The mission of the reporting and analytics product team at HubSpot is to help our customers (that’s you!) grow better through all your HubSpot data.

This has been the biggest year yet for reporting improvements. In this article, we’ll give you the quick rundown of all the reporting improvements from INBOUND 2018, then we’ll walk you through perhaps the most impactful: the brand new custom report builder, which includes cross-data set reporting capabilities. 

What Launched at INBOUND?

Let’s be honest. A whole lot of amazing stuff launched at INBOUND 2018. But it’s not always easy to keep up. That in mind, we’ve taken all the reporting improvements and boiled them down to the gist. Here’s the quick rundown: 

Feature: A new home for reports, to replace the legacy “Reports Home”

Gist: Previously, custom reports lived on a page called “Reports Home.” In full transparency, the page looked outdated and didn’t match the rest of your HubSpot account. In addition, it was only available in Marketing Hub. Now, your reports live on a sleek new page called, simply, Reports. It’s the new place to save and manage custom reports in HubSpot. You can add the reports stored here to a dashboard if you’d like, but you don’t have to.

Where to find it: Under Reports > Reports.

Status: Open beta. If you’re a Professional or Enterprise Hub user in any Hub, you’ll see an opt-in modal on your Reports Home (Reports > Reports Home).


Feature: More reports for more HubSpot users

Gist: If you’re a Professional or Enterprise customer (no matter the Hub), you now have access to even more reports in HubSpot. Specifically, Professional accounts now get one additional custom dashboard and 20 custom reports. Enterprise accounts get 25 custom dashboards and 500 custom reports.

Where to find it: In the upper-left of your account, click the sprocket, or navigate to Reports > Dashboards. You’ll be brought to your dashboards. To create a new dashboard, click Create dashboard. To add a new report, click Add report. Not sure where to start when creating a new report? Read on for tips on creating a custom report.

Status: Live to all Professional and Enterprise customers, across Hubs.


Feature: Analytics views

Gist: The sources report shows you the online channels that bring traffic, contacts, and customers to your website. You can now create custom analytics views within the sources report to further segment your traffic data. Filter traffic based on domain or subdomain, URL path, or country. Marketing Hub Professional and Enterprise users can build up to 25 unique analytics vIews.

Where to find it: In your sources report, via Reports > Analytics Tools and then Traffic Analytics

Status: Live to all Marketing Hub Professional and Enterprise accounts. Learn how to create analytics views in this help doc.


Feature: Event funnel reports

Gist: As part of the new reports builder, you’ve got a brand new way to analyze your custom events data. With this report, you’ll be able to see how users move through a specific chain of events, similar to a deal or contact funnel report. For example, you might chart out how many visitors viewed a certain blog post, then clicked a certain CTA, then visited the pricing page, and then purchased a product in your online store.

Where to find it: Make your way to your new reports list (see above), and click Create report, then Report on a Pipeline or Funnel, and Events.

Status: Available in beta to Enterprise accounts as part of the custom builder opt-in (see above).


Feature: Team productivity in analytics tools for sales and service teams

Gist: You now can report on your sales and service teams' productivity, as it relates to deals, meetings, calls, and tickets.

Where to find it: Reports > Analytics tools and then Sales Team Productivity or Service Team Productivity

Status: Open beta, available to all Sales and Service Hub Professional and Enterprise accounts.


Feature: A new custom report builder (including cross-data set reporting)

Gist: We’ve got a brand new builder that includes a guided creation flow, cross-data set reporting, drag-and-drop report creation, and new report types for tickets, products, attribution reports, and event funnels (see more above).

Where to find it: Make your way to any dashboard, and click Add report, then Create custom report.

Status: Live to all professional and enterprise accounts, across hubs.


The Custom Report Builder and Cross Data set Reporting

In HubSpot, when you want to create visualizations to answer specific questions through data (e.g., “How many MQLs did I generate this month in Persona A?” or “How many deals did rep X close in month Y?”), use the custom report builder. You can add your custom reports to a dashboard in HubSpot if you’d like to view them regularly in the context of other reports, or share them with your team. Alternatively, your reports can live independently on the new reports screen (see above).

Who has access to the custom report builder?

Prior to Inbound 2018, only reporting add-on and Sales and Service Professional users could build custom reports in HubSpot. With the INBOUND updates, all Professional and Enterprise accounts — across all HubSpot hubs — have access to the custom builder. That means more reports for more HubSpot customers!

And… what exactly is cross-data set reporting?

In HubSpot, you have specific types of records, like a contacts, companies, and deals. Previously, you could only run HubSpot reports on one data set at a time. A report on contacts might break down the people in your CRM by their country or job title. A company report could chart by industry or size. A deal report could tell you how many deals you have above a certain amount, in a certain stage.

Reports on each data set are useful, but they only tell part of the story. It’s like having a spreadsheet with three tabs, but without the ability to use any cross-sheet functions like Vlookup. Powerful, but not quite sufficient to answer all the questions you have about your data.

Cross-data set reporting is a feature of the new report builder you can use to answer more of your reporting questions without leaving HubSpot. It’s the ability to run reports using properties from two HubSpot data sets at once. We’ll walk through some examples below.

How does the new builder work?

Glad you asked. We’ll walk you through it in the following paragraphs; if you’d prefer a walk-through in video form, you got it.

