Custom Reports in HubSpot turn your CRM into a live command center for revenue, marketing, and support performance. Instead of stitching together spreadsheets and screenshots, your teams can see pipeline, campaigns, and ticket health in one place—updated in real time.
This guide walks through how to use Custom Reports in HubSpot to answer practical questions like “Which campaigns create the most pipeline?”, “Where do deals get stuck?”, and “Which ticket types are hurting CSAT?”. It focuses on revenue, marketing, and support use cases, so each team can build dashboards that match how they work—not just HubSpot’s defaults.
You’ll learn the core building blocks of Custom Reports in HubSpot, see ready-to-use report ideas for each team, and get best practices for standardizing properties and dashboards across your RevOps stack. By the end, you’ll be able to design reports that leadership actually trusts and frontline users actually open.
Table of Contents
What “Custom Reports in HubSpot” Actually Mean
HubSpot offers several reporting types, but custom reports are the ones that let you mix objects, activities, and events to answer specific business questions. Instead of relying only on canned dashboards, you can build tailored reports for deals, tickets, campaigns, and lifecycle performance across teams.
With the custom report builder, you can pull in data from contacts, companies, deals, tickets, marketing interactions, and even custom objects, depending on your subscription. This flexibility lets revenue, marketing, and support leaders translate their KPIs into charts and tables that match how their teams actually work.
Who Can Use Custom Reports in HubSpot
Custom report builder is available on Professional and Enterprise tiers of the main Hubs, including Marketing Hub, Sales Hub, Service Hub, Data Hub, Content Hub, and Commerce Hub. Free and Starter accounts get basic reports and dashboards, but advanced multi-object reporting, attribution, and complex visualizations sit behind the higher tiers.
If your team relies heavily on reporting, limits also matter: Professional accounts typically allow around 100 custom reports per account, while reporting add-ons or higher tiers can raise that to thousands. Revenue and RevOps teams should factor these limits into their HubSpot plan, especially when they want dozens of tailored views for different regions, segments, or product lines.
Core Building Blocks of Custom Reports in HubSpot
Every effective report in HubSpot is built from four elements: data sources, fields, filters, and visualization. If one of these is wrong or unclear, the report will confuse more than it clarifies.
- Data sources define which objects or events you pull from, such as deals, tickets, marketing emails, or website events.
- Fields are the properties and metrics you add, such as deal amount, ticket status, lifecycle stage, or campaign name.
- Filters narrow the data to specific date ranges, owners, teams, or segments, so your report answers a focused question.
- Visualization controls how you see the result: bar charts, line charts, funnels, tables, or pivot tables.
Custom Reports in HubSpot let you adjust each of these layers, which is why they are powerful for cross-team reporting and RevOps.
Types of Custom Reports in HubSpot
HubSpot supports multiple custom report types, and choosing the right one determines how useful your insight will be. Different teams often use different report types, depending on whether they care about funnels, cohorts, or time-based performance.
Key report types
- Single-object reports focus on one object, such as all deals, all tickets, or all contacts over time.
- Cross-object reports (via the custom report builder) combine multiple objects, for example contacts + deals or tickets + companies.
- Funnel reports show how records move through pipeline stages or lifecycle stages, highlighting drop-off points.
- Attribution reports (on eligible tiers) connect marketing touchpoints to revenue, such as revenue attribution by campaign or channel.
- Activity / event reports track engagements like calls, meetings, email opens, or page views tied to contacts and accounts.
For revenue, marketing, and support teams, combining these report types into dashboards turns Custom Reports in HubSpot into a full revenue intelligence layer.
How to Build a Custom Report in HubSpot (Step-by-Step)
The fastest way to improve reporting is to standardize how your team builds Custom Reports in HubSpot. A simple five-step workflow works well across hubs.
- Define the question first
Decide what you want to answer, such as “Which channels generate the highest revenue?” or “Where do tickets get stuck?” A clear question narrows which objects, fields, and time range you need. - Open the custom report builder
Go to Reports → Reports → Create report → Custom report builder in your HubSpot account. Pick the relevant data sources, such as Deals + Contacts for revenue or Tickets + Conversations for support. - Add fields and configure filters
Use the left panel to search and add properties like deal amount, deal stage, original source, owner, ticket status, SLA breach, or NPS score. Then apply filters for date range, team, pipeline, lifecycle stage, or ticket category to align with your question. - Choose visualization and layout
Switch to the Visualization tab and select a chart type that fits your metric: time series for revenue over time, bar charts for performance by owner, funnels for stage progression, or tables for detailed lists. HubSpot lets you build combination charts, donut charts, KPIs, gauges, pivot tables, and standard tables, each with limits on how many fields you can add. - Save, share, and add to dashboards
Name the report clearly, choose visibility, and click Save to store it. Then add it to a dashboard so revenue, marketing, or support leaders can monitor it daily and schedule recurring email digests.
