How Do You Create a Report in HubSpot?

Welcome to our step-by-step guide on generating comprehensive reports within HubSpot. Explore the process of selecting metrics, customizing visuals, and extracting actionable insights.

How Do You Create a Report in HubSpot?

In the current business environment, where data plays a vital role, it is essential to rely on accurate and relevant information to make informed decisions. This practice of data-driven decision-making enables businesses to recognize trends, patterns, and valuable insights, which can then be used for strategic planning and operational optimization. To facilitate this process, creating reports that analyze and interpret data to offer actionable insights becomes an invaluable tool.

Reports are essential for businesses as they allow for the analysis of data and tracking of progress. They support the measurement of key performance indicators (KPIs) and enable the identification of areas in need of improvement. By presenting a comprehensive overview of data collected from various sources, reports provide valuable insights in a structured and easy-to-understand format.

Hubspot reporting meme


HubSpot, a popular marketing and sales platform, offers powerful capabilities that streamline the process of creating reports. Its reporting features, and even the HubSpot custom report builder, enable users to effortlessly gather data from their CRM, marketing campaigns, and other sources, allowing for the creation of informative reports. With HubSpot, reports can be tailored to include specific metrics, filters, and visualizations, ensuring that businesses have access to the most relevant and actionable information.

HubSpot reporting offers robust reporting features that enable businesses to make well-informed decisions based on valuable insights. With easy access to actionable data within the platform, businesses can streamline the report creation process and fully capitalize on the value of their data.

How to Choose What to Report On

To ensure your reports are focused, relevant, and actionable, it is crucial to follow a systematic approach. Begin by identifying the key performance indicators (KPIs) that are aligned with your business goals. These KPIs are measurable metrics that indicate progress or success toward specific objectives.

After determining the relevant KPIs, define the objectives of your report and pinpoint your target audience. This step will enable you to tailor the report to cater to their specific needs and interests. By understanding your audience, you can present the information in a way that is most impactful and useful to them.

Next, select the data metrics that are most relevant to your chosen objectives and KPIs. Focus on metrics that provide meaningful insights and support decision-making. Avoid including unnecessary data that might distract from the main goals of your report. The information you include should be directly related to the KPIs and objectives you have established.

By following this systematic process, you will be able to create reports that provide valuable and actionable information. Reporting in HubSpot ensures that your reports are focused, and relevant, and ultimately contribute to the success of your business.

Four Types of Custom HubSpot Reports

When you are creating custom reports in HubSpot using the custom reporting tool, it is important to consider the following four main categories:

Performance Reports

Performance reports provide a comprehensive analysis of a company's overall business performance, offering valuable insights into the effectiveness of different strategies and initiatives. These reports encompass a range of metrics, including website traffic, conversion rates, revenue growth, and customer acquisition.

Sales Reports

Sales Reports are valuable tools for gaining a deeper understanding of the sales cycle and assessing the effectiveness of sales teams and individual representatives. These reports offer valuable metrics such as the various stages of deals in the sales pipeline, conversion rates, sales revenue, and win/loss ratios. By analyzing this data, businesses can make informed decisions and take appropriate action to improve their sales performance.

Marketing Reports

Marketing reports serve as a valuable tool to track and evaluate the effectiveness of marketing efforts and campaigns. By analyzing important metrics, such as website visits, email open and click rates, social media engagement, and marketing-generated revenue, these reports enable businesses to measure their impact on lead generation, customer engagement, and, ultimately, revenue generation.

Service Reports

Service Reports are a crucial tool for evaluating customer service and support performance. These reports play a key role in assessing various aspects, such as customer satisfaction, response and resolution times, and the overall effectiveness of support teams. Metrics typically utilized in these reports comprise customer satisfaction scores, response time, resolution time, and customer retention rates. By analyzing these metrics, companies can gain valuable insights into their customer service operations and identify areas for improvement.

Businesses can gain valuable insights into their overall performance, sales effectiveness, marketing ROI, and customer satisfaction by creating and analyzing reports in these categories. By using custom reporting tools, this data-driven approach allows businesses to make informed decisions and optimize their operations for better results.

How to Create a Custom Report Across a Single Data Set in HubSpot

How to Create a Custom Report Across a Single Data Set in HubSpot


Let's see how HubSpot custom report builder helps:

  • Accessing the Reporting Dashboard in HubSpot

To generate a personalized report using a specific data set in HubSpot, follow these steps:

1. Access the Reporting Dashboard: Sign in to your HubSpot account and go to the "Reports" tab.

2. Navigate to the Reporting Dashboard: Once you are on the Reports page, click on the tab labeled "Reports" to access the Reporting Dashboard. This is where you can create and manage all your reports.

  • Selecting Data Set Parameters

To begin, it is important to determine the data set parameters for your report. This involves selecting the specific data source that you wish to include, such as CRM, marketing, sales, or service data. Additionally, you have the option to set specific date ranges and apply filters to include or exclude certain data that meets specific criteria.

