The Ins and Outs of HubSpot Reporting: Tips, Tricks, and More

09/11/2023 7 min read Written by Corie Stark

In an era where data is the new gold, understanding how to mine, analyze, and interpret this invaluable resource is crucial for any business. HubSpot, a leader in inbound marketing, sales, and customer service, offers a comprehensive reporting tool suite that can serve as your data analytics powerhouse. 

Keep reading for a guide on mastering HubSpot's reporting features.

Why HubSpot Reporting Is Essential 

Reporting is not merely the act of generating charts and graphs. It's a strategic process involving data collection, analysis, interpretation, and presentation. It serves as the backbone of informed decision-making, enabling businesses to measure the effectiveness of their strategies, identify areas for improvement, and allocate resources more efficiently. And when it comes to HubSpot, there's way more to it than just that!

Benefits of HubSpot Reporting

HubSpot's reporting tools offer a multitude of advantages that go above and beyond. Here are some of the key benefits:

  • Unified Data Source: HubSpot is a single source of truth for all your business data. By integrating your CRM, marketing, sales, and service data, HubSpot eliminates the need for juggling multiple platforms, thereby reducing the risk of data inconsistencies.
  • Real-Time Analytics: HubSpot's reporting tools provide real-time analytics, allowing you to make timely decisions. Whether it's tracking a marketing campaign's performance or monitoring sales activities, real-time data ensures that you are always up to date.
  • Customization and Flexibility: The platform offers a high degree of customization. You can create custom reports that pull data from various sources, including third-party integrations. This flexibility allows you to tailor your reports to specific business needs, making your analytics more relevant and actionable.
  • User-Friendly Interface: One of HubSpot's standout features is its user-friendly interface. The platform's intuitive design makes creating and interpreting reports easy, even if you're not a data analyst. This democratizes data within your organization, empowering team members at all levels to engage with analytics.
  • Automated Reporting: HubSpot allows for automated report generation and distribution. You can schedule reports to be sent out to relevant team members at specific intervals, ensuring everyone is on the same page without requiring manual effort.
  • Data-Driven Decision-Making: By offering a comprehensive suite of reporting tools that provide deep insights into customer behavior, sales trends, and marketing effectiveness, HubSpot enables data-driven decision-making. This is crucial for optimizing strategies and achieving better ROI.
  • Scalability: As your business grows, your reporting needs will evolve. HubSpot's reporting tools are designed to scale with you, offering advanced features like attribution reports and Ops Hub Data Sets for larger organizations with more complex reporting needs.
  • Collaboration and Sharing: HubSpot makes sharing reports and dashboards with team members easy. Whether it's through email, Slack, or even embedded on a webpage, practical sharing features ensure that your data insights are accessible to all relevant stakeholders.

Overview of HubSpot's Reporting Features

HubSpot's reporting ecosystem is rich and diverse, offering a range of features that cater to various business needs. Here's a more detailed look at what you can expect:

  1. Standard Reports: These pre-configured reports provide quick insights into a wide array of essential metrics. Standard reports cover the basics, from website traffic and user engagement to sales activities and customer service metrics. They are handy for those new to HubSpot or data analytics in general.
  2. Custom Reports: For those who require a more nuanced view, custom reports are the way to go. These reports allow you to dig deeper into specific areas of interest by pulling data from multiple sources. But be wise when building one — consider the core object you want to analyze, and set it as your primary source. With custom reports, you can also integrate data from custom objects and third-party integrations, offering a comprehensive view of your business operations.
  3. Attribution Reports: Attribution reports take analytics to the next level by helping you understand the customer journey. These reports show how different touchpoints contribute to conversions, providing insights into which marketing channels are most effective for customer acquisition and retention. Examples of marketing attribution reporting include first interaction, last interaction, linear, u-shaped, w-shaped, and multi-attribution
  4. Data Integration: One of HubSpot's standout features is its ability to integrate data from various parts of your business. Whether it's CRM data, marketing metrics, sales activities, or customer service interactions, HubSpot brings it together in one unified platform. This eliminates data silos and enables more holistic reporting.
  5. Real-Time Dashboards: HubSpot's dashboards update as data comes in, providing you with the most current information at your fingertips. You can utilize pre-built dashboards like revenue attribution, sales manager and sales representatives, web engagement, and more, or customize these dashboards to show the metrics that matter most to you, making monitoring key performance indicators (KPIs) easier.
  6. Visualization Tools: HubSpot offers a variety of visualization options to make your data more understandable. Line charts are ideal for tracking metrics over time, pie charts are excellent for showing proportions, and bar graphs are helpful for comparative data. These visualization tools are not just aesthetically pleasing but also enhance data interpretability.
  7. Exporting and Sharing: Need to present your findings in a meeting or share them with external stakeholders? HubSpot makes it easy to export your reports in various formats, including PDF and Excel. You can also share dashboards via email or Slack, ensuring your insights are easily accessible to all team members.

