A Short Guide to Using Goals in Custom Reports

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Gabby Mahmood
Gabby Mahmood


While it's beneficial to set goals on a business, team and individual level, how you track and measure these goals is equally important.

using goals in custom reports: image shows a person holding a report

Apply goals to custom reports to visualize and track attainment over time. Whether it's a recurring goal set with HubSpot's goals tool or a single goal set in an individual report, creating reports to measure goal progress can increase motivation and accountability.

Report requirements

In order to place a goal in a custom report, it must meet the following criteria:

  • Single-object or cross-object report
  • Date property displayed
  • Line or area chart type

When it does, the "Display options" dropdown in the Visualization tab of the report builder will allow you insert an existing goal that's been created under Settings > Reports > Goals or create a new one.


Applying goals

Design custom reports based on the type of goal you want to measure. With HubSpot's goals tool, set deal-based, service-based or activity-based goals for individuals and teams. Additionally, set monthly goals for specific reports to track business performance overall.

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Allowing users to monitor their personal goals can increase motivation and make team and business goals seem more attainable. These reports can also be used for admins to track individual performance against the team. 

Example individual goal reports:

  • Number of completed tasks
  • Amount of revenue earned
  • Average ticket resolution time



Create custom reports to visualize team goals as well. Consider a deals report to measure sales performance or a tickets report to monitor service or success interactions. 

Examples team goal reports:

  • Number of deals created/closed
  • Average ticket response time
  • Number calls made or meetings booked

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Setting overall business goals can provide a roadmap for team and individual goals. Having a clear understanding of what your business is working toward and the progress being made 

Example business goal reports:

  • Number of contacts (leads) created
  • Number of MQLs/SQLs created
  • Number of [custom date property]


Monitoring performance

Add goal-based reports to dashboards for team members to easily visualize their progress. Consider creating an individual dashboard for each team member that contains their goal reports, as well as a team dashboard to collectively monitor progress.

From here, set up recurring emails to send these dashboards to team members daily, weekly, monthly, etc. so users can stay updated on metrics.

Want to connect with others on HubSpot tips, tricks, and updates? Head over to the HubSpot Community to join a conversation or start one of your own.

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