Unlocking Business Insights: Mastering HubSpot Reporting for Smarter Decisions
February 24, 2025
Unlock HubSpot’s potential by using the right properties and objects.
When it comes to making data-driven decisions, the reports you rely on can make or break your strategy. Every business is unique, which means cookie-cutter reports often fall short. That’s where HubSpot’s powerful reporting tools come in—if you know how to harness them effectively. With a deep understanding of HubSpot’s objects and properties, you can create custom reports that deliver insights tailored specifically to your business needs.
Why Custom Reporting Matters
No two businesses operate the same way, and neither should their reports. Whether you’re tracking sales performance, marketing effectiveness, or operational efficiency, having the right data at your fingertips empowers smarter decisions. HubSpot makes this possible by allowing you to build highly specific reports that cater to your organization’s goals.
For instance, imagine a department dedicated to researching potential business opportunities. A custom report can track:
- Opportunities Identified: How many potential leads were discovered each week?
- Opportunity Progression: How many of those leads turn into actual deals?
- Return on Investment: Do these deals close frequently enough to justify the cost of hiring an additional researcher?
With the right setup in HubSpot, all of this is trackable—and actionable.
Digging Deeper: Beyond Basic Metrics
HubSpot reporting goes far beyond simple deal tracking. If your business deals with physical products, HubSpot’s product library can help you monitor inventory performance. For example:
- Parts Sold: How many of each specific part are sold every month?
- Sales Trends: Which products are your best sellers over time?
Even without an eCommerce integration, HubSpot can deliver valuable sales insights, helping you optimize inventory and adjust sales strategies proactively.
Tracking the Full Sales Process
Another overlooked feature is the ability to track the number of quotes produced. Why does this matter? Because tracking quotes provides insights into:
- Sales Pipeline Health: Are enough quotes being generated to meet revenue goals?
- Conversion Rates: How many quotes convert into closed deals?
The Secret Sauce: Objects and Properties
The key to unlocking HubSpot’s full reporting potential lies in understanding which properties and objects (deals, contacts, companies, etc.) to use for your specific needs. In many cases, standard properties might not be enough—this is where custom properties come into play.
Custom properties allow you to:
- Track specific data points unique to your business.
- Generate meaningful reports that wouldn’t be possible with standard fields.
- Provide deeper insights, especially when combined with workflows and automation.
Data Collection Takes Time—Plan Ahead
One common challenge I’ve encountered with clients is that meaningful custom reports often require time to gather sufficient data. If you’re implementing new custom properties, it’s essential to allow time for data collection before meaningful patterns can emerge.
Why the Right Reports Matter
At the end of the day, the goal of reporting isn’t just to track numbers—it’s to inform better business decisions. The right reports help answer vital questions:
- Are your resources being used effectively?
- Where should you invest more time and money?
- How can you improve processes for better results?
With HubSpot’s reporting capabilities—and the right strategy behind them—you can ensure your business isn’t just gathering data, but using it to grow smarter and faster.
Need help unlocking the full potential of HubSpot reporting? Let’s connect! I can help you craft the custom reports your business needs to thrive.
How do I set up custom properties in HubSpot for reporting?
To create custom properties, go to Settings > Data Management > Properties. Click Create property, select the object (like Deals, Contacts, or Companies), and define the property name, type (e.g., dropdown, number, date), and description. Once saved, you can use this property in your custom reports to track unique business data points.
What are some best practices for organizing data within HubSpot to ensure accurate reporting?
Start by clearly defining your data structure and naming conventions for properties. Regularly clean and update your data to avoid duplicates and outdated information. Use lists, workflows, and lifecycle stages to categorize and track contacts, deals, and companies effectively. Consistency in data entry is also crucial—consider using required fields and dropdown options to maintain uniformity.
Can HubSpot reports be automated and scheduled for regular updates?
Yes! HubSpot allows you to schedule reports for automatic delivery. Once you’ve created a report, click Actions > Email this report, set the frequency (daily, weekly, or monthly), and choose recipients. This feature ensures stakeholders receive timely updates without manually pulling reports each time.