Report on forms using the custom report builder

Use the custom report builder to analyze form performance and track how contacts engage with your forms. Create reports to track form conversion rates and filter data by specific forms, pages, or date ranges to help you identify which forms generate the most leads and where to optimize conversion. For example, you can compare submission trends for new versus existing contacts or analyze performance over time.

To view form data with pre-built reports, learn more about analyzing form submission data. 

Before you get started

• When you're selecting data sources for your custom report, the form submissions and form analytics data sources cannot be used in the same report. Learn more about selecting data sources.

• The custom report builder supports data for HubSpot forms, non-HubSpot forms, blog comment forms, and pop-up forms (legacy).

Please note: the custom report builder does not support data from lead generation forms, scheduling pages, or feedback surveys.

Create a custom forms report

To build your report: 

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.

2. In the upper right, click Create and select Create report.
3. In the left sidebar menu, click Custom report. 
4. In the upper right, click Next. 
5. In the left sidebar menu, click Create report on your own. 
6. Under Primary data source click the dropdown menu and select a form data source (e.g., forms, form submissions, or form analytics).
7. Toggle the Add more data sources switch on if you want to add more data sources. Learn more about selecting data sources. 
8. In the upper right, click Next.

9. In the left panel, use the search bar, click the Browse dropdown menu, or click the filter filter icon to filter fields based on the report data source, field types, or property groups.
10. Hover over the property and click Actions, then select View property info to review the form property details and description.
11. Click and drag fields from the left sidebar into the Configure tab. Or click Actions, then select Add to [X].
12. After adding your properties, continue setting up your custom report. 

Example report configurations

Below are some example report configurations you can use to analyze your forms.

Form submission count by form over time

To compare the number of form submissions across different forms over time, you can create your custom report with the following configuration:

• Data sources: Form submissions as primary data source and Forms as secondary data source.
• Visualization: Scatter
• X-axis: Submitted on
• Y-axis: Count of form submissions
• Break down by: Name

Form submission count by new contacts compared to existing contacts across forms

To compare the number of form submissions across forms over time, looking at new contacts compared to existing contacts, you can create your custom report with the following configuration:

• Data sources: Form submissions as primary data source and Forms as secondary data source.
• Visualization: Vertical bar
• X-axis: Name
• Y-axis: Count of form submissions
• Break down by or filter by: Visitor type (submissions from existing contacts or submissions from new contacts)

Form conversion rate over time

To compare form conversion rates over time, you can create your custom report with the following configuration:

• Data sources: Form analytics as primary data source and Forms as secondary data source.
• Visualization: Vertical bar
• X-axis: Occurred date
• Y-axis: Form conversion rate