Create attribution reports

Use attribution reporting to see the interactions that your contacts have along their customer journey. You can then use different attribution models to attribute credit to assets and interactions in a way that makes sense for your business. 

Learn more about understanding attribution reporting.

Below, learn about the types of attribution reports available in HubSpot, and how to approach attribution reporting in general.

Types of attribution reports

You can create three types of attribution reports in HubSpot, each one measuring a different type of conversion:

• Contact create attribution reports can help you understand which marketing efforts result in the most new contacts.
• Deal create attribution reports can help you understand which marketing efforts result in the most new deals (Marketing Hub Enterprise only).
• Revenue attribution reports can help you understand which marketing efforts result in the most won revenue (Marketing Hub Enterprise only).

Creating all three types of attribution reports can give you a full view of the impact of your marketing efforts. If your business operates with a funnel model, you can think of contact create, deal create, and revenue attribution reports as the top, middle, and bottom of your funnel, respectively.

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.

Create a report

You can create a report from a template, organized by business area and data type, or from scratch.

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 the keyword Attribution.
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 configuring the report.
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 Attribution report. For example: "How ads attributed customers by social network?"
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 configuring the report.
8. Once done, click Save report.

Attribution report custom builder

The Attribution 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 Attribution report.
4. Click Next.
5. Select a data source.
6. Click Next.
7. Learn more about configuring the report below.

Configure the report

In the left sidebar, configure the report's chart type, attribution model, and dimensions.

• Select a chart type. Learn more about chart types.

Please note: the Donut, Pie, and Summary chart types can only be selected when using one attribution model or dimension.

• Define how you want to attribute credit to different types of interactions by clicking the Attribution model dropdown menu, then selecting one or more models. If you select more than one model, each model and its associated credits will be displayed separately in the chart. Learn more about attribution models and how they give credit to different types of interactions.
• Select how you want to assign conversion credits by clicking the Dimensions dropdown menu, then selecting a dimension. You can add another dimension to the report by clicking + Add another dimension. Below is an abbreviated list of the available dimensions. For full details, view the understanding attribution reporting guide.

• • Asset dimensions: assign conversion credits to the assets that a contact interacted with along their journey, such as landing pages.
  • Deal dimensions: assign conversion credits by the attributes of associated deals.
  • Interaction dimensions: assign conversion credits by the interactions that occurred along a contact's journey. 
  • UTM dimensions: assign conversion credits by the UTM parameters present in the URL where an interaction occurred.
  • Other dimensions: assign conversion credits by other dimensions, such as ad keywords, CTAs, and social posts.
    
    

Next, set up report filters.

Add report filters

In the left sidebar, navigate to the Filters tab.

• Contact create attribution reports only:

• • Contact create date: limit the report data to a specific date range where a contact was created. If you select a date filter containing a Week, the week starts on Sunday.
  • Asset types: limit the report to only include data associated with interactions that occurred on specific types of assets (e.g., website pages).
  • Brands: if you have access to brands, you can limit the report to only include data from a specific brands. 
  • Campaigns: limit the report to only include data associated with specific campaigns. 
  • Interaction sources: limit the report to only include data associated with interactions that came from specific sources (e.g., organic search).
  • Lifecycle stage: limit the report data to only include contacts that are currently in a specific lifecycle stage (e.g., Customer, Lead)
  • Contacts: limit the report data to only include specific individual contacts.

• • Contact segments: limit the report data to specific contacts or specific contact segments.
• Deal create attribution reports only:
  • Deal create date: limit the report data to a specific date range where a deal was created. If you select a date filter containing a Week, the week starts on Sunday.
  • Deal types: limit the report data to only include specific deal types (e.g.,existing business, new business)
  • Deals: limit the report data to only include specific individual deals.
• Revenue attribution reports only:
  • Deal close date: limit the report data to a specific date range where a deal was closed won with revenue. The revenue from the deals closed within that date range will be included in the chart's data. If you select a date filter containing a Week, the week starts on Sunday.

• Campaigns: limit the report data to only include deal revenue associated with specific campaigns. 
• Interaction sources: limit the report data to only include deal revenue associated with interactions that came from specific sources (e.g., organic search).
• Lifecycle stage: 

In addition to the default filters, you can add a custom filter by clicking + Add filter. 


After building your report, you can either save it to your HubSpot account or export it.

Save or export the report

Once the report is set up, save it to your reports list, dashboard, or export the data from HubSpot.

To save the report to your reports list or a dashboard:

• In the upper right, click Save.
• In the right panel, enter the report name into the Report name field.
• Select where you want to save the report to:
• Don't add to dashboard: the report will be added to your reports list.
• Add to existing dashboard: the report will be added to an existing dashboard. To select the dashboard to add the report to, click the dropdown menu.
• Add to new dashboard: the report will be added to a dashboard you'll create. Enter the dashboard's name, and select its visibility.
  
  
• If you're not adding the report to a dashboard, select who can access the report.
• In the bottom right, click Save.

You can also export a report to take your data offline:

• In the upper right, click Export.
• In the dialog box, enter the name of the export, then select the File format that you want to save the report as. Click Export. The file will begin processing, and you'll receive a notification once the report is available for download.