  • Customizing Report Display and Metrics

After selecting the parameters for your data set, you have the option to personalize the presentation and metrics of your report. Customize the report by selecting the metrics you wish to include, such as leads generated, revenue, or customer satisfaction scores. Furthermore, you can choose the dimensions, grouping, and sorting options to effectively organize the data in the report. Additionally, there is a wide range of visualization options available, such as charts or graphs, that can be used to visually enhance the data presentation.

Once you have customized the display and metrics of the report, it is important to save and preview it to ensure that it accurately presents the desired data. Additionally, you have the option to schedule automatic updates for the report at specific intervals or share it with team members who need to collaborate and analyze the information.

How to Create a Custom Report Across Data Sets in HubSpot

  • Integrating Multiple Data Sets for Comprehensive Analysis

To generate a personalized report that covers multiple data sets in HubSpot, it is necessary to integrate various data sources for a comprehensive analysis. This can be achieved by connecting different data sources, including CRM, marketing, sales, or service data, within the HubSpot platform.

  • Cross-referencing and Data Mapping

After integrating the data sets, it is important to perform cross-referencing and data mapping. This step involves identifying shared data points among the different sets and mapping them to establish meaningful relationships. For instance, by cross-referencing contact information from your CRM and marketing campaign data, you can gain an understanding of how campaigns are affecting individual contacts.

  • Visualizing Combined Data Sets

Once you have completed the process of cross-referencing and data mapping, the next crucial step is to visualize the data sets that you have combined. By utilizing various tools such as charts, graphs, and other visualizations, you can present the data in a manner that is easily comprehensible. Doing so will help you identify correlations, trends, and patterns that are essential for making informed decisions and developing effective strategies.

With these, you can generate personalized reports on HubSpot that offer a holistic perspective of your business. These reports empower you to make well-informed choices based on data and enhance your operational efficiencies.

Graphic depicting different KPIs

Image Credit: Think 360 Studio

How to Create a Custom Funnel or Pipeline Report in HubSpot

how to create custom funnel in hubspot


  • Defining Funnel Stages and Criteria

If you want to generate a personalized funnel or pipeline report using HubSpot, follow these steps. First, establish the different stages and criteria that form your sales funnel. Identify the specific actions that a lead takes as they progress through your sales process, such as prospecting, qualifying, proposing, and closing. Next, define the criteria for each stage, which may include specific actions or values that indicate a lead's advancement.

  • Visual Representation of Sales Pipeline

To begin, it is essential to develop a visual representation of your sales pipeline. You can make use of the comprehensive reporting tools offered by HubSpot to create a visual dashboard that displays the movement of leads across your sales funnel's various stages. This visual representation enables you to monitor the quantity of leads at each stage, bringing forth any potential bottlenecks or areas where enhancements can be made.

  • Analyzing Conversion Rates and Bottlenecks

After setting up your report, it is important to analyze the conversion rates between different stages. This analysis will help you identify any drop-offs in leads and investigate potential reasons behind them. It is worth considering if there are any inconsistencies in your sales process or a lack of follow-up and engagement. By delving into the conversion rates, you can accurately pinpoint areas in your funnel that require optimization to improve overall efficiency and generate more revenue.

How to Create an Attribution Report in HubSpot

Create an Attribution Report in HubSpot


  • Understanding Marketing Attribution Models

To generate an attribution report within HubSpot, it is important to have a solid grasp of marketing attribution models. Generally, there are a variety of models to choose from, including first touch, last touch, linear, and U-shaped. Each model allocates credit to different touchpoints along the customer journey to gauge their influence on conversions. Selecting the most suitable model should be based on your specific business goals and objectives.

  • Analyzing Channel Contributions

When producing an attribution report, it is crucial to also analyze channel contributions. This entails recognizing the different marketing channels that impact customer interactions and conversions. These channels may encompass social media, email marketing, paid advertising, and organic search, among others. By measuring and evaluating the role played by each channel, it becomes possible to gain insights into lead generation and conversion rates.

  • Assessing Campaign Effectiveness

After identifying the channels, it is important to evaluate the effectiveness of your marketing campaigns. This involves assessing the performance of each campaign across various channels in terms of lead generation and customer conversion. Additionally, it is crucial to analyze the overall impact of these campaigns on your marketing goals, such as revenue generation or customer acquisition.

In this report, you will gain valuable insights into the channels and campaigns that are generating the most impactful results. By understanding these findings, you can enhance your marketing strategies to improve return on investment (ROI).

Why Outsource This to a Virtual Assistant Instead

why outsource to a virtual assistant

There are several advantages to hiring a virtual assistant when outsourcing HubSpot CRM reporting. A VA can help you create a HubSpot report effortlessly while offering these benefits:

Expertise in Data Interpretation and Visualization

When you hire a virtual assistant who specializes in data interpretation and visualization, you can rely on accurate analysis of your reports and visually appealing presentation of your data.

Time and Resource Savings

When you outsource tasks to a virtual assistant, you can save valuable time and resources. By entrusting them with the responsibility of creating reports, you and your team can shift your focus toward essential business tasks. This not only streamlines your workflow but also maximizes productivity.

