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HubSpot Custom Reports: Getting the Data You Need

Without reporting on your data, knowing if your team’s efforts are genuinely working is impossible. You can make your data work for you with HubSpot’s various reporting options.

HubSpot offers standard reports for your contacts, lifecycle stage funnels, revenue, companies, and wins and losses. These are all important for your company to know, but custom reporting within HubSpot reporting may offer more value and help propel your business forward. Before you begin with custom reports, know what data you want to analyze and organize it. Also, you may not want to create too many reports that may clutter your dashboard.

Types of Custom Reports

There are four types of custom reports you can use to get the data you need. They are:

1. Single data set. This type of custom report allows you to report on one dataset, including anything from your contacts, companies, deals, tickets, activities to products.

2. Across data set. This report allows 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 properties across two data sets. For example, you can analyze the connection between a deal and a contact. If you’re beginning to expand into a particular section of the United States, you can create a report that shows deals linked to contacts from that area.

3. Funnels or pipelines. These reports show progress relating to your contacts, deals, and events. With this, you can see how someone or a deal is moving through your pre-set stages of your specific buyer’s funnel and where you may need to make edits in your efforts.

4. Attribution. To see how your visitors are moving through your website, you can create a custom attribution report. These reports show a contact’s journey through your site, how they got there, and what led them to ultimately contact you. If you want to see how many of your visitors became contacts through Facebook, custom attribution reports will show this.


Metrics to Include in Custom Reports

Once you begin using canned reports, custom reports will become easier. The more you use custom reports, the more metrics and data you’ll be able to examine that reflect the nuances of your company. Examples of metrics you can include in custom reports:

  • Average deal size
  • Lead-to-close time
  • Customer acquisition cost
  • Individual sales rep performance
  • Revenue by challenge faced by customer
  • Average number of activities by sales rep
  • Closed won/lost reason

If you want even more advanced custom reporting, you can do so through HubSpot’s Reporting Add-on and Databox.

Also read: Growth Driven Design Reporting - 6 Metrics That Matter

Reporting Add-On

HubSpot’s Reporting Add-On is a central dashboard that combines all your marketing and sales reports into one interface, allowing your teams to see all the metrics they’re accountable for and the progress of those initiatives.

With this tool, you can create custom, segmented reports based on lists, types, and views that reflect the contacts, companies, deals, or tickets you have in your CRM. For example, your teams can create reports such as Original Source Type broken down by Average Pageviews that are linked to a certain persona. You can also view the performance of your MQLs, as well what months of the years those MQLs become deals. Reporting Add-On is helpful for you to see how your different target audiences react to your marketing and sales efforts.

Read more: Choosing the Right KPIs for Your Marketing Strategy


Databox transforms your HubSpot CRM data into insights that you can deliver to your mobile, Apple Watch, Smart TV display, or Slack channels. Databox connects multiple data sources into one place, creating another customized way for your team to stop on top of important metrics.

KPIs you can report on with Databox include:

  • Contacts
  • Total contacts
  • Average time to close deal
  • New deals amount (customized by Create Date or Stage by Close Date)
  • Closing deals
  • Deals (tailored by Stage by Create Date, Stage by Close Date, HubSpot Owner, by Deal Name)
  • Deals Closed Won-Deals Closed Lost-Deals Close Won Amount-Open Deals (by HubSpot Owner)
  • Companies
  • Total Revenue by Company
  • New Companies by First Conversion

There are multiple resources within HubSpot or ones that work with HubSpot, that allow tools to create the most necessary reports for your business. The more you study and analyze data that is customized for your company, the more you can improve your business practices. To get help with custom reporting, contact LyntonWeb today.

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