Searchlab Dashboards & Reporting
Default HubSpot dashboards show activity. They rarely show what is working. We build custom reports on clean data so you can see where revenue comes from, where deals stall, and which channels genuinely pay for themselves.
Reporting quality is capped by data quality, so we always check the inputs first. Are deal amounts filled on every closed won record? Do all deals have a source? Are close dates realistic or is half the pipeline set to the last day of the quarter? Is lifecycle stage set by rule or by whoever remembered? We fix the inputs, backfill history where it is recoverable, and only then build reports on top.
The custom report builder handles most needs. Single object reports for pipeline, activity and ticket volume. Cross object reports joining contacts to deals to companies for questions like average deal value by lead source and industry. Funnel reports for stage conversion and drop off, both linear and any order. Deal based attribution and multi touch revenue attribution on Marketing Hub Enterprise, with the model chosen deliberately rather than left on first touch.
Calculated properties do more work than most people realise. Days in current stage, weighted pipeline value, deal age, margin after cost fields, time from first touch to close. These become the columns that make a pipeline review useful. On Operations Hub Enterprise, datasets let us pre join and pre calculate data once so every report built afterwards uses the same definitions instead of each analyst rolling their own.
Then we design the dashboards themselves around roles. A rep dashboard shows their pipeline, their tasks and their overdue follow ups. A sales manager sees stage conversion, deal velocity and rep activity together. A marketing dashboard tracks source to MQL to SQL to customer with cost per stage. Leadership gets a single page: bookings against target, pipeline coverage, win rate and forecast. Filters, date ranges and scheduled email delivery are set up so nobody has to log in to see the number.
Everything in Dashboards & Reporting
Reporting data audit
A check of the properties every report depends on, with a list of gaps, inconsistent values and history that can or cannot realistically be backfilled.
Custom report library
Single and cross object reports built to answer named business questions, with clear titles and descriptions so the same report is not rebuilt five times.
Funnel and conversion analysis
Stage by stage conversion and drop off reporting across lifecycle stages and deal stages, so you can see exactly where the process leaks.
Attribution reporting
Source and campaign level contribution to pipeline and revenue, using the attribution model that fits your sales cycle rather than the default one.
Calculated properties
Fields like deal age, days in stage, weighted value and time to close, built once and reused everywhere so metrics stay consistent across reports.
Role based dashboards
Separate dashboards for reps, sales managers, marketing and leadership, each with the right filters, permissions and default date ranges.
Scheduled report delivery
Dashboards emailed daily, weekly or monthly to the people who need them, so key numbers land in inboxes without anyone opening HubSpot.
Metric definitions document
A written glossary of how each metric is calculated, including what counts as an MQL and when a deal is treated as closed, agreed across teams.
The process
Question gathering
We collect the actual questions each team asks in meetings, then work backwards to the data required. Reports get built for questions, not because a chart type looked available.
Data readiness fix
Missing amounts, blank sources, inconsistent stage usage and bad close dates are corrected or backfilled. Where history cannot be recovered we state that plainly rather than reporting on noise.
Report and dashboard build
Calculated properties created first, then reports, then dashboards assembled per role. Each report gets a description explaining its filters so future users understand what it counts.
Review and handover
We walk each team through their dashboard, agree metric definitions in writing, set up scheduled delivery and train one internal person to build new reports without us.
Questions about Dashboards & Reporting
Why do our HubSpot numbers not match Google Analytics?
They measure different things. HubSpot attributes based on cookied contact activity tied to a known record, GA4 counts sessions and events including anonymous ones. Consent banners, cross device journeys and ad blockers widen the gap further. We reconcile the two, explain where each is reliable, and pick one as the source of truth per metric.
Can we report on data from outside HubSpot?
To a point. Custom properties can hold values pushed in from other systems, and integrations can sync figures like invoiced revenue onto deals. For deep multi source analysis, exporting HubSpot data to a warehouse and reporting in Looker Studio or Power BI is usually the better route, and we can set that pipeline up.
How many dashboards and reports do we get?
Limits depend on your tier, and Professional and Enterprise differ significantly in dashboard and custom report allowances. We check your account limits at the start and design within them. In practice, four to six well built dashboards serve most organisations better than twenty half used ones.
Can you fix reporting on historical data?
Sometimes. Anything HubSpot logged, such as create dates, stage change history and email engagement, can usually be rebuilt into a report. Values that were never captured, like a source field left blank in 2023, cannot be invented. We tell you exactly which period your reporting becomes trustworthy from.
Ready to talk about Dashboards & Reporting?
Tell us where you are stuck. We reply within the hour on WhatsApp, usually sooner.
Or email Searchlabtools@gmail.com