HubSpot Knowledge Base

If you manage a customer service team, chances are you’ve felt this frustration: your reports track individual metrics like ticket resolution time or CSAT, but never together. It’s nearly impossible to understand how experiences unfold across the full support lifecycle. Where are customers getting stuck? At what point do satisfaction scores start to dip? HubSpot’s Service Journey Analytics (Beta) is designed to answer those questions. This tool connects the dots between every customer touchpoint in your support pipeline, offering a clear, end-to-end view of service performance. This guide walks you through setting up your first report, choosing the right events, interpreting the results, and using dashboards to drive better decisions. By the end, you’ll know exactly how to identify friction points and take action to improve your customer experience.   Optimize Your Customer Support with HubSpot Service Journey Analytics Service Journey Analytics (Beta) gives you a visual breakdown of how customers move through your support flow. You’ll find it inside HubSpot under Reports > Analytics Tools > Customer Journey Analytics. With the service journey option enabled, this tool builds path-based reports using service-related markers directly from your CRM. Instead of treating support tickets or conversations as one-off events, this tool maps

If you’re leading RevOps, running HubSpot reports, or working to optimize funnel performance, you probably know how frustrating it is to spot conversions without context. One campaign might drive hundreds of form fills, but your sales team still sees sluggish SQL movement. Where did those leads stall? What happened between the first click and the closed deal? Static reports can’t tell you. That’s where Journey Analytics in HubSpot makes all the difference. It gives you a lens into the full customer path, connecting each touchpoint to possible friction and quantifying real engagement. Rather than just reporting on lifecycle stages or top-level funnel stats, you’ll see exactly how people progress through marketing, sales, and service milestones. This guide walks you through how to set up Journey Analytics reports in HubSpot, what data you’ll need, how they work technically, and how to use them to pinpoint gaps and improve conversion flow, instead of guessing at what’s working.   Track Every Touchpoint with HubSpot Journey Analytics Reports Journey Analytics lives within HubSpot’s Reports section, under Customer Journey Reports. If you have access via an Enterprise subscription, it’s already available in your portal. Here’s what it does well: it maps how contacts, deals, or tickets

You probably watch your open and click rates like a hawk. But if you’re not reviewing your email delivery metrics, you could be flying blind.  A well-crafted campaign won’t help if the emails never reach your audience’s inbox. Worse, inaccurate delivery data can skew performance reports, leaving you chasing the wrong fixes. Understanding how HubSpot handles delivery, what’s considered delivered, bounced, deferred, or flagged as spam, gives you the foundation to troubleshoot effectively.  Many teams hit roadblocks due to unclear metric definitions, gaps between email types, and mismatches between marketing and CRM data. This guide gives you a clear path forward. You’ll learn how HubSpot captures delivery metrics, how to interpret those numbers, and how to use them to maintain a healthy sender reputation. You’ll also walk through setting up custom delivery reports, pinpointing reporting mistakes, and tying delivery health back to revenue. Measuring Inbox Reach and Bounces with HubSpot Email Reports Email delivery metrics in HubSpot tell you what happens after your message is sent from the platform: did it reach the inbox, bounce, or get rejected outright? You can find this data primarily in HubSpot’s Marketing Email tool, inside each email’s Performance tab, the Email Performance Dashboard, or through

Cookie consent data is often requested by legal teams, questioned by marketing, and ignored by reporting dashboards. HubSpot makes it easy to publish a cookie banner, but much harder to understand how visitors actually interact with it unless reporting is configured correctly. Teams often need answers to basic questions. How many users accepted cookies? How many rejected them? Did consent behavior change after a banner update?  Without visibility into these interactions, compliance reviews become manual, and attribution gaps grow. This guide explains how cookie consent interactions are tracked in HubSpot, where that data lives, how to report on it, and how to use it to support audits, analytics, and operational decisions. How HubSpot Tracks Cookie Consent Interactions on Your Site HubSpot includes a built-in cookie consent banner under Settings > Privacy & Consent. Once enabled, the banner records how visitors respond when they land on a tracked page. Each interaction is logged as a behavioral event tied to the HubSpot tracking code. These events indicate whether a visitor accepted, rejected, or opened their preference settings. This data can be reviewed through HubSpot’s analytics tools and custom reports. When combined with filters such as location, device type, or page path, it provides

