How To Use HubSpot Reporting And Grow Better

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Last week we attended the San Diego HubSpot User Group's recent virtual event that discussed everything you need to know about HubSpot Reporting.

Read our brief review, or watch the video below.

What is HubSpot Reporting?

HubSpot Reporting is where you can see data on:

  • Any metric from HubSpot Marketing Hub, Sales Hub, or Service Hub
  • Any record from HubSpot CRM
  • Any integrated apps you may be using via the HubSpot App Marketplace

Here you can customize a report from their reporting templates, or build your own report from scratch and view data in pie charts, bar charts, donut charts, area charts, and more.


HubSpot Reporting Meeting Agenda

  • Why Reporting?
  • Mapping Your Flywheel

  • Define Your Goals
  • Manage Your Data
  • Visualize Your Data

                                              Watch the video below:


Why Reporting?

Reporting can greatly help your efforts if you know what reports to look at, and you know how to analyze the data. Issues you might currently have with reporting could include:

  • Visualizations don't always work right
  • Data lives in too many places
  • Data is not being collected at all
  • Sometimes goals are not consistent throughout your organization, making it hard to collect the correct data or the most valuable data

HubSpot users that experience the most success with reporting share the following:

  1. Implemented inbound at every layer of the business
  2. Have shared sense of goals throughout their company
  3. Used HubSpot to store and manage their data
  4. Strategic reporting is consistent


The Inbound Reporting Framework

  • Mapping Your Flywheel
  • Define Your Goals
  • Manage Your Data
  • Visualize Your Data

Mapping Your Flywheel

flywheel_hubspot reporting


You must be able to understand your business model and identify what's working and what isn't.

  • Is your sales process working?
  • Is your marketing strategy working?
  • How's your customer service and retention?

The flywheel model at HubSpot represents the happiness of your customers feeding your business growth. The speed at which the wheel turns, depends on where you apply force that can have the biggest impact (think streamlining process and achieving goals). At the same time, you want to decrease friction by finding inefficiencies where your business is losing momentum. 

Define Your Goals

SMART goals_hubspot reporting

You want to define your goals at the organization and team level, and identify what the metrics that add up to these goals.

Start with benchmarks and data you currently have to create these.

Then use the SMART Goal methodology to create goals that are:

  • Specific: visits, leads, customers
  • Measurable: provide a number
  • Attainable: relate to benchmarks
  • Realistic: relates back to overall end goal
  • Timely: include timeframe


  • Marketing - Set goals in campaigns and workflows tool
  • Sales - set goals for quotas and team goals in report settings
  • Service -set goals for targets in report settings
  • Custom - create your own reports for any goal you want!

Manage Your Data

manage data_hubspot reporting


Managing data is not just collecting, but being strategic about what you are collecting and analyzing. 

Tools in HubSpot that can help you manage your data are:

  • Customed saved filters - see which contacts, companies, deals and tickets meet the criteria you set.
  • Bulk edit properties - set values en masse in the CRM based on the filter logic you use. Data lives in properties, so it's important to structure and organize it properly. 
  • Workflows - automate the standardization and updating of properties based on select triggers you need properties updated from. 
  • Reports - lots of default and custom reports available. 
  • Utilize integrations - if you don't have everything you need in HubSpot us one of their partners from the App Ecosystem!

Visualize Your Data

visualize data_hubspot reporting


How can you analyze the data you've collected to help plan your strategies better and make changes if needed?

Visuals should be clean, clear and measure progress against goals.
  • Remember these questions...
    • Did your actions reduce friction or provide force for your flywheel?
    • Can this report prove you improved your processes towards your goal?

  • Types of Reports in HubSpot
    • Comparison - comparing variables against each other
    • Distribution - tracking a range of values across a single or multiple variables
    • Relationship - seeing the correlation between two or more variables
    • Composition - seeing the division within a particular metric

*HOT TIP: And then keep repeating this framework moving forward to continue to refine and grow (this part never ends).



That concludes our recap of the recent HubSpot Reporting event.

If you liked this post, you might enjoy additional posts from other HubSpot focused events we've attended.

For more information, you can also download our free Best Practices for Reporting in HubSpot Guide ⤵️

Download Reporting Guide
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Remotish is hyper-focused on servicing companies that plan to use or currently have HubSpot. We have been keeping up on our HubSpot skills since 2013. We make HubSpot awesome.


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