To create a custom report in HubSpot, go to Reporting, then Reports, click the down arrow next to Create report and choose Custom report. Pick your data sources, choose a visualization, add fields and filters, then save or export. The builder needs a Professional or Enterprise subscription and Create/own and Edit report permissions.
When the standard reports aren't enough
HubSpot offers several report types: single object, funnel, custom report builder, attribution and one-to-one email reports. The custom report builder is the one to reach for when your question crosses data sources, for example marketing activity and deals together, because it can analyse multiple sources across HubSpot, including marketing and sales activities as well as objects.
You'll need Create/own and Edit report permissions, and the builder is available on Professional or Enterprise subscriptions. The number of custom reports you can create depends on your subscription.
The five stages of the builder
HubSpot breaks the builder into five stages: select data sources, add fields, customise filters, configure the visualization, then save or export. Here's how each one works.
1. Open the builder
Go to Reporting, then Reports. In some accounts you'll click More first. Click the down arrow next to Create report, then select Custom report.
2. Choose your data sources
Under Data source, tick the sources you need and click Apply. The first checkbox you tick becomes your Primary data source, and any others become Secondary data sources. Choose the primary with care, because it's the main thing the report counts. On Data Hub Enterprise you can also pick data sets from the Dataset tab.
3. Pick a visualization
Choose a chart type from the dropdown. If you're unsure, toggle on Recommend based on data and HubSpot will suggest the best chart for your fields. There's also a smart chart option that suggests a chart type.
4. Add your fields
Under Data fields, click + Add and drag properties into slots such as X-axis, Y-axis, Break down by and Values. Each chart type has its own maximum, shown in the table below.
5. Filter, then save or export
Add filters to limit the data to what you need, for example one pipeline or one date range. Then save the report to your reports list or a dashboard, or export it.
Field limits by chart type
| Chart | Maximum fields |
|---|---|
| Vertical bar, line and area | Up to 12 Y-axis fields and one X-axis |
| Combination | Up to four |
| Donut, pie and KPI | Up to 30 value fields |
| Pivot table | Up to 30 fields, with four rows and four columns |
| Table | Up to 30 fields |
Limits that stop a report reaching your dashboard
HubSpot's Knowledge Base flags three things worth knowing before you build. The number of custom reports depends on your subscription, and limits don't combine across Hubs of the same tier, so owning two Professional Hubs doesn't double your allowance. A report with more than 99 values in its Break down by property can't display on a dashboard and has to be viewed in the reports tool. And you can't merge existing reports into one. If you need a combined view, build a new custom report with the data sources, fields, filters and breakdowns you need.
How fresh is the data?
Custom report builder reports refresh automatically about every two hours. Single object reports query the live CRM database and usually update faster. So if your sales team wants a live view of today's calls, a single object report may serve them better, and the custom builder suits weekly reviews and cross-team questions.
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My advice for your first custom report
Start with one clear question, such as which campaigns led to closed deals, then pick the primary data source that answers it. Keep breakdowns under 100 values so it fits on a dashboard, and use a single object report for anything that must be live. If you're building a reporting set from scratch, my marketing dashboard template helps you decide what belongs on it, and the HubSpot marketing strategy guide ties the numbers to the plan.
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Frequently asked questions
Where do I create a custom report in HubSpot?
Reporting, then Reports, then the down arrow next to Create report and Custom report.
What permissions do I need?
Create/own and Edit report permissions.
Can I combine two existing reports?
No. Create a new custom report with the data sources you need.
How often do custom reports update?
About every two hours for the custom report builder.
Why can't my report appear on a dashboard?
Reports with more than 99 values in the Break down by property can't display on dashboards.
