HubSpot Reporting: Complete Guide

Quick Summary:

HubSpot's reporting tools range from pre-built standard reports to fully custom, cross-object reports and dashboards -- covering marketing, sales, and service performance in one place.

What Is HubSpot Reporting?

HubSpot Reporting spans standard, pre-built reports for common metrics through to fully custom reports that combine data across Contacts, Companies, Deals, Tickets, and custom objects. Dashboards bring multiple reports together into a shareable, at-a-glance view for teams and leadership.

How to Build a Custom Report

  1. Go to Reports → Report Builder and select Custom Report Builder.

  2. Choose the primary data source (Contacts, Deals, Tickets, or a combination).

  3. Add filters to scope the data to what's actually relevant.

  4. Choose a visualization type -- table, bar chart, line chart -- based on what best communicates the data.

  5. Save, and optionally add to a dashboard or schedule for recurring email delivery.

A Real-World Example

Leadership wants a single dashboard showing marketing-sourced pipeline value, sales rep activity, and support ticket resolution time -- three genuinely different data sources brought together in one shared view. Custom reports built on each area, combined into a single scheduled dashboard, replace what used to require pulling three separate reports manually every week.

💡 Pro Tip

Build reports around specific decisions they're meant to inform, not just "data that seems interesting" -- a report nobody uses to actually decide anything tends to get ignored regardless of how well-built it is.

Frequently Asked Questions

What\'s the difference between a standard report and a custom report?

Standard reports are pre-built for common metrics; custom reports let you define your own data source, filters, and visualization for genuinely specific reporting needs not covered by defaults.

Can reports combine data from multiple objects, like Contacts and Deals together?

Yes, custom report builder supports cross-object reporting, letting you analyze relationships between different record types in one report.

Are dashboards shared automatically, or do I need to set permissions?

Dashboard sharing and visibility are configurable -- some dashboards can be private to an individual, while others are shared with specific teams or the whole portal.

Can I schedule reports to be emailed automatically?

Yes, both individual reports and full dashboards can be scheduled for automatic email delivery on a recurring basis.

Does HubSpot\'s reporting require a specific certification to use effectively?

No certification is required to use it, though HubSpot does offer a free Reporting certification course covering best practices for building effective reports.

Can custom reports use calculated properties or formulas?

Yes, calculated properties and custom formulas can be used within report building for derived metrics not directly stored as a standalone field.

Is there a limit to how many custom reports or dashboards I can build?

Limits vary by HubSpot tier -- higher tiers generally support significantly more custom reports and dashboards than lower ones.

Can I compare performance across different time periods in one report?

Yes, most reports support period-over-period comparison, letting you see trend direction rather than just a single snapshot in time.

Can reporting data be exported for use in external BI tools?

Yes, via the Reporting API or direct export, data can be pulled into external business intelligence tools for further analysis.

Can I build a report specifically on custom object data?

Yes, if custom objects are used in your portal, reports can be built directly on that data, not just standard HubSpot objects.