Create sales reports with sales analytics

Use the sales analytics reports to track your sales team's performance and gain insights into your sales pipeline's current health. Customize pre-built reports that provide a comprehensive overview into your team's progress and expected sales outcomes. 

Once you've customized a report, you can save the report or add it to a dashboard.

View, select, and save a sales report

To save a sales report:

• In your HubSpot account, navigate to Reporting > Reports.
• In the left sidebar menu, click Sales.
• Select a Quick answer to go to the most relevant report that answers your questions.
  
  
• Or, to view all of the reports related to a topic area, in the left side panel, click the topic you want to analyze.
• Select the report you want to work with. Learn more about these reports below.
• A preview of the report is shown in the center panel. 
• For compatible reports, click the Over time / Totals toggle to change the visualization to show either a bar chart or a column chart broken out by time period.
• To read more about the type of report you've selected, including its description and the properties it uses, navigate to the About this report tab in the right panel.
• To filter your data, use the dropdown menus on the Filters tab in the right panel. This varies depending on the report you selected, but they include:
  • Date range by: filters the records that are within this date, based on their property values. The date property used is stated.
  • Group by: segments the records based on their owners or their owners' teams.
  • Select reps: filters the records based on their owners.
  • Select teams: filters the records based on their owners' teams.
  • Pipeline: filters the records based on their deal pipeline.
• To add additional filters to the report, click add Add filter and select your filter criteria.

• To share the customized report with other users, click the Actions dropdown menu in the center panel and select Copy report URL. You can share this report with all users who have access to sales reports.
• Once you've customized the report, click Save report to save this to your reports list or add it to a dashboard.

Types of sales reports

Coach Reps & Teams

• Call outcomes: this report shows the calls made and the call outcomes of your users or teams.
• Chats: this report shows the number of chat conversations made per user or team on live chat or Facebook Messenger.
• Completed activities: this report shows the activities completed by your users. Activities include calls, meetings, tasks, emails and notes. Meetings and tasks that are not marked as complete will be excluded from the report.

Please note: when filtering activities by date, Tasks are included based on their due date and not the date of creation or completion.

• Deals created: this report shows the number of deals created per user or team.
• Lead funnel: this report tracks the time it takes from initial contact to deal conversion. This can be used to analyze lead conversion rates for optimizing lead nurturing strategies.Use the Leads tab to track how your team is managing their leads’ progress and conversion. Use the Lead journey tab to visualize how your leads are moving through stages.
  • To customize the stages shown in the Lead journey tab, navigate to the Filters tab in the right panel and click the edit pencil icon next to Stages. 
    
    
  • In the dialog box , select the checkboxes next to the Lifecycle stages to include them in the report. 
  • To change the order of stages, click and drag the stage to a new position.
  • To include records that have not gone through each stage in the lead journey report, select the Optional checkbox.
  • Once you've finished editing the stages, click Apply.
    
    
• Lead response time: this report shows the length of time between when a contact is assigned to a user and when the user interacted with the contact. This includes sending an email, making a call, using chat, marking a task as in progress or complete, and meeting start time. If a contact is reassigned a new user, this time will reset. It will then count the time since the contact was assigned their new user and when the new user interacted with the contact. Available properties include:
  • Date of first engagement: The date the current contact owner first engaged with the contact.
  • Type of first engagement: The object type of the current contact owner's first engagement with the contact.
  • Description of first engagement: A description of the current contact owner's first engagement with the contact.
  • Lead response time: Time it took the current owner to do first qualifying engagement (ms).
  • ID of first engagement: The object id of the current contact owner's first engagement with the contact.
• Meeting outcomes: this report shows the number of meetings per outcome.
• Prospecting activities: this is a collection of sales activities reports. Use the tabs at the top to see performance and efficiency data for sequences, meetings, calls, and tasks. 
• Tasks completed: this report shows the number of tasks created, split by the task status (i.e., Not started, or Completed) and the user or team.
• Team activity timeline: this report shows the activities done by your team chronologically. Activities include tasks, emails, meetings, and calls logged.
• Time spent in deal stage: this report shows the average time deals spend in a stage, grouped by rep or team. Only deals that have a Close date value in the selected date range and are in the selected pipeline are included in the report.

