Create goal reports in the custom report builder

With the custom report builder, you can report on goals alongside deals and other CRM data. Select goals as the primary data source, join it to deals, and optionally, join deals to contacts, companies, activities, meetings, and other CRM objects using cross‑object reporting.

Use case

A vice president of sales noticed that while the team felt busy, the company missed its quarterly revenue targets. They couldn't tell if the issue was that the sales reps weren't closing enough deals, or if they simply weren't starting enough new conversations to begin with.

To solve this, the VP implemented two specific goal reports to monitor the health of their sales funnel.

• Deal amount x Goal target (monthly revenue vs. target). This report shows how monthly closed-won revenue tracks against your monthly revenue targets over time.
  • Report name: Deal amount x Goal target
  • Primary data source: Goals
  • Secondary data source: Deals
  • X-axis: End datetime (frequency: monthly)
  • Y-axis: 
    • Sum of Goal target (goal target)
    • Sum of Closed deal amount in home currency (actual revenue)
  • Filter: KPI unit type is equal to all of Currency
• Deals created x Goal target (monthly deals created vs target). This report shows how many deals your team created each month compared to their deal-creation goals.
  • Report name: Deals created x Goal target
  • Primary data source: Goals
  • Secondary data source: Deals
  • X-axis: End datetime (frequency: monthly)
  • Y-axis:
    • Count of deals
    • Sum of goal target (goal target)
  • Filter: KPI unit type is equal to all of Number

By combining these two reports, the company creates a high-accountability culture. Reps know exactly how many deals they need to meet their targets. Executives get a macro-view of growth. If both reports are meeting targets, they can confidently invest more in different areas.

Understand requirements

In order to create goal reports, please note the following:

KPI unit type filter required

Goals can track different unit types, such as currency, number, duration, or decimal. Because these unit types aren't comparable, every aggregate goal report in the custom report builder must include a KPI unit type filter. Learn more about turning on the KPI unit type filter.

If you skip this filter, the report will still load, but values from different unit types will be added together, meaning totals and comparisons won't be meaningful. For example, a "Revenue" goal (currency) and a "Meetings booked" goal (number) should not be combined in one metric.

Goal filtering

You must add a Goal filter to your report to focus on a single goal or a defined set of goals.

Without this filter, the report will still run, but values from different goals will be combined, making totals and comparisons unreliable.

Associations and limitations

Goals are directly associated with deals only. You can’t directly associate goals with contacts, companies, tickets, or other CRM objects, but you can include those records by joining them through deals in the customer report builder.

HubSpot supports up to 10,000 deals associated to a single goal target and 10,000 goal targets associated to a single deal. If you reach either limit, you won’t be able to add more associations for that record.

Time bucketing and goal cadence

Goals are created for a specific duration, such as weekly, monthly, quarterly, or yearly.

For example, monthly goals should use monthly grouping; quarterly goals should use quarterly grouping. Learn how to set your report's data grouping.

Create goals in the custom report builder

To create goals in the custom report builder:

1. In your HubSpot account, navigate to Reporting > Goals.
2. In the upper right, click Create, then click Create report.
3. In the left sidebar menu, select Custom report. Then, click Next.
4. In the left sidebar menu, click Create report on your own.
5. Click the Primary data source dropdown menu, and select Goals.
6. Toggle the Add more data sources switch on, then add deals and any other CRM objects you want to include through deals such as contacts or companies.
7. Click Next.

Please note: When you select Goals as the primary data source, you’ll see additional CRM data sources (e.g., Contacts, Companies). These can only be connected through Deals, so when you add one of them, Deals will be added automatically.

Add key properties

In the Data tab, search for and select the properties you want to use. Then, in the Configure tab:

1. From Goals, add core goal properties such as:
   • Goal target: the target value you’re tracking
   • Goal progress amount or Kpi progress percent: actual progress
   • Kpi unit type: currency, number, duration, or decimal
   • Goal type, Milestone, or Goal name: to identify the goal
   • Owner or HubSpot team: the assignee
   • Start datetime and End datetime: goal time period
2. From Deals, add the deal properties you want to compare against your goals such as:
   • Amount or Amount in company currency
   • Pipeline and Deal stage
   • Close date or Create date
3. How you place these properties depends on the insight you’re trying to get from the report. For example:
   • To analyze progress over time, place a date property (such as Start datetime or Close date) on the x-axis, a numeric metric (such as Goal target, Goal progress amount, or Amount) on the y-axis, and use Owner, HubSpot team, Goal type, or Pipeline as the breakdown.
   • For a tabular view, add these same properties to the columns section to display each goal record alongside its associated deals.

Add the KPI unit type filter

As noted in the requirements section, you must turn on the KPI unit type filter.

1. At the top of the report, click Filters or Advanced filters.
2. Add a filter on KPI Unit Type using is equal to all of, and select exactly one value: Currency, Number, Decimal, or Duration.

This prevents mixed unit types from being aggregated together and avoids inaccurate totals.

Configure date range and grouping

As noted in the requirements section, goals are created for a specific duration and must be grouped accordingly.

1. In the filter bar, choose a date property (e.g., the goal’s period or deal Close date), and set a date range.
2. On that same date property (typically used on the x-axis), open its settings and set the frequency to weekly, monthly, quarterly, or yearly so it matches the duration of the goals you’re analyzing. 

Choose the visualization

To select how your data is displayed (e.g., chart, table):

In the Configure tab, under Chart, select a chart type.

• For goal progress over time, use vertical bar, line, or area charts.
• Place your date property on the x‑axis, your metric (such as sum of goal amount or achieved value) on the y‑axis, and optionally break down by Owner, HubSpot team, goal type, or pipeline.

Please note: to display currency symbols on the chart for revenue goals, click the Goal target property, then in the Edit panel, set format to Currency, and click Apply.

Save and manage the report

To save and manage the report:

1. In the upper right, click Save report.
2. Name the report and choose whether to add it to your reports list, or to a new or existing dashboard.

You can then manage, share, and export the report from your reports list or dashboards.