Your complete guide to HubSpot sales reporting

You know the feeling. You’re looking at your HubSpot dashboards, and the numbers are all there, providing a great overview of your progress. HubSpot sales reporting gives you some seriously powerful tools to see your pipeline, forecast future revenue, and check in on your team's activity. To get the absolute most out of these tools, it helps to connect these metrics to the broader context of your business.

The real opportunity for most teams is connecting the dots. Your report might tell you what happened (a deal was lost), and you can then look further to understand the details (perhaps the prospect mentioned a key request in a support ticket last month).

This guide will walk you through the reporting tools HubSpot has to offer, from the dashboards you can use in five minutes to the powerful custom report builder. We’ll cover the metrics that actually matter and look at how to find insights that help you make better decisions.

What is HubSpot sales reporting?

So, what exactly is HubSpot sales reporting? Think of it as the control panel for your sales engine, built right into the HubSpot CRM. It grabs all the data from your contacts, deals, and logged activities and turns it into reports and dashboards you can actually use.

You generally have two ways to tackle reporting in HubSpot:

1. The Sales Analytics Tool: This is where you find HubSpot’s library of pre-built reports. They’re perfect for getting a quick look at things like your deal forecast, sales activities, and pipeline health. They answer the most common questions right out of the box.

2. The Custom Report Builder: When you have a question that’s a little more specific to your business, this is where you go to build a report from scratch. You can pull in different data sources (like deal info and marketing campaign data), get really specific with filters, and pick the charts and graphs that make the most sense for your needs.

Even the most detailed custom reports are designed to focus on the data living inside HubSpot. To see an even wider picture, you can supplement these reports with information from other places your team uses, like Confluence, Slack, or Google Docs.

Standard vs. custom sales reports in HubSpot

HubSpot gives you a mix of ready-made reports and the option to create your own. Figuring out when to use which is the key to getting exactly what you need.

The simplicity of standard reports

The Sales Analytics tool (available with Sales Hub Professional and above) is your go-to for quick wins. It’s packed with reports you can use immediately for daily and weekly check-ins.

Here are a few of the essentials you can start using today:

• Deal Forecast: This gives you a data-backed estimate of future revenue by looking at the deals in your pipeline and their likelihood to close.

• Sales Performance: A great way to see how everyone on the team is doing by tracking closed deals, revenue, and win rates.

• Activity Tracking: Keeps an eye on the important activities that lead to big results, like calls, emails, and meetings.

• Deal Pipeline Waterfall: This shows you how your pipeline has changed over time. It’s a great visual for seeing new deals coming in, deals you’ve won or lost, and any changes in deal value.

These reports are perfect for a quick pulse check on how things are going. Because they are built to serve a wide range of teams, you might eventually want to create custom views to zero in on your specific goals.

When to use the custom report builder

When you need to answer a very specific business question, it’s time to explore the custom report builder. It lets you dig deeper by mashing up different data sources to create a view that's unique to you.

For example, you could build a custom report to figure out:

• The win rate for deals that came from a specific marketing campaign.

• The average time it takes for a lead from a trade show to become a paying customer.

• How your custom business objects, like subscriptions or projects, are tracking over time.

Because it is so powerful, the custom report builder offers a wide range of settings to help you get the exact view you need. It’s an incredibly flexible tool for those who need highly tailored analysis for their team's data.

The essential reports every team needs

No matter what you sell, there are a few core reports you’ll probably find yourself using regularly. Let's walk through the must-haves and how to think about them.

1. Deal pipeline and funnel reports

This is your map of the sales world. A deal pipeline report shows you exactly where every active deal is in your sales process. The funnel report takes it a step further, showing you how many deals make it from one stage to the next.

• What it tells you: You can quickly spot where the action is, see if your pipeline is healthy, and understand your conversion rates between stages.

• Connecting the "what" and "why": This report is excellent for identifying where deals might be moving at different speeds. To understand the reasons behind these patterns, you can supplement this data with context from call notes or support tickets.

2. Forecasting reports

Forecasting helps you look ahead to predict revenue and set achievable goals. HubSpot has several reports for this, including one that groups deals by how likely they are to close (like Commit, Best Case, and Pipeline).

