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Create reports with the custom report builder

Last updated: November 1, 2021

Applies to:

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

With HubSpot's custom report builder, you can analyze multiple data sources across HubSpot. The difference between the custom report builder and other types of HubSpot reports is that you can surface data from marketing and sales activities in addition to objects. For example, you can create a report to measure how your target accounts are engaging with your website.

If you have a Operations Hub Enterprise subscription, you can also create datasets to power your custom reports. 


Creating a report in the custom report builder can be broken down into the following steps:

  1. Create a blank report: create a new report by selecting your data sources and how you want to visually display the data.
  2. Add fields to the report: select the specific property, event, and activity data to report on.
  3. Customize your filters: set limits and boundaries for the fields you've added.
  4. Save or export the report: make your report available for yourself and others to view, or export it to take your data offline.

Create a report

To start building 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. Data source options will then appear on the right.

Data sources are the objects, assets, and events that you want to report on. The primary data source is the main data source that your secondary data sources will be related to.

For example, you're looking to report on your contacts and deals. If you select Contacts as the primary source and Deals as a secondary source, the report will only show deals that are associated with contacts. To include all deals in the report, including unassociated deals, you would need to select Deals as the primary data source.

You can either select your data sources manually, or if you have a Operations Hub Enterprise subscription you can base your report on a dataset.

  • To select your data sources manually:
    • Select the primary source by clicking the Primary data source dropdown menu and selecting a primary source.
    •  Select your secondary sources by choosing from the CRMMarketingSalesService, and Custom objects (Enterprise only) sections.
    • When selecting data sources, some data sources may become unavailable or be automatically selected. This is because the data needs to a path to connect to the primary data source. Some source combinations aren't possible due to lack of a path, and some sources are automatically selected in order to create that path. A report can have up to five data sources, including automatically selected sources.
  • To select a dataset for your report:
    • Click the Datasets tab. 


    • Select the dataset that you want to use. Learn more about datasets.
  • After selecting your data sources, create your report by clicking Next in the top right. You'll then be brought to the report builder.
    • You can update your data sources at any time in the report builder by clicking Edit data sources in the left sidebar.


  • To further configure your chart, click Chart settings.
  • To give your report a name, at the top, click the pencil icon and enter a name.

Next, select the data you want to populate the report with by adding fields to the report. 

Add fields to the report

Select specific properties, activity measurements, and events to add data to your report. The available fields will be based on the data sources you select for the report. The amount of fields you can add to a report depends on the report type:

  • Bar, line, area, and combination charts: you can add a maximum of three fields, or four if you include an additional Y-axis.
  • Donut, pie, KPI, table, and pivot table: you can add a maximum of 20 fields. 

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 range automatically.

To add fields to the report:

  • In the left panel, use the search bar or click the Browse dropdown menu and select the data source with the field you want to add. 
  • To add a field to the report, click and drag the field from the left sidebar into the configuration slots, which vary by chart type:
    • 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.
    • Columns: the columns in the report. 


Based on the type of report you're creating, some fields are considered dimensions, and others are considered measures. Some configuration slots can only contain dimensions, while others can only contain measures. For example, the Y-axis of a bar chart can only contain measures.
  • Dimensions can be any data type (including dates, numbers, booleans, and strings). You can convert a dimension into a measure by selecting an aggregation type, such as Distinct count.
  • Measures are typically numeric or quantitative values, such as the number of associated deals, and are displayed in green. Measures contain more aggregation options, such as Sum and Average.


Please note: the aggregation method for default measures, such as Count of deals, is set to Distinct count and cannot be adjusted.

  • To edit a field, click the down down arrow icon. In the dialog box, edit the field's details, depending on the type of field:
    • Name: the field's name.
    • Aggregationselect None to set the field as a dimension, or select an aggregation type to set the field as a measure.
    • Sort: the method of sorting the field's data.
  • By default, report data will refresh as you make adjustments. To prevent the report from refreshing, select the Refresh as I make changes checkbox above the report. You can then manually refresh the report by clicking the refresh refresh icon.

  • To add a second Y-axis to your chart, click + Add another Y-axis. You can then drag a filter into the new Y-axis slot.

Please note: reports that contain more than 99 values in the Break down by property will not be able to display on dashboards and will need to be viewed in the reports tool.

Customize report filters

Customize report filters to be more specific about which data the report displays.

To customize your report filters:

  • Click the Filter tab.


  • By default, event reporting is limited by the amount of event data in your account. A higher volume of event data will shorten the time frame available for reporting on that event. Learn more about this event limit.

  • Set your other filter rules by clicking the Filter rules dropdown menu and selecting an option:
    • ALL of the filters below: the data should adhere to all conditions.
    • ANY of the filters below: the data should adhere to one or more of the conditions.
    • Custom filter rules: the data should adhere to custom rule grouping, separated by AND and OR operators. Learn more about grouping your fields.

  • Add conditions to your filter fields:
    • Below Inactive filters, click a field
    • Select a condition for the field and select the value for the condition. 
    • Click Apply


Please note: the following filter conditions will not include records that have no value for the filtered property:

  • is not equal to any of
  • doesn't contain any of
  • has never been equal to any of
  • has never contained any of
  • is not equal to
  • is none of
  • To group your filters with AND and OR logic:
    • 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. custom-report-builder-custom-filter-rules-filter-grouping-1
    • Click Apply.
    • The filters will then be grouped together. To update the operator within the group, click the and text in the group and select or. Learn more about the difference between AND and OR logic.

    • You can also enter text into the Filter rules field. For example, entering (1 and 2) or 3 will group the first two filters with an AND operator, and the last filter will be on its own with an OR operator.

Save your 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. To save your report as a copy, click Save as.
  • 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.
  • In the bottom right, click Save.

You can also export a report to take your data offline. When configuring a report for export, all fields in the Fields section will be included as columns in the export. All fields in the report will export with their original name, even if you've changed the name in the report builder.

To export a report:

  • 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.

Refresh a report

Reports built with the custom report builder are automatically refreshed with available data every two hours. You can manually refresh a report or a dashboard once every 15 minutes to retrieve new data.

To manually refresh reports on a dashboard:

  • In your HubSpot account, navigate to Reports > Dashboards.
  • Use the dashboard dropdown menu in the upper left to select the dashboard with the report you want to refresh.
  • To refresh all reports on a dashboard, click the Actions dropdown menu in the upper right, then select Refresh all reports

  • To refresh an individual report, hover over the report, then click the verticalMenumenu icon and select Refresh


To manually refresh a report from the report library:

  • In your HubSpot account, navigate to Reports > Reports.
  • Click the name of the report you want to refresh.
  • At the bottom of the report, click Refresh


Reporting and data limits

Keep the following limits in mind when using the custom report builder:

  • For increased performance, non-table reports are limited to 1,000 unique rows of data. To reduce the number of rows in a report, it's recommended to add filters to make your data more specific, or use dimensions that have a lower number of unique values (for example, multiple select type properties). Table reports are paginated and can contain more than 1,000 rows.
  • Reports can take up to 15 minutes to display new data. For example, if you create a new contact that matches a report's criteria, the contact will take up to 15 minutes to appear in the report.
  • Some fields, such as HubSpot team and the Owner fields will export with internal ID's rather than the HubSpot labels. 
  • For event reporting, there's a maximum time range of 12 months or 10 million events. If there are over 10 million events for the selected event type, the available time frame will be shortened. The minimum time frame for event reporting is one month. This is to ensure the report loads efficiently and in a timely fashion.