What is a HubSpot report?
A HubSpot report is a tool that consolidates data from multiple sources (e.g., HubSpot CRM, HubSpot Marketing Hub, HubSpot Sales Hub) to track and display key performance indicators (KPIs) (e.g., lead conversion rate, deal close rate, email open rate), enabling teams to monitor performance and create presentations for stakeholders.
HubSpot reports are typically built using HubSpot's native reporting tools or integrated with other solutions to enable high customization and integration of multiple data sources.
What to include in a HubSpot report?
An actionable HubSpot report balances context and specificity based on the audience (executives, managers, and analysts) and their use cases.
Executive HubSpot reports
Executive reports for CMOs, CEOs, and clients show the bottom-line impact of marketing and sales efforts. Reviewed weekly, monthly, or quarterly, they include:
- ROI analysis: by channel, using attribution models for large budgets.
- Unit economics analysis: CAC, LTV, payback, ARPU from HubSpot-acquired customers.
- Cohort analysis: retention, expansion, and LTV by customer cohort (sign-up period, acquisition channel).
- Add text for additional context to translate metrics for non-technical audiences. Present in slide decks and simplified reports.
HubSpot manager reports
Manager reports have cross-channel views with drill-downs to see performance by client, brand, region, team member, funnel stage, and campaign. They help align teams, define tactics, and include:
- Cross-channel reporting: overall campaign, product, client, or region reporting across channels.
- Goal tracking: compare current performance vs objectives.
- Audits for prioritization and spotting issues.
- Competitive analysis for channel and tactic mapping.
- Topic, keyword, content, audience research.
Operational HubSpot reports
Operational reports for analysts and channel managers have granular, customizable KPIs to solve technical issues. Monitored hourly, daily, or weekly, they cover:
- Email: delivery, open, conversion rates.
- Sales: deal stages, pipeline velocity, win rates.
- CRM: contact engagement, lifecycle stages, lead scoring.
Operational HubSpot reports are highly customized, built in flexible tools to enable data cleaning, blending, annotations, and integrating multiple sources.
How to build a HubSpot report?
To build a HubSpot report, connect your data sources, choose a template, build your queries by selecting metrics and dimensions, choose charts to visualize your data, customize the report, design and share via link, PDF, or email.
Here’s the breakdown:
Connect data sources
Define and connect the data sources to bring to your report. Common sources are HubSpot CRM for contact and deal data, HubSpot Marketing Hub for campaign performance, and HubSpot Sales Hub for sales metrics.
To connect your data sources, go to portermetrics.com, choose the data sources to bring to your report.
You can follow these tutorials on connecting your data:
Choose a template
Choose from dozens of HubSpot report templates designed for use cases like lead tracking, sales performance, and email campaign analysis.
Learn to copy Looker Studio templates.
While templates are the starting point, make them specific for your business or agency. Map your specific metrics, especially custom conversions, CRM contact data, and all the fields and metrics that you define as "conversions" and "revenue".
Select metrics, dimensions, and charts
Once your report template is downloaded, you may 1) modify it or 2) create a blank page to build it from scratch. Whatever the case, setting up a query always follows these steps:
- Select the data source and the account connected to it.
- Choose metrics (e.g., leads, deals, email opens, etc.).
- Choose breakdowns to segment your data (e.g., by date, campaign name, contact owner, etc.).
You can follow these tutorials on adding data to your reports:
Design
To make your HubSpot reports truly white-label, you can add logos, colors, fonts, and styling to mirror your brand.
Follow these tutorials to design your HubSpot reports:
Share
Share your HubSpot reports via links, PDF, schedule emails, and control permissions.
KPIs to include in a HubSpot report?
HubSpot reports should include a mix of funnel—visibility, engagement, conversion—, efficiency, effectiveness, revenue, and cost metrics and KPIs to fully understand the performance of marketing and sales efforts towards business goals. They include:
Funnel KPIs measure the buying process (from the marketer perspective), regardless of the channel:
- Visibility metrics: email deliveries, website visits.
- Engagement metrics: email opens, clicks, form submissions.
- Conversion metrics: leads, deals, closed-won opportunities.
Efficiency KPIs compare your outputs to the cost, including:
- Visibility: cost per email sent.
- Engagement: cost per click.
- Conversion: cost per lead, cost per deal.
Effectiveness KPIs compare the input with the output from one funnel stage to another:
- Visibility: email open rate.
- Engagement: click-through rate.
- Conversion: lead conversion rate.
Sales and cost KPIs show the bottom-line impact of your performance:
- Sales: customers, revenue.
- Cost: marketing spend, sales expenses.
- Efficiency: ROI, customer acquisition cost (CAC).
- Effectiveness: average deal size, sales cycle length.
To analyze these KPIs, segment them by:
- Channel: email, social, organic vs paid.
- Time: hourly, daily, weekly, monthly.
- Campaign: funnel stage, objective.
- Business: client, branch, region.
- Audience: geo, tech, demographics, interests, behavior.
- Content: creatives, format, topic, keyword.
