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HubSpot’s custom reports are a powerful tool that allows businesses to gain deeper insights into their performance data and track key metrics unique to their business.
Whether you want to analyse sales activities, track marketing campaigns, or monitor customer service efficiency, HubSpot custom reports enable you to create tailored views of your data for meaningful insights.
In this detailed guide, we’ll walk through a step-by-step process for creating effective custom reports in HubSpot.
By the end of this article, you’ll have a comprehensive understanding of how to set up custom reports, customise them for your specific needs, and maximise their effectiveness.
HubSpot’s custom reports offer more flexibility than standard reports. They allow you to choose which data points to include, how to display the information, and how to filter it for clarity.
Custom reports help you answer complex business questions, such as,
With HubSpot’s custom report builder, you can easily tailor your data analysis to gain deeper insights and drive better business decisions.
Additional benefits of HubSpot custom reports,
Custom reports offer more advanced data visualisation options like pivot tables, segmented bar charts, and multi-axis graphs, which are not available in standard reports.
Share custom reports across different departments like sales, marketing, and service to foster collaboration and ensure everyone is aligned with business goals.
Unlike manual reporting methods, HubSpot’s custom reports update in real-time, ensuring you always have access to the most up-to-date data.
HubSpot offers several types of custom reports, each serving different purposes:
Analyse data from a single object like contacts, companies, or deals.
This report type is perfect for getting insights into the performance of one specific area, such as tracking the number of new contacts added within a certain time frame.
These reports combine data from multiple objects, such as linking contacts with deals, to analyse relationships between different data points.
Use this type when you need to understand interactions across various data sources, like how certain contacts impact deal closures.
Track process stages, such as leads moving through different sales stages, to visualise conversions over time.
This report is valuable for identifying bottlenecks in your sales funnel and improving the efficiency of your sales process.
Attribute revenue, traffic, or other outcomes to specific marketing actions or campaigns to measure effectiveness.
For example, you can track which marketing channels are driving the most revenue or contributing to conversions.
These reports focus on tracking the activities of your sales or service teams, such as emails sent, meetings booked, or calls made.
Activity reports are ideal for monitoring team performance and ensuring that goals are being met.
Choosing the right report type is crucial as it dictates what kind of data you can analyse and how you can visualise it.
Creating custom reports in HubSpot can seem daunting, but by following these steps, you’ll be able to build effective reports that deliver the insights you need.
For additional details on how to navigate and use the custom report builder, refer to this comprehensive HubSpot guide on creating custom reports.
Use this if you want to analyse data from one object like deals or contacts.
Select this if you want to analyse relationships between different objects, like linking deals with the contacts associated with them.
Track interactions such as emails sent, meetings booked, or calls made.
Choose this option to track conversions and see how contacts move through stages like MQL (Marketing Qualified Lead) to SQL (Sales Qualified Lead).
This report type allows you to attribute revenue or other outcomes to specific marketing actions or campaigns, helping you understand which channels and efforts are driving the most value for your business.
Select one or more objects you want to analyse (e.g., Contacts, Deals, Companies).
Choose specific properties for the objects you want to include in the report. For example:
Apply filters to narrow down the data displayed in your report based on certain criteria, such as time frame, deal owner, or contact source.
Use the group-by and segment options to organise data into meaningful categories, such as grouping deals by stage or contacts by industry.
Need help setting up complex custom reports in HubSpot? Get professional assistance from our HubSpot implementation experts.
Click on “Save” and give your report a meaningful name, such as “Monthly Sales Performance by Deal Owner.”
If you have a specific dashboard set up for your team, add the report to that dashboard.
Share the report with team members via email or generate a sharing link. You can also automate report sharing at regular intervals.
Use calculated fields to derive metrics such as conversion rates, average deal size, or time spent in each stage.
Go to the “Properties” section in the report builder and click on “Create Calculated Property.”
Set goals within your reports (e.g., monthly sales targets) and track progress towards these goals.
Enhance your HubSpot reports with our GA4 GTM implementation services for advanced tracking and analysis.
Once you have several custom reports, it’s useful to group them into dashboards for a complete view of your business activities.
Here’s how:
Explore the top HubSpot extensions in 2024 to further optimise your HubSpot custom reports and marketing strategies.
HubSpot custom reports can be tailored for specific teams:
Create reports to track lead generation sources, campaign performance, and website visitor behavior.
Build reports that show deal progress, sales activity, and pipeline health.
Improve your sales data visibility with custom HubSpot reports, tailored by our HubSpot sales consulting team.
Monitor ticket resolution times, customer satisfaction, and support efficiency.
Learn how to create HubSpot workflows to automate your reporting processes and manage data more effectively.
If you encounter problems while creating or viewing your custom reports, consider these solutions:
Check your filters and properties to ensure they match the data you want to analyse.
Make sure all relevant fields are filled out in HubSpot and that your report includes the correct objects and properties.
Simplify your report by reducing the number of visualisations or data points.
If you need even more advanced analytics, consider connecting HubSpot to Google Data Studio:
Optimise your HubSpot custom reports by integrating them with Google Analytics using our Google Analytics implementation services.
Creating effective custom reports in HubSpot is essential for making informed decisions and driving business success. By following this step-by-step guide, you can build insightful reports that help track performance and optimise your strategies.
Need help setting up custom reports?
Schedule a free 30-minute consultation call with us to get personalised assistance in building and optimising your HubSpot custom reports.
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