How to Create Custom Reports in HubSpot

HubSpot is one of the most popular inbound marketing and sales platforms used by businesses of all sizes. It offers a wide range of features including CRM, email marketing, social media management, and analytics. The platform’s reporting capabilities are particularly powerful, enabling businesses to track and analyze their performance across multiple channels. However, while HubSpot has many built-in reports, sometimes businesses need to create custom reports that are tailored to their specific needs. In this blog post, we’ll explore how to create custom reports in HubSpot.



1. Identify What Data You Need
2. Choose the Right Report Type
3. Customize the Report
4. Save and Share the Report

1. Identify What Data You Need:

The first step in creating a custom report in HubSpot is to identify what data you need to include in the report. This will depend on your business objectives, as well as the specific metrics and KPIs you want to track. Some examples of data you might want to include in a report are website traffic, leads, conversions, and revenue. You can also choose to segment your data by different criteria, such as source, campaign, and audience.

2. Choose the Right Report Type:

Once you have identified what data you need, the next step is to choose the right report type in HubSpot. HubSpot offers a variety of report types, including dashboard reports, custom reports, and attribution reports. Each report type has its own unique features and capabilities, so it’s important to choose the one that best fits your needs. For example, if you want to create a report that provides an overview of your marketing performance, a dashboard report might be the best option. If you want to create a report that focuses on specific metrics, a custom report might be more appropriate.

3. Customize the Report:

After choosing the report type, it’s time to customize the report in HubSpot. This involves selecting the data you want to include in the report, as well as the specific metrics and KPIs you want to track. You can also choose to add filters and groupings to the report to segment the data further. HubSpot’s drag-and-drop interface makes it easy to customize reports, and you can preview the report as you go to ensure it looks the way you want.

4. Save and Share the Report:

Once you have customized the report, the final step is to save and share it in HubSpot. You can save the report as a template, which will make it easy to create similar reports in the future. You can also schedule the report to be sent to your team on a regular basis, so everyone stays up-to-date on your performance. Additionally, you can share the report with others in your organization, giving them access to the same data and insights.


Creating custom reports in HubSpot can help businesses get a more detailed and accurate view of their performance. By identifying what data you need, choosing the right report type, customizing the report, and sharing it with others, you can leverage HubSpot’s reporting capabilities to drive better business results.

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