I’m trying to create a report where I can track weekly or monthly opt-ins by channel (or source). We have many forms and campaigns running at any given time. Right now I don’t know which forms are driving the highest conversion. Once I have this report I can pull insights and hopefully optimize our strategy so that we continue to grow our email list size.
Anyone know how to go about creating a report that shows X new opt-ins (or subscribers to our newsletter) and which source they came in from?
Hi @AMatalia,
This is, sadly, not possible. HubSpot does not surface the source of an opt-in in list filters or reports. It’s visible on the contact record itself; the information is there and obviously captured by HubSpot. But via list filters, workflows, or reports, it is not possible to distinguish between a contact that is opted in via a checked consent box on a form, via bulk opt-in or manual update to the record. It’s sadly simply not possible.
Additionally, form submissions are not yet a data source in the custom report builder. Only contacts are, and using contacts as a data source is typically and insufficient simplification as contacts can submit more than one form.
You can do (over-)simplified reports like:
… but that would not accurately reflect whether the opt-in actually happened through that form.
So we’re coming back to the beginning of my reply: this is, sadly, not possible.*
Best regards!
* Unless you’re building your entire opt-in logic with custom properties and use dedicated checkboxes only once per form. Technically possible but unfeasibly complicated.
Hi @AMatalia ,
HubSpot doesn’t currently offer native reporting to differentiate opt-in sources. While opt-in data is captured on individual contact records, it’s not available for use in filters or reporting at scale.
As @karstenkoehler already mentioned in detail, HubSpot doesn’t allow you to report on how a contact opted in (e.g., via a form checkbox, manual update, or import), nor can it directly tie opt-ins to specific forms or sources in a clean report format.
That said, if you’re open to a more manual (but effective) workaround, here’s what you can do:
This approach requires setting it up manually for each form, but it gives you a way to track the opt-in source more accurately.
You might also find this article helpful:
How to set up source tracking for HubSpot forms (Typeform Help Article) - https://help.typeform.com/hc/en-us/articles/4413167079316-Set-up-source-tracking-for-HubSpot
Hope this helps!
@ArisudanTiwari how would a hidden field on a form capture anything that’s related to a checked subscription box?
Hi @karstenkoehler ,
Just to clarify, I was referring to using hidden fields in forms to help identify which specific forms or sources are driving the highest opt-ins, something that @AMatalia highlighted as a major challenge.
By adding a hidden field (e.g., “Form Source”) to each form, like “Newsletter Form A” or “Landing Page B”, @AMatalia can capture that info when a user submits. Once this data is stored in HubSpot, it becomes much easier to report on and track the source of each opt-in.
Hope that clears things up!
@ArisudanTiwari I think this is misleading advice – it does not help with identifying which forms generated the most opt-ins (as in: checked subscription checkboxes). Neither does a hidden field capture whether such a box was checked or not, nor can it measure across repeated form submissions as it will be overwritten.
Hi @karstenkoehler ,
The main challenge @AMatalia mentioned is not knowing which forms are driving the highest number of opt-ins. While they do have an opt-in checkbox, the missing piece is visibility into which forms are actually converting best.
By using hidden fields in each form to capture details like the form name or source (e.g., “Newsletter Form A” or “Landing Page B”), they’d be able to track where the opt-ins are coming from.
Once that data is collected in HubSpot, it becomes much easier to report on weekly or monthly opt-ins by form or channel.
Would love to hear your thoughts!
@ArisudanTiwari there is no connection between conversion and opt-in, these two are entirely unrelated. I can submit a form and convert without opting in. A hidden field value would thus not answer questions about opt ins. That’s why I think this advice is misleading and suggesting a solution where there is none.
Even looking at conversions only, to identify the best converting forms, you could just look at first or recent conversion. No hidden field needed.
In @AMatalia’s original post, she mentioned:
“Anyone know how to go about creating a report that shows X new opt-ins (or subscribers to our newsletter) and which source they came in from?”
So, once hidden fields are added to the forms, like a field that captures the form name or page source, she’ll have the data needed to track where opt-ins/subscribers are coming from. With that in place, she can create a list of all contacts who selected the opt-in checkbox/subscribers and view/report based on the form source.
At the end of the day, it’s up to @AMatalia to decide whether the suggested solution fits their needs. As community members, we can only provide ideas and workarounds based on the context shared in the post.
Their main goal was to identify which pages or forms are driving more newsletter signups. I believe my solution will help achieve that, yes, it’s a manual process, but it gets the job done.
Happy to hear any additional suggestions you might have as well!
Hi @AMatalia,
Good news 
There’s a dedicated data source in public beta now. HubSpot Login and Sign in
Subscriptions event data in Report tool
What is it?
You can now use subscriptions event data (for individual subscription statuses and opt out all events) via the Report tool to build views, easily track and analyze subscriber data over time. Includes source of opt change, status change, date, and more.
Why does it matter?
Gives marketers access to subscription analytics so that they can optimize their email strategy, make data-driven decisions about campaigns, measure list growth, understand why people are unsubscribing, and/or demonstrate the ROI of marketing efforts to stakeholders.
How does it work?
Under Custom Report Builder, select Communication Subscriptions as the primary data source. Also select other required data sources such as Contacts, Companies etc.
When building your report, you will find the following new data points available for use:
- Brand
- Email address
- Phone number
- Source
- Subscription status
- Consent (re: opt out aka unsubscribe all actions)
- Channel (re: Email, WhatsApp, or SMS)
- Subscription type
- Timestamp
- User
Below are some examples of the reports that you can build:
Subscription status changes over time
- X-axis : Timestamp
- Y-axis : Count of Communication Subscription Status updates
- Breakdown by: Subscription Status
- Description: Visualizes changes in communication subscription statuses over time, highlighting the distinct count of updates each month
- Data Sources: Communication subscriptions (Primary)
- Properties to select:
Subscription changes by source over last month
- Description: Get an overview of changes in communication subscription statuses, categorized by their sources, over the past month. It highlights the number of unique updates to subscription statuses, helping you understand which sources are most active in generating these changes.
- X-axis : Source of change
- Y-axis : Count of Communication Subscription Status updates
- Breakdown by: Subscription Status
- Event filter: Last 31 days
- Data Sources: Communication subscriptions (Primary)
- Properties to select:
Callouts:
- Related report templates are not currently available as part of the beta, but are in progress. More to follow.
- Inclusive of Email, SMS, and WhatsApp subscription events
Who gets it?
Marketing Pro, Marketing Enterprise, Marketing+ Pro, Marketing+ Enterprise
Best regards!