Track recurring revenue in HubSpot

Last updated: September 14, 2018

In Beta

Applies to:

Sales Hub Enterprise

When managing recurring services and products in HubSpot, analyze and track the projected value of a deal amount over time with the revenue analytics report.

The revenue analytics report allows users to track how much revenue they are generating or losing during a specific time range to better understand the impact of renewals, upgrades, downgrades, and churns on revenue. 

Set up recurring revenue tracking

Before you can begin tracking your recurring revenue, add the recurring revenue properties to your account. Revenue analytics reports are generated using the following four properties: 

  • Recurring revenue amount - the total amount of recurring revenue associated with a deal. This is a monthly value. 
  • Recurring revenue deal type - the deal type. The available values for this property are New business, Renewal, Upgrade, and Downgrade
  • Recurring revenue inactive date - the date when this specific amount of recurring revenue for the deal is no longer collected. 
  • Recurring revenue inactive reason - the reason why this specific recurring revenue amount is no longer collected. The available values are Churned, Renewal, Upgrade, and Downgrade

Please note: once these properties are auto-generated in your account, they cannot be removed.

To add the properties: 

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Revenue Analytics
  • Click Add properties and start tracking.
  • In the dialog box that appears, click Create propertiescreate-recurring-revenue-properties

Next, add values to these properties to populate the revenue analytics report with data.

Please note: the revenue analytics report calculates the new revenue, existing revenue, or lost revenue over time using the values entered in each recurring revenue property. It is not calculated using the value of the products or quotes associated with a deal. These properties need to be updated manually in order to see any data in the revenue analytics report. 

  • In your HubSpot account, navigate to Sales > Deals.
  • Click the name of a deal. 
  • In the About card on the left, click View all properties
  • In the search bar, enter recurring revenue to locate the four recurring revenue properties. 
  • Hover over each property and click the pencil icon edit.
  • Edit the properties as needed based on the recurring revenue event:
    • New Business: select New business as the Recurring revenue deal type value. Then enter the total amount in the Recurring revenue amount property. Click Save
    • Churnselect a Recurring revenue inactive date. Then select Churned as the Recurring revenue inactive reason. Click Save
    • Renewal: select a Recurring revenue inactive date. Select Renewal as the Recurring revenue inactive reason. Click Save. Then re-create the deal and set the new deal's Recurring revenue deal type to Renewal
    • Upgrade/Downgradeselect a Recurring revenue inactive date. Select either Upgrade or Downgrade as the Recurring revenue inactive reason. Click SaveThen re-create the deal and select Upgrade or Downgrade as the Recurring revenue deal type. Enter the updated total amount in the Recurring revenue amount field.


Please note: all deals must be in the Closed won deal stage in order to be included in your revenue analytics report. 

Use the revenue analytics report

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Select Revenue Analytics
  • Click a metric at the top of the report to filter your data by each recurring revenue event.   revenue-analytics-events
  • Hover over each month in the chart visualization to see the total new, existing, and lost recurring revenue for that particular month. new-lost-existing-revenue-bar-graph
  • Use the table beneath the chart visualization to see a breakdown of the total new, existing, and lost recurring revenue for each month. recurring-revenue-report-table


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