Forecasts & Pipelines

• Deal change history: this report shows changes made to the deals' stages, amounts, and close dates. It also shows you the deals that were created. You can use this report to examine deals that meet the close date timeframe and see deal changes that happened within the report timeframe.
  • New: deals that were created within the report timeframe.
  • No Change: deals that had no changes during the report timeframe.
  • Amount Decreased: deals where the amount reduced during the report timeframe.
  • Amount Increased: deals where the amount increased during 
    the report timeframe.
  • Stage Moved Forward: deals that moved to a new pipeline stage that had higher probability during the report timeframe.
  • Stage Moved Backward: deals that moved to a new pipeline stage that had lower probability during the report timeframe.
  • Forecast Moved Forward: deals with where the forecast category moved forward during the report timeframe.
  • Forecast Moved Backward: deals with where the forecast category moved backward during the report timeframe.
  • Close Date Pushed: deals for which the close date was within report timeframe but then were pushed beyond the report timeframe and this change happened during the report timeframe.
  • Close Date Pulled: deals for which close date was beyond report timeframe but then were pushed within the report timeframe and this change happened during the report timeframe.
• Deal funnel: deal funnel reports show the number of deals in the deal stages of the pipeline you selected. This includes the number of skips when a deal doesn't follow the typical deal stage chronology, conversion rates, and time spent in each deal stage.
  
  • On the Deal stages tab, view a report of deals that have moved through any of the stages of the pipeline regardless of whether they move through the stages in order. You can also view the number of skips and cumulative conversions.

• • Sales Hub Enterprise users can customize the report further by clicking Actions > Customize.

• Deal pipeline waterfall: revenue changes in the deal pipeline between two periods of time, categorized based on deal amount and close date. When factoring in a deal's close date, the report uses the date that the deal was moved into a won/lost pipeline stage, or the Close date property if the deal is in an open stage and the Close date is in the future. Deals will be put into one of the following categories:
  • Created: the total amount from the deals created during the pipeline change period.
  • Pushed: the total amount from deals that were moved from the close date period selected to another close date period. A deal will also appear in this category if its Close date is within the report's date range and hasn't been moved to a closed stage by the end of it.
  • Pulled: the total amount from deals that moved from another close date period to the close date period selected.
  • Decreased: the net decrease in the amounts from deals in the close date period selected.
  • Increased: the net increase in the amounts from deals in the close date period selected
  • Lost: the total amount from deals that were lost during the close date period selected.
  • Won: the total amount from deals that were won during the close date period selected
• Deal push rate: this report shows you the number of deals whose close date changed per owner, team, or deal stage. For a deal to show under Close date pushed, it requires the deal to have its close date moved from within the timeframe selected, to outside of the timeframe selected. This is not the same as theClosed date pushed data that you can see in the Deal change history report, Deal push rate is focussed on the close date only.
• Forecast category: the forecasted revenue of your deals by forecast category, calculated using deal amount.
  • A blue forecast amount dot will appear in the chart based on the forecast submissions manually set in the forecast tool. You can hover over the dot to view the manually forecasted amount for the report's timeframe. When there are no forecast submissions set for the report's timeframe, the value will be 0.

• Historical snapshots:
  • This report shows the number of deals at certain points in time by category (e.g., deal stage, amount), depending on the tab you select.
  • To break down this report by deal stage, amount, or forecast category, click the Break down by dropdown menu in the Filters tab in the right panel.
    
    
  

Please note: when using the pipeline filter, the report will only show deals currently in that pipeline and will not show closed deals.

• Quota attainment: this report shows the total revenue closed on deals by your reps against the goals set out for them.
  • This report shows the total revenue closed on deals by your reps against the goals set out for them.

• • To view incremental or total progress toward goals over time, navigate to the Filters tab in the right panel and click the Group by dropdown menu. Select Close date, then click the Compare against dropdown menu and select how you want to view the goal.

• Weighted forecast category: the forecasted revenue of your deals by forecast category, calculated using the weighted amount of each deal. Learn how to configure forecast weights in your forecast settings. 

• Weighted pipeline forecast: for each deal in the date range you've selected, HubSpot takes the value in the Amount property and multiplies it by the probability based on the deal stage the deal is in. HubSpot sums up these values based on sales representative or team, based on your selection in the Group by dropdown menu.

Sales Outcomes

• Average deal size: this report shows the average deal amount across the deals per deal owner or team.
• Deal loss reasons: this report shows the number of deals in a closed-lost stage and the respective value in each deal's Closed lost reason property, per deal owner or team.
• Deal revenue by source: this report shows the total amount from deals by owner or team, split by the deal's original source. 
• Deal velocity: this report shows the average number of days deals take to close by user or team. The deals taken into consideration are those with close dates within the date range you've selected.
• Deals won & lost: the report shows the number of deals won and lost by user or team.
• Sales velocity: this report shows how long it takes to close and win deals. View the percentage of deals that turn into closed won deals, and the average amount of your deals.