Create reports with the custom report builder (BETA)

Last updated: October 13, 2020

In Beta

Applies to:

Marketing Hub  Professional, Enterprise
Sales Hub  Professional, Enterprise
Service Hub  Professional, Enterprise
CMS Hub  Professional, Enterprise

Currently, you can create custom reports with existing HubSpot tools. The cross-object custom report allowed you to analyze between two objects in HubSpot.

However, the BETA custom report builder can help you analyze multiple data sources across HubSpot.

Before building your report, it's helpful to discuss with your team what you want to understand in the report. For example, you should determine in advance:

1. Create a blank report

To start customizing your report:

  • In your HubSpot account, navigate to Reports > Reports.
  • In the upper right, click Create custom report.
  • In the left sidebar menu, click Custom Report Builder.
  • In the right panel, select the data sources you want for the report. Click the Primary data source dropdown menu to select your one primary data source, below, select up to four secondary data sources.
    • HubSpot automatically searches through associations between data sources and finds the most direct associations where possible (e.g., the Contacts data source is not directly associated to the Products data source, but the Deals data source can help bridge that gap).
    • When a secondary data source is grayed out, it is not available because of two possible reasons:
      • There is no known associations between it and the primary data source. For example, a primary Website pages data source cannot be associated with a Ads data source.
      • It is a data source that contains event information (e.g., opens, clicks, and views in the Marketing email data source), but another data source with event information is already selected. Currently, you can only select up to one event data source.
  • In the top right, click Next.
  • At the top, click the pencil icon edit to edit the report's name.
  • As you work on the report, you can do the following:
    • To undo an action you took, Click undo Undo.
    • To redo an action you took, click redo Redo.
    • To view the actions taken to customize the report, click listView History.
    • To see an updated preview chart as you customize your report, select Refresh as I make changes. To manually refresh the data to your new parameters, click refresh Refresh.

  • At the bottom, click Raw data table to view the data from the fields you've added to the Available fields section.

2. Add fields to the report

You select fields to be available for your report. Fields include properties (e.g., values in contact properties), event data, and other information relating to the data sources you add.

Please note: event fields can be seen under the Events section in certain data sources. Currently, you can only pick one event field for the custom report, and the data in the field will be limited to a certain time-frame automatically.

By adding these fields, the report will know to extract the data from these sets of property values and event data.

  • In the left panel, click the Data source dropdown menu and select the data source with the field you want. 
  • To update the data sources you selected, click Edit data sources.
  • Scroll and identify the field you want to add or filter by. The fields will be organized in alphabetical order.
    • To add a field to the report, hover over the field and click add. These will be added to the Available fields section. You can also drag and drop the field to the right.
    • To filter by a field, hover over the field and click filter. You can also drag and drop the field to the right.
    • If you know the data field you want to add or filter by, you can also search for it. The properties shown below will be across all selected data sources.

3. Select your chart type and display your data

The chart type determines how your data will be displayed. At this point, you can click first to hide the left panel and last to expand it again.

  • In the Configure tab, Chart section, you can select your chart type. This will determine how you can display your fields (e.g., a line chart will have two fields to segregate the data in its x and y-axes, while a donut chart can only segregate the data by one field).
  • From the Available fields section, hold and drag the fields to analyze up to the appropriate sections below the Chart section. The possible sections are as follows:
    • X-axis: the horizontal line in the report.
    • Y-axis: the vertical line in the report.
    • Break down by: the sections or categories in the report.
    • Values: the amount, quantity, or value of the report (i.e., what is being counted).
    • Group by: the sections or categories in the report. This is for the text chart type.
    • Columns: the columns in the report. This is only for the table chart type.
  • You can preview how the data will look in the preview report on the right.

4. Customize your filters

You can limit the amount of data that enters the report by filtering it. Filters provide a set of conditions and only data that adheres to the conditions will be analyzed by the report.

  • Click the Filter tab.

  • Click the Filter rules dropdown menu and select an option:
    • Match all conditions: the data should adhere to all conditions.
    • Match any condition: the data should adhere to one or more of the conditions.
    • Match custom rule: the data should adhere to a custom rule you can enter using filter numbers and operators, AND and OR.
      • Filter numbers can be seen when you select Match custom rule. You will see each filter being labelled with a number. You can also count from top down to derive the filter number.
      • For example, you can enter (1 AND 3) OR 2 to include data that adheres to either both filter 1 and 3 or filter 2.

  • To create a filter:
    • Click a field below. These are fields you've selected to be filters or to be added to the report.
    • Select a condition for the field and select the value for the condition. This can be a calendar picker or a dropdown menu to select or enter a value.
    • Click Apply. This will become a filter, stating the data source and the filter.
  • If you've already created other filters, you can group the filters together.
    • Click the filter you want to group with another.
    • Click the Group with another filter dropdown menu and select the filter number you want to group this filter with. 
    • Click Apply.
    • The filters will be put together in a group. To update the operator within the group, click the and text in the group and select or.

5. Save your report

Once the report is how you want it, you can save it to view again later.

  • In the upper right:
    • Click Save. If you're editing an existing report, this will update the existing report.
    • To save the current version of the report separately, click Save as.
  • In the right panel:
    • If it is an existing report, you can edit the report name.
    • If it is a new report, enter the report name and select where you want to add 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.
  • In the bottom right, click Save.

You can edit the report on the dashboard or through the reports list.