Last updated: February 11, 2025
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With custom reports, you have more flexibility in analyzing objects and activities in your HubSpot account. The reports list lets you manage all default reports in your account and any custom reports that you create.
Funnel reports allow you to analyze the conversion rates between stages, whether it be in a lifecycle or a deal pipeline, or in a custom event funnel.
Please note: the number of custom reports you can create depends on your subscription. Learn more about these limits in the HubSpot Product & Services Catalog.
Contacts or deals funnel
You can create a funnel report to view how contacts or deals are moving through lifecycle or deal stages over time. To create a contacts or deals funnel report:
- In your HubSpot account, navigate to Reporting > Reports.
- In the upper right, click Create report.
- In the left panel, select Funnels.
- Select Contacts or Deals, then click Next in the top right.
- At the top, click the pencil icon to edit the report's name.
- In the upper left, click Filters to select properties to narrow down your records and specify the date range for your report. You can set up multiple filters using AND logic to narrow down records.
- Select a chart type: Funnel bar, Column, or Table.
- Under Configure funnel, click the Add stage dropdown menu to select stages to include in your report. Drag and drop stages to reorder them. To remove a stage, click the x to the right.
- Click the all dropdown menu to select one of the two types of funnel reports:
- All: report on contacts or deals that have ever moved through all the selected stages. If the first stage listed in the funnel is All created contacts it will only show contacts created in the selected timeframe. Or, if the first stage listed in the funnel is Opportunity, it will only show contacts that entered the Opportunity stage in the timeframe. Select this option if you want to include conversion rates between each stage.
- Any: report on contacts or deals that have ever moved through any of the selected stages. The report will include all records that entered one of the selected stages in the specified date range, regardless of the record's create date.
- Click Run report.
- To receive a file with your report's data, click Export in the upper right. In the dialog box, select the File type, enter the Email address to receive this file and then click Export.
- In the top right, click Save to add this to your list of saved reports.
Learn more about the differences between funnel report types.
Please note: when using the Filter out by change type filter, deals that have at least one of the change types selected by a user will appear in addition to all the change types that occurred for that deal regardless of filter selections.
