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How to use the report builder to create a custom report widget

Last updated: May 24, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: Professional
Add-Ons: Reporting

With the Reporting Add-on in HubSpot, you have the flexibility of building your own custom reports and adding them to a dashboard of your choice. This custom report builder provides many filters for customization which will be covered in this article.


Options you choose in the Filters section will determine the dataset to pull into the report.

Type: This is asking you what type of thing (or object) to you want to report on. Your options here will be Contacts, Companies, Deals, Engagements, Contacts Funnel, and Deals Funnel.

Date Property: This filter will look at all contact properties you have in your HubSpot account that are, specifically, date properties. This date is controlled by the range set on your dashboard.

View: This option provides an additional filter based on any custom views you have in your CRM.

  • Note that this option won't be available unless you choose Contacts, Companies, or Deals in the Type filter.

List: This option provides an additional filter based on any custom lists you have in your marketing account.

  • Note that this option won't be available unless you choose Contacts in the Type filter.



Once you've set up your filters to your liking, now you get to decide what information you want to see from those filters.

  1. First, choose which associated property you want to group your records by. This is your x-axis.
  2. Now you can decide which number property that will actually be charted on your report. This is your y-axis.
  3. Choose the plus sign to include an additional series to plot (on a number property).



As you set up your filters and measurements, you'll start to see a chart developing in the Visualization section. within this area, you can set a few parameters to control how your chart displays.

Style: The options here include Bar, Column, Line, Area, Doughnut, Pie, Summary, and Table. Not all styles will be available, as this depends on the data you're reporting on.

Color: Change up the color of your chart style.

Display options: This menu provides more advanced options like if you want to see your chart stacked or cumulative. Things like goals and comparisons will also live within this menu.

Now that you know how to set up your filters and measurements for custom reporting, take a look below at some helpful custom reports to get you started.


Example custom Marketing report: 'Contacts by Job Title & Original Source'

This example marketing report will help you target a specific type of individual or industry (e.g. custom property or form field) and show you how those decision-makers are finding your website. You'll want to set up your report accordingly:


  • Type: Contacts
  • Date Property: Create Date
  • View: Job Title Known (an optional filter based on a custom view you can create with the critieria "Contact Property | Job Title | is known")


  • Job Title
  • BY Count of Contacts AND (Split metric) Original Source Type

Some things to consider when building this marketing report:

  • What would this report look like if you swapped out Job Title for Industry or Persona? What are the other contact properties that are important to your business?
  • Change the Date Property selection from "Create Date" to "Became an MQL date." How does that change the report?

Example custom Sales report: 'Closed Revenue by Goal'

This example sales report will help you determine if your team is measuring up to a defined monthly goal/quota. In this report, the amount of revenue closed within your selected timeframe is plotted and can even be segmented by "Deal Type" or "HubSpot Owner."


  • Type: Deals
  • Date: Close Date
  • View: All deals


  • Close date, by day
  • BY Count of Deals AND Deal Type

Note the Display options within the Visualizations section – this is where you'll want to include monthly goal (so it displays that grey line for showing comparison to your goal on the chart.)

Some things to consider when building this sales report:

  • "Deal Type" is a default deal property in HubSpot. Change this measurement to "HubSpot Owner" or another custom property to suit your needs.

Want to check out some more custom report ideas? Take a look at this PDF document.

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