HubSpot’s reporting tools let you build dashboards that show exactly how your marketing and sales activities are performing. Whether you want to track deal velocity, email open rates, or which lead sources are generating revenue, you can set this up in a few steps without exporting to a spreadsheet every time.
This guide walks through how HubSpot reporting works, how to set up your first dashboard, and which reports tend to be most useful for teams in Southeast Asia.
In the main navigation, click Reports. You will see two areas: Dashboards (collections of reports you have already built or pinned) and the Report Library (pre-built report templates).
HubSpot ships with dozens of pre-built reports. Search by Hub or topic: Sales Pipeline, Email Performance, Deal Stage Funnel, Contact Source. Add any report directly to a dashboard from here.
Click Dashboards, then Create dashboard. Name it by audience: Sales Dashboard, Marketing Dashboard, or Executive Summary. Each team member can have their own dashboard or share one with their team.
Click Add report inside the dashboard. Browse or search the library, or build a custom report from scratch. Drag to resize and rearrange tiles.
On any dashboard, click Actions, then Schedule email. Set a recurring delivery (daily, weekly, or monthly) to send a snapshot to your team without anyone needing to log in.
What reports are most useful for sales teams?
For most sales teams, the most useful standard reports are:
- Deal pipeline summary — total open deal value by stage, with expected close dates. Helps flag deals that have stalled too long at a particular stage.
- Deal stage funnel — shows how many deals enter each stage and how many move forward. If deals pile up between proposal and close, this is where you see it.
- Sales activity by rep — calls logged, emails sent, meetings booked. Useful for team leads who want to check engagement volume without reading through every individual task.
- Won deals by source — which lead source (organic, paid, referral, outbound) is producing closed revenue. Helps you decide where to invest more effort.
If you have set up a sales pipeline with named stages, your pipeline report becomes more useful because each stage reflects a real business milestone rather than a default label.
What reports are most useful for marketing teams?
- Email performance — open rate, click rate, and unsubscribe rate by campaign. HubSpot tracks these automatically for every email you send through the platform.
- Landing page performance — views, form submissions, and submission rate. Shows which pages are turning visitors into leads.
- Contact source breakdown — how your contact database is growing over time, and which sources are contributing. Paid, organic, direct, referral.
- New contacts by month — a trend line that shows whether your inbound activity is building or flattening over time.
How does a custom report work in HubSpot?
If a pre-built report does not match what you need, the custom report builder lets you define exactly what to measure. You start by choosing a data source — Contacts, Deals, Companies, Activities, or a cross-object combination — then select the properties you want to measure and the date range to apply.
As an example, a team that wants to see deals closed by region, by quarter, would:
- Open the report builder and select Deals as the primary data source
- Add Close Date as the X axis with quarterly grouping
- Add a filter for Deal Region (a custom property the team has configured)
- Measure by Deal Amount
Custom reports require consistent underlying data. Contact sources, deal stages, and custom properties need to be filled in reliably for the numbers to be meaningful. If clean reporting is the goal, start with your contact management setup and make sure properties are being filled in at every stage of the process.
What is the difference between reports and dashboards?
A report is a single chart or table that answers one specific question. A dashboard is a page that holds multiple reports together in one view.
Most teams end up with one or two dashboards they check weekly, rather than dozens of individual reports they open one at a time. Dashboards can be shared across a team or kept private. You can also schedule email snapshots from any dashboard, which is useful when leadership does not log into HubSpot regularly but still wants a weekly summary of what is moving.
What HubSpot plan includes reporting dashboards?
The Free tier includes a small set of pre-built reports and limited dashboards. Starter adds more dashboards. Professional unlocks custom reports, cross-object reporting, and the ability to filter by more data dimensions. Enterprise adds advanced attribution reporting and revenue analytics.
For most teams, the Professional tier is where reporting becomes genuinely flexible: you can build the specific reports your business needs rather than fitting into pre-set templates. The features available at each tier are documented in HubSpot’s Knowledge Base under Reporting and Analytics.
Frequently asked questions
Can I share a HubSpot dashboard with someone who does not have a HubSpot login?
You can schedule a dashboard email to any address, including people without a HubSpot account. The snapshot arrives as an image in the email. For real-time access to the live dashboard, the recipient needs a HubSpot seat.
Can I pull data from external tools into HubSpot reports?
HubSpot reporting is built around data inside HubSpot. If you need to include external data such as ad spend from Google Ads or revenue from an ERP, you would need to either sync it into HubSpot using Operations Hub, or build a connected dashboard in a tool like Looker Studio that pulls from HubSpot via the API alongside other sources.
How often does HubSpot update its report data?
Most report data refreshes within a few hours. Some advanced reports, particularly attribution models, can have a longer delay. For real-time activity on a specific contact or deal, the record itself is more accurate than a report tile.
What if my reports are showing numbers that look wrong?
The most common cause is missing or inconsistent property data. If deals have no close date, or contacts have no source assigned, those records fall outside any report that filters on those fields. Check a sample of the underlying records to see which properties are missing, then fix the data entry process upstream.
HubSpot Asia is an independent informational resource produced by a HubSpot Platinum Partner. HubSpot is a trademark of HubSpot, Inc.
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