Report on goals

When you've created your  Sales,  Service,  Marketing or  Custom goals, you can report on their performance. Goals data can be used in the single object report builder, or a sales goal reference line can be added to reports to measure impact over time. 

View goal-specific performance reports

View individual goal performance from within the goals tool. Analyze the total progress your goal has made, and user performance. 

1. In your HubSpot account, navigate to Reporting > Goals.
2. Click the name of a goal.
3. At the top of the performance page, view the Goal template used, the Pipelines, Duration, Start date, End date and who the goal was Created by.
4. In the Summary tab, click the Date range dropdown menu to select a date range.
5. View the reports on the Summary tab. To save a report, click the menu icon on a report. In the dialog box, click Save report. The following reports will display on the Summary tab:
   • Total progress: the overall progress that the goal has made. 
   • Actual versus user goals: shows the goal target versus the actual progress of the goal. 
   • Leaderboard: ranks users and the progress they've made in meeting a goal. 
   • User goals in progress: the number of goals with a status of In progress that were created by the same user that created the current goal. 
   • User goals achieved: the number of goals achieved that created by the same user that created the current goal. 
   • User goals missed: the number of goals that were missed by the same user that created the current goal.
6. To view performance organized by individual user, navigate to the User performance tab. Use the filters at the top of the table to filter the data by Total progress breakdown, Teams, Users, and Pipelines.

6. To view the goal definition, click Actions, then select View goal definition.

Create a goal report from an existing goal

You can create a goal report from an existing goal instead of creating reports and goals separately.

1. In your HubSpot account, navigate to Reporting > Goals.
2. Hover over a goal, click Actions, then select Report.
3. In the View and filter report dialog box, use the filters at the top to refine your reporting data. Click the About and Data Quality tabs on the right to learn about report measures and data quality insights.
4. Click Save report. The report will now appear in your reports list and can be added to a dashboard.

Create a goal report in the single object report builder

Create goal-based single object reports through the single object builder, and save the report to your report library or dashboard. Learn more about creating reports with the single object report builder.

Please note: the KPI unit type filter is set to Currency. To view goals that have a different unit, for example number, you can edit KPI unit type filter.

1. In your HubSpot account, navigate to Reporting > Reports.
2. In the top right, click the Create dropdown menu. Then, select Create report.
3. In the left side panel, select Single-object report. Then, click Next.
4. Under What data do you want to report on?, select Goals. Then, click Next.
5. At the top, click your report's name to edit it.
6. In the left panel, click Selected properties to review the current selected properties and to add new properties you want to report on.
   • After selecting these properties, in the left panel, drag and drop properties to reorder the columns in the table on the right.
   • To remove a property, click the x next to its name.

7. At the top of the report, click the different filters to segment the records that appear in your report. You must add at least one filter to your report for data to appear.
8. Click Advanced filters, and browse or search for the property you want to use to filter your report, then set the criteria. This report uses AND logic to filter records, so all filters must be true for the object to appear in the report. Learn more about advanced report filtering.
9. Navigate to the Visualization tab to customize the appearance of your report.
10. In the left panel, select a chart type. 
11. In the Configure chart section, drag and drop properties into the Displaying section to add them to your chart. You must select a date property or a property that gives a specific count to plot your data. 

11. • The KPI value and Target amount properties show the progress made towards target goals.
    • If you've selected a line or area chart with a date property as a report measure, you can compare the current data set with a previous time period. In the upper right, click the Display options dropdown menu. Click the Comparison dropdown menu and select the date range you'd like to compare the current data to.
12. To receive a file with your report's data, click Export in the upper right. In the dialog box, select the File type, and click Export.

Please note: the export will only include the properties that have been added to the Selected properties section of the Data tab.

13. When you're done with your report, click Save to add it to your list of saved reports.

Add deal based goal data to deal-based reports

Use sales goal data in deal-based reports. Goal data can be used in Bar, Column, Line, and Area charts.

Please note: goals will display in the dropdown menu for reports built in the single object report builder and that are created using one property only. 

1. In your HubSpot account, navigate to Reporting > Dashboards.
2. In the top right of a deal-based report, click the filter View & filter icon.

3. In the Filters tab, click the Goal dropdown menu, and select a goal. 

4. The report will update to display the goal target data. 

5. Add additional required filters in the right panel. If the report filters are edited after the goal has been selected, the goal will be removed from the report and will need to be selected again.
6. To customize your report further, click Customize in the bottom left. If a report has goals data represented on the chart, this option will be disabled as the report can't be customized further. To turn on the customize option, remove Goals from the report.

