How to Build a New Report in HubSpot
HubSpot reports help you track performance, identify trends, and make data-driven decisions across contacts, companies, deals, marketing, sales, and more. Follow this step-by-step guide to build a custom report in HubSpot.
Before You Start
To build a custom report, you’ll need:
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Reporting access (available on most Starter, Professional, and Enterprise plans).
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At least one object with data (e.g., contacts, deals, tickets).
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Knowledge of what you want to analyze (e.g., deals by rep, email open rates, ticket resolution time).
Steps to Build a New Report
Go to the Reports Tool
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In your HubSpot portal, navigate to:
Reports > Reports -
Click the "Create Report" button in the top right.
Choose the Report Type
You’ll see several report types to choose from:
| Report Type | Description |
|---|---|
| Single object | Analyze one object like Contacts, Deals, Tickets, etc. |
| Custom report builder | Combine multiple objects (e.g., Contacts + Deals + Activities). Best for more complex reports. |
| Funnels & Pipelines | Track conversion across stages. |
| Attribution reports | Analyze marketing performance across touchpoints. |
| Revenue Analytics | Forecast revenue or analyze closed deals. |
| Sales Analytics | Prebuilt templates to analyze deal performance, productivity, and more. |
Tip: Start with "Custom Report Builder" for maximum flexibility.
Select the Data Sources
For custom reports:
- Choose the objects you want to include (e.g., Contacts, Deals, Activities).
- HubSpot will only show related objects (e.g., Contacts and their associated Deals).
Best Practice: Use only the data sources you need to keep reports fast and relevant.
Set Up the Report
Inside the report builder:
- Choose properties (fields) to include in your report (e.g., Deal Stage, Create Date, Owner).
- Drag and drop properties into the X-axis, Y-axis, and filters.
- Choose the visualization type: bar chart, pie chart, table, summary, etc.
You can:
- Group by property (e.g., Deal Stage, Country, Owner).
- Use filters to narrow down results (e.g., Deal Stage = Closed Won).
Customize and Preview
- Use “Preview” to see real-time data output.
- Add calculated fields or custom formulas if needed (Pro+ plans).
- Adjust date ranges, grouping, and filters to refine your insights.
Save and Share Your Report
- Click “Save” in the top right.
- Give your report a name and choose whether to:
- Add it to a dashboard.
- Share with your team.
- Choose permissions (private, team-only, or everyone).