Building a report takes five easy steps. To make these instructions a bit clearer, we’ll use a real-life example. We’ll create a report that shows deal amount, broken down by deal stage (both deal properties), segmented by State (a contact property). This report could answer the question of how much pipeline you have in specific stages.

  1. Navigate to the builder. From any HubSpot dashboard or from your Reports screen, click Add report then Create custom report.
  2. Pick one or two data sets to begin your report. At this time, you can choose from the following: contacts, companies, deals, activities, products, or tickets. In this case, we’ll choose contacts and deals.
    Contacts and deals
  3. Pick the properties you’d like to report on. We’ll add these to our visualization in step 5. In this case, we’ll choose Owner and Stage from Deals and State/Region from Contacts.
    properties report

  4. Filter and process your data. You likely don’t want to see every contact or deal in your report. Use filters to whittle down the data to whatever’s most relevant to the question you’re seeking to answer.
  5. Create your visualization. Choose the properties you’d like to display on your chart by dragging and dropping them into the builder. Then, choose your preferred visualization type. In this case, we’ll add deal stage, count of deals, and state/region to our report. Most deals in this example are from Massachusetts, and most of the deals in Massachusetts are in the Processed stage.

Alternatively, we could add Deal owner to the report instead of deal stage. Here’s the result: 


Notice how that impacts the report: Instead of showing all deals, segmented by region, broken down by which pipeline stage they’re in, it shows all the deals, segmented by region, broken down by their sales rep.

Great. But…What Do We Actually Do With It?

Cross data set reporting is powerful. But powerful without useful doesn’t do you any good. Think: a Ferrari dropped in the middle of a desert without roads. With that in mind, the next obvious question is what to do with your new report builder. Here are a few ideas to get you started.

Figure out which types of leads led to closed deals

If you’re in marketing or sales, your goals are likely tied to closed revenue. But you spend your day generating and working leads. With cross data set reporting, you can tie characteristics of your contacts directly to your deals in a single report. Here’s an example:

Let’s say you have forms on your site. Contacts that fill out forms get an assigned value in a default HubSpot contact property called First conversion, which stores their first form submission on your website. With cross data set reporting in the new report builder, you can tie deals to that First conversion property. Like this:

Read this as: 1226 deals came from contacts who first converted on our default landing page ebook form. In this chart, we’ve added another layer to break down the deal bars by stage. With the added detail, you can see that, while the default landing page form has created the most deals, they’re still largely early stage, in the Created stage.

Try building this report yourself. Or better yet, build a deal revenue report on the contact property that means the most to you. Persona? Lead source? Job title? Biggest challenge? Play around with different properties and different visualizations, and find the report that best answers your question.

Report on your ABM initiatives

Account-based marketing looks slightly different depending on who you ask. But at its core is one central theme: the idea of company-centricity.

If you’re B2B, you’re selling to businesses. Generating 5,000 leads doesn’t matter much if those leads aren’t within the businesses you want to sell to. This idea of company-centricity applies to everything in ABM. You generate accounts (rather than leads). You engage with all the key stakeholders within those accounts. You close accounts. And you measure account engagement and growth.

With the new report builder, you can run company-centric reports that tie your most important accounts to both the contacts within those organizations and the deals associated with them.

Here are two specific examples.

First, you can tie your companies to the contacts within them. Let’s say you want to figure out how engaged the contacts within your target accounts are with your website and how engaged your team is with those contacts. The trick to a report like this? In HubSpot, each of your contacts is enriched with a slew of useful analytics data: the number of forms a contact has submitted, their pageviews, email clicks, and more. Aggregate this data across all the contacts in a company, and you’ve got a pretty darn useful report:

In this report, we see that contacts at HubSpot are very engaged with our website — they’ve filled out multiple forms and viewed almost a dozen pages, on average — but our sales team has only contacted them twice.

You can create a contact/company report like this with any property you choose — with engagement metrics like these or other valuable contact-level data (lead score, job title, etc.). Get creative!

Second, you could tie your companies to their associated deals to see which types of organizations you’re closing best. Here’s an example report:

We’ve charted the deal amount, by company industry, and broken it down by deal stage. The sample report shows that we’re doing the most business in the automotive industry, but most of those deals are early in the process (in the Created stage).

Alternatively, we could break down our deals by another company property, like number of employees:

Which other company properties could you break this report down on? Which company properties matter to you?

Tie your customer service tickets to their contacts and companies

So you’re answering your customers’ questions. Great! But how much do you know about the people and organizations behind those questions?

With the new builder, tie your tickets to every other data set in HubSpot. Here’s an example — we’ve charted tickets by the company’s region. In this case, we’re getting more tickets from North America than Latin America:

What other questions do you have about your customer service that you might answer using ticket data? What about time to close by persona? What else? Peruse through the default ticket properties in HubSpot, and brainstorm some reports to run.

Tie sales engagements to closed deals

How much time are your sales reps spending on deals at each stage of the pipeline? Use the new report builder to find out. Here’s a quick example:

In this report, you can see how many activities — and of what type — reps have executed against deals in specific stages.

With the new report builder, your only limit is your imagination. What questions are you trying to answer using reports?  

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Originally published Sep 14, 2018 9:59:43 AM, updated September 05 2019