Types of HubSpot Custom Reports and How to Create Them

HubSpot’s reporting tools and custom reports give you the flexibility to see all of your data in one place. Making it easier than ever to make data-driven decisions.

By creating custom reports, you are able to see high level trends as well get into the weeds with the metrics that matter most. HubSpot reporting allows your data to be easily accessible by every team member, which ensures everyone on your team is on the same page with what’s working and what’s not working.

So, how do you decide what to include in your custom reports? Then how do you build them? Let’s break it down.

How to Choose What to Report On

If you don’t know what you want to report on, building a custom report will quickly become frustrating, which is what we don’t want!

In order to set your company up for success, you need to think about what you’re trying to accomplish. What are your goals? Are there specific things you want to know or questions you want answered?

(If you’re not sure what you should be measuring, check out this blog post: 13 Must-Know Marketing KPIs for Manufacturers.)

After you take the time to examine your goals and what data could help you achieve them more effectively, write down the questions you want answered. For example, how many website visitors are turning into leads? And how many of those leads are turning into customers? These questions are the perfect starting point for creating your reports.

Once you have your starting point, you need to know which type of report to create.

Four Types of Custom HubSpot Reports

The HubSpot reports tool has standard reports and also allows you to create custom reports.  With the custom reports tool, you can analyze your data in the following ways:

1. Single data set

With single data set reports, you report on one record type (contacts, companies, deals, tickets, activities, or products).

2. Across data sets

With across data sets, you can analyze relationships between two different record types.

3. Pipeline or funnel reports

With pipeline or funnel reports, you can see how contacts or deals are moving through lifecycle or deal stages.

4. Attribution reports

With attribution reports, you can analyze the interactions that led to conversion on your website.

Now that you know the different types of reports, let’s walk through how to create each one.

How to Create a Custom Report Across a Single Data Set in HubSpot

Step 1:

Log into your HubSpot account, click Reports in the main menu at the top. Then click Reports.

Step 2:

On the top-right, click Create custom report. It’s located in an orange box.

Step 3:

On the left under What do you want to report on?, click Single data set.

Step 4:

Choose which data set you want to report on, then in the top-right click, Next.

Step 5:

In the left menu, select the properties and filters you’d like to include in your report.

In the Properties tab, click the Add Property buttons to browse and select the properties you'd like to report on.

In the Filters tab, click Add filter to narrow down the data.You can search for the property you'd like to filter your report with, then set the criteria for your filter.

After you set up your filters and measurements.

Step 6:

Click the Visualization tab on the top to customize the chart for your report (Or next in the previous step).

On the left, choose a chart type (Bar, Column, Line, Area, Doughnut, Pie, Summary, or Table).

You can drag and drop properties in the Configure chart section to choose which properties you want to display.

Step 7:

To name your report before you save it, click the pencil icon at the top to edit to name your report.

Once you've finished your report, click Save. The report will be added to your list of saved reports under Reports. You can also add your report to a dashboard.  

How to Create a Custom Report Across Data Sets in HubSpot

The creation of this report is very similar to the Single data set report. So if you’ve already mastered the single report, you’ll be a pro at this one too!

Step 1:

Log into your HubSpot account, click Reports in the main menu at the top. Then click Reports.

Step 2:

On the top-right, click Create custom report. It’s located in an orange box.

Step 3:

On the left under What do you want to report on?, click Across data set.

Step 4:

Choose which data set you want to report on, then in the top-right click, Next.

Step 5:

In the left menu, select the properties and filters you’d like to include in your report.

In the Properties tab, click the Add Property buttons to browse and select the properties you'd like to report on.

In the Filters tab, click Add filter to narrow down the data.You can search for the property you'd like to filter your report with, then set the criteria for your filter.

After you set up your filters and measurements.

Step 6:

Click the Visualization tab on the top to customize the chart for your report (Or next in the previous step).

On the left, choose a chart type (Bar, Column, Line, Area, Doughnut, Pie, Summary, or Table).

You can drag and drop properties in the Configure chart section to choose which properties you want to display.

Step 7:

To name your report before you save it, click the pencil icon at the top to edit to name your report.

Once you've finished your report, click Save. The report will be added to your list of saved reports under Reports. You can also add your report to a dashboard.  

How to Create a Custom Funnel or Pipeline Report in HubSpot

Step 1:

Log into your HubSpot account, click Reports in the main menu at the top. Then click Reports.

Step 2:

On the top-right, click Create custom report. It’s located in an orange box.

Step 3:

On the left under What do you want to report on?, click Funnels and pipelines.  

Step 4:

Choose Contacts or Deals, then in the top-right click, Next.

Step 5:

In the Data tab, click Add filters to select properties to compare across your records.

In the Visualization tab, click the chart you want to use for your data visualization.

Use the Add stage dropdown menu to select more stages from your pipeline to include in your report. (You can click the X to remove any stages you don’t want to include.)

Use the all dropdown menu to visualize how records have moved through your pipeline stages.

Choose any records to create a pipeline report.
(A pipeline report shows you the number of contacts or deals that have had any of the selected stages during the time period selected, regardless of the order their stages change.)

Choose all to create a funnel report.
(A funnel report shows you only the number of contacts or deals in each stage that moved through the selected stages in order.)

Click the Data tab to adjust the properties you selected for your report.

Step 6:

To name your report before you save it, click the pencil icon at the top to edit to name your report.

Once you've finished your report, click Save. The report will be added to your list of saved reports under Reports. You can also add your report to a dashboard.  

How to Create an Attribution Report in HubSpot

Step 1:

Log into your HubSpot account, click Reports in the main menu at the top. Then click Reports.

Step 2:

On the top-right, click Create custom report. It’s located in an orange box.

Step 3:

On the left under What do you want to report on?, click Attribution.

Step 4:

Select the data you’d like to report on, then in the top-right click, Next. The Data tab includes a list of data that is included in your report.

On the left-hand side under Filters, use the List drop down menu to choose a list of contacts for your report. (By default, the report will be set up to report on All contacts.)

Use the Date property drop down menu to choose any date property to analyze attribution for a specific interaction. (By default, the report will use the Create Date property to analyze a contact's first conversion on a form.)

Finally, use the Date range drop down menu to choose a specific time frame for your report. (By default, the report will be set up to report on interactions from All time.)

Step 5:

In  Visualization tab, you can customize your attribution report. In the Choose chart type section, you can select the chart you want to use for your data visualization.

Use the Metric drop down menu to choose a metric to show in your data visualization.

Use the Attribution object drop down menu to choose an object to analyze in this attribution report.

Use the Attribution model drop down menu to choose your set of rules for assigning credit to the touch points in a contact's conversion path.

Once you've chosen all your filters, click Run report. You'll see your data and a visualization of your chosen metric.

Step 6:

To name your report before you save it, click the pencil icon at the top to edit to name your report.

Once you've finished your report, click Save. The report will be added to your list of saved reports under Reports. You can also add your report to a dashboard.  

Now that you know what types of reports you can create with HubSpot reporting and how to create them, you’re ready to make more data-driven decisions. Good luck!

PS. We’re always here to help if you have any questions.