Custom reports let you analyze any HubSpot data however you want
You can build reports in minutes without coding
Reports can be scheduled to email automatically
Custom reports help you spot trends and make data-driven decisions
Combine multiple data sources for deeper insights
Standard reports in HubSpot are helpful, but they might not answer your specific business questions. A custom report lets you ask questions like: "Which blog topics drive the most qualified leads?" or "What's the average deal size by industry?" or "How many customers did we lose this month and why?"
Custom reports turn HubSpot data into actionable insights specific to your business.
Lead Analysis: Which sources generate the most qualified leads? Which campaigns convert best?
Sales Analysis: Average deal size by rep, conversion rate by industry, sales cycle length over time
Customer Analysis: Customer acquisition cost by source, retention rate, lifetime value by customer segment
Email Performance: Open rate by subject line style, click rate by time of day, unsubscribe rate by email type
Marketing Attribution: Which touchpoints drive the most conversions? What's the customer journey?
Step 1: Access the Report Builder
Log into HubSpot
Click "Reports" in the top menu
Select "Custom reports"
Click "Create custom report"
Step 2: Choose Your Data Source
Select what you want to report on:
"Contacts" (for analyzing leads/prospects)
- "Deals" (for analyzing sales)
- "Companies" (for B2B analysis)
- "Tickets" (for support metrics)
- "Engagements" (for communication tracking)
Choose "Object-based" for most cases
Click "Create report"
Step 3: Choose Your Report Type
Different report types answer different questions:
Table: Lists individual records (good for: "Show me all contacts with this property")
Number: Shows a single number (good for: "How many leads did we get this month?")
Bar chart: Compares values (good for: "Lead volume by source")
Line chart: Shows trends over time (good for: "Lead volume trending over 12 months")
Pie chart: Shows percentage breakdown (good for: "What % of leads come from each source?")
For your first report, choose "Table" - it's most flexible.
Step 4: Select Your Metrics
Metrics are the data you want to see:
Click "Add metric"
Choose columns to show in your table:
- First name, Last name, Email
- Company name, Industry
- Lead source, Lead status
- Date created, Last activity date
- Custom properties specific to your business
Select 5-8 metrics that tell your story
Arrange them in logical order (left to right)
For example, to analyze leads:
First name, Last name, Email, Company, Lead source, Lead score, Date created
Step 5: Add Filters
Filters let you narrow to the data that matters:
Click "Add filter"
Choose your filter criteria. Examples:
- Lead score: Greater than 50 (only qualified leads)
- Lead source: Equals "Website" (only web traffic)
- Company size: Equals "Enterprise" (only large companies)
- Date created: Last 30 days (recent data only)
- Status: Equals "Customer" (only customers, not prospects)
Add multiple filters to narrow further
Each filter narrows results
Step 6: Group Your Data (If Using Chart)
If you're creating a bar chart or other visual:
Click "Group by"
Choose how to organize data:
- "By source" (see bars for each lead source)
- "By date" (see bars for each time period)
- "By property" (see bars for each value of a property)
Example: "Group by source" → You'll see separate bars for Web, Email, Ads, etc.
Step 7: Sort Your Results
Click "Sort"
Choose your sort order:
- "Descending" (largest first)
- "Ascending" (smallest first)
Sort by a metric like "Date created" (newest first) or "Lead score" (highest score first)
Step 8: Save Your Report
- "My reports" (only you see it)
- Shared folder (your team sees it)
Step 9: Review Your Report Results
Look at the data
Do the results make sense?
Do you need to adjust filters?
Is the data sorted in a useful way?
Make any tweaks to better answer your question
Step 10: Schedule Your Report to Email
Make this report run automatically every week:
Click "Schedule report"
Set frequency: Daily, weekly, or monthly
Choose day and time for report to send
Select recipients (yourself, your team, your manager)
Click "Save"
Report will email automatically on schedule
Report 1: New Qualified Leads
Data source: Contacts
Filters: Lead score ≥ 50, Created last 30 days
Metrics: Name, email, company, lead source, lead score, created date
Sorted by: Lead score (highest first)
Report 2: Sales Pipeline By Month
Data source: Deals
Filters: Date created last 90 days
Group by: Created month
Chart type: Bar chart
Metrics: Deal count, total deal value
Report 3: Customer Acquisition Cost by Source
Data source: Contacts
Filters: Status = Customer, Date created last 6 months
Group by: Lead source
Calculate: (Marketing spend ÷ customers acquired) by source
Shows: CAC by which channel
Report 4: Long-Stalled Opportunities
Data source: Deals
Filters: Status = Proposal, Last activity > 30 days ago
Metrics: Deal name, amount, last activity date, assigned to
Sorted by: Last activity date (oldest first)
Answer One Question: Each report should answer a specific question, not ten questions.
Keep It Simple: Don't add 20 columns. 5-8 columns is more readable and actionable.
Update Regularly: Set up scheduled reports so data is always current.
Share With Stakeholders: If your manager cares about lead quality, share a weekly report.
Take Action: Reports are only valuable if they drive decisions. If a report shows a problem, solve it.
Version Your Reports: If you create multiple versions, name them clearly: "CAC_by_Source_2024" vs. "CAC_by_Source_2025"
Custom reports transform HubSpot from a data storage tool into a decision-making engine. When you can see exactly which sources drive your best leads, which deals stall, and which campaigns actually convert — you stop guessing and start growing.
Build one report this week that answers a question your team argues about in meetings. Let the data settle it. Then schedule it to land in everyone's inbox automatically.
Good reports don't just inform — they change behavior.