HubSpot's custom report builder lets you build charts and tables off CRM data and group them into shareable dashboards, with standard reports (sales performance, email performance) included out of the box. Professional and Enterprise portals get the full custom report builder natively; Starter portals can add it as a paid Reporting Add-on. None of it, at any tier, can report on data that was never synced into HubSpot in the first place.
The custom report builder works like a drag-and-drop query tool: pick an object (contacts, deals, tickets), pick the properties and date range, choose a chart type, and save it. Cross-object reports, blending deal data with ticket data, say, are the more powerful version of this, and they're the part that's historically been gated behind higher tiers or the Reporting Add-on rather than included everywhere by default.
Dashboards are just collections of saved reports, arranged on one screen and shareable with a team or scheduled as an email digest on a recurring basis, which covers distribution inside HubSpot reasonably well. Standard, pre-built reports for things like deal velocity or email open rates come with every portal and don't require building anything from scratch.
A report can only use data that already lives on a HubSpot object. If the metric you actually care about is true gross margin after cost of goods, on-time fulfillment rate, or anything else that only your accounting or ops system knows, the report builder has nothing to pull from until that number gets synced onto a HubSpot property or custom object first. The dashboard looks complete; it's just missing the half of the picture that never made it into HubSpot.
The other gap is getting a saved report's exact computed output out of HubSpot on a schedule, into a shared drive or another BI tool, rather than just emailing it as a digest. There's no API that hands back a custom report's rendered table the way the report itself shows it; the practical native path is a person opening it and clicking Export. Where there's genuinely no API for that, we automate the export itself through browser automation, so it still lands on schedule without someone remembering to click it.
Margin, fulfillment status, or any figure that lives outside HubSpot gets synced onto a custom object so the dashboard your sales leader checks every Monday isn't missing the half that matters most.
A saved report that used to require someone logging in and exporting it manually now lands wherever it needs to, on the schedule it needs to, automated end to end.
If it exists in another system and never makes it onto the report, that's a sync problem, not a HubSpot limitation you have to live with.
Tell us what figure never makes it into HubSpot, margin, fulfillment, support load, whatever it is. We'll look at what it would take to get it onto a report people already check daily. Reporting is one example; n-frames automates whatever's manual, in HubSpot or in whatever system is actually holding the number you need.
Let's talk →A paid add-on that turns on the full custom report builder, including cross-object reports, for Starter-tier portals that wouldn't otherwise have it. Professional and Enterprise tiers typically include this functionality natively without the add-on.
Yes. Create or choose the individual reports you want first, then add them to a dashboard, which you can arrange, share with specific team members, and set to email out on a recurring schedule.
A reporting view that traces a contact's path across touchpoints, marketing email opens, form fills, deal stages, support tickets, to show how a customer actually moved through your funnel rather than just where they ended up. It's native to HubSpot's reporting tools in the tiers that support it.
Yes, a saved report can be exported to CSV or Excel directly from the UI. There's no native way to schedule that export to a destination outside HubSpot, like a shared drive, on a recurring basis without a person triggering it or an automated workaround built on top.
Mostly which object and properties they're built on. Marketing reports typically cover email performance, campaign attribution, and form conversion; sales reports cover deal velocity, pipeline value, and rep activity. Both come from the same report builder, just pointed at different data.