You rely on contact data to drive decisions at every stage. Whether you’re launching a campaign, evaluating pipeline health, or identifying retention risks, mismatched sources and misaligned reports can cause valuable insights to fall through the cracks. If you’re exporting spreadsheets just to make sense of your CRM, you’re working harder than necessary. HubSpot contact reports remove this disconnect by giving you direct, real-time visibility into your CRM contacts. No spreadsheets, no lost context. You can segment by engagement, score by quality, monitor lifecycle movement, and feed insights straight into your dashboards. This guide walks you through how to get the most out of HubSpot’s contact reporting.  You’ll learn how the feature works, how to build accurate reports, common mistakes to avoid, and ways marketing, sales, and service teams use it to improve results.   Using Contact Reports to Track Engagement and Lifecycle Stage in HubSpot HubSpot contact reports are built-in tools for analyzing CRM contact data. They help answer questions such as: Who are your contacts? How are they engaging? Where are they in your funnel? You can access these reports in the Report Library or build a custom report from the Reports tab. Each report focuses on contact-level data,

When your team spends hours crafting landing pages, resource centers, and blog posts, the most frustrating outcome is not knowing what’s actually working. Without clear performance data, you risk making decisions based on guesses, especially when conversions slow or bounce rates spike. If you’re managing content in HubSpot, you’ve likely encountered scattered analytics. It’s common to toggle between multiple dashboards or juggle third-party tools, only to find inconsistent data that doesn’t tie back to contacts or the pipeline. This guide walks you through analyzing overall page performance directly within HubSpot reports. You’ll learn how to use the tool, what data it tracks, and how to link insights to business results. How HubSpot Shows Which Pages Drive Leads and Deals? HubSpot’s page performance insights live inside the Website Analytics toolset. This is where you can track how each of your hosted pages, blog posts, or landing pages performs based on user behavior and conversions. It’s all connected to your CRM, so you’re not just seeing who clicked; you see who became a customer. You can access this by navigating to: Reports > Analytics Tools > Website Analytics, then selecting the Pages tab. There, you’ll find performance data for every HubSpot-hosted page, including

Struggling to understand how your prospects actually engage with your content? If you’re using HubSpot but can’t clearly track things like CTA clicks, form submissions on external pages, or in-app interactions, your campaign results will always leave questions unanswered. Without reliable behavioral signals tied to real contacts, accurate attribution becomes nearly impossible. If you’re relying solely on HubSpot’s default analytics, you’re probably missing important user actions that influence conversions. While HubSpot’s newer tools have evolved, the legacy events tool still fills critical gaps, especially for web interactions that are manually tracked or rooted in older tech setups. In this guide, you’ll learn exactly how to use the legacy events tool in HubSpot Reports.  You’ll get a clear breakdown of what it does, when to use it (and when not to), common setup mistakes, and how to incorporate these events into your reports for better decisions. Tracking Custom Behaviors in HubSpot with Legacy Events The legacy events tool in HubSpot is a manual yet powerful way to capture user behavior that standard analytics often misses. Think of it as a custom event tracker that ties specific actions back to contact records, so long as those users are cookied or known in your

You spend hours crafting playbooks, refining email templates, and assembling case studies, yet your sales team keeps defaulting to what’s familiar, not necessarily what’s working. It’s not about bad content. It’s about flying blind when it comes to what actually drives conversions. Without clear insight into how prospects engage with content in HubSpot, your messaging loses focus, and enablement efforts become guesswork. Sales teams often recycle outdated templates while leaders struggle to connect content usage to revenue impact. HubSpot’s Sales Content Analytics tool addresses this gap. It lets you study how sales assets, templates, documents, and sequences perform in real scenarios.  In this guide, you’ll learn to utilize Sales Content Analytics to identify what’s effective, optimize content, and build a smarter strategy.  Plus, you’ll see how INSIDEA can operationalize it across HubSpot workflows. Connecting Content Engagement to Deals with HubSpot Analytics HubSpot’s Sales Content Analytics tool gives real-time visibility into how your team and prospects interact with sales content. Whether it’s an email template, tracked document, or multi-step sequence, you’ll see detailed metrics to guide decisions. To locate the tool, navigate to Reports > Analytics Tools > Sales Content Analytics. It’s available to Sales Hub Professional and Enterprise users. This tool

