How can I filter and plot data in my reports with HubSpot's Reporting Add-on?

Last updated: November 1, 2017

When reporting on sales and marketing, time frames matter. HubSpot’s Reporting Add-on empowers you to customize your reports to your team’s specific needs. There are two different types of settings in the add-on: filtering and plotting. Filtering criteria determine which records are included in your report, whereas plotting criteria specify how those records will be displayed visually.


When you're building reports, you're generally trying to answer a question about a certain type of record. How many deals were closed? How many contacts were created? Depending on the context of your report building, you may want to zoom in on a certain set of those records. For example, rather than looking at all the deals that have been closed in the history of your organization, you want to focus on just the deals that were closed last month. Filtering allows you to crop out the unnecessary data and report on only the records that will help you to answer your specific question.

You can filter which records appear in your reports when building the report itself or from the dashboard on which the report appears. 
  1. When building your report, use the dropdown menus in the left sidebar to customize the type and segmentation of records for which you'd like to see data. 
    • Use the Object dropdown menu to decide which type of record you'd like to report on.
    • Once you've selected an object, you can choose a date property to filter contacts by and then select a range for that property to which you'd like to restrict your report (e.g. contact create date is within the last month). 
    • You can then click Add filter to further segment your contacts. You can filter by contact property, list membership, individual HubSpot owners, or HubSpot teams. If you'd like to segment using an existing saved filter, click the Actions dropdown, then select Add saved filter

  2. You can also filter your reports from the dashboard on which the report appears. The date range you select at the top of the dashboard will apply to all of the reports in the dashboard. 

    You can also set specific date ranges at the report level by hovering over a report and clicking Edit report filters. Filters you set here will override the main dashboard filter for that particular report. 

    Combined with the criteria you set in the report builder (above), the date range(s) you set on your dashboard will determine the specific records that your reports will include. 


While filtering allows you to specify which records you'd like to report on, plotting is all about how your report will appear. When building your report, you can decide what data will appear on the x and y axis in the Measures section of the report builder. For example, if you'd like to see the growth of a specific KPI over time, you may want to use a date property on your x-axis. 

Note that this selection doesn't impact which records are displayed on the chart, but rather how the records selected via the filtering criteria are plotted.



Suppose you ran your first webinar campaign in January of last year and wanted to see how many MQLs it brought in that month. 

Which records to include (filtering criteria)?

First we'll segment the contacts on which we want to report. To do so:
  • In your HubSpot Marketing account, create a smart list of contacts from your webinar campaign.
  • Navigate to Dashboard and select the dashboard on which you'd like to add your report.
  • At the top of the dashboard, click the Filter dashboard dropdown and set the time frame to January of last year, since you want to study your webinar's impact on that month's MQL generation.
  • Click Add Report, then click Create custom report on the following page to go to the report builder.
  • Click the Object dropdown menu and select Contacts, since you're reporting on specific people in your database.
  • Under Date Property, select Became a Marketing Qualified Lead Date.
  • Click Add a Filter, search for and select List membership, then select the list you created above. This will ensure that only contacts that came through your webinar campaign will be included in the report.

You've now defined the set of contacts that will be included in your report: members of the webinar smart list that became an MQL last month.

How to display the data (plotting criteria)?

Now it's time to configure how your data will be presented.
  • In the Measures section, select Became a Marketing Qualified Lead Date from the first dropdown menu.
  • Select Count of Contacts in the second dropdown menu.
  • Under the Visualization section, click the Style dropdown menu and select Area

To help further illustrate the differences between filter and plotting criteria, let's say that, rather than seeing your webinar's impact on MQL generation last month, you want to see how and when those MQLs closed as customers. We're not altering which records we want to display since we'd still like to show members of the webinar list who became MQLs in a certain month. Rather, we want to chart that same group of records with a different x-axis: the date that the contacts closed as. customers. To do this, we can change our selection in the first dropdown menu under Measures to Became a Customer date

This report will show MQLs generated via the webinar in January turned into customers at a steady clip all the way through the end of May. This represents an example where the filtering date criteria and the plotting date criteria use different properties, yielding a different report altogether.


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