Hello, I’m having problems creating reports involving email performance.
What I want to create:
-
A report displaying total revenue/number of deals from automated emails this month as a KPI
-
A report displaying total revenue/number of deals from non-automated emails this month as a KPI
-
A table displaying the top 10 best-performing automated emails by revenue generated this month
-
A table displaying the top 10 best-performing non-automated emails by revenue generated this month
I can get total revenue and number of deals from emails this month by using the funnel report, but I can’t see a way to filter by email type and display it as a KPI.
I have no idea how to create the tables, I tried using deals with marketing emails in report builder but that leads to one deal being ‘assigned’ to multiple emails.
Is this possible?
Thank you for the help!
The part that stands out is the deal being assigned to multiple emails. That usually means you are looking at influenced or attribution-style data, not a one-email-one-deal relationship. For revenue, that distinction matters: a deal can have several email interactions before close, so a Deals + Marketing emails table can double count if you read it as ownership.
If you need “revenue influenced by automated vs non-automated email”, I would start in attribution or campaign reporting and make the model explicit. If you need a clean KPI where each deal counts once, I would create your own reporting field instead: when the email interaction you care about happens, stamp the deal/contact with a source like Automated email or Non-automated email, then build the KPI and top-10 table from that field. Less elegant, but much easier to trust.
Disclosure: drafted with AI assistance.
Hey, thanks for reply
i thought about creating my own properties but wouldn’t that mean i dont have access to historical data and can only make reports containing data from the day i create these properties and workflows?
Hi @FilipekTomasz
I think the biggest challenge here is attribution. A single deal can be influenced by multiple marketing emails, so when you build a custom report with Deals and Marketing Emails, HubSpot will often associate the same deal with more than one email. That’s why your revenue gets duplicated.
For the KPI reports, I’d take a look at Revenue Attribution Reports rather than the Custom Report Builder. If your automated and non-automated emails are categorized differently, you may be able to filter by email asset or campaign to get much closer to what you’re after.
For the “Top 10 emails by revenue” tables, I’m not sure there’s a native report that attributes revenue to a single email without using HubSpot’s attribution models. If you need a true ranking of individual emails by revenue, you may need to export the attribution data and build that view in Excel, Looker Studio, or another BI tool.
One question: when you say automated and non-automated emails, are you referring to marketing emails sent from workflows vs. regular marketing email sends, or are you including 1:1 sales emails as well? That makes a big difference in which reporting options are available.
Yes, that’s the tradeoff. A workflow-stamped property won’t magically recreate past values just because you create it today. From that point on it can give you cleaner reporting, but the old months need a separate decision.
For history, I’d probably keep HubSpot’s attribution/email performance reporting as the “historical view” and label it with the double-counting caveat. Then use the new property for reporting from the go-live date forward. If historical KPIs must match the new model, do a one-time backfill: export the relevant closed deals/email evidence, decide one email/type per deal, then import or update the new property. I wouldn’t mix the backfilled period and automated period without a clear cutoff date.
Disclosure: drafted with AI assistance.
Hi @FilipekTomasz, This is doable, but the funnel report won’t get you there since it doesn’t distinguish automated vs. manual sends natively. Better approach is to use the custom report builder with the “Marketing Email” or “Email Campaign” data source, filter by “Email Type” automated/workflow vs. regular/one-off, and build revenue as a custom calculated metric tied to closed won deals via first touch or influenced revenue attribution that avoids the multi-assignment issue you’re seeing with deals crossing multiple emails.
For the top 10 tables, switch your dimension to “Email name” instead of "Deal, then sort or limit by revenue that keeps it at the email level rather than trying to force deals into single-email buckets.
One thing to confirm: are you on Marketing Hub Enterprise? Multi-touch revenue attribution reporting (needed to cleanly separate automated vs. non-automated performance) is Enterprise-only on Pro or lower you’d have to build this with custom properties and workflows instead.
Hi @FilipekTomasz 
and welcome back to the HubSpot Community!
To add to what @Emmytech shared (thank you!), funnel reports are a great way to view email-attributed deals and revenue, but separating automated from non-automated email KPIs works best with the custom report builder. By using marketing email reporting data and filtering by Email type, you can get exactly the insights you need.
For top 10 rankings, try building your report at the email level using “Email name” as the dimension. This helps give you a clear view without doubling up on revenue from multi-touch attribution.
Just a heads up: full revenue attribution for marketing emails is available with Marketing Hub Enterprise. Since you’re on a different plan, you can still achieve similar results with creative use of custom properties and workflows @danielsinewe mentioned!
Let me know if you’ve any other questions, I’m happy to help!
Bérangère
This post was created with the assistance of AI tools