Your data is only as good as your ability to understand and communicate it. In this session, you'll learn the basics of the reports builder, how the organization of data in HubSpot affects the reports you build, and some tips and tricks for determining the right reports to fit your needs.

1. Demystifying the HubSpot
Custom Report Builder
November 9, 2021 I 11:30 AM
The LA HubSpot User Group presents:

2. Meet the Speakers
Christina Reyes
SVP Strategy
MTR Marketing
Lital Barkan
CEO
MTR Marketing
Jorie Munroe
Senior Inbound Professor
HubSpot Academy
Courtney Sylvester
Director of Partnerships
SalesIntel

3. Favorite holiday tradition

4. Today’s Agenda
Jorie:
1. The HubSpot Report Builder
2. Demo
Courtney:
3. Clean contact data for accurate reports
4. Giveaways & Survey

5. HUGs update:
Gartner announces HubSpot as a leader
in B2B automation
We’ve been recognized as a leader in B2B automation
Nov 2021

6. Gartner® Magic QuadrantTM
B2B Marketing Automation: HubSpot is now a recognised leader
Attribution and Disclaimers:
Gartner “Magic Quadrant for B2B Marketing Automation Platforms”
Noah Elkin | Julian Poulter | Christy Ferguson | Ilona Hansen | Jeffrey Cohen
20 September 2021
Gartner does not endorse any vendor, product or service depicted in its
research publications, and does not advise technology users to select only
those vendors with the highest ratings or other designation. Gartner research
publications consist of the opinions of Gartner’s research organization and
should not be construed as statements of fact. Gartner disclaims all
warranties, expressed or implied, with respect to this research, including any
warranties of merchantability or fitness for a particular purpose. This graphic
was published by Gartner, Inc. as part of a larger research document and
should be evaluated in the context of the entire document. The Gartner
report is available upon request from HubSpot. Gartner and Magic Quadrant
are registered trademarks of Gartner, Inc. and/or its affiliates in the U.S. and
internationally and is used herein with permission. All rights reserved.

7. Why ?
Ease of
Use
A Unified
Data Model
Marketing
Execution
A Global
Ecosystem
Cohesive, not clunky
Flexible, not frustrating
Empowering, not
overpowering
Built differently
Powerful CRM
Single source of truth for
customer experience
Differentiated
Data-driven
Designed to deliver
personalized campaigns
Solutions partners
Countless integrations
Crafted to extend your
software stack

8. HubSpot Custom
Report Builder
Deep-Dive

9. Jorie Munroe
● I’m a Senior Inbound Professor with
HubSpot Academy.
● I create content around advertising,
conversion, and HubSpot reporting.
● I could talk forever about spooky
shows, true crime podcasts, cooking
shows, and my doggo Blini.

10. HubSpot Academy
HubSpot Academy is the worldwide leader in free
online training for inbound marketing, sales, and
customer service professionals.
We specialize in comprehensive certifications, singular
topic courses, and short lessons for professionals
looking to grow their career and business.
The HubSpot Academy team purpose is to educate
and inspire so that we, together, transform the way the
world does business.

11. Agenda
Welcome &
Introduction
Say hi and set
exp for today’s
session.
HubSpot’s Report
Builder
Strategies for
building effective
reports in the
HubSpot report
builder.
Demo &
Q/A
In which we build
some reports and
hop into some
questions and
answers!

12. You don’t have to be mathematically-minded to
bring data-driven decision-making and a
well-rounded reporting strategy to your
organization.
It just takes practice, repetition, and curiosity.
Today’s Goal

13. What types of reports
can I build in HubSpot?

14. Single Object Reports
Analyze contacts, companies, deals,
tickets, custom objects, activities,
line items, or feedback submissions.
These typically answer more
straightforward questions like:
how many contacts do I have in each
lifecycle state?

15. Funnel Reports
Funnel reporting is a specific style of
report that allows you to explore how
an object moves towards its goal.
In HubSpot, you can see how either
contacts move towards being a
customer, or how deals move towards
being closed won.

16. Attribution Reports
Revenue
Uses the amount values tracked on
your deal records to determine which
marketing and sales activities are
creating revenue for your business.
Contact Create
Uses your contact record data to
determine which interactions a visitor took
before they converted into a lead.
Deal Create
Uses your deal record data to determine
the interactions that had the greatest
impact on generating deals.

17. Custom Reports
Custom report builder is an advanced
report builder that enables you analyze
objects in relation to marketing, sales,
and service activities.
By creating custom reports, you can dig
into high-level trends from different
angles while you monitor granular
changes to the metrics that matter most
to you and your team.

18. Use the custom
builder if your report:
• Does not already exist in the
reporting library.
• Involves custom properties or
data.
• Does not involve assigning credit
to events that occur in the
customer journey (don’t reinvent
attribution unless you need to).

19. Best practices when creating
a custom report in HubSpot:
1. Start with a reporting question.
2. Know your data sources.

20. Best practices when creating
a custom report in HubSpot:
1. Start with a reporting question.
2. Know your data sources.

21. Why start with a
reporting question?
A good reporting question is essential
because it keeps you hyper focused
and helps guide the choices you
make in the builder.
After all, when you first enter the
custom report builder, you’ll see you
have quite a few options at your
disposal.

22. Tied to a business goal, KPI, or
core value
Contains an independent variable
and a dependent variable
What makes a good reporting question?
Relevant Structured

23. What is an independent variable?
An independent variable is a variable that represents a
quantity that is being manipulated in an experiment.
X is often the variable used to represent the
independent variable in an equation.

24. What is a dependent variable?
A dependent variable represents a quantity whose
value depends on how the independent variable is
manipulated.
Y is often the variable used to represent the
dependent variable in an equation.

25. How has your contact
database grown over time?

26. How has your contact
base grown over time?
Time is a common independent
variable, as it will not be affected
by any dependent inputs. As
such, it's usually seen on the
x-axis.
With this mind, your number of
contacts would be the
dependent variable.

27. How much revenue is each
channel driving?

28. How much revenue is
each channel driving?
In this case think about correlation.
Revenue is going up, down, or
remaining stagnant based on the
traffic driven from each channel.
So, in this case, traffic source or
channel would be your independent
variable while (deal) revenue would
be your dependent variable.

29. Pro Tip: Get Granular with Variables
Try to think about which exact properties contain the information you’re
looking for. If necessary, take time to review the HubSpot standard
properties and any custom properties you may have in your account.

30. Best practices when creating
a custom report in HubSpot:
1. Start with a reporting question.
2. Know your data sources.

31. What is a data source?
A grouping of data that reflects information HubSpot is
tracking for your business, such as on one of your
objects. Some of these also include interaction data
(often called event data).

32. ● Ads
● Blog Posts
● Companies
● Contacts
● Conversations
● Cookie banner
● Deals
Available Data Sources Include:
● Feedback
submissions
● Landing Pages
● Line items
● Marketing email
● Media
● Sales activities
● Sale email
● Sequences
● Tickets
● Web activity
● Website pages
● Custom behavioral
events

33. Data Sources and
Associations
In HubSpot, data sources can relate to
one another in many ways. These
relationships are called associations.
For example, a deal can be associated
with a contact, or a company, or both,
at a given time.

34. Creating Associations in
the Builder
When creating a custom report, the
builder attempts will pull in all data from
your primary data source as well any
secondary data sources you choose.
Sometimes, however, there is no direct
association between the data sources
you choose. For example, if you choose
products and contacts in the builder,
those data sets are not directly related.

35. Bridging the Gaps in the
Builder
Therefore, the builder might have to find
alternate paths or ways to associate your
data so you can report on it. This is often
done by introducing other data sources
into your report to connect them!
In the case of our example, with product
and contacts, the builder would likely
introduce the deals data source to bridge
that gap.

36. Pro Tip: The Path to Association
The builder tries to choose the path with the fewest number of steps between each
selected associated data source to the primary. The builder also defers to use the
most popular HubSpot data sources, such as contacts, companies and deals, when
selecting a path.

37. What happens if an association can't be made?

38. Demo
To prevent all this from getting too
abstract, let’s take a look at how this looks
in practice in the tool!

39. Practice
Which landing pages are driving the most revenue?
● Great work around if you don’t have access to revenue attribution
● Data Sources: Contacts, Deals, Landing Pages, Web Activities
● X-axis: Landing Page Name
● Y-axis: Amount (Deal, toggle to average)
● Filters: Landing Page Name = Known

40. Practice
Which regions have the highest call volume?
● Data Sources: Contacts, Sales activities
● X-axis: Activity Date
● Y-axis: Count of Sale Activities
● Filters: Activity type = call, any region/date filters you need
Easily customizable!

41. Next Steps
and Resources

42. Let’s connect
@HubSpot
@HubSpotAcademy
@findingjorie

43. Always be learning
Continue to learn about HubSpot
reporting and grow better.
● Worksheet: Cleaning Your CRM with
HubSpot Workflows
● Lesson: Auditing Your HubSpot Account

44. Thank you

45. Clean Contact Data for Accurate Reporting
● Domain Reputation
○ You’re not always going to get a
bounceback notification
● Segmentation & Targeting
○ People are leaving jobs
○ Fill in gaps and keep your prospects
updated
● Measuring Campaign Efficacy
○ You can be confident in your
numbers and results if you’re
confident in your data

46. WDYT?
● Topic? Future topics?
○ Feb: Content in Sales
● Giveaways:
○ https://www.mtrmarketing.com/salesintel-swag
○ https://get.printfection.com/cwpqs/8634867371
● Feedback survey:
https://forms.gle/q4WhZhbRQaH8Jsb8A