Read More: 3 Pro Tips for Custom HubSpot Reporting 

Tips and Best Practices for HubSpot Reporting 

Navigating the world of HubSpot reporting can be overwhelming, especially with the many features and customization options available. However, the key to effective reporting lies in optimization. Make the most out of your reporting with these tips and tricks:

  • Plan Before You Dive In: Before creating reports, have a clear plan and set specific goals. Knowing your goal will guide your reporting process, making it more focused and effective. 
  • Stick to One Goal: Having one primary goal per dashboard can help you maintain focus. An example of one dashboard with a singular purpose would be monitoring lifecycle stage transitions. 
  • Choose the Right Data Source: Selecting the appropriate data source is crucial. Always know the core object you're reporting on and set it as your primary source. For example, if you're reporting on call length with a contact, set calls as your primary source.
  • Keep It Simple: While HubSpot offers a wide range of customization options, simplicity is vital. Limit your dashboards to no more than 10 reports to avoid information overload.
  • Tell a Story: Your dashboard should tell a coherent story. Arrange your reports logically and use text sections and prebuilt descriptions to provide context and analysis, turning your dashboard into a living, breathing document.
  • Add Descriptions and Definitions: Utilize the prebuilt description section to provide context, especially for new team members. Text sections can also define specific terms or metrics, adding clarity to your reports.
  • Align Dashboards with Business Operations: It doesn't matter if it's for a sales management meeting or one-on-one rep reviews. Tailor your dashboards to specific business processes or meetings. This ensures that the data presented is directly relevant to the discussion.
  • Be Proactive with Dashboard Sharing: Consider sending dashboards in advance of meetings. This allows team members to prepare, fostering more informed and productive discussions.
  • Configure Sales and Marketing Goals: When setting up sales and marketing reports, configure them in the system to reflect specific goals. This brings your reports to life, allowing you to track real-time progress against targets.
  • Leverage Out-of-the-Box Reports: Don't underestimate the power of HubSpot's standard reports. They are a great starting point and can be highly informative, especially for those new to the platform.
  • Think Timeline: When setting goals, consider how they fit into a broader timeline. Timelines help you track progress and make adjustments, whether quarterly sales targets or monthly marketing KPIs. Additionally, it's essential to pick a consistent time frame. This helps in making accurate comparisons and understanding trends over specific periods.
  • Use Filters: Not using filters can lead to overwhelming and irrelevant data. Filters help you focus on specific subsets of data, making your reports more actionable. For instance, you can filter customer journey reports to show only a subset of contacts and their steps.

Leveraging HubSpot's Advanced Reporting Features

HubSpot's reporting capabilities go beyond the basics, offering a range of advanced features that can provide deeper insights and more nuanced analysis. Not sure how to up your analytics game? Here's how you can leverage these features:

  • Embed External Data: You can embed reports from Google Data Studio, allowing you to bring in data from other platforms and create a more comprehensive dashboard.
  • Utilize Ops Hub Data Sets: Ops Hub Data Sets can be a game-changer for larger organizations. They allow admins to predefine a lot of information, making it easier for teams to pull accurate data into their reports.
  • Get Creative with Workflows: If a specific data point you need doesn't exist, think about creating it. For example, you could create a workflow to capture the last conversion point when a contact becomes an MQL or SQL.
  • Consult the HubSpot Community: When in doubt, the HubSpot community is a valuable resource. From expert tips to specific advice, the community can provide a wealth of information.

Start Your Reporting Journey

HubSpot's reporting features offer a robust and flexible environment for all your data analytics needs. HubSpot has something for everyone, from standard reports for quick insights to custom reports for in-depth analysis. As you embark on your reporting journey, remember that the key to success lies in understanding your objectives, maintaining focus, and continuously optimizing your strategies.

Looking for more? Reach out to us at Lynton for personalized guidance on HubSpot reporting.

Become a Reporting Master 

Take the first steps toward data-driven decisions and business success today. 


By: Corie Stark

After spending many years as a sports journalist, Corie switched to marketing in 2013. Her love of writing, talking to people, and keeping up with the industry enables her to use her skills for anything from social media to long-form blogging. Outside of work, she enjoys hiking with her dogs and making her cats chase the ever elusive red dot.

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