How to Create Custom Single Object Reports in Hubspot

Custom single object reports in Hubspot let you deeply analyze one type of record at a time, such as contacts, companies, deals, tickets, custom objects, or activities. By focusing on a single data source, you can build precise reports that power better decisions and clear dashboards.

This step-by-step guide walks you through creating, editing, saving, and managing these reports, following the options and tools provided in the official reporting interface.

What is a Hubspot Single Object Report?

A single object report in Hubspot uses one primary object as its data source. Instead of combining multiple objects, you select just one record type and analyze its properties and performance over time.

You can report on:

• Contacts
• Companies
• Deals
• Tickets
• Custom objects
• Activities (including calls, emails, tasks, and meetings)

These reports work best when you want a focused view, such as deal pipeline performance or support ticket resolution trends.

Accessing the Hubspot Report Builder

To create a custom single object report, start in the report builder area of your Hubspot account.

1. In your main navigation, go to the reporting or analytics section.
2. Select the option to create a new report.
3. Choose the custom report builder feature.

When prompted to pick a report type, select the single object option so that all subsequent settings are scoped to one object only.

Choosing the Data Source in Hubspot

The first step in configuring your custom report is selecting the object you want to analyze.

Select a Hubspot object

Within the single object report setup screen, you will see a list of supported objects. Choose one of the following, depending on your goal:

• Contacts for lead or lifecycle analysis.
• Companies for account-level reporting.
• Deals for pipeline and revenue insights.
• Tickets for support and service metrics.
• Custom objects for specialized data models you have configured.
• Activities when you want to track calls, meetings, tasks, or emails.

Once selected, all available properties and filters in the report will be tied to that object.

Understanding activities reporting in Hubspot

When you choose activities as the object, the report can include data for:

• Calls
• Emails
• Meetings
• Tasks
• Other logged interactions

You can break down activity results by outcome, owner, date, and more, which is especially useful for sales and service performance tracking.

Adding and Managing Report Fields

After selecting your object, configure the fields and metrics that will appear in your visualization.

Select Hubspot properties for your report

Use the fields panel to add object properties such as:

• Basic attributes (e.g., contact name, company name).
• Status or stage fields (e.g., deal stage, ticket status).
• Date properties (e.g., create date, close date).
• Numeric fields (e.g., amount, count, duration).

Drag and drop these fields onto the X-axis, Y-axis, or into the breakdown and filters areas, depending on the type of chart you want.

Configure filters for precise Hubspot insights

Filters let you narrow the report to the most relevant records. Common filters include:

• Date ranges, such as last 30 days or this quarter.
• Pipeline or stage for deals and tickets.
• Owner or team assignment.
• Lifecycle stage for contacts and companies.

By combining multiple filters, you can build highly targeted single object reports that reflect your exact reporting question.

Choosing Visualizations in Hubspot Reports

The visualization type determines how your single object data is displayed. In the report builder, explore the chart options available for your selected object.

Common chart types for single object reporting

• Tables for detailed row-level analysis.
• Bar and column charts for comparing values across stages, owners, or segments.
• Line charts for trends over time.
• Pie and donut charts for distribution across categories.

For activities, you might use a column chart to compare the number of calls or meetings per owner. For deals, line charts can show how revenue trends across months or quarters.

Adjust display settings in Hubspot

Each visualization type provides settings you can adjust, such as:

• Sorting order for categories.
• Number formatting and aggregation (sum, count, average).
• Legend display and label visibility.
• Color and grouping options.

Use preview mode to confirm that the report shows your data clearly before saving.

Saving and Managing Hubspot Single Object Reports

Once you have configured and previewed your report, you can save it for ongoing use.

Save your Hubspot report

1. Click the save or save as button in the report builder.
2. Enter a clear, descriptive report name.
3. Optionally, add a description so other users understand the purpose.
4. Choose the folder or category where the report should be stored.

After saving, the report appears in your reports list and can be added to dashboards.

Add the report to Hubspot dashboards

To keep your single object analytics visible, add the saved report to a dashboard:

1. Open your dashboard area.
2. Select the option to add an existing report.
3. Search for the name of your single object report.
4. Place and resize the report widget on the dashboard layout.

This makes it easy for sales, marketing, or service teams to monitor the data every day.

Editing and Cloning Hubspot Reports

Your reporting needs will evolve, so you can return to any saved report to make updates.

Edit existing Hubspot single object reports

1. Go to the reports library.
2. Find your single object report in the list.
3. Select the option to edit.
4. Adjust filters, fields, or visualization settings as needed.
5. Save changes to update the report for all users.

Editing is useful when you change pipelines, add new custom properties, or refine the focus of your analysis.

Clone reports for similar Hubspot analyses

Instead of building a similar report from scratch, clone an existing one:

1. In the reports list, choose the clone option for a saved report.
2. Rename the cloned report to reflect its new purpose.
3. Change filters or metrics while keeping the original structure.

Cloning is ideal when you want multiple versions of a single object report with only slight differences, such as different date ranges or teams.

Best Practices for Single Object Reporting

To get the most from your Hubspot reporting, keep these practices in mind:

• Use clear naming conventions for all reports.
• Limit each report to one primary question or decision.
• Standardize date ranges across dashboards for easier comparison.
• Document which teams use each report and how often.

Over time, review your reports library to remove outdated items and keep only the most relevant single object views.

More Resources for Hubspot Reporting

For additional details on every option available in the single object report builder, see the official documentation at this Hubspot reporting guide. To improve your broader analytics and CRM strategy, you can also explore expert consulting and implementation services from Consultevo.

By using single object reports effectively, you turn your Hubspot data into actionable intelligence that supports sales, marketing, and service performance across your organization.

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