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hubspot reports

3 Pro Tips for Custom HubSpot Reporting


Reporting is an essential component of your inbound marketing strategy. Without it, you won’t know which of your efforts convert your leads into valuable customers. If you use HubSpot, you have access to a variety of standard reports that analyze your contacts, lifecycle stages, revenue, companies, marketing activity, and wins and losses.

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All of these are vital for your company to know, but with HubSpot’s custom reporting, you may be able to discover more that could help propel your business forward. Before diving in, here is a recap on what custom reports you can make in HubSpot:

  • Single data set. This type of custom report allows you to report on one dataset (contacts, companies, deals, tickets, activities, products).
  • Across data set. This report will enable you to report on the same data as above but across two different datasets. With across-data set reports, you can see the relationship between two of the above properties across two data sets.
  • Funnels or pipelines. These reports show progress relating to your contacts, deals, and events. With this, you can see how someone or a sale is moving through your funnel.
  • Attribution. These reports show a contact’s journey through your site, how they got there, and what led them to contact you ultimately. If you want to see how many of your visitors became contacts through a specific referral source, like Twitter, custom attribution reports will show this.

With this in mind, here are some ideas to get the most out of custom reporting in HubSpot. Keep in mind different visualizations may work for various reports and that all of the following are created through filters and measures.

Create Reports to Help Your Sales Team Land More Deals

Custom reports can aid your sales team immensely in their many processes. Consider making reports that reflect elements such as:

Customers Closed by First Conversions – If you’ve noticed that a particular blog post you’ve shared with customers is sealing the deal, it’d be wise to note that. With this report, you can see which blog, case study, eBook, landing page, or other piece of sales enablement converts the most people the quickest.

Closed Won vs. Closed Lost by Amount over Time – A report like this can give you insight into how seasonality and organizational changes affect your sales. You can determine how best to scale your team, and advise when the busiest and slowest months are during the year.

Customer Acquisition Cost – Are you spending too much time and money going after new customers when you could focus your energy on renewals? This report can highlight that by showing just how much you spent acquiring each customer.

Average Number of Activities by Sales Rep – To determine the total number of tasks each member of your sales team uses to convert a lead, place this report in your dashboard. You’ll be able to see where leads may get stuck and adjust your processes accordingly.

Create Reports to Help Your Marketing Team Learn What’s Working and What’s Not

Your marketing team and their campaigns are critical to your sales’ success. These custom reports can help them understand the efficiencies (or inefficiencies) of their campaigns.

All-time Blog Views vs. Landing Page Views vs. Website Interior Pages – To get a broad overview of how your content is performing, how traffic is distributed, and how it all affects one another, create this report.

MQLs by Source – Creating this report gives you valuable insight into how many MQLs you’re getting as a result of your different marketing initiatives.

Contacts who became an MQL last month – To see what content drove someone to become an MQL and how quickly, create this report.

First Conversion by Source – This reports show which of your marketing channels are bringing the most leads, and reveals what are you best top-of-the-funnel offers. This information is invaluable to pass onto sales as they begin interacting with prospects.

Create Multi-Touch Marketing Attribution Reports to Show the Impact of Marketing and Sales

Some of your leads may have dozens, if not hundreds, of interactions with your company before they decide to buy from you. That makes understanding their customer journey easier said than done.

A multi-touch attribution model – built through the attribution custom reporting option – looks at the entire series of events a lead has with your website and marketing communication. This report shows which exact channels and content pieces are creating sales opportunities by showing a visitor’s every touchpoint with your business – from first to last.

Marketing Attribution Reporting – This specific report confirms which specific marketing efforts influenced a sales call, a demo request, a consultation, and ultimately a customer conversion.

Multi-Touch or Multi-Attribution Reporting - This report measures the success of your marketing team’s campaigns that are in place to move leads into SQLs. For further details on both of these reports, visit this blog.

Get Expert Advice

These custom reports are just a small sampling of what HubSpot has to offer. If you’re struggling to create any of them, or want assistance creating even more in-depth custom reports, reach out today.

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