---
title: "Reports and dashboards in HubSpot: the reports every B2B company needs"
description: Which reports and dashboards should you have in HubSpot? Twelve reports for marketing, sales and leadership, how to build them and common mistakes.
image: https://leadlabs.se/hubfs/leadlabs-business-team-unsplash-featured.jpg
---

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 October 11, 2026

# Reports and dashboards in HubSpot: the reports every B2B company needs

![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·   2 minute read

![Laptop showing a dashboard with charts](https://leadlabs.se/hs-fs/hubfs/Blog/rapporter-dashboards-hubspot.jpg?width=1600&height=900&name=rapporter-dashboards-hubspot.jpg)

One of the biggest benefits of HubSpot is that you can see the entire chain from first visit to signed contract in one system. But many portals are full of reports nobody looks at. Here are the reports you actually need, and how to build dashboards people use.

**In short:** Build one dashboard per audience: leadership, marketing and sales. Focus on a few reports that answer real questions, such as how many new MQLs and SQLs you create, where they come from, what the pipeline looks like and how the forecast compares to target. Reports are only as good as the data, so start with the right lifecycle stages and sources.

## What types of reports are there in HubSpot?

- **Ready made reports** from HubSpot's library, which can be added with one click.
- **Custom reports** where you choose objects, properties and visualization. Requires Professional.
- **Funnel reports** showing conversion between lifecycle stages or deal stages.
- **Attribution reports** showing which channels and campaigns contribute to deals.
- **Forecasts** for the sales team based on pipeline and probability.

## Dashboard for leadership

1. **Revenue against target** per month and quarter.
2. **Pipeline by stage** and change compared to last month.
3. **New customers** and average deal size.
4. **Funnel** from lead to customer with conversion rates.

## Dashboard for marketing

1. **New contacts, MQLs and SQLs** by source.
2. **Campaign results** with cost and influenced deals.
3. **Web traffic and conversion** by channel, including traffic from AI services.
4. **Attribution** of revenue to channels and campaigns.

## Dashboard for sales

1. **Activities per rep**: calls, meetings and emails.
2. **Deals with no next step** or no recent activity.
3. **Forecast** against quota per rep.
4. **Sales cycle**: average time from created to won deal.

## How to build dashboards people use

- **One question per report.** Every report should answer a clear question. If you cannot phrase the question, you do not need the report.
- **Fewer is better.** Six to eight reports per dashboard is enough.
- **Use them in meetings.** Show the sales dashboard in the weekly meeting and the marketing dashboard in the monthly review.
- **Schedule email delivery** so leadership gets the dashboard in their inbox every Monday.
- **Filter correctly.** Set clear date ranges and filters so everyone is looking at the same thing.

## Why don't the numbers add up?

The most common reasons for misleading reports are inconsistent data:

- [Lifecycle stages](https://leadlabs.se/en/insights/lifecycle-stages-hubspot?hsLang=en) are set manually and differently by different people.
- Deals are missing amount, close date or associated company.
- The source is overwritten or missing for imported contacts.
- Duplicate contacts and companies.
- Deal stages used differently by different reps.

Fix the data first. Then the reports automatically get better.

## AI and reporting

HubSpot's rebuilt Breeze Assistant can create reports from a question in plain language, such as new SQLs by source last quarter. It is a quick way to get started, but the same rule applies: without clean data, the answers will be wrong.

## Frequently asked questions about reports in HubSpot

### How do you create a report in HubSpot?

Go to Reports, choose to create a report and pick either a ready made report from the library or a custom report where you choose data source, properties and visualization. Then add the report to a dashboard.

### Which license do you need for custom reports in HubSpot?

Custom reports require Professional in at least one hub. Free and Starter include ready made reports and a limited number of dashboards.

### How many dashboards can you have in HubSpot?

It depends on your tier. The free version allows a small number of dashboards, Starter more, and Professional and Enterprise considerably more. Focus on a few well used dashboards rather than many.

### Can dashboards be sent automatically by email?

Yes. A dashboard can be scheduled to be emailed to selected people, for example every Monday morning.

### What are attribution reports in HubSpot?

Attribution reports show which channels, campaigns and content contributed to new contacts, deals and revenue. They require Marketing Hub Professional or Enterprise.

## Summary

Good reporting in HubSpot is about a few reports that answer the right questions, built on clean data. Start with one dashboard per audience and use them in your meetings.

Want help building dashboards that leadership actually looks at? Get in touch with LeadLabs.

## Read also

- [Lifecycle Stages in HubSpot](https://leadlabs.se/en/insights/lifecycle-stages-hubspot?hsLang=en)
- [HubSpot and LinkedIn Ads](https://leadlabs.se/en/insights/hubspot-linkedin-ads?hsLang=en)
- [From SEO to AEO: how your company shows up in ChatGPT](https://leadlabs.se/en/insights/aeo-chatgpt-ads-hubspot?hsLang=en)

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