Understanding different chart types in HubSpot reports

1. Bar Chart 📊

Best for:

• Comparing multiple metrics side by side (e.g., ebook downloads, campaign performance).
• Visualizing categorical data in a horizontal format.

Example use case

• Comparing email open rates across different campaigns.

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2. Column Chart 📊 (Vertical Bar Chart)

Best For:

• Comparing performance across multiple categories (e.g., contacts generated from different marketing channels).
• Better for large datasets than a Bar Chart.

Example use case

• Measuring lead generation by different marketing sources.

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3. Line Chart 📉

Best for:

• Tracking trends over time (e.g., growth of website traffic, sales, or customer signups).
• Showing changes in a metric over time.

Example use case

• Tracking customer acquisition over the last 12 months.

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4. Pie Charts & Donut Charts 🍩

Best For:

• Displaying proportions of a whole (e.g., source of website traffic, lead sources).
• Quickly showing percentage breakdowns.

Key Features:

• Visualizing the breakdown of contacts by lifecycle stage.
• Breakdown deals by indistry

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5. Area Charts 🔽

Best For:

• Tracking conversion rates through a sales or marketing funnel.
• Identifying drop-off points in lead qualification.

Key Features:

✅ Shows the progression of leads through different sales/marketing stages.
✅ Helps spot bottlenecks in customer conversion processes.
✅ Ideal for analyzing MQL to SQL to Customer progression​.

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7. Scatter Plots ⚫

Best For:

• Identifying correlations between variables (e.g., email open rates vs. conversion rates).
• Visualizing data distribution patterns.

Key Features:

✅ Each dot represents a data point plotted on an x and y axis.
✅ Helps spot trends, outliers, and relationships in data.
✅ Best for analyzing relationships between marketing and sales efforts​.

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8. Pivot Tables 📊

Best For:

• Summarizing and comparing multiple data points in a table format.
• Analyzing complex datasets with multiple dimensions.

Key Features:

✅ Enables deep data exploration by sorting, filtering, and summarizing key metrics.
✅ Works well for comparing different business units, teams, or segments.
✅ Not a visual chart, but essential for data-heavy reporting​.

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Customizing Chart Settings in HubSpot 📌

To improve data visualization and accuracy, HubSpot allows several customization options:

• Change Y-Axis Scale: Switch between linear and logarithmic views to handle large variations in data.
• Adjust Frequency (Daily, Weekly, Monthly): Useful for time-series reports.
• Set Goal Lines: Add static goal lines (e.g., revenue targets) to benchmark performance.
• Drill-Down Zoom: Click and zoom into sections of reports for deeper insights​.