What are tips and tricks for building custom reports in the reporting add-on?

Last updated: May 9, 2018

The reporting add-on comes pre-loaded with dozens of curated templates to get you up and running. However, if you have something a bit more custom, build a report from scratch instead. After clicking Add report from your dashboard, click Create custom report at the upper right.

You'll be brought to the report builder, where you can create custom reports on the properties your team values most.

What are some recommended practices for creating custom reports? 

When using the reporting add-on, there are a few things to keep in mind to make sure you get the most out of your reporting: 

  • Explore HubSpot’s default properties to understand what you’re provided with out of the box or create custom properties unique to your business. 
  • Creating buyer personas is a pivotal part of an inbound marketing strategy. If you haven’t yet constructed personas in your account, learn how to here
  • Connecting your CRM to HubSpot will enable you to run sales reports within the reporting add-on. To activate the HubSpot CRM, check out this guide. If you use Salesforce, set up account and opportunity syncs to report on company and deal data. 
  • While you can filter your reports on properties, you can also filter them based on saved filters from your sales or marketing account and lists from your marketing account. If you haven’t used these before, learn how to create a saved filter here and a list here.

Example marketing reports 

The five example reports below will give you some more insight into your marketing efforts: 

  • Offer-specific contact funnel: Use this report to determine the conversion rates of contacts from lead to customer. To get started, try reporting on a smaller segment of your database using the criteria Form submission | is any of | [select your form from the dropdown menu]. You can click the all dropdown and select any in order to create a pipeline report to get a full view of contacts, regardless of how they moved from stage to stage. Learn more about pipeline and funnel reports here.

  • First conversion by source: This report shows the channels bringing the most leads to your best top-of-funnel offers. If you find a certain offer is doing well with a particular channel, double down on that channel in your promotion. To dig deeper into a specific segment of your database, add a saved filter to your criteria by clicking Actions > Add saved filters in the side bar. 

  •  MQLs by social platform: With this report, you can see which social platform brings in the most high-quality leads over time. The criteria for this report is Original Source | is any of | Social Media. Be sure to select Count of Contacts and Original Source Drill-Down 1 as your Measures criteria from the dropdown menus at the top.

  •  Contacts by job title and original source: Use this report to see if you're targeting a specific type of individual or industry and how those decision-makers are finding your website. The criteria will be Job Title (or industry) | is known

  • Contacts by persona: Use this data to determine patterns in your lead generation efforts such as which persona is growing the fastest and whether this trend has changed over time. Identify a poorly represented segment and build your next offer with that segment in mind. Select Count of Contacts and Persona from the dropdown menus at the top as your criteria for Measures.

Example sales reports

The five example reports below will give you some more insight into your sales efforts:  

  • Revenue & forecast by owner: Use this report to find out which of your reps will have the most deal revenue from closed and pending deals. Closed Amount represents what each rep has sold so far; Forecast Amount is their projection (weighted by the percentage associated with the current deal stage); and Amount is the total amount of deals slated to close in the time frame you set. 

  • Closed revenue vs. goal: In this report, the amount of revenue closed within your selected timeframe is plotted and can be segmented by Deal Type or Deal Owner.  

  • Rep leaderboard by deal stage: Use this report to display which of your reps have the most deals in the works and how close those deals are to closing. You can select Count of Deals and Deal Stage as your Measures criteria. 

  • Time in deal stage by rep: Use this report to identify which stages your reps' deals tend to spend a longer period of time in, helping you come up with strategies to help your reps' move deals along quicker. You can click the plus icon to add your Time in Stage deal properties as your Measures criteria.

  • New deals created by source: This report shows you the volume of opportunities created by each rep, broken down by source. Select Count of Deals and Original Source Type as your Measures criteria.


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