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What can HubSpot reporting do, and how do custom reports work?

Dashboards from CRM data, plus custom reports that join objects you choose.

HubSpot reports on any object in the CRM, and the custom report builder lets you join objects and pick your own measures. The limit is almost never the tool. It is whether people fill in the properties.

The three kinds of reports

  • Library reports are prebuilt and cover the common questions: deal stage funnels, email performance, ticket volume, traffic sources. Start here, because most requests are already answered.
  • Single object reports chart one object with your own filters and groupings. Fast to build, easy to trust.
  • Custom report builder joins related objects, for example contacts to deals to companies, and lets you choose the measures and the cross-object filters. This is where the real questions get answered, and where a bad data model shows up immediately.

What the tier buys you

HubSpot's Product and Services Catalog documents dashboard and report headroom by tier. For Marketing Hub it currently lists 30 dashboards on Starter, 75 on Professional and 100 on Enterprise, with 50 reports per dashboard at every tier. Deeper reporting capability, including multi-touch attribution style reporting, is gated to higher tiers, so check the catalog against your specific subscription rather than assuming.

The part nobody wants to hear

A report can only be as good as the properties people maintain. If lead source is blank on a third of contacts, your source report is fiction, and no amount of building fixes it. Before we build a dashboard we check three things: which properties are actually populated, who is responsible for populating them, and whether the definition of a stage is written down anywhere. Fixing that is usually a two week job and it is the difference between a dashboard leadership uses and one they stop opening.

Where HubSpot's native reporting genuinely runs out is when you need to blend ad platform spend, call tracking and CRM outcomes in one view. That is a data warehouse or a BI layer, and it is a different conversation. See our data and analytics work for that side of it.

Related: What kinds of dashboards can you build?, Do you provide monthly reporting for paid campaigns?, What data and analytics services does LevelUp Digital offer?, WhatConverts Review: Marketing Attribution.