So you did it. You set up your HubSpot AI chatbot, and it’s live on your site, fielding questions and qualifying leads around the clock. That's a great feeling. But after the high-fives are over, a nagging question usually creeps in: Is this thing actually working?
Is it helping customers, or just sending them in circles until they demand to speak to a person? Are we getting any real value out of it?
Getting answers to those questions is what reporting is all about. But when it to HubSpot’s AI chatbot, getting those answers can be… tricky.
This guide will give you an honest, practical look at HubSpot AI chatbot reporting. We'll walk through what it can do, show you where to find the data, and point out the limitations you'll probably run into as your team gets more serious about automation.
What is HubSpot AI chatbot reporting?
HubSpot's chatbot is one piece of their AI toolkit, which they call "Breeze." It's designed to handle those first-line tasks like answering simple questions or booking meetings, all inside the HubSpot world. And, of course, they give you some reporting tools to see what it's up to.
In a nutshell, HubSpot AI chatbot reporting gives you the numbers on your bot’s activity. The catch? The data isn't all in one neat place. You have to hunt for it in the "Details" tab of the Chatflows tool and then again in the custom report builder. If you're new to the platform, it can feel like you're trying to solve a puzzle.
While HubSpot can show you basic numbers like how many conversations the bot had, it tends to leave you guessing about what really matters: Were the conversations any good? Did the bot actually solve the problem? You can see that the bot is busy, but it’s a lot harder to see how well it's performing.
How to set up and access your HubSpot AI chatbot reporting
Before you can start making improvements, you need to know where to find the numbers. In HubSpot, this usually means looking in two different spots: the standard dashboards and the custom report builder.
Check the standard HubSpot AI chatbot reporting
The fastest way to get a general idea of your bot’s performance is through the "Performance" tab (sometimes called "Details") right in the bot's settings. Just navigate to your Chatflows and pick the bot you want to look at.
You'll find a few high-level stats here:
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Views: The number of times the chat widget was seen by a visitor.
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Conversation rate: What percentage of those views actually started a chat.
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Contacts created: How many new people were added to your CRM through the bot.
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Meetings booked: If you use your bot for scheduling, this shows how many meetings it booked.
This dashboard is fine for a quick look, but you can’t customize it or dig any deeper. Think of it as a starting point, not the whole story.
Building custom HubSpot AI chatbot reports
If you want a bit more control, HubSpot's custom report builder is your next stop. You can get there by going to "Reports" > "Reports" > "Create report" and choosing "Conversations" as your data source.
This lets you organize your data by things like who handled the conversation, its status, or the channel it came from (like Live Chat or Facebook Messenger). But here’s where you hit a pretty big wall. As many people have pointed out in HubSpot's own community forums, you can't report on what was actually said in the conversation or what the final outcome was. You can see how many chats an agent handled after the bot, but you have no way of knowing if the bot’s answers were helpful in the first place.
Why HubSpot AI chatbot reporting feels limited
This gap in reporting comes down to how HubSpot's chatbot is built. It mostly works by pulling answers from a single, connected knowledge base. If the answer to a question isn't in that specific help center, the bot is designed to give up and pass the chat to a human.
This is a more traditional approach. Modern AI tools work differently. For example, a platform like eesel AI doesn't just look in one help center. It securely connects to all the places your team keeps information. By learning from your past support tickets, internal wikis in Confluence, and even shared Google Docs, the AI builds a much richer and more accurate picture of your business. This means it can give better answers, which in turn gives you much more useful data to analyze.
Key metrics for HubSpot AI chatbot reporting (and the ones it's missing)
Let's get practical. What can you actually measure with HubSpot's built-in tools? And, more importantly, where are the blind spots?
What you can track with HubSpot AI chatbot reporting
HubSpot's reporting is decent for a few foundational metrics that show you the bot is "on."
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Conversation Volume: This is the total number of chats your bot handles. It’s a simple way to gauge traffic and see how busy it is.
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Human Handoff Rate: This shows you the percentage of chats that get escalated to a live agent. A spike here might signal a problem, but it won’t tell you what the problem is.
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Contacts Generated: For marketing and sales folks, this is a big one. It shows how many new leads your bot is bringing in.
The big gaps in HubSpot AI chatbot reporting you'll likely run into
For any team that’s looking to really rely on automation, the metrics HubSpot doesn't show you are the most revealing.
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No True Resolution Rate: HubSpot can tell you when a chat was passed to a human, but it can't really tell you if the bot solved a problem all by itself. Without that number, it's tough to figure out how much time and money the bot is actually saving you.
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No Way to Analyze Quality: There’s no automated way to see if your bot's answers are good, accurate, or even sound like your brand. The only way to find out is to have someone on your team manually read through chat transcripts one by one, which isn't scalable at all.
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No Source Attribution: This is a huge blind spot for marketers. You can't easily connect your chatbot conversations to the marketing campaigns that brought them there. As one user found out on the community forums, you can’t track the source, medium, or referrer for chats.
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Poor Visibility into Knowledge Gaps: The reports don't give you a clean list of questions the bot couldn't answer. This leaves you guessing about what to add to your knowledge base. You're stuck digging through failed chats manually to find out where your content is falling short.
This is where a dedicated AI platform really starts to shine. Here’s a quick comparison:
| Feature | HubSpot AI chatbot reporting | eesel AI Reporting |
|---|---|---|
| Resolution Rate | Requires manual calculation | An automated, clear metric |
| Quality Analysis | Requires manual transcript review | AI-powered insights on conversation quality |
| Knowledge Gap ID | Indirect, requires manual digging | Dedicated reports show unanswered questions |
| Pre-launch Simulation | Not available | Test on past tickets before you ever go live |
The difference really comes down to confidence. Platforms built specifically for AI support, like eesel AI, are designed to give you clear answers. The actionable reporting dashboard in eesel AI, for example, shows you exactly where your knowledge has gaps so you know what to fix. Even better, its unique simulation mode lets you test your AI on thousands of your own past tickets. You can get an accurate forecast of your resolution rate before a single customer ever talks to your bot. It’s the difference between crossing your fingers and actually knowing it will work.
Understanding the pricing for HubSpot AI chatbot reporting features
While HubSpot’s free chatbot is a nice way to get started, the reporting and automation features you need for any real analysis are part of their more expensive plans.
What does HubSpot charge for HubSpot AI chatbot reporting?
To get the custom report builder and other key automation tools, you’ll need a Professional or Enterprise plan for their Marketing, Sales, or Service Hub. According to HubSpot's pricing page, the Professional plan kicks off at $800 per month (when billed annually).
On top of that subscription, you also have to pay a mandatory, one-time onboarding fee, which is $3,000 for the Professional plan.
The real cost of a bundled platform
The reality of an all-in-one platform is that to get one or two features you really need, you often have to buy into a huge, complex, and expensive ecosystem. This works for some companies, but for teams that just need a powerful, specialized tool for support automation, it can be overkill.
This is a big contrast to the straightforward pricing of a platform like eesel AI. All the core tools, including the AI Agent, Copilot, and Chatbot, are in a single plan based on usage. There are no per-resolution fees that penalize you for being successful. You can start on a flexible monthly plan and set it up yourself in minutes, with no mandatory sales calls or expensive onboarding needed.
Moving beyond basic HubSpot AI chatbot reporting metrics
HubSpot's chatbot can be a perfectly fine tool, especially for businesses that are already living and breathing in its ecosystem. The reporting covers the basics and gives you a general sense of how busy your bot is.
But if you're trying to really scale your support with AI, you'll probably start to feel boxed in by these limits. Without qualitative analysis, true resolution tracking, or a way to test without risk, you're always making decisions with incomplete information. Real success with automation isn't just about deflecting tickets; it's about having the data to prove you're making the customer experience better.
This video will walk you through how to build a chatbot in HubSpot, customize it to your business, and use it to qualify leads and engage with your customers.
If you're hitting the limits of HubSpot AI chatbot reporting and need a tool that offers actionable insights and a clear return on investment, it might be time to look at a dedicated solution. With a platform like eesel AI, you can go live in minutes and simulate your AI's performance on your own data before you ever press "start."
Frequently asked questions
You can track foundational metrics like Conversation Volume, which measures total chats, and Human Handoff Rate, showing how often chats escalate. Additionally, it reports on Contacts Generated, indicating new leads brought in by the bot.
You can access basic reporting in the "Performance" or "Details" tab within your bot's settings under Chatflows. For more customization, use the custom report builder by navigating to "Reports" > "Reports" > "Create report" and choosing "Conversations" as your data source.
Significant limitations include the absence of a true resolution rate to confirm problem-solving, no automated quality analysis of bot answers, and poor source attribution for marketing campaigns. It also lacks clear visibility into specific knowledge gaps.
HubSpot AI chatbot reporting can show you the human handoff rate, but it doesn't provide an automated metric for true resolution directly by the bot. To assess effectiveness, you'd typically need to manually review chat transcripts.
To utilize the custom report builder and other advanced automation necessary for detailed reporting, you'll need a Professional or Enterprise plan, which starts at $800 per month (billed annually), plus a mandatory one-time onboarding fee of $3,000.
While HubSpot AI chatbot reporting shows you high-level stats like human handoff rates, identifying specific improvement areas remains challenging. Without detailed quality analysis or clear knowledge gap reports, pinpointing why the bot fails often requires manual review of chat transcripts.
It's time to consider a dedicated AI solution when you need clear resolution rates, automated quality analysis, specific insights into knowledge gaps, or the ability to simulate your AI's performance on historical data before deployment. These features are crucial for scaling AI support effectively.
