How to use the Reporting Add-on in HubSpot

Last updated: June 23, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: Free, Professional
Add-Ons: Reporting

Marketers need to report on everything they do from the number of visits and leads they have generated from different channels to the conversion rates of their landing pages and revenue generated for their company. There isn’t one good metric that sums this up. There are multiple reports and metrics that all must be reported on.

HubSpot’s Reporting Add-on is a central dashboard that combines all of your marketing and sales reports into one interface. It allows both marketing and sales to see all of the metrics they are accountable for as well as their progress toward those initiatives in one place.

The Reporting Add-on is available for $200/month. Start a free 10-day trial to start building your reports. You'll be walked through what you need to do below. To read more about the Reporting Add-on and what it can do for your business in particular, check out this blog post.

Navigate to the Reporting Add-on

In your HubSpot Marketing or Sales account, navigate to your Dashboard.

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Get to know your Reporting Add-on Dashboard

You'll be brought to your reporting dashboard where you'll see some default reports created. There are many ways you can navigate around this dashboard and customize your reports:

First, you can click the name of your current dashboard to select another dashboard you've previously created.

You can also filter date ranges. Below the dashboard name, click Filter dashboard to filter for a specific timeframe.

You'll see filters applied directly next to this menu and you can click the X on those filters to remove them.

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You can add a New dashboard at the top-right side of any current dashboard. This can allow for specific users to have their own dashboards or even divide the dashboards between sales and marketing focuses.

You can Add Report at the top-right side of the dashboard. This will allow you to add a new report to the current dashboard you are on.

Click Export to email yourself or your colleagues a visual representation of your selected dashboard and date range.

For each report on your dashboard, you can perform report actions by clicking the Actions dropdown to rename, edit, clone, or remove the report from your dashboard.

You can also move your reports around within your dashboards. Hover over the report then click to drag and drop it as desired.

To resize your report within the dashboard, hover over the bottom-right of the report window until you see an arrow show up, then you can click and drag to resize the report.

Create new dashboard

To create a new dashboard in the Reporting Add-on, click New Dashboard at the top-right of your screen.

In the pop-up that appears, give your new dashboard a name, set the visibility permissions for your dashboard (Shared: Read Only, Shared, or Private), then click Create dashboard.

Add a new report

Now that you're familiar with your Reporting Add-on dashboard, let's go into adding a new report. Make sure you're in the dashboard that you want to add a new report to and choose Add Report at the top-right.

Choose your report

From here, you'll be presented with a list of templated reports to make it easier to get started. You can choose any one of these reports by clicking Add. This will automatically add the report to your dashboard.

Templated reports

On the left-hand side, you'll have access to templated reports. These are reports that have already been built out for you for the different needs your business may have. You'll have templated reports for your sales team and marketing team, and certain report types you can choose from.

Build from scratch

Alternatively, you can create a report you can build and customize to your liking by clicking on the button to Create custom widget. Let's proceed to building a customized report.

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Building your report

You'll be brought to a basic report that you can now customize. First, you'll want to take a look at the left side menu where you'll see a Type dropdown menu. This is what decides the type of report you want to run. Your options include Contacts, Companies, Deals, Engagements, and Contacts funnel. Contacts will build a report based on the individuals in your database. Companies will build a report based on the number of accounts in your database. Deals will pull in data from your CRM (if it is connected). Engagement will show how your sales team interacted with their potential customers. Contacts Funnel will show the conversion rates through different lifecycle stages. 

Once you select a Type, other dropdowns will appear, depending on the type chosen. 

  • Date Property: this is related to the timeframe set on the dashboard. The report will only show data for the object you've chosen in Type whose value for the date property chosen is within the timeframe set on the dashboard.
  • View (CRM-enabled only):  This is the breakdown that you get from the HubSpot CRM. You can choose from any of your saved views. If, for example, you want to segment the contacts in your database based on region, you can build a view based on this information. You can export a list of contacts in this view by clicking the Export button on the report building screen.
  • List: This is the breakdown that you get from the Marketing Platform. For example, if you want to segment that contacts in your database based on their lifecycle stage or number of pageviews, you can build a list based on that information. For more information on Lists, see this blog post.

Now you'll want to focus on the Measures section of your report builder. This section allows you to choose what information to build your report around. These dropdowns will change based on the type of report you're building. Since the example below is a contacts report, contact information is available here. 

Choose which metrics and breakdowns will be included in your report. The top dropdown will give you the main breakdown of your data. Think of it as the x-axis of a typical column bar chart. The bottom dropdown will determine how these metrics are plotted on the y-axis. You can also click Split metric to further break down your data by another property. 

You can also click the plus icon to add an additional data set. 

Set up visualization

As you customize your report with the pieces of information important to you, you'll see the data appear in the Visualization section below. 

You can choose from eight different types of charts by clicking the Style dropdown. If the type of chart is not applicable to the information you've set, the chart type will be grayed out. You can also change the colors used in the chart. 

Depending on the data you've selected and the type of chart, you'll also be able to make additional customization choices by clicking on the Display options dropdown. For split metric bar or column charts, you'll be able to choose if you want to show the data stacked or side-by-side and for line or area charts based on a date property, you can choose a comparison option and whether or not you'd like to show the data cumulatively, include today, or hide the data markers. 

Add to dashboard

When you're done with the final edits of your report and its visualization, click Add to dashboard. Give your report a name and Save. And that's it, you've created and added the report to your dashboard.

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