Create reports with the custom report builder

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.

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Understand requirements

• To create reports with the custom report builder, the user must have Create/own and Edit report permissions. 

• Existing reports can't be merged into a single report. To consolidate information, create a new custom report that includes the relevant data sources, fields, filters, and breakdowns. If the data can't be combined into a single report consider simplifying the metrics, using available datasets where applicable, or keeping the reports separate on a dashboard. 

Custom report builder overview

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

1. Select the report's data sources: select the types of HubSpot data that the report will include.
2. Add fields to the report: select the specific property, event, and activity data to report on.
3. Customize report filters: set limits and boundaries for the fields you've added.
4. Configure report visualization: choose how you want data to be displayed.
5. Save or export the report: make your report available for yourself and others to view, or export it to take your data offline.

If you're not sure what the best type of chart to use for your report is, you can use the smart chart feature to get you started. By enabling smart chart before adding your fields, HubSpot will automatically suggest chart type based on the fields you add. Once you select a recommended chart type, HubSpot will then automatically arrange the fields into recommended channels. Learn more about using smart chart. 

Create a report 

To build your report: 

1. In your HubSpot account, click More, then navigate to Reporting > Reports. If More doesn't appear in your account, navigate to Reporting > Reports directly.
2. In the top right, click the down arrow next to Create report, then select Custom report.

Data source

3. Select your data source:
   • To select a CRM data source, select the checkbox next to a property. The first checkbox you select will be the Primary data source. Any additional checkboxes will be Secondary data sources. Learn more about selecting data sources.

3. • To use a dataset, click the Dataset tab, then select one of the available datasets (Data Hub Enterprise only). 
   • Click Apply.
4. To add an association label, click the three vertical dots icon at the top right of the Data panel. Use the dropdown menus to select association labels, then click Save.

Visualization

5. Next, select a report visualization by clicking the Visualization dropdown menu. Toggle on Recommend based on data to automatically pick the best chart for your metrics and dimensions. The amount of fields you can add to a report depends on the report type:
   • Vertical bar, line, and area charts: you can add a maximum of 12 fields to the Y-axis and one to the X-axis, or one field each to the X and Y axis and one Break down by.
   • Horizontal bar: you can add a maximum of 12 fields to the X-axis and one to the Y-axis, or one field each to the X and Y axis and one Break down by.
   • Combination charts: you can add a maximum of four fields.
   • Donut, pie, KPI: you can add a maximum of 30 value fields, or one value field and one Break down by.
   • Gauge: you can add a maximum of one value field.
   • Pivot table: you can add a maximum of 30 fields, with a maximum of four rows and four columns.
   • Table: you can add a maximum of 30 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.

Data fields

Data fields allow you to analyze single object or cross-object data to answer questions about your business.

6. Next, under Data fields, click + Add. Drag the properties into the available data field sections based on the visualization you selected. Examples of fields that may be available include:
   • 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.

Please note: adding a field with a large amount of data to the Break down by channel may result in the report being unable to load. Learn more about avoiding Too many data points requested errors. 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.

6. • Columns: the columns in the report.

   • View point details by: for scatter plot charts, this channel breaks down data by creating points on the chart as per the specified field. While Break down by will create points organized by color, this slot will organize all data without color or additional mappings. Use this channel instead of Break down by when reporting on larger data sets. Accepts dimension fields.

   • View point size by: for scatter plot charts, use this channel to add a third numeric value to the chart and automatically scale the data with bubbles in the visualization. Accepts measure fields.

7. Fields can be set as one of two aggregation types, which reflect whether an aggregation is performed on the field's data. To set the type, hover over the property, and click the pencil icon. Then, click the Aggregation dropdown menu to select the type, and click Apply:

• • Dimensions: fields with no aggregation, displayed as grey. Dimensions can be any data type, including dates, numbers, booleans, and strings. This type of field can only be added to the X-axis and Break down by slot.
  • Measures: fields with a set aggregation method, displayed as green. Measures are typically numerical or quantitative values, such as the number of associated deals. This type of field can only be added to the Y-axis. You can add up to 12 measures to one report.

Formula fields

Formula fields can be used in the custom report builder (Data Hub Enterprise only). Learn more about creating fields using formulas.

Filter report

Customize report filters to be more specific about which data the report displays. You can filter by date and dimensions. You cannot add aggregated measures as filters.

1. In the left sidebar menu, click Filter.
2. Under Filters, click + Add.
3. Drag filters into the Filters section.
4. Set your filter rules by clicking the down arrow next to the filter. In the dialog box, click the dropdown menu and select an option. If you've selected more than one filter, you can group them by clicking the Group with another filter dropdown menu. Then, click Apply or Save.
5. After filters are selected, you can click the Rules dropdown menu to choose how your filters are combined.
6. Learn how to create formula fields.

Style your report

You can customize how a report is displayed, including axis options, stacking, color theme, and column formatting.

