HubSpot Reporting: Best Custom Reports For Marketing Managers

Posted in HubSpot by Claire Dibben

HubSpot reporting can seem a bit daunting when you first start using the tool. Sure, there are plenty of ‘off the shelf’ reports but, which ones are the most useful for those of us who work in marketing?

After completing HubSpot Academy’s resource on Custom Reporting, I thought I’d share with you my top three reports which I now use myself at Noisy Little Monkey. I find them incredibly insightful and hopefully you’ll find the same! If these don't quite hit the mark for you, then you can always search for different reports in the 'Reports Library' found in the Reports section in HubSpot.

1. Leads by first conversion and original source

I love this report. At a click of a button it helps you identify which forms are generating the most leads for your business and where those leads are coming from.

How to view:

  • Head to Reports
  • Click “Create Custom Report”
  • Choose “Single Data Set”. Choose “Contacts”
  • Under “Properties,” select “First Conversion,” “Original Source,” “Became a Lead Date,” and “Lifecycle Stage.” 
  • Under “Filters,” set “Became a Lead Date” to “This year.” Under “Other filters,” set “First conversion” to “is known.”
  • In the "Visualization" tab, select “Bar.” Drag “First Conversion” and “Original Source” up to the “Displaying” area. Measure the properties by “Count of Contacts”
  • Click “Save” to add your report to your list of saved reports

 

Example of HubSpot Analytics ToolA screenshot of HubSpot's Analytics tool which houses 'off the shelf' reports.

2. Most engaged companies

Great for identifying which businesses are interacting most with your brand based on the number of page views, emails opened, and form submissions.

How to view:

  • Navigate to “Reports” > “Reports.” 
  • In the top-right, click “Create custom report.” 
  • Choose “Across data sets.” Select “Contacts” and “Companies.” 
  • Under “Properties,” select “Name (Company),” “Create Date (Company),” “Number of Pageviews (Contact),” “Number of Form Submissions (Contact),” “Marketing email opened (Contact).” 
  • Under “Company Filters,” set “Create date” to “is less than: 31 days ago.” 
  • In the "Visualization" tab, select “Table.” In the “Configure table” dropdown menu, select “Summarised data table.” In the “Displaying” area, drag “Name (Company),” and measure the property by “Number of Pageviews (Contact),” “Number of Form Submissions (Contact),” “Marketing email opened (Contact).” Make sure each of these properties is set to total. 
  • Click “Save” to add your report to your list of saved reports

3. MQLs by Social Channel

Want to figure out which social channels deliver the most qualified leads? This custom report is for you.

How to view:

  • Navigate to “Reports” > “Reports.” 
  • In the top-right, click “Create custom report.” 
  • Choose “Single data set.” Select “Contacts.” 
  • Under “Properties,” select “Original Source Drill Down 1” and “Became a Marketing Qualified Lead Date.” 
  • Under “Filters,” set “Became a Marketing Qualified Lead Date” to “this year so far.” Under “Other filters,” set “Original Source” to “is any of: Social Media.” 
  • In the "Visualization" tab, select “Area.” Drag “Original Source Drill Down 1” and “Became a Marketing Qualified Lead Date” up to the “Displaying” area. Measure the properties by “Count of Contacts.” 
  • Click “Save” to add your report to your list of saved reports.

There you have it! Do you have other custom reports which you use on HubSpot? Let us know on Twitter @NoisyMonkey. And if you need some more HubSpot support, check out Noisy Little Monkey's guide on HubSpot Implementation below.

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Claire Dibben
Claire Dibben

Events & Marketing Manager Claire writes about events, and, uh, marketing.

Meet Claire Dibben

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