HubSpot Goals let you define a measurable sales or marketing target, attach it to specific users or teams, set a time period, and then track live progress inside HubSpot dashboards. If your team tracks deals closed, revenue generated, calls logged, or emails sent, you can turn any of those metrics into a Goal and watch progress in real time without building a custom report.
The location varies slightly by HubSpot plan. In Sales Hub Professional and Enterprise, Goals live under the Sales menu. In other hubs, check Reports.
Choose a goal type: Activity (calls, emails, meetings, tasks) or Outcome (deals created, deals closed-won, revenue, contacts created).
Enter the number you want to hit (e.g. 50 deals closed) and the period it covers: weekly, monthly, or quarterly.
Goals can apply to the whole team or individual reps. Individual assignments let you track rep-level performance alongside the team rollup.
After saving, you can add a Goal progress widget to any HubSpot dashboard so the whole team sees the live number each time they log in.
What types of Goals can you create in HubSpot?
HubSpot splits Goals into two categories:
- Activity goals track what your team does: calls logged, emails sent, meetings booked, tasks completed. These are useful for holding reps accountable to daily or weekly activity levels, especially early in a quarter when outcome metrics are still lagging.
- Outcome goals track what your team achieves: deals created, deals closed-won, revenue closed, contacts created. Outcome goals are the metrics most leadership teams care about at the end of a period.
The distinction matters because you often want both: an activity goal to drive the right behaviours daily, and an outcome goal to measure the result at the end of the month.
How do HubSpot Goals connect to dashboards?
Once a Goal is created, HubSpot generates a Goal widget you can add to any dashboard. The widget shows a progress bar with the current value, the target, and the percentage complete. It updates automatically as new deals are logged or activities are recorded.
If you have team-level and individual-level goals set, each rep sees their own progress when they open their dashboard, and managers see the team rollup. This removes the need to build a separate report just to answer “where are we against target this month?”
Goals also feed into HubSpot’s forecast tool. If you are tracking a revenue goal for a quarter, the forecast view shows the gap between your pipeline projection and the goal amount, making it easier to spot whether the team needs to accelerate activity in the last weeks of a period. The HubSpot forecasting guide covers how the two work together.
Who can create and manage Goals in HubSpot?
Goal creation requires Sales Hub Professional or Enterprise, or certain Marketing Hub tiers depending on the metric type. Super admins and users with the Sales permissions set can create goals. Standard users typically see their own goals and progress but cannot edit the targets.
If you are on a Starter or Free plan, the Goals feature is not available. You can replicate some of the function by building a custom dashboard report with a filter on a date range and a target line, though the live progress bar and user-level breakdown are Pro/Enterprise features.
How do you use Goals to manage a sales team in Southeast Asia?
For teams in Southeast Asia, a few practical patterns work well:
- Set monthly activity goals at the rep level during the first week of each month. Reps know exactly what is expected and can see their own progress without asking a manager.
- Set a team-level revenue goal per quarter and put the widget on the shared sales dashboard. Every team meeting starts with “where are we against the goal?” rather than pulling a manual report.
- Use outcome goals for pipeline health conversations. If deals created is the goal and the team is behind by week two, the conversation shifts to: what is in the top of the funnel and where is it getting stuck?
The HubSpot sales pipeline guide covers how to structure the pipeline stages that Goals pull data from.
What are the limitations of HubSpot Goals?
Goals are useful but not unlimited:
- You cannot set a goal based on a custom property value or a calculated field. Goals work on a fixed set of HubSpot-native metrics.
- Historical data does not backfill into Goals. A goal set today tracks from today forward.
- The goal widget on dashboards shows one metric at a time. If you want a side-by-side view of five different goals, you need five separate widgets, which can make dashboards crowded.
- Goals do not fire notifications when a rep hits or misses a target. You need to set up a separate workflow to send a Slack or email alert tied to a deal or activity trigger if you want automated nudges.
How do Goals fit into a broader HubSpot reporting setup?
Goals work best as a complement to HubSpot’s custom reports, not a replacement. Use Goals for the high-level “are we on track?” visibility every team member checks daily. Use custom reports for deeper analysis: which deal source is converting best, which rep has the highest average deal value, what stage deals are stalling at.
If you are building out a full reporting structure, start by setting a Goal for the one or two metrics that define success for the current quarter. Add the goal widget to the shared team dashboard. Then build the supporting custom reports that explain why you are on or off track. The HubSpot reporting guide walks through how to build those supporting views.
Frequently asked questions about HubSpot Goals
Can I set Goals for Marketing Hub metrics, like email opens or lead conversions?
HubSpot has expanded Goal types over time. Contacts created and certain marketing activity metrics are available depending on your plan. Check the Goals setup screen for the full list of available metric types for your account.
Can I set a Goal in a currency other than USD?
Goals tied to revenue use the default currency of your HubSpot account. If you operate in THB or SGD, make sure your account currency is set correctly in Settings before creating revenue goals, so the amounts display correctly.
What happens to a Goal when the time period ends?
At the end of the goal period, HubSpot records the final result. You can review historical goal performance over past periods. The system does not automatically carry over the same goal to the next period; you create a new one for the next month or quarter.
Can I delete a Goal?
Yes. Only users with admin permissions can delete a goal. Deleting a goal removes the widget from dashboards but does not delete the underlying activity or deal data.
Do individual reps see each other’s goals?
That depends on how the goal is set up. Team-level goals with a rollup are visible to everyone. Individual goals can be configured so that only the assigned rep and admins see the individual target, though setup options vary by plan.
This guide is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc.
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