Sea of Knowledge

7 HubSpot Sales and Marketing Reports to Master

Data is knowledge, and knowledge is money. That’s why so many users turn to HubSpot’s CRM for both sales and marketing analytics to improve their bottom line and learn more about their customers. 

From tools like sales pipeline reporting to automated workflows, HubSpot enables businesses to track and report on campaign progress all in one place. And with a HubSpot audit, you’ll be even better positioned to act on leads and data in real-time to transform your marketing tactics into higher success. 

With that said, not all data is created equally. While HubSpot provides some standard out-of-the-box reporting features, its custom marketing, and sales tools are what empower businesses to act on the data that matter most to them. 

That’s why we’d love to discuss seven essential HubSpot sales and marketing reports that every business should utilize. 

HubSpot Sales Reporting

1. Deal Pipeline Analytics

A deal pipeline report is one of the most standard sales analytics reports you can generate in HubSpot and can be customized to track specific metrics or to report on individual sales members. For example, filters can be applied to organize data by deals created under specific sales reps or deals closed by sales reps to monitor their success. 

Similarly, a deal pipeline waterfall report can be generated to track revenue changes between two reporting periods and track when deals were closed and for what amount. 

Deal pipeline reporting is one of the best ways to track active contacts in your HubSpot deal stages and track individual sales activity to identify when, where, and by whom leads are lost. 


  • View active deals in your pipeline in real-time and at what stages in your pipeline they are.
  • Track the total number of deals created over a reporting period.
  • Find newly created deals, changes to pipeline stages, and adjusted close dates.
  • Use waterfall reporting for greater visibility into changes in revenue between two reporting periods.

2. Deal Forecasting

HubSpot’s deal forecasting is a proprietary tool that allows sales staff to estimate the total amount of revenue they should expect over a period based on their probability of closing existing deals. This tool can be used to forecast existing deals active in your deals pipeline or converted to a report to compare current forecasted deals with previous periods. 

Deal forecasting provides useful insight for sales staff about their likelihood to close a deal and whether other actions should be taken. This tab also helps sales staff identify which customers are more likely to convert or require more hands-on attention. 

Finally, this tool can be used with a custom Stage Probability Weighted Forecast Report to see if the sales team needs to modify their existing strategy. 


  • Forecasts the potential revenue of each deal by multiplying the deal amount by the probability for conversion.
  • Groups deals into categories for easier tracking.
  • Assigns a percentage to goal attainment or how close staff is to closing a deal.
  • Allows staff to customize their forecast period for tracking by monthly, bi-monthly, or yearly forecasts. 

3. Sales Productivity

Sale Productivity reporting doesn’t track how many deals a sales rep closes or how quickly, but what activities they take during the lead-up to that sale. 

This report is often popular among sales staff because it correlates highly with a sales rep’s probability of closing an active deal. For example, a custom sales productivity report can be used to track how many tasks a rep completes or how many calls they hold with a potential lead. 

These metrics can then be compared with conversion rates to identify trends that lead to greater sales success. 


  • Tracks the individual activity of sales staff.
  • Metrics include calls, email responses, meetings scheduled, tasks completed, etc. 
  • Similar to leaderboard reports or even Average Days to Close reports (segmented by contact owner).

4. Contact Analytics Report

A contact analytics report allows businesses to track and create custom reports for contacts that interact with your business. 

For example, contact analytics reports can be used to track the following:

  • Contact Source: Which channels do contacts come from
  • Contact Country: What location do contacts come from
  • Lifecycle Stage: Which stages have the highest distribution of active contacts
  • Create Date: What date were contacts created 
  • Activities: What activities have contacts completed, such as email responses or calls

In addition, this data can be bundled into several other contact analytics reports, including Total New Contacts by Focus Industry, which segments contacts by their profession or industry vertical. 

  • Tracks multiple metrics, including distribution of contacts across pipeline stages or contact campaign sources. 
  • Fully customized reports that can be adapted for any purpose. 
  • Analytics available in Chart or Table view. 

HubSpot Marketing Reports 

1. Multi-Touch Revenue Attribution

Click on the Report tab in your Enterprise Marketing or CMS Hub Professional account and then navigate to Attribution Report. Under this tab, you can create a fully customized report that tracks and assigns revenue from the deals closed to proper marketing channels. This information helps marketers analyze which marketing channels are driving the most revenue to their business and require the highest investment for return. 

However, to effectively attribute revenue to the proper channels, you need to ensure that you add the proper report filters for the most accurate results, including:

  • Deals
  • Deal close date
  • Deal owner
  • Deal pipeline
  • Chart type
  • Campaigns
  • Companies
  • Interactions
  • Marketing and sales interactions
  • Content types
  • Dimensions

Once these filters are set up, you’ll be able to properly attribute the revenue from a conversion to the marketing channels, sales rep, and content asset that generated that conversion. 


  • Tracks revenue by channel, campaign, or content asset
  • Requires active management of multiple properties for accurate reporting
  • Can be used to attribute revenue, contact creation, and deal creation to proper channels

2. Custom Objects Reports 

HubSpot’s custom objects track unique data that don’t fit into any of HubSpot’s four standard reporting objects. For example, a brick-and-mortar store may assign a custom object to the number of dogs they provide grooming services when they sign up for daycare. This data can then be used to determine how many grooming supplies and staff they need moving forward. 

Custom objects give marketers the ability to be more granular with their reporting and give them more control of what they choose to report on. 

To build a custom object’s report, navigate to the following: Report > Reports > Create custom report > Single Object > select custom object > Next > name the report > Add Property (ex., lifecycle stage, create date, etc.) > Add Filter to segment report > Click Visualization > choose visualization chart or representation  


  • Tracks custom objects not associated with standard HubSpot objects (e.g. contacts, tickets, companies, and deals)

3. Out-of-the-Box Marketing Reports 

Finally, HubSpot provides several standard reporting features for marketers that require no customization. Below are a few examples of generic marketing reports that are helpful to any business using HubSpot: 


  • Blog Analytics: Tracks top blog posts by views, CTA, contact conversion, and customer conversion. 
  • Landing Page Analytics: Tracks top landing pages by submissions, new contacts, views, and contact conversion.
  • Website Analytics: Tracks total website sessions, sessions over time, sessions by source, etc. 
  • Blog Performance: Tracks blog page views, bounce rate, and CTR
  • Top Landing Pages: Tracks landing page views and view-to-lead submission rate
  • Email Performance: Tracks top emails by open or close rate.

By learning the basic reporting features HubSpot provides and how to customize them, you can improve your reporting capabilities and start acting on data that matters to you. 

Schedule a consultation with us online if you need assistance learning and mastering your HubSpot platform. We offer audits and HubSpot Salesforce integration services to help you identify any issues impacting your analytics and ensure any third-party applications are safely integrated into your system.