Report on forms using the custom report builder

Report on forms using the custom report builder to measure form performance, track form submissions, and report on form conversion rates. 

Before you get started 

Before you begin working with this feature, make sure to fully understand the user requirements as well as the data limitations and considerations. 

Understand requirements

• If you're a Super Admin, learn how to opt your account into the beta.
• Super Admins and users with Create/Own and Edit report permissions can create custom reports. 

Please note: the number of custom reports you can create depends on your subscription. Learn more about these limits in the HubSpot Product & Services Catalog.

Understand data limitations & considerations

• You can create custom reports using the following data sources:
  • Forms
  • Form Submissions
  • Form Analytics
• When 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 following form types are supported in custom reports: 

• HubSpot forms
• Non-HubSpot forms
• Blog comment forms

• Pop-up forms (legacy)

Please note: the forms, form submissions, and form analytics data sources do not support data from lead generation forms, scheduling pages, or feedback surveys.

Create a custom report for forms

To start building your report: 

1. In your HubSpot account, navigate to Reporting > Reports.

2. In the upper right, click Create report.
3. In the Create reports from scratch section, click Custom report. 
4. Click Choose my own data sources.
5. At the top, under Primary Data source click the dropdown menu and select a form data source. 
6. Under Secondary data sources, you may also click the checkbox next to other data sources that you want to add to the report. Learn more about selecting data sources. 
7. In the top right, click Next.
8. 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. 
9. Hover over the property and click Actions, then select View property info to review the form property details and description.
10. Click and drag fields from the left sidebar into the Configure tab. Or click Actions, then select Add to [X].
11. After adding your properties, continue setting up your custom report. 

Review example reports 

Below are some common 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.
• Chart type example: 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.
• Chart type example: Vertical bar
• X-axis: Name
• Y-axis: Count of form submissions

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.
• Chart type example: Vertical bar
• X-axis: Occurred date
• Y-axis: Form conversion rate