[Urgent Help] Churn Rate Chart by Manager (Owner) in HubSpot — Is It Even Possible?

[PGrubba]

Hi everyone,

I'm trying to build a simple churn rate chart directly in HubSpot, and I'm genuinely surprised at how difficult this has been. I really need your help to understand whether I'm missing something obvious or if HubSpot simply doesn't support this natively.

👉 Here’s our setup:

1. We have a custom property called Activation Date on the Company object, which we use to track when a customer’s service officially starts.
2. We're also creating a Cancellation Date property, which we'll populate when the customer cancels (still deciding whether it will be based on a ticket completion or another source).
3. Each Company has a Company Owner (manager) assigned.
4. What I need is a monthly churn rate chart, with individual breakdowns per manager, or at least a filter by owner.

The formula we’re using is straightforward:
Churn rate = (number of companies canceled in the month) / (number of active companies at the start of the month) × 100

❗ My question:
Is there any way to calculate and visualize this directly inside HubSpot?

1. Through custom reports or calculated properties?
2. With dashboards filtered by Company Owner?
3. Or do we really need to move to an external solution just to get this kind of basic visibility?

We're on the Professional/Enterprise plan, and honestly, we expected HubSpot to support this natively — especially considering tools like Stripe provide churn analytics effortlessly.

I’d deeply appreciate any insights, workarounds, or examples from other teams.
This is an urgent request, and I need to present something to our C-level team in the next couple of hours.

Thanks in advance! 🙏

[MHolzer]

Not sure why @GiantFocal said its not possible it is possible its just a little complicated

@PGrubba Since i dont want to write a paragraph here i will keep it simple

* you need an extra custom object just for this *

Everything which should be kept at a specific time (have a date and be reportable on dashboards etc.) needs to be its own object for it be to shown correctly in a report.

If you need some more help feel free to email me or write a response here 🙂

[GiantFocal · Accepted solution]

HubSpot doesn’t natively support true churn rate reporting with monthly breakdowns and owner-level filters out of the box, even on the Pro and Enterprise plans. Here’s what you can (and can’t) do, plus some workarounds:

What’s Possible in HubSpot:

• You can create custom reports using Company properties, such as Activation Date, Cancellation Date, and Company Owner. This lets you build lists or reports to show companies canceled in a given month, grouped or filtered by owner.
• You can visualize “number of churned companies per month per owner” using single-object reports or dashboards.

The Limitations:

• HubSpot doesn’t store historical “active companies at the start of the month,” so you can’t directly calculate churn rate as a percentage within HubSpot alone.
• Calculated properties are limited to simple equations using fields on the same record. They can’t reference historical states or cross-object data.
• There’s no built-in way to automate monthly cohort snapshots for active customers.

Workarounds:

1. Manual Export & Google Sheets/Excel: Export company data (Activation Date, Cancellation Date, Owner) each month, calculate churn rate externally, and upload summary numbers back into HubSpot if needed.
2. Workflows + Properties: Use workflows to date-stamp when a company cancels, and create a custom property for “Churned This Month.” This lets you filter and report, but still doesn’t solve the denominator problem for churn rate.
3. Integrations: Consider tools like Databox, June, or ChurnZero. These connect to HubSpot and can automate churn analytics, including custom cohort and owner breakdowns.

Happy to help further if you need specifics!