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HubSpot Custom Reporting

Updated: Oct 24

How to Create Data Driven Dashboards for Every Department


We all know data is king. But collecting data is only half the battle; the real magic happens when you turn that data into actionable insights.


HubSpot’s custom reporting feature allows you to build tailored dashboards that track key performance indicators (KPIs) across your sales, marketing, and service teams.


Let's explore how to create advanced custom reports and dashboards that not only illuminate your data but also empower your teams to make informed decisions.


Why HubSpot Custom Reporting Matters


Custom reporting is crucial for several reasons:


  • Tailored Insights: Off-the-shelf reports may not meet your specific needs. Custom reports allow you to focus on the KPIs that matter most to your organization.


  • Cross-Departmental Collaboration: A centralized dashboard fosters transparency and encourages collaboration. Everyone is on the same page, working towards common goals.


  • Data-Driven Decisions: With real-time insights at your fingertips, you can make quicker, more informed decisions that drive your business forward.



Step 1: Identifying Key Performance Indicators


Before building your dashboards, it’s essential to pinpoint the KPIs that matter to each department. This can vary from business to business. Below are some standard metrics a majority of teams track:


1.1 For Sales Teams


  • Total Revenue: Track how much revenue is generated over a specific period.

  • Number of Deals Closed: Measure the number of successful conversions.

  • Average Deal Size: Understand the typical revenue generated per closed deal.

  • Lead Conversion Rate: Analyze the percentage of leads that convert into paying customers.


1.2 For Marketing Teams


  • Paid Ads Traffic: Monitor and track campaign success are true ROI.

  • Website Traffic: Monitor how many visitors your site receives and where they come from.

  • Lead Generation: Evaluate the number of leads generated through marketing campaigns.

  • Email Open Rates: Assess the effectiveness of email campaigns by tracking how many recipients open your emails.

  • Social Media Engagement: Measure likes, shares, and comments to understand social media performance.


1.3 For Service Teams


  • Customer Satisfaction Scores: Gauge how satisfied customers are with your service.

  • Ticket Resolution Time: Track the average time taken to resolve customer tickets.

  • Net Promoter Score (NPS): Measure customer loyalty and likelihood to recommend your service.


Step 2: Creating Custom Reports in HubSpot

With your KPIs defined, let’s get into the nitty-gritty of building custom reports.


2.1 Navigate to Reports


  1. Log into HubSpot: Start by logging into your HubSpot account.

  2. Access the Reports Tab: Click on the “Reports” tab in the top navigation bar.

  3. Select Reports: From the dropdown, choose “Reports” again to enter the reporting interface.


2.2 Start Building a New Report


  1. Create a New Report: Click on the “Create report” button to start your new project.

  2. Choose Custom Report: Select “Custom Report” for a more tailored approach.


2.3 Choose Your Data Sources


HubSpot allows you to pull data from various sources. Selecting the right ones is crucial for creating meaningful reports.


  • Contacts: Useful for tracking lead-related metrics like engagement and conversion.

  • Deals: Essential for monitoring sales performance and deal progression.

  • Tickets: Crucial for service metrics and understanding customer interactions.


2.4 Customize Your Report


  1. Add Properties: In the left panel, you’ll find a list of properties you can include. Drag and drop relevant properties into your report, such as deal stage, lead source, or ticket status.


  2. Set Filters: Filters help you narrow down the data. For instance, if you're tracking deals, filter by close date to focus on a specific time period or by deal owner to evaluate individual performance.


  3. Select Visualizations: Choose how you want to visualize your data. HubSpot offers several options like:


    • Bar Charts: Great for comparing different metrics side by side.

    • Line Graphs: Ideal for tracking changes over time.

    • Tables: Useful for detailed data presentation where exact values matter.


  4. Sort and Group: Decide how to sort your data (e.g., by date or value) and whether to group by certain properties (like sales rep or region) for clearer insights.


Step 3: Building Data-Driven Dashboards


Now that you’ve created your custom reports, it’s time to compile them into dashboards.


3.1 Create a New Dashboard


  1. Access Dashboards: In the Reports section, click on “Dashboards” in the left sidebar.

  2. Create Dashboard: Click on the “Create dashboard” button to start a new one.


3.2 Add Reports to Your Dashboard


  1. Add Report: Click on “Add report” to include your previously created reports.

  2. Select Relevant Reports: Browse through your reports and choose the ones that align with the dashboard’s focus. You can add multiple reports to get a comprehensive view.


3.3 Organize Your Dashboard


  • Group by Department: Consider creating sections within your dashboard for sales, marketing, and service metrics. This allows for a quick overview of each department's performance.


  • Use Descriptive Titles: Clear titles help provide context. Instead of generic names, use titles like “Monthly Sales Performance” or “Marketing Campaign Effectiveness” to quickly convey what each report is tracking.


3.4 Set Dashboard Permissions


  • Customize Access: Ensure that team members have access to the dashboards that are relevant to them. HubSpot allows you to customize permissions, making sure sensitive data isn’t unnecessarily shared.


Step 4: Analyzing and Iterating


Creating a dashboard is just the beginning. Ongoing analysis and adjustments are key to maximizing effectiveness.


4.1 Regular Reviews


  • Schedule Check-Ins: Arrange weekly or monthly check-ins with each department to review dashboard performance. Discuss what metrics are driving success and which areas may need more attention.

  • Involve Team Members: Encourage team members to provide feedback on the dashboards. Are there metrics they find confusing? Are there other KPIs they believe should be included?


4.2 Adjust KPIs as Needed


  • Evolving Business Needs: Business priorities can shift. Regularly assess whether your selected KPIs are still relevant, and be prepared to adapt your reports and dashboards as your business evolves.

  • Data Trends: Analyze trends in your data. If a KPI consistently underperforms, it might warrant deeper investigation or a shift in strategy.


Step 5: Leveraging Data Insights


With your custom dashboards in place, it’s time to leverage those insights effectively.


5.1 Drive Performance


  • Identify High Performers: Use data to highlight high-performing teams or individuals. Share successful strategies across the organization to replicate success.

  • Set Targets: Use insights from dashboards to set realistic targets for each department, keeping teams motivated and aligned with broader business objectives.


5.2 Strategic Planning


  • Data-Informed Decisions: Leverage insights to inform strategic decisions. Whether you’re launching a new marketing campaign or adjusting sales tactics, data can guide your approach.

  • Adjust Marketing Strategies: If certain channels are underperforming, use data from your marketing dashboard to pivot and allocate resources more effectively.


5.3 Encourage Accountability


  • Share Insights: Use dashboard insights in team meetings to promote transparency and accountability. When everyone can see the data, it fosters a culture of shared responsibility.

  • Celebrate Wins: Don’t forget to recognize achievements! Use data to celebrate team milestones and successes, reinforcing the importance of metrics in driving performance.


Empowering Your Teams with Custom Reporting


HubSpot’s custom reporting features empower you to create tailored dashboards that provide invaluable insights across your organization. By identifying KPIs, creating custom reports, and building interactive dashboards, you can transform raw data into actionable intelligence.


The ability to visualize data effectively fosters collaboration between sales, marketing, and service teams, driving your business toward informed, data driven decisions. So roll up your sleeves, dive into HubSpot, and start harnessing the power of custom reporting today. Your data isn’t just numbers, it’s your roadmap to success!


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