How do I use the report builder to create a custom report widget?

Last updated: March 13, 2018

Available For:

Marketing: Free, Starter, Basic, Pro, Enterprise
Sales: Starter, 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. 

Please note: Sales Professional users can create custom reports and edit any template or custom report without the reporting add-on.


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

  • Object: this is what type of record (or object) you want to report on. 
  • 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.
  • Date range: this filter allows you to restrict the data to a particular time range. Choose from one of the default date ranges or select Custom date range to set specific dates for your report.
  • Actions > Add saved filters: this allows you to filter based on any saved filters you have. 
  • Add filter: use this option to add filter criteria right into your report based on properties of your selected object type. For example, if you select Deals as your Object type, then you can click Add filter to add criteria based on deal properties.


Once you've set up your filters to your liking, you can 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. Next, decide which number property 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).

For funnel reports, you can select the stages that contacts or deals must have moved through in order. Click Add another stage at the bottom of the Measures section to add a new stage to the report, or click the X on the right of an existing stage to remove it from the report.

If you'd like to create the report as a pipeline report, where you only want to see contacts or deals that have had any of the selected stages regardless of the order their stages change, click the all dropdown and select any. Learn more about pipeline and funnel reports here.


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 such as goals and comparisons will also live within this menu. Learn more about comparisons here.

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

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