Once teams follow this pattern, Custom Reports in HubSpot become repeatable assets instead of one-off charts.
High-Impact Custom Reports for Revenue Teams
Revenue and sales leaders care about pipeline health, forecast accuracy, and conversion efficiency. Custom Reports in HubSpot let them track these metrics across reps, segments, and product lines.
Essential revenue-focused reports
- Pipeline coverage and velocity by stage
A deals report showing total amount by deal stage, with close date and owner filters, helps leaders see whether there is enough pipeline to hit target. Adding calculated fields for days in stage exposes bottlenecks and stuck deals. - Win rate by segment or channel
A cross-object report combining Deals with Contacts (or Companies) can break win rate down by industry, company size, or original source. This reveals which segments are ideal-fit and where sales enablement or qualification needs work. - Revenue by source and campaign
Multi-object or attribution reports tie closed-won deals back to marketing channels and campaigns. Revenue leaders can double down on profitable channels and cut underperforming spend. - Rep performance dashboard
A set of custom reports for revenue per rep, win rate per rep, average deal size, and activity volume gives managers a coaching dashboard. Used consistently, this improves forecast reliability and helps leaders identify top practices to replicate.
These use cases highlight why Custom Reports in HubSpot are central to modern RevOps teams that need a live view of revenue drivers.
Custom Reports in HubSpot for Marketing Teams
Marketing teams rely on Custom Reports in HubSpot to move beyond vanity metrics and connect campaigns to revenue and pipeline. They need visibility into leads, MQLs, SQLs, and customers by channel, campaign, and content type.
High-value marketing reports
- Funnel from visitor to customer
A funnel or multi-stage report tracking users, leads, MQLs, SQLs, and customers shows where drop-offs happen in the marketing-to-sales journey. Layering channel or campaign on top lets marketers pinpoint where to improve messaging or nurture. - Channel performance and ROI
Custom Reports in HubSpot can show sessions, leads, cost per lead, and revenue per channel (paid search, organic, social, email). When combined with attribution reports, this helps teams justify budgets and optimize spend. - Campaign engagement and pipeline influence
Multi-object reports that connect marketing campaigns, contacts, and deals reveal which campaigns created or influenced pipeline. Marketers can then prioritize similar offers, creative, and targeting for future launches. - Content performance (landing pages and forms)
Reports on landing page views, form submissions, conversion rate, and downstream revenue show which offers convert best. This lets teams continuously test CTAs, layouts, and messaging based on actual revenue impact, not just clicks.
When built thoughtfully, marketing-focused Custom Reports in HubSpot bridge the gap between campaign activity and closed revenue.
Custom Reports in HubSpot for Support & Success Teams
Support and customer success teams use Custom Reports in HubSpot to track ticket volume, response time, and customer satisfaction. These metrics directly influence retention, expansion, and customer experience.
Critical service and support reports
- Ticket volume and backlog by channel
Single-object or cross-object reports on tickets by source (chat, email, phone, portal) reveal where demand is highest. Filtering by team, priority, or product line helps leaders staff correctly and reduce backlogs. - Time to first response and resolution
Custom reports tracking average time to first response, average resolution time, and SLA breaches highlight where customers wait too long. Segmenting by ticket category or team member helps identify training or process gaps. - Customer satisfaction and NPS trends
Reports that combine surveys with tickets show how CSAT or NPS changes by issue type, channel, or segment. Support leaders can connect feedback to root causes, like slow resolution or poor onboarding documentation. - Renewal and churn risk insights
When support data is tied to deals and subscriptions, Custom Reports in HubSpot can surface high-risk customers based on ticket volume, sentiment, or low product usage. CS teams can then prioritize outreach and customer education before renewal dates.
For Service Hub customers, organizing these reports into a dedicated support dashboard keeps the entire team aligned on SLAs and experience metrics.
Example Custom Reports by Team
The table below summarizes practical examples of Custom Reports in HubSpot across revenue, marketing, and support teams. Use these as starting points when designing your own dashboards.
| Team | Example report name | Main data sources | Key metrics / fields |
|---|---|---|---|
| Revenue | Pipeline by stage and owner | Deals | Deal amount, stage, owner, close date, days in stage |
| Revenue | Win rate by industry and source | Deals + Companies + Contacts | Win rate, industry, original source, deal size |
| Revenue | Revenue by channel and campaign | Deals + Marketing campaigns | Closed-won amount, campaign, source, close date |
| Marketing | Full-funnel performance (lead → customer) | Contacts + Lifecycle + Deals | Leads, MQLs, SQLs, customers, conversion rate |
| Marketing | Channel performance and ROI | Contacts + Deals + sources | CPL, CAC proxy, revenue by channel, sessions |
| Marketing | Campaign influence on pipeline | Campaigns + Contacts + Deals | Influenced deals, influenced revenue, stage |
| Support | Ticket volume by channel and priority | Tickets | Ticket count, channel, priority, status |
| Support | Time to first response by team | Tickets | Avg first response, team, region, ticket type |
| Support | CSAT by ticket category | Tickets + Feedback | CSAT, category, resolution time, agent |
| Support | High-risk customers (support + revenue) | Tickets + Deals + Companies | Ticket volume, NPS, ARR, renewal date, churn risk |
Best Practices for Reliable Custom Reports in HubSpot
To make Custom Reports in HubSpot trustworthy, teams need consistent properties, naming, and governance. Otherwise, similar-sounding reports across departments will tell conflicting stories.
