How to Build Custom Reports in HubSpot | Markivis

Key Takeaways

• 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

Why Custom Reports Matter

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.

Types of Custom Reports You Can Build

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-by-Step: Create Your First Custom Report

Step 1: Access the Report Builder

1. Log into HubSpot

2. Click "Reports" in the top menu

3. Select "Custom reports"

4. Click "Create custom report"

Step 2: Choose Your Data Source

1. 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)

2. Choose "Object-based" for most cases
3. Click "Create report"

Step 3: Choose Your Report Type

Different report types answer different questions:

1. Table: Lists individual records (good for: "Show me all contacts with this property")
2. Number: Shows a single number (good for: "How many leads did we get this month?")
3. Bar chart: Compares values (good for: "Lead volume by source")
4. Line chart: Shows trends over time (good for: "Lead volume trending over 12 months")
5. 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:

1. Click "Add metric"
2. 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

3. Select 5-8 metrics that tell your story
4. 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:

1. Click "Add filter"
2. 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)

3. Add multiple filters to narrow further
4. Each filter narrows results

Step 6: Group Your Data (If Using Chart)

If you're creating a bar chart or other visual:

1. Click "Group by"
2. 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

1. Click "Sort"
2. Choose your sort order:
   

   - "Descending" (largest first)

   - "Ascending" (smallest first)

3. Sort by a metric like "Date created" (newest first) or "Lead score" (highest score first)

Step 8: Save Your Report

1. Give it a clear name: "High-Value Leads From Website"
2. Choose where to save:
   

   - "My reports" (only you see it)

   - Shared folder (your team sees it)

3. Click "Save"

Step 9: Review Your Report Results

1. Look at the data
2. Do the results make sense?
3. Do you need to adjust filters?
4. Is the data sorted in a useful way?
5. Make any tweaks to better answer your question

Step 10: Schedule Your Report to Email

Make this report run automatically every week:

1. Click "Schedule report"
2. Set frequency: Daily, weekly, or monthly
3. Choose day and time for report to send
4. Select recipients (yourself, your team, your manager)
5. Click "Save"
6. Report will email automatically on schedule

Common Custom Report Examples

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)

Custom Report Best Practices

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"

Conclusion

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.