Please note: after a goal is selected from the dropdown menu, the Customize button may no longer be selectable. To restore the customize button, remove the selected goal in the dropdown by choosing the Static number option under Compare > Reference line. This action returns the single object report to an editable state.

7. Click Save.

Add quota-based goal data to deal-based reports

A quota-based goal is a user or team specific sales goal that must be created using a Forecasted Revenue template to appear on deal-based reports.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Hover over the deal-based report, then click theverticalMenuActions dropdown menu, and select Set Quotas.
3. On the Goals page, click Create goal. Click Create from template, then select Forecasted revenue template.
4. Write the goal name, contributors, year, and pipelines this goal applies to.
5. Click Next.
6. On the What are your targets? screen, set the goals and pipelines for each user or team selected.
7. Click Next.
8. On the What settings would you like to add? screen, set the notifications by selecting the different checkboxes you want to apply.
9. Click Done.

Once completed, the quota amount that that you see on your deal-based report will show the sum of the user or team goals you have set.

Add a sales goal reference line in the report builder

You can create single-object deal reports that track revenue goals to measure your impact over time. HubSpot provides a set of standard reports in the report library, and Professional or Enterprise users can customize these reports or create a custom report. To create reports with the custom report builder, the user must have Create/own and Edit report permissions.

This type of report should be used for visualization purposes and doesn't add sales goal data to the report. 

When creating a revenue goal report, keep the following in mind:

• You can add revenue goals to a report by adjusting the Display options in the report builder. The report must be a single-object deal report that includes a date property. The report must also use the Line or Area chart type.
  
  
  
• When using revenue goals in custom single-object reports, it's recommended to include a filter for a specific pipeline associated with the goal. Otherwise, all pipelines will be factored into the report.
• Revenue goal is calculated as follows: (goal revenue / total number of days in the selected date range) x number of days so far in the selected date range. For example, if the date range in your report is set to This month, the calculation would be: (goal revenue / total number of days in the month) x number of days in the month so far.

You can manually add goals to reports created with the advanced custom report builder. A monthly goal can be added in the custom report builder for the following chart types:

• Vertical bar, Line, and Area charts with a date property on the X-axis.
• Horizontal bar charts with a date property on the Y-axis.

If your report meets one the above criteria, you can add a monthly goal to the report by clicking Chart Settings in the Configure tab of the report builder. 

Please note: it's not possible to add a sales goal reference line for team goals.

Using filters in goal reports

Goal reporting behaves differently in reports because of how the goal target object is structured. Unlike most objects, goal targets can represent multiple unit types, such as revenue (currency), number of deals, tickets, or calls (count), or time to close tickets (duration).

To keep your reports accurate, aggregate goal reports require specific filters so that metrics of the same unit type (e.g., currency, count, or duration) are grouped together and not combined with other unit types.

KPI unit type filters must be present with the following structure:

• KPI Unit Type is equal to Currency (or Number, Decimal, or Duration)

• KPI Unit Type is any of Currency (or Number, Decimal, or Duration)

At least one KPI unit type must be selected for the filter to return accurate results.

Using goal type filters with Goal ID filters

Goal type filters are filters that will fetch all goals of that type. 

For example, setting a Goal type filter for Sales Quota will filter all goals that were created with the Revenue template.

• For filtering on specific goals, add a Goal ID filter with a single goal selected. This Goal ID must match the type of the existing Goal type filter.

• If the Goal ID does not match the Goal type, the report will not yield any data as these two filters will conflict with one another

Goal type filters also infer the following properties:

• Object type ID

• KPI property name
• KPI metric type
• KPI unit type
• Tracking method
• Display unit
• KPI filter groups
• Time period property name
• KPI time period property type

Adding an additional filter in the report with any one of the above filters may result in no data if the goal type and the subsequent property filter conflict. For an example, if the Goal type is set to Deals Created and the KPI unit type is set to Currency, this will yield in no data, because Deals Created infers a KPI unit type of number.

Assignee type filters

These are also important filters to understand when using goal reports. A goal can either be based on a team or user—and depending on the goal you wish to report on, you may want to add an Assignee type filter to ensure the correct goal data is surfaced.

For existing goals that have both team and user targets, these will by default be aggregated together. Adding an Assignee Type is equal to Users/Teams filter will help filter the data to just the user targets or team targets. Using this in conjunction with hubspot_owner_id or hubspot_team_id will help filter further to a specific user or team.