Season 3/2: Mastering HubSpot Reporting: Harness Data for Strategic Insights

Unlock the full potential of HubSpot reporting to drive insightful data-driven decisions in your business. Introduction In our previous post, we explored essential integrations for enhancing your HubSpot platform in 2024, highlighting the synergy between HubSpot and other powerful tools like Google Ads and Shopify. Today, we shift our focus to a vital component of...

Last updated: 18 Apr 2024 - 5 mins read

Lilli Digital Marketing Intern

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Unlock the full potential of HubSpot reporting to drive insightful data-driven decisions in your business.


In our previous post, we explored essential integrations for enhancing your HubSpot platform in 2024, highlighting the synergy between HubSpot and other powerful tools like Google Ads and Shopify. Today, we shift our focus to a vital component of any digital strategy: data analysis through HubSpot reporting. Understanding the robust reporting tools enables businesses to effectively track performance and make informed decisions that drive success. In this post, we’ll uncover how to utilise these tools to their fullest potential and demonstrate how HubSpot’s Automation Hub can streamline your reporting processes.

Overview of HubSpot reporting tools

HubSpot offers a robust array of reporting options that cater to various needs, from quick overviews to deep analytical dives. The platform provides dashboards for a snapshot of essential metrics, custom reports for specific insights, and standard reports that cover typical business requirements. These tools integrate seamlessly with all HubSpot hubs, including Marketing, Sales, and Service, ensuring a comprehensive view of your business activities. To a more detailed overview check out the video below.

Setting up your first reports

Starting with HubSpot’s reporting tools is straightforward, especially if you leverage the pre-built reports that provide immediate insights. These are ideal for businesses new to data analytics or those needing quick operational updates. Here’s how to access these reports:

1. Log in to your HubSpot account and navigate to the Dashboard.

2. Click on the ‘Reports’ menu at the top of the page.

3. Select ‘Reports Home’ to view a list of all available pre-built reports.

4. Choose a report that suits your needs and view it directly on your dashboard or customise it slightly to better fit your specific requirements.

These steps will help you quickly start monitoring key metrics and gain valuable insights into your business performance.

Customising reports for deeper insights

When standard reports do not meet your needs, HubSpot’s custom report builder allows you to dive deeper. This tool offers the flexibility to tailor reports based on your specific business questions and requirements. Follow these steps to create a custom report:

1. From your HubSpot Dashboard, select ‘Reports’ and then ‘Reports Home’.

2. Click on the ‘Create custom report’ button at the top right corner.

3. Choose your starting point by selecting the type of report you need (e.g., contacts, companies, deals) and the data set that matches your analysis goals.

4. Use the drag-and-drop interface to add or remove data fields, and apply filters to focus your analysis on specific data points.

5. Once your report is set up, click ‘Save’ and name your report for future reference and quick access.

Automating report tasks

One of HubSpot’s most efficient features is the ability to automate report emailing, ensuring that your team and stakeholders stay updated without manual intervention. According to a guide from BabelQuest, setting up automatic report emailing in HubSpot involves selecting the report you wish to share, scheduling the frequency of emails, and choosing the recipients. This automation saves time and enhances productivity by delivering timely insights directly to your inbox.

HubSpot Automation Hub

One of HubSpot’s standout features is the Automation Hub, which enhances the functionality of HubSpot reports through advanced automation tools. This allows for the automatic updating of report data and the customisation of actions based on specific triggers. For example, you can set up workflows to update sales reports automatically whenever a deal is closed, ensuring your data is always current without manual effort.

Automation Hub also plays a crucial role in synchronising data across various platforms, ensuring that reports are accurate and reflect the latest information. Additionally, it facilitates automated notifications or emails when certain metrics hit predefined thresholds, keeping relevant teams promptly informed about important changes or trends.

Incorporating Automation Hub into your reporting processes not only saves time but also enhances the accuracy and relevance of the data you gather, making it an invaluable tool for businesses focused on data-driven decision-making.

Best Practices

To ensure the effectiveness of your reports, it’s essential to maintain high-quality, clean data. Begin by standardising all user inputs to allow for accurate data comparison and analysis. It’s also crucial to regularly remove or merge duplicate records to prevent skewed metrics and maintain a true reflection of your business activities.

Align your report metrics with your strategic business objectives to focus on data that genuinely impacts your goals. Implement routine data cleaning to discard outdated information, and regularly review your data management strategies to adapt to any new business needs or changes. These practices will not only improve the accuracy of your reports but also enhance your ability to drive meaningful changes in your marketing and sales strategies.

To sum up

Mastering HubSpot’s reporting tools is critical for businesses intent on harnessing data to drive strategic insights and decisions. By efficiently leveraging these robust tools, organisations can monitor performance, optimise operations, and make well-informed decisions that propel sustainable growth. In this post, we’ve detailed how to access, customise, and automate your reports to streamline your data analysis efforts, ensuring that you’re not only collecting data but also using it to its fullest potential.

To continue enhancing your data management skills and further deepen your understanding of HubSpot’s capabilities, we invite you to explore our comprehensive guide on HubSpot’s top data management features. Check out the full guide here.


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