Continuous Monitoring and Analysis

A virtual assistant excels in offering uninterrupted monitoring and analysis of the attribution report. By keeping you updated on any alterations, trends, or suggestions for optimization, they ensure you remain well-informed.

Customization and Tailoring to Specific Business Needs

With the assistance of virtual assistants, it becomes possible to modify and personalize the attribution report according to the specific requirements of your business. This ensures that the report accurately represents the distinct objectives and measurements relevant to your business.

Integration with Overall Business Strategies

Working in close collaboration with a virtual assistant enables seamless integration of the attribution report into your broader business strategies. This integration brings valuable insights that inform decision-making and play a vital role in the success of your marketing campaigns.

Image of a report page on HubSpot

Image Credit: HubSpot

A virtual assistant is capable of assisting with some other HubSpot-related tasks, which include:

CRM Data Management

Utilizing the assistance of a virtual assistant (VA) can greatly contribute to various tasks such as data entry, organization, and deduplication. By leveraging the capabilities of a VA, you can effectively maintain a clean and up-to-date customer relationship management (CRM) system.custom

Email Marketing Campaigns

Virtual assistants can generate, organize, and monitor email marketing campaigns, guaranteeing that your messages are efficiently delivered to your target audience and accomplish your marketing objectives.

Lead Nurturing and Customer Engagement

Virtual Assistants (VAs) play a crucial role in the lead nurturing process by utilizing various strategies. They effectively manage this by establishing automated workflows, crafting personalized content, and actively engaging with leads. These efforts ultimately result in increased conversions and enhanced customer satisfaction.

Workflow Automation and Optimization

A virtual assistant (VA) can be instrumental in streamlining processes through the automation of repetitive tasks, recognizing opportunities for optimization, and implementing enhancements to workflows.

Reporting and Analytics

Virtual assistants are capable of generating personalized reports, evaluating data, and offering valuable perspectives to assist you in making informed choices based on data. They are also proficient in assessing the effectiveness of campaigns and facilitating the accurate measurement of return on investment (ROI).

Why is Wishup the best place to hire a Virtual Assistant?

Here are some reasons why Wishup is the ideal place to hire a qualified virtual assistant.

wishup benefits

Pre-trained and upskilled professionals

At Wishup, our commitment lies in providing virtual assistants who possess the essential skills and expertise to efficiently manage various tasks.

Choose from US based on Indian VAs

At Wishup, you have the option to select virtual assistants located in either the US or India. This gives you the flexibility to choose the location that aligns with your business requirements and time zone preferences.

Instant replacement policy

Wishup offers a quick and hassle-free solution if you're unsatisfied with your assigned virtual assistant. With an instant replacement feature, they ensure that you always have the right person for the job at hand.

We hire only the top 1% of applicants

Wishup employs a stringent selection process to guarantee the hiring of highly qualified virtual assistants. This rigorous process ensures that only top-notch talent is brought on board to serve your business needs.

Onboarding in 24 hours

At Wishup, we recognize the importance of promptly getting started. That's why we have streamlined our onboarding process, ensuring that you can begin working with your virtual assistant within just 24 hours.

Dedicated Account Manager at your service

At Wishup, we believe in delivering personalized support to our clients. That's why we assign a dedicated account manager to each client. This ensures a smooth working relationship between you and your virtual assistant. Our account managers are there to assist you every step of the way, providing personalized assistance and making sure your experience with us is seamless.


To sum up, generating reports in HubSpot requires a grasp of marketing attribution models, a thorough analysis of channel contributions, and an evaluation of campaign effectiveness. It is crucial to base decision-making on accurate and insightful reports that rely on data. Considering the advantages of delegating report generation to virtual assistants who possess expertise in interpreting data, businesses can achieve time and resource savings, continuous monitoring, customized reports, and integration with overall business strategies.

To move forward and hire a virtual assistant, you can schedule a free consultation or contact [email protected] for further support. Embrace the potential of virtual assistance to optimize your reporting processes and concentrate on core business functions.

how to hire a virtual assistant

HubSpot Custom Report Builder: Frequently Asked Questions

How do I create a custom report in HubSpot?

If you want to create a personalized report in HubSpot, follow these steps. First, navigate to the Reports dashboard and click on "Create custom report". Next, choose the type of report you want to create. Then, select the specific data you wish to include in the report. After that, you can apply filters and sorting criteria to further refine the data. Finally, customize the report settings according to your preferences. Once you are satisfied with the settings, save the report and run it to see the results.

What is a to report builder?

HubSpot custom report builder is a valuable tool that empowers users to create personalized reports. With this feature, users can choose the metrics, filters, and dimensions that are most relevant to their specific reporting needs. The custom report builder offers a flexible and customizable interface, making it easy to generate reports that are tailored to unique data and analysis requirements.

Can you report on custom objects in HubSpot?

Currently, HubSpot primarily offers reporting capabilities for standard objects such as contacts, companies, deals, and tickets. However, if you need to report on custom objects in HubSpot, it may be necessary to use workarounds or integrate with other tools to extract and analyze the desired data.