1. In the left sidebar menu, click the Style tab.
2. Based on the visualization you selected, different fields will appear that you can use to customize the style of your chart. Some of these fields may include:
   • Cumulative: for line and area charts reports with date or time values in the X-axis, represent values cumulatively across the X-axis.
   • Show data labels: by default, charts include data labels to show specific values. To hide these labels, clear the checkbox.
   • Show record IDs: by default, the internal CRM record IDs for the records behind the visualization's data points are shown in the chart. To hide these labels, clear the checkbox.
   • Stacked: stacks the Break down by values, which can improve readability of a report.
   • Axis scale: the scale at which your data is displayed, either linear or logarithmic.
     • Linear: represent the chart's data at a true scale. The chart will display outliers prominently.
     • Logarithmic: condense the chart's data to reduce space between data points. This can be useful when needing to compare data that contains drastic outliers.
   • Legend position: by default, the chart legend will display at the top of the chart to indicate data by value and color. To change the position of the legend, click the dropdown menu, then select a position.
   • Color palette: select the chart's color scheme from a set of HubSpot color themes or your own brand colors. For users with color blindness or vision impairment, the Pattern Fill option creates a unique pattern for each color that makes reports easier to read.
   • Y-axis label: edit the label name on the Y-axis. If no changes are made, the Y-axis label will default to the property name of the measure listed first.
   • Max: the maximum value that a chart's axis will display. This setting controls how zoomed in the visualization is. For example, a value of 100 on a vertical bar chart will set the Y-axis to display up to a value of 100.
     • This setting doesn't filter data from the report and is only for display purposes.
     • When used with a logarithmic axis scale, the report builder will round this value up to the nearest increment based on the logarithmic scale.
   • Min: the minimum value that a chart's axis will display. This setting controls how zoomed in the visualization is. For example, a value of 50 on a vertical bar chart will set the Y-axis to start at a value of 50. This setting doesn't filter data from the report and is only for display purposes.
   • Monthly goal: enter a number to add a goal line to the chart. Monthly goal can only be used in XY visualization (e.g., vertical bar, area, or line chart) when a date-based property is being used on the X-axis.
   • Show bubble legend: for scatter plot charts, when the report contains a View point size by field, you can add the bubble size to the legend by selecting the checkbox.

1. • Data label format: for scatter plot charts, when Show Data Labels is selected, you can select which data labels will appear in the chart. For example, select (X,Y) to show data labels for values from both the X and Y-axis.
   • Opacity: for scatter plot charts, set the opacity of the points in the chart. A lower opacity can be helpful when data overlaps visually.
   • Show markers: by default, line and area charts include indicators at data points along the axes. To remove the indicators, clear the checkbox.
   • Show today: by default, line and area charts only include data from previous days. To include data from the current day so far, select the checkbox.
   • Show totals: by default, donut and pie charts display the total data included in the report. To hide the total, clear the checkbox.

1. • Y-axis 1 and 2: for combination charts, you can select whether to display each Y-axis as a Bar, Line, or Area chart. The settings for each Y-axis visualization type are the same as the settings available for the general chart type. To add data to another Y-axis, click and drag a measure to the Y-axis section on the Configure tab.
   • Y-axis mode: by default, combination charts are set to Dual axis mode.
   • Bands: use colored bands to visually indicate a set of values in your gauge visualization. For example, you can have yellow for performing well, orange for average performance, and red for not performing.
     • To set up a band, configure the following values:
       • From: enter the start value of the band.
       • To: enter the end value of the band.
       • Color: set a color for your band.
     • To add another band, click Add Band.
     • To remove a band, click X next to the band.

Use a template

Start from a prebuilt template instead of a blank report.

1. Click the Template tab.
2. Click between the For you and data source options to see different templates.
3. Click the Filter icon to customize the template by data source or visualization. Then, click Apply.

Use Breeze Assistant to generate or customize a report

Use Breeze Assistant, HubSpot’s conversational AI assistant, to describe the report you want in a natural-language prompt. It generates the report configuration for you (dimensions, metrics, chart type, etc.) instead of you manually configuring it.

Please note: you can manage AI feature access in your AI settings and configure what data is shared. Review HubSpot's AI Trust FAQs and AI Model Cards for detailed information on AI security controls, data use, and compliance.

1. In the left sidebar menu, click the Breeze tab.
2. Click one of the suggested prompts or type your prompt in the textbox.
3. Click the + plus icon to add files, prompts, connectors, skills, agents, or artifacts. Then, click the up arrow icon

4. If you want to apply report customizations or an AI-generated report, click Apply to builder at the bottom of the chat window.

5. The report will now display in the preview. You can continue to customize the report by clicking any of the tabs in the left sidebar menu.

Export unsummarized data

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 most up to date name. 

1. In the top right, click Actions, then select Export unsummarized data.

2. 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.

Share your in-progress report

You can create a link to this report with all your changes without saving it.

1. Above the report preview, click Share.
2. In the pop-up box, click Copy.

Refresh your report

Reports built with the custom report builder will automatically refresh with newly available data every two hours. However, you can manually refresh a report once every 15 minutes to retrieve new data.

1. In the top right, click Actions, then click Refresh to manually refresh your report.
2. By default, the Refresh as I make changes toggle is switched on. To turn this off, toggle the switch off.

Save your report

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

1. In the upper right, click Save. 
2. In the right panel, input your report name, report tags, and a description.
3. Select where you want to save the report to:
   • Don't add to dashboard: the report will only 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.
4. Click Next.
5. Under Who can access this report?, select the level of access you want to grant to this report.
6. Click Save.
7. The report will now appear in your report list.

Manage your reports

Learn more about how to manage your reports in your report list.

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.
• New data takes 10-15 minutes to appear in reports. For example, if you create a new contact that meets a report's criteria, the contact will not appear in the report for 10-15 minutes.
• Reports built with the custom report builder will automatically refresh with newly available data every two hours. To pull in new data before the next automatic refresh, learn how to manually refresh a 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 10 years or 10 million events (Professional only) and 100 million events (Enterprise only). If there are over 10 million events (Professional only) or 100 million events (Enterprise only) for the selected event type, the available time frame will be shortened. The minimum time frame for event reporting is one month for Professional and two months for Enterprise. This is to ensure the report loads efficiently and in a timely fashion.