About this process

  • Department: Marketing and Sales Services
  • Responsible: Strategist
  • Accountable: Strategist
  • Consult: Gem Latimer
  • Inform: Marketing and services team members
  • Date created: 9/8/19
  • Date last updated: 9/8/19

We should be setting up at least one custom reporting dashboard for every client (more if they have the reporting add-on), tailored to their individual requirements so that they and we can effectively keep track of performance.

HubSpot has one standard dashboard per hub (marketing, sales and service) plus Web Analytics which all contain useful standard reports but this process talks you through setting one up a custom one.

If a customer has Marketing Free or Starter they get 0 custom dashboards, Professional has 1 and Enterprise has 25. If they have the reporting add-on they get up to 200.

Step 1

Figure out what you and the client want to achieve from the dashboard. 

Asking them about what they need to be reporting on to their board can be a great way of making sure these dashboards are genuinely useful to them. Also make sure that you align the dashboard with any goals you have in place for the client to ensure that it’s easy to track developments.

Remember you can only have 10 reports per dashboard.

Some examples of custom reports which could be useful:

- Pie chart showing the country split of leads

- Bar chart showing number of conversions per conversion point, by original source

- Leads with a high lead score

- Highlighting potential hot leads. E.g. if they have visited the site more than once, downloaded an offer but are not in conversation with sales.

- Current deal pipelines by original source

The world really is your oyster - if you can think of what will be important to see, there will often be a way to show that in a report. 

Step 2

Make sure that you have the data points that you need to make those reports possible.

Need to show leads split by country? Make sure you’re tracking country for every lead.

Need to see product split for deals that have been generated by marketing? Make sure that the deals all have a product property completed.

Creating progressive fields can be a great way to build up data over time, but if these are important reports for regular review then make sure the data is captured as a priority.

Step 3

Click on the sprocket icon top left in the HubSpot navigation.

Click ‘create dashboard’ and give it a name, making sure you select the appropriate visibility.

Delete the 3 standard reports that will appear in there so that you are starting from a blank slate.

Step 4

Create your 10 custom reports by clicking ‘add report’, then ‘create custom report’. 

Go through the following areas in this order for a smooth process:

  1. A) Data

Select which properties you would like to focus on for the report.

Remember that when you click on the report in the dashboard, these are the data points it will show, so be sure to include anything you may want to look at in a quick deep dive.

  1. B) Filters

Choose the segment of the database which you would like to report on.

  1. C) Visualisation

Decide how you would like to display your report.

Save your report to the dashboard and start the next one!

You can find a summary video of this step here.

If you are using a similar filter and data set for different reports, clone a report so that it is quicker to make the small tweaks for the new variation.

Step 5

Once you have finished setting up the dashboard, review it with the client and give them a tour of how to use their new dashboard. Make any adjustments that are needed.

When showing the client the dashboard be sure to include:

  • How they can use the filters at the top of the dashboard, and within individual reports to change date ranges, view by specific teams, owners or pipelines.
  • How to make any changes to the report filters or data set (e.g. if a report is for a specific campaign which may need changing when they start a new one)
  • How they can schedule a regular email of the dashboard (Top right of the dashboard: Share > Create recurring email).


Topics: Marketing Services Processes