- Standardize properties and definitions
Agree on shared definitions for fields like MQL, SQL, opportunity, churned, or high-priority ticket. Use consistent custom properties across Hubs so multi-object reports line up correctly. - Align pipelines and stages with reality
Make sure deal and ticket pipelines reflect how your teams actually work, not just default templates. Reports are only as good as the underlying lifecycle and stage definitions. - Limit report sprawl with naming conventions
Clear naming structures (e.g., “REV – Pipeline by Stage – Global” or “SUPPORT – SLA Breach by Team – QTD”) help users find the right report faster. Combine this with dashboard ownership so each dashboard has a defined audience and purpose. - Set up recurring review cadences
Many teams run monthly or weekly reviews using the same dashboards to track progress and update goals. This practice keeps Custom Reports in HubSpot from becoming stale screenshots and ensures teams act on the data.
Turning Custom Reports into Dashboards for RevOps
Custom reports become much more powerful when grouped into role-based dashboards that align revenue, marketing, and support around shared KPIs. HubSpot lets you mix reports from multiple Hubs on a single dashboard to create a 360-degree view.
For example, a RevOps dashboard might include revenue by segment, funnel conversion, marketing-sourced pipeline, and active high-risk accounts. A support health dashboard might show ticket volume, SLA adherence, CSAT, and renewal risk for accounts with heavy support usage.
By designing these dashboards around questions—not just data sources—you ensure Custom Reports in HubSpot directly inform daily decisions, forecasts, and strategic planning.
Read also: HubSpot Service Hub Knowledge Base: A Step-by-Step Setup Guide for SMBs
FAQ: Custom Reports in HubSpot
What are Custom Reports in HubSpot?
Custom Reports in HubSpot are user-defined reports that let you combine objects like contacts, companies, deals, and tickets to answer specific business questions. They go beyond standard templates by allowing you to choose data sources, fields, filters, and visualizations that fit your processes.
Who can access Custom Reports in HubSpot?
The full custom report builder is available on Professional and Enterprise subscriptions of the main Hubs, including Marketing Hub, Sales Hub, and Service Hub. Free and Starter tiers include basic reports and dashboards but do not offer the same level of multi-object and attribution reporting.
Which teams benefit most from Custom Reports in HubSpot?
Revenue and sales teams use Custom Reports in HubSpot to track pipeline coverage, win rates, and rep performance across segments and regions. Marketing and support teams rely on them to understand funnel performance, campaign ROI, ticket volume, SLA adherence, and customer satisfaction trends.
What data sources can I use in Custom Reports in HubSpot?
Depending on your tier, you can report on contacts, companies, deals, tickets, marketing interactions, website events, and custom objects. Multi-object reports in the custom report builder let you join these sources to see, for example, how ticket volume or campaign engagement affects revenue.
How do I create a Custom Report in HubSpot?
To create a Custom Report in HubSpot, navigate to Reports → Reports → Create report → Custom report builder, then select your data sources. Add the relevant fields, apply filters, choose a visualization, and save the report to a dashboard so your team can monitor it regularly.
Conclusion + Stronger Call to Action
Custom Reports in HubSpot give revenue, marketing, and support leaders a shared, always-on view of how the business is performing. When you build question-driven reports on clean, standardized data, your dashboards become decision tools instead of static charts.
Here’s how to move forward with Custom Reports in HubSpot today:
- Pick three core questions per team
For example, revenue might focus on pipeline coverage and win rate, marketing on sourced pipeline and CPL, and support on SLAs and CSAT. urn each question into at least one dedicated report and pin it to a team dashboard. - Standardize your properties and pipelines
Align lifecycle stages, deal stages, ticket statuses, and key custom properties across Hubs so your reports tell one consistent story. Document these definitions and share them with every HubSpot user who creates or edits reports. - Build role-based dashboards and review them regularly
Create separate dashboards for leadership, RevOps, marketing, and support, each using Custom Reports in HubSpot tailored to their KPIs. Use these dashboards in weekly or monthly reviews so reporting is directly tied to decisions and next steps.
When you adopt this approach, Custom Reports in HubSpot stop being a “nice-to-have” feature and become the backbone of your revenue operations. If you haven’t already, set up or upgrade your HubSpot account, explore the custom report builder, and start turning your data into a competitive advantage.