Hi, I have an issue with the list of companies that are displayed in my report. I would like to avoid sharing the report print-screens, but will try to describe the issue best I can 
1. It is a custom report. Primary data source are deals, second companies, and associations marked to show only primary companies
2. On the Y axis I have list of primary companies (property Company Name) and on the X amount in company currency.
3. Filters:
>>Deals created in 2025
>>Deals Ammount is greater or equal to [x]
The issue I see in the report two:
1. Fifth from the top is “No Value” figure which is inaccurate as once after i click it, it show a list of deals that do have primary company
2. it list companies that have different names in the report than in the deals themself, it is easy to spot as on the report I see strange names, so I click, and i see that in the deal is the correct company..
Any advice?
And could please some advice why what I see in del view feels way more accurate then what i see in reports? can it be that thay use separate data bases that are not always alligned? how report get data on companies and deals?
Hi there @MTraczyk
Thanks for breaking down the issue — I know it’s not easy to describe reporting problems without screenshots, but your explanation is super helpful.
I’m going to bring in a few community members who’ve worked a lot with custom reports, associations, and primary company logic. They may have seen these “No value” anomalies or mismatched company names before and can help clarify how the reporting engine pulls data.
Hi @franksteiner @karstenkoehler @JDAgostino Have any of you run into situations where reports show “No Value” despite a primary company being present, or where company names differ between the report and the deal record? Any insights into how reporting sources company/deal data would be really helpful here.
Hopefully we can get you some clarity on what’s happening behind the scenes.
Victor
Hi @MTraczyk , this is a classic custom report gotcha, and you’re asking exactly the right questions.
The key thing to understand is that reports do not behave like the deal record view. There’s only one data store, but reports aggregate data differently. When your primary data source is Deals and you pull in Company Name from associated companies, HubSpot evaluates associations at query time and tries to resolve one value per deal for grouping. If that resolution is not perfectly clean, you’ll see artifacts like “No value.”
That explains your first issue. “No value” does not necessarily mean “no primary company exists now.”
It means HubSpot could not confidently resolve a single primary company for aggregation. This commonly happens when a deal had its primary company changed, briefly removed, or when multiple company associations existed before the primary flag was stabilized. When you click into “No value” and still see companies on the deal, that’s expected behavior, even though it feels wrong. HubSpot documents parts of this association behavior here: Associate records.
The second issue, company names in reports not matching what you see on the deal, is usually historical. Reports can surface an older company record name if the company was renamed or merged, or if a different company was primary at some point in the past. The deal view always shows the current resolved association. Reports don’t retroactively normalize names the same way, because that would break historical aggregation consistency.
A few ways teams reduce this in practice. If the business question is “top companies by deal amount,” make Companies the primary data source and aggregate deals secondarily. That path is far more stable. Also, add an explicit filter like “Associated company is known” instead of relying only on “Primary,” and be cautious with renames or merges mid-period if reports are critical. HubSpot also calls out these aggregation limitations in custom reports here: Create custom reports.
So no, this isn’t separate databases drifting apart. It’s the difference between real-time record truth and aggregation logic optimized for reporting scale. Once you see that distinction, the behavior makes a lot more sense.
Hi @RubenBurdin , very insightfull answer, thank you very mutch
In deed we ware cleaning our crm data (merge of duplicats in companies) few days prior buidling this report. Can we expect that in few weeks time it will start showing more up to date results?
Milena
@RubenBurdin I’m a bit confused by your reply and would like to challenge some of your points.
@RubenBurdin wrote:
When your primary data source is Deals and you pull in Company Name from associated companies, HubSpot evaluates associations at query time and tries to resolve one value per deal for grouping. If that resolution is not perfectly clean, you’ll see artifacts like “No value.”
That wouldn’t explain a persisting issue that extends for more than 15 minutes, would it? Reports are refreshed and data are queried in that interval. Frequency of HubSpot analytics updates
@RubenBurdin wrote:
Reports can surface an older company record name if the company was renamed or merged, or if a different company was primary at some point in the past
Would you have any source or proof for this? I have never experienced this and unless we’re talking about a short moment of HubSpot caching information, this wouldn’t happen as per my experience (using HubSpot daily for more than a decade). HubSpot reports are always showing the latest value of a field.
@RubenBurdin wrote:
HubSpot documents parts of this association behavior here: Associate records.
None of the points you make are mentioned on that page as far as I can tell.
@RubenBurdin wrote:
HubSpot also calls out these aggregation limitations in custom reports here: Create custom reports
No, it doesn’t (?)
Looking forward to a clarification here - or a short confirmation that some of the things you mention are AI hallucinations.
Best regards
Hi @MTraczyk and thank you @Victor_Becerra for tagging,
The main issue here likely arises from which data source you chose as primary one. If you want to see a list of companies and then display information for these companies, the primary data source should be companies.
For more detailed instructions, it would help to dig around in the report settings and confirm the association filter and check the linked record - but if you could try the above first to see if that resolves the issue, that would be great.
Best regards!
Hi @karstenkoehler thank you for your support. I still have few questions:
1. Why the report with deals as primary data source deals, might keep on showing “no value” - all companies under this value do have primary company. In deed we run a marge for many companies few days prior bulding this report, but it does not seem to affect anything else, but this report.
// @RubenBurdin I waited a week for the report to “refresh” no luck..
2. What is wrong in the assumption that a report with deals as primary data source and association marked as below, will not show correct data - we chose this path as we wanted to be sure that the amount is a sum per primary company only.
3. I have build the report with companies as primary data source, filter them by amount descending, time range 2025, ALL the same as the first report. Now I do not experience this issue with “no value”, but in this set up I am not sure, how to make the report show only amounts for primary companies, not any other associated with the deals?
Regards,
Milena
@MTraczyk as I said, this is hard to diagnose from a distance without the ability to check the underlying records, poke around merge IDs etc. At this point, the fastest way to a resolution is through HubSpot support in-app via chat or email -- to rule out that it’s a product issue.
ok, could you please still advice how to build a report where companies are the primary data source and deals are the secondary source correctly?
>>The report should display each primary company along with the sum of deal amounts, but only for deals where that company is the primary company.
For example:
- If a deal has Company A as the primary company and is worth €100, and Company B is associated with the same deal, the report should show €100 for Company A and €0 for Company B (unless Company B is the primary company in another deal).”
My current set up:
Regards, Milena
@MTraczyk the association label is chosen during the selection of data sources, not within the report builder:
Can you confirm that’s what you did?
The rest of the configuration looks fine - only that you might want to add a filter for closed won (in case that’s what you want).
hi, so if I have it marked like that it would count only by primary company?
thank you very very much!! wish you a great end of 2025!
@MTraczyk thank you, to you, too!
