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Data is your businesses secret weapon. But without the right reports, it's just a mess of numbers that'll make your head spin! That's where HubSpot comes in, turning data chaos into clarity... ahh sounds like bliss. Whether you're in marketing, sales, service or ops, these 10 must-have reports will help you make smart decisions, faster.
Marketing: Know What's Working and What's Not
Marketing is part creativity, part strategy and a whole lot of data driven decision making. But let's be honest - digging through endless numbers isn't exactly the most thrilling part of the job (unless you're a data nerd, in that case, good for you!).
These reports will cut out all the stress and show you exactly what's working, what's not and where you need to tweak your strategy.
1. New Campaigns Data Source in HubSpot
Before we get to the actual reports, we have to talk about the New Campaigns Data Source in the Custom Report Builder which gives marketers the ability to create in-depth reports by pulling detailed data directly from their campaigns. This feature empowers you to measure, compare, and optimise campaign performance with precision.
When building your report, you can add default or custom campaign properties. You can also use properties from events associated with a campaign's influenced contacts.
Use this to report on:
- Total campaign budget vs spend by campaign type or name;
- Influenced contacts by asset or asset type per campaign;
- How do influenced contacts move through lifecycle stages?;
- What campaign has the highest amount of page views, etc.?
2. Customer Journey: The 'Behind the Scenes' Look at Buyer Behaviour
The new Customer Journey report in Marketing Analytics is the place to quickly find how your contacts progress through your lifecycle stages, what pages led to a form submissions and which meeting generated new leads.
With the customer journey report you can quickly identify any bottlenecks and opportunities and see where your prospects are stuck in and how long they stay in each stage. If leads are spending too much time in the MQL stage without converting to SQLs, it might indicate a need for better lead qualification or stronger nurture campaigns. If meetings are being booked but aren’t progressing into opportunities, it could suggest a need for improved sales follow-ups or better lead handoff processes.
3. Best Email Send Times for Marketing Emails
Most marketers guess or follow generic recommendations on when to send emails. But timing is everything when it comes to email marketing. That’s why we built a custom Best Send Time Report in HubSpot—analysing when emails get the highest open and click-through rates based on real engagement data from our audience. Instead of relying on generic industry benchmarks, this report provides data-driven insights tailored to our specific contacts.
Want help with building reports? Get in touch with us!
Sales: Predict, Optimise and Close More Deals
You could have the best sales team in the world, but if you're not tracking the right metrics you're literally flying blind. These HubSpot reports aren't just for crunching numbers - they give you real insights to help you close deals faster, forecast revenue accurately and spot bottlenecks before they become problems. Lets' dive into the reports that'll transform the way you sell.
4. AI Forecasting: Smarter Sales Predictions
HubSpot’s AI-powered forecasting reports take the guesswork out of sales predictions. Using historical data, pipeline trends, and AI modelling, these reports provide more accurate revenue forecasts than traditional manual methods. They analyse deal stages, team performance, and past close rates to predict future sales outcomes.
The biggest win? Sales leaders get a clear picture of whether they’re on track to hit targets—weeks or even months in advance. This means teams can proactively adjust strategies, double down on high-performing deals, and course-correct before it’s too late.
5. Sales Waterfall Report: Where Are Your Deals Dropping Off?
The Sales Waterfall Report is a visual breakdown of deal progression through each stage of the sales funnel, helping teams understand conversion rates between stages. It highlights how many deals advance, how many drop off, and at which stages sales reps are losing momentum.
The real value? Pinpointing weak spots in the pipeline. If a large percentage of deals are getting stuck or lost in a particular stage (e.g., negotiation or demo stage), it’s a signal that something needs attention—better objection handling, clearer pricing, or improved follow-ups. By using this report, sales teams can optimise their pipeline, boost conversion rates, and create a smoother sales journey.
The sales waterfall report are available in the new Sales Analytics in HubSpot.
6. Deal Velocity: How Fast Are You Closing Deals?
The Deal Velocity Report in HubSpot helps sales teams measure how long it takes for deals to move through the pipeline—from creation to closed-won. The best part is that you can view which teams or sales reps take longer to close deals and focus on providing guidance in the right place.
Why does this matter? Speed equals revenue. If deals are stalling for too long in the negotiation or proposal stages, sales leaders can dig into why. Is there a pricing objection? Are decision-makers delaying approvals? By identifying these friction points, teams can streamline their sales process, reduce bottlenecks, and ultimately close deals faster. Faster deal velocity means more revenue in less time and a more predictable sales cycle.
The sales and deal velocity reports are available in the new Sales Analytics in HubSpot.
Service: Keeping Customers Happy (and Loyal!)
Customer service is where loyalty is won or lost. You can have the slickest marketing, the best sales team and a product that’s chef’s kiss, but if your support experience is clunky, slow or just inconsistent, your customers won’t stick around.
That’s why service reports aren’t just about tracking tickets - they’re about understanding the customer experience from the inside out. Where are things getting stuck? Are reps overloaded? Are response times creeping up? With the right reports, you don’t have to guess - you know exactly where to focus to deliver top tier support.
7. Rep Availability: Are your Customers Getting Ghosted?
Ever experienced customers rage quitting because they just can't get a response fast enough? Yeah, not great. The Rep Availability Report helps you avoid this by tracking when your team is actually online and available to assist.
It shows you who's available, when and how often. If you're seeing gaps, like tons of incoming tickets but not enough reps logged in, it's a red flag that your staffing strategy needs a rethink. Maybe you need to spread shifts more evenly or introduce a chatbot to cover offline hours.
But here's the kicker: this report is also about efficiency. If some reps are "available" all day but barely closing any tickets while others are swamped - you've got a workflow imbalance problem. Use this report to even things out and avoid team burnout, while keeping customers happy with speedy responses.
8. Tickets Closed by SLAs: Are you Hitting Deadlines or Missing the Mark?
The Tickets Closed by SLA (Service Level Agreement) Report in HubSpot is essential for tracking how well your support team meets its response and resolution time commitments. This report measures the number of tickets closed within the agreed SLA timeframe versus those that missed the deadline, giving teams a clear view of their service efficiency.
Why does this matter? Customer expectations are higher than ever. If SLAs are being met consistently, it means customers are getting timely support, leading to better satisfaction and retention. On the flip side, if too many tickets are breaching SLAs, it could signal understaffing, inefficient workflows, or the need for automation. With this report, support managers can identify trends, spot bottlenecks, and take proactive steps—whether that’s optimising team workloads, setting up automated responses, or improving knowledge base resources.
At the end of the day, better SLA compliance = happier customers. This report ensures your team stays accountable and delivers service that meets (or exceeds) expectations.
Operations: Fine Tuning the Machine
Operations doesn't always get the spotlight, but let's be real - without solid processes, everything falls apart. Sales struggles with inconsistent follow ups, service teams get overwhelmed and marketing? Well, they’re left wondering why their leads aren’t converting.
That's why operations reports are absolute lifesavers. Let’s break down the reports that will keep your business running like a well oiled machine.
9. Data Hygiene Dashboard: Keeping Your HubSpot CRM Clean & Accurate
Yes, we all use HubSpot's duplicates tool which is a huge help when it come to keeping data and CRM clean. However, HubSpot does not provide any out-of-the-box solutions for data hygiene. That's why we are here to tell you that it couldn't be easier to create one yourself!
A messy, outdated, or inconsistent CRM can slow down marketing, confuse sales teams, and lead to inaccurate reporting. That’s why we’ve built a custom Data Hygiene Dashboard in HubSpot—a centralised hub that keeps track of data accuracy, completeness, and overall CRM health.
Here’s what’s included in our custom-built data hygiene reports and why they matter:
Incomplete Records Report
- Tracks contacts, companies, or deals missing key fields (e.g., email, phone number, job title).
- Helps teams fill in gaps to improve segmentation, personalisation, and reporting accuracy.
Stale Contacts & Companies Report
- Flags contacts and companies that haven’t engaged in a long time.
- Helps teams decide whether to re-engage or clean up inactive records to maintain CRM efficiency.
Invalid or Junk Data Report
- Finds emails with fake or incorrect domains, phone numbers with missing digits, or incomplete addresses.
- Helps maintain data integrity and prevents wasted outreach.
Unassigned Contacts & Deals Report
- Shows leads and deals that aren’t assigned to a rep, meaning they could be slipping through the cracks.
- Ensures every potential opportunity is being worked on.
Lifecycle Stage Mismatches Report
- Identifies records where the lifecycle stage doesn’t align with engagement history (e.g., a “Customer” with no closed-won deal).
- Ensures lifecycle stages accurately reflect where contacts are in the funnel.
Having these reports in one dashboard allows teams to monitor CRM health in real time, automate data cleanup processes, and ensure that sales and marketing are always working with the most accurate information. A clean CRM leads to better targeting, stronger reporting, and ultimately, higher revenue potential.
10. Meeting Analysis in Custom Reports: Optimising Efficiency and Impact
For operations teams, the New Meetings Data Source in HubSpot is a game-changer for process optimisation and efficiency tracking. While sales and marketing benefit from insights into lead engagement, ops teams can use this data to ensure that meeting scheduling, handoffs, and pipeline processes run smoothly.
This, along with the addition of a few new meetings properties, has opened some new reporting capabilities. You can now report on:
- Internal users that are listed as attendees on the meeting
- Count of meetings
- Location type
- Guest emails that were added through a scheduling page booking
- And more!
Teams may have several people joining meetings, like sales representatives, technical experts, and managers. Because users want to make sure that everyone who attends a meeting gets credit for it, regardless of whether they're the host, HubSpot now lets you see who books meetings, who hosts them, and which other internal users are listed as attendees.
Start Reporting Smarter
Here's the deal; data on it's own it just numbers. But with the right reports in HubSpot you're getting the power to make smarter decisions and get real results.
Let's be real though, HubSpot is a huge platform and figuring out which reports you need can be a little overwhelming. That's where we come in! At BBD Boom we're experts in HubSpot Optimisation. We help businesses just like yours unlock the full potential of your HubSpot set up, from tailoring custom reports to making sure your entire system is running smoothly.
So if you're ready to stop playing catch-up with your data and start using it to fuel your business growth, we've got your back! Lets make your HubSpot reporting smarter, faster and way more impactful. Ready to take it up a notch? Book in a call today!
