Cross-object reports should count unique items (count unique companies in contact reports)
Cross-object reporting is a very powerful functionality within Hubspot. I have however been running across a limitation frequently. It's best described in an example.
In this example, we'll look at Contacts and Companies where we view all contacts that have become a marketing qualified lead. We want to know how many unique accounts are associated with MQLs over time because often we have many contacts from the same company qualifying. The cross-object reporting seemingly provides this ability to measure based on the count of contacts or the count of companies. In practice, however, both result in the number of contacts, not the number of unique companies. I would want and expect this behavior to only count unique companies when aggregating the data - