How to build the 5 most important HubSpot reports for your business

To build the most important HubSpot reports for your business, start by focusing on the metrics that connect marketing, sales, and customer data to real business outcomes. Five essential reports are attribution by channel, pipeline conversion rate by deal stage, marketing funnel conversion, deal velocity and win rate, and campaign performance overview.

Each can be built directly in HubSpot using attribution, funnel, single-object, templates, or campaign reports. Below, we'll show you how to create each one step by step.

HubSpot gives you plenty of reporting options, but you don't need to track everything at once. The most useful reports are the ones that answer specific business questions and help your teams decide what to do next.

Let's look at five HubSpot reports you can start building.

1. How do you build an attribution report in HubSpot?

An attribution report shows you which channels are actually driving revenue, creating contacts and deals, so you can double down on what works instead of guessing.

1. Go to Reporting > Reports and click Create report, then choose Attribution as the report type.
2. Pick what you want to measure, in this example, Contacts (created). You can also use Deals if you have HubSpot Enterprise.
3. Choose an attribution model. This report uses Linear, which splits credit equally across every touchpoint in the customer's journey.
4. Set Interaction source as your breakdown, so you can compare channels like HubSpot CRM, Direct traffic, Organic search, and Email marketing side by side.
5. Set your date range, here, the last 60 days, and save the report.

In this example, HubSpot CRM (direct sales activity) accounts for the vast majority of contacts created, with organic search and email marketing contributing smaller shares, a good signal for where to invest next.

2. How do you build a pipeline conversion rate by deal stage report in HubSpot?

1. Go to Reporting > Reports > Create report and choose Funnel report.
2. Select Deals as the object and Deal stage as the funnel property.
3. Choose the pipeline you want to analyze and select which stages to include as funnel steps.
4. Save the report to see the conversion rate between every step, plus average time between steps, average time to complete the full journey, and total deal amount and count.

In this example, only 1.46% of deals make it from creation to close, but deals that reach "Qualified to buy" convert to closed-won at 66.67%, meaning the real bottleneck sits earlier in the pipeline, not at the end.

3. How do you build a marketing funnel conversion report in HubSpot?

This report tracks contacts through your lifecycle stages, showing exactly where you lose the most leads.

1. Go to Reporting > Reports > Create report and choose Funnel report.
2. Select Contacts as the object and Lifecycle stage as the funnel property.
3. Pick the stages in order, for example, Contact created, Lead, Marketing Qualified Lead, Sales Qualified Lead, Opportunity, and Customer.
4. Save the report to see conversion and drop-off at every stage.

In this example, only 2% of contacts (4 out of 241) made it all the way to customer, with the sharpest drop-off between Sales Qualified Lead and Opportunity, exactly the kind of insight that tells a team where to focus next.

4. How do you build a deal velocity and win rate report in HubSpot?

This report combines how fast deals move with how often they're won, giving you a single view of pipeline health by rep.

1. Go to Reports > Create report.
2. Open the Template report library.
3. Search for Sales Velocity.
4. Select the Sales Velocity report.
5. HubSpot calculates Sales Velocity using: Conversion Rate × Average Deal Amount × Open Deals ÷ Average Days to Close a Deal.

The table view is the one worth pinning to a dashboard: one row per rep, with velocity, average deal size, win rate, and average time to close all side by side.

5. How do you build a campaign performance overview report in HubSpot?

Unlike the reports above, this one doesn't need the report builder, it's built now into every HubSpot campaign.

1. Go to Marketing > Campaigns and open the campaign you want to review.
2. Under Revenue attribution, HubSpot automatically shows campaign spend, attributed revenue, ROI, deals, and contacts.
3. Set your date range and apply filters to scope which touch points count toward the campaign.
4. Add your campaign spend (or connect ad accounts) so ROI calculates correctly.

Note: full revenue and deal-level attribution data requires Marketing Hub Enterprise.

Go beyond these five HubSpot reports

These five reports cover attribution, pipeline health, funnel conversion, deal velocity, and campaign ROI, the core metrics most B2B teams check every week.

But every HubSpot portal and every business is different.

The reports you build should ultimately reflect the questions your teams need to answer and the decisions they need to make.

That's why we've created a HubSpot Reporting eBook with more reporting ideas across Marketing, Sales, Service, and business performance.

If you'd rather skip the trial and error, our team can audit your data and set up the reporting your business actually needs, dashboards included. See how we could make your HubSpot reporting work better for your business.