., “Which industries close the most deals?”).
Cross-object report for questions about relationships (e.g., “How does email engagement influence closed revenue?”).
Funnel report for stage-by-stage conversion analysis.
Attribution report for understanding which interactions contribute to outcomes.

Step 2: Select the Objects and Data Sources

Next, choose which Hubspot objects or events your report will use. For example:

Contacts and deals to connect marketing activity to revenue
Deals and companies to assess account-level performance
Tickets and contacts to analyze support experience

Make sure the underlying data is clean and that required associations between records exist, or your report may appear incomplete.

Step 3: Define Filters and Segments in Hubspot

Filters narrow your report to the records that matter most. You might filter by:

Date ranges (e.g., last 30 days, last quarter)
Lifecycle stage or deal stage
Owner or team
Region, industry, or persona

Thoughtful filtering helps ensure your Hubspot reports stay focused and aligned with your goals.

Step 4: Choose Properties and Metrics

Now, choose which properties to display and which metrics to aggregate. Common metrics include:

Count of records (e.g., contacts, deals, tickets)
Sum of deal amounts
Average time in stage
Close rate or conversion percentage

In Hubspot, you can often group results by property (such as owner, source, or industry) to compare performance across segments.

Step 5: Select Visualizations and Layout

Pick a visualization that matches the story you want to tell:

Tables for detailed lists and exports
Bar and column charts for comparisons
Line charts for trends over time
Funnel charts for stage progression

Hubspot lets you preview the report as you build it, so you can quickly adjust chart types or groupings until the results look clear.

Step 6: Save and Add to Hubspot Dashboards

After saving the report, add it to a relevant dashboard so your team can view it alongside other metrics. Dashboards in Hubspot can be:

Team-specific (marketing, sales, service, leadership)
Goal-specific (lead generation, revenue, retention)
Time-specific (weekly performance, monthly review, quarterly business review)

You can also schedule recurring dashboard emails to keep stakeholders updated automatically.

Best Practices for Hubspot Dashboards and Reporting

To get the most value from your data, follow these best practices as you build reports and dashboards in Hubspot.

Align Hubspot Reports with Business Goals

Before creating new dashboards, decide what business questions you need to answer. Then map those questions to a short list of metrics and visualizations. Avoid filling dashboards with every available chart; focus on what drives decisions.

Standardize Properties and Naming

Consistent property names and values make reporting easier and more accurate. In Hubspot, define clear naming conventions for:

Lifecycle stages and deal stages
Lead source and campaign fields
Pipeline names and ticket categories

Standardization prevents fragmented data that is difficult to analyze across teams.

Review Hubspot Data Quality Regularly

Data quality has a direct impact on report reliability. Set a recurring cadence to check for:

Missing key fields like industry, lifecycle stage, or owner
Incorrect associations between contacts, companies, and deals
Outdated or duplicate records

Clean data ensures your Hubspot reports reflect reality and support confident decision-making.

Train Teams to Use Hubspot Reports

Reporting only drives change when people actually use it. Run short internal sessions to show teams how to interpret dashboards, drill into records, and apply insights to their daily work.

Advanced Hubspot Reporting Resources

If you want to explore the full capabilities of custom reporting, including sample use cases and deeper feature descriptions, review the original resource from Hubspot at this custom reporting tools guide.

For organizations that need strategic help designing reporting frameworks or integrating multiple marketing and sales systems around Hubspot, you can also consult specialists such as Consultevo to align your data and dashboards with revenue goals.

Turning Hubspot Reports into Action

Custom reports and dashboards are only valuable when they inspire decisions and action. Build a simple cadence where teams review key Hubspot reports weekly or monthly, document insights, and agree on next steps.

When you connect clean data, focused questions, and consistent review rhythms, Hubspot becomes a central system for understanding performance and steering your marketing, sales, and service strategy with confidence.

Need Help With Hubspot?

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