You’ve likely stared at a HubSpot dashboard filled with traffic data, sessions rising and falling, and still asked: why?  Without linking numbers to actual user behavior, it’s nearly impossible to tell which marketing efforts work or how visitors interact with your site. HubSpot’s web traffic analytics tool provides a clear view of what drives results. From identifying high-performing channels to tracing lead sources, it connects website visits to real business outcomes. This guide walks through using HubSpot web traffic analytics, step by step.  You’ll learn what the tool tracks, where to find it, how to customize views, and how to translate traffic into actionable insights for marketing, sales, and revenue operations. How Web Traffic Data Connects to Contacts and Campaigns in HubSpot HubSpot web traffic analytics is a built-in reporting tool that tracks how people find and engage with your site. You can access it under Reports > Analytics Tools. It captures visitor data from any page with your HubSpot tracking code and breaks it down by: Traffic source Device Location Timeframe HubSpot links this traffic data to your CRM. That means you can see not just how much traffic you’re getting, but who’s coming, what they’re doing, and whether they

You’ve likely spent hours building dashboards, hoping to give your team clarity. But when reps open a Deal or Company record, they often jump between tabs, trying to connect the dots. Insights are buried, not where the work happens. This disconnect slows decisions, frustrates teams, and makes RevOps feel more like patchwork than a growth engine. HubSpot’s custom and cross-object reporting solves this by embedding tailored reports directly into CRM records. Teams see live, record-specific data, including total revenue by company, open support tickets, and past campaign touchpoints by contact. This guide walks through building, embedding, and optimizing these reports, plus common pitfalls and practical use cases.  You’ll also see how INSIDEA helps teams set up reporting correctly the first time. Linking Related Data Across Objects in HubSpot Reports Custom and cross-object reports let you analyze and display data from one or more CRM objects, such as Deals, Contacts, Companies, or Tickets, in a single report. Cross-object reports correlate metrics across related datasets, like how a company’s ticket volume affects open deals. You build these through the Custom Report Builder: Path: Reports > Reports > Create Report > Custom Report Builder Once built, you can embed a report into a CRM

You have likely faced this situation before. Leadership wants to know how last quarter compares to the current one, and suddenly, you are juggling spreadsheets, recreating the same report with slightly different dates. It is tedious, prone to errors, and often hides the larger trend behind manual work. What if you could see that comparison in a single side-by-side chart, without duplicating reports or switching between tools? With HubSpot’s Custom Report Builder, that is possible if the date comparison feature is set up correctly. Many teams overlook this option or use it incorrectly, which leads to unnecessary reports and confusing dashboards. This guide walks through how the feature works, how to configure it properly, and how to read the results so trends are visible and decisions are easier to support. How to Analyze Two Time Periods Side by Side in HubSpot Reports The Compare Date Ranges option in HubSpot’s Custom Report Builder allows you to measure two time periods in one report. Instead of exporting data or building duplicate charts, you see both periods together with clear comparisons. To access it, go to: Reports > Reports > Create Report > Custom Report Builder Once inside, select your dataset, such as Contacts,

If you spend time combing through HubSpot reports packed with raw numbers, you know how quickly real insights can get buried. When dashboards are hard to scan, teams delay action or miss what requires the most attention.  Conditional formatting brings your data to life, helping you instantly spot what’s overperforming, underdelivering, or veering off track. Rather than manually digging through endless tables, you can use color-coded rules to transform flat data into visual cues. Whether you’re tracking conversions, overdue deals, or slipping SLA times, formatting keeps your focus anchored where it’s needed. In this guide, you’ll learn how to add conditional formatting to tables in HubSpot reports, from where to find the feature to how to apply it across your marketing, sales, and RevOps dashboards.   Applying Automatic Styling to HubSpot Tables for Clearer Analysis Conditional formatting in HubSpot gives you an easy way to visualize performance by applying automatic styles, like colors or icons, to cells in a table, based on the data they contain. No extra filtering or manual sorting is required to spot outliers or trends. You’ll find this feature when building or editing a custom report in HubSpot using the table visualization. It’s available in two key