• What it tells you: It gives you a data-driven idea of how much revenue you can expect and shows if you're on pace to hit your targets.

• Enhancing your forecasts: A forecast is a strong indicator of revenue and works best when data is entered consistently. You can further enrich these forecasts with cross-departmental insights for an even more comprehensive view of your potential.

3. Sales activity and productivity reports

These reports focus on inputs: how many calls were made, emails sent, and meetings booked. They’re helpful for managing the team and making sure everyone is consistently engaging with prospects.

• What it tells you: You can see activity levels across the team, get a sense of the effort needed to close a deal, and ensure the team is following your sales process.

• Connecting activity to outcomes: This report is a great way to track team effort and consistency. For a deeper look at the quality of these interactions, you can use features like Conversation Intelligence or bring in context from other platforms to connect that activity to actual wins.

This is where the numbers on your report meet the real world. A tool like eesel AI can complement HubSpot by analyzing context from support tickets and internal docs. It can help surface recurring questions or details customers are mentioning. This adds more detail to your HubSpot numbers. For example, if your "Deal Lost Reason" report shows a trend, eesel can help you look across your company knowledge to find specific feedback, turning a general report into actionable insights.

4. The deal lost reason report

Learning from every outcome is part of a healthy sales process. This report groups lost deals based on the reason selected when they are closed out.

• What it tells you: It highlights common themes in deals that don't close, whether it's related to price, a specific competitor, or product fit.

• Digging deeper into reasons: While these categories offer a great high-level overview, you can gain even more detail by looking at the specific feedback captured in call notes or support tickets to understand the nuance behind different customer needs.

Sales Hub pricing for features

The capabilities of HubSpot sales reporting grow as your team expands. The platform offers a range of options to match different team sizes and needs.

Here’s a quick look at what you get at each level:

Feature	Starter	Professional	Enterprise
Dashboards	Up to 10 dashboards	Up to 25 dashboards	Up to 50 dashboards
Standard Reports	Foundational pre-built reports	Full sales analytics library	Full sales analytics library
Custom Report Builder	❌ Nope	✅ Yes (up to 100 reports)	✅ Yes (up to 500 reports)
AI-Powered Forecasting	❌ Nope	✅ Yes	✅ Yes
Conversation Intelligence	❌ Nope	❌ Nope	✅ Yes
Custom Objects	❌ Nope	❌ Nope	✅ Yes

• Sales Hub Starter (Starts at $15/seat/month): You get a selection of foundational, pre-built dashboards. It's a great way to get a bird's-eye view of your basic metrics.

• Sales Hub Professional (Starts at $90/seat/month): This is where you unlock the full library of sales reports and the custom report builder. This plan is ideal for teams that are serious about digging deep into their sales data.

• Sales Hub Enterprise (Starts at $150/seat/month): This plan provides comprehensive features, including Conversation Intelligence to analyze calls, custom objects to fit your unique business model, and significantly higher report limits.

Advanced features like Conversation Intelligence are available in the Enterprise tier, providing even more depth for teams that require detailed interaction analysis.

Connect your data for the full HubSpot sales reporting picture

HubSpot sales reporting is a fantastic foundation for showing you what's happening in your sales organization. By using standard and custom reports, you can keep a close eye on your pipeline, predict revenue, and manage your team with confidence. These tools provide the essential numbers you need to run a successful operation.

The magic happens when you connect these numbers to the wider context of your business. HubSpot is a powerful platform that gets even better when you supplement it with details from your help desk, Slack conversations, or notes in Google Docs.

To make decisions that really move the needle, it helps to bring all your company knowledge together. By doing so, you can provide your HubSpot reports with the extra context that makes them even more useful. Instead of just seeing that a deal didn't move forward, you can understand the specific reason and decide how to adjust your strategy.

Ready to find even more detail behind your sales data? eesel AI works alongside HubSpot and your other apps to help create a more connected view of your knowledge, making your reports even more actionable. You can get it running in minutes and see how connecting your information can enhance your sales strategy.

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