Build reports

Please note: If you're a Super Admin, learn how to opt your account into the beta.

Create reports in HubSpot with templates and AI assistance or by creating custom reports with datasets or data types. In the report builder, you can:

• Filter the template library: Use Data source and Visualization filters to help you narrow down available templates that fit your criteria.
• Create AI-generated reports: Use Breeze AI to generate a single-object report.
• Build custom reports using datasets or data types: Select primary and secondary data sources, or use datasets (Operations Hub Enterprise only) to build custom reports.

Create a report

You can create a report from a template, organized by business area and data type, or from scratch using one of HubSpot's six report builders.

Template report library

HubSpot’s report templates make it easy to track key metrics without starting from scratch. Browse a curated library of standard reports covering everything from website performance to sales insights.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, select Template report library.
4. Click Next.
5. Use the search bar to find templates using keywords.
   
6. Filter displayed templates by clicking the Data Sources and Visualization dropdown menus. 
7. Select the template you want to use.
8. In the dialog box, review the report. If you would like to customize the report visualization further, click Customize. Learn more about customizing report visualization.
9. Once done, click Save report.

AI-generated report

Use Breeze AI to generate single object reports using new and existing prompts.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, select AI-generated report.
4. In the Describe your report textbox, type details such as objects, filters, or timelines you want included in your report. For example: "How many deals have we closed this year by industry?"
5. Alternatively, in the Try using an existing prompt section, you can select a prompt card to paste into the textbox above. 
6. Click Generate report.
7. Review the report. If you would like to customize the report visualization further, click Customize. Learn more about customizing report visualization.
8. Once done, click Save report.

Custom report

The custom report builder offers flexibility and customization. You can analyze multiple data sources or datasets across HubSpot, including object and event data.

1. In your HubSpot account, navigate to Reporting > Reports.
2. Click Create report at the top right.
3. In the left sidebar menu, click Custom report.
4. Click Next.
5. Select one of the following:
   
   1. Create report on your own:
      1. Select the Primary data source dropdown menu to narrow down the scope of your report.
      2. Click Choose an association label to specify which records to include in the report based on their labels. Learn more about association labels.
      3. Click Next.
   2. Start with a dataset (Operations Hub Enterprise only):
      1. In the table, select a dataset. Hover over the dataset to view or edit it.
      2. Alternatively, you can make a new dataset for your report by clicking Create dataset. Learn more about creating datasets.
      3. Click Next.
6. Continue building your custom report.

Other custom report types

HubSpot offers the following additional custom report builders:

• Single object report
• Customer journey report
• Attribution report
• Funnel report

Learn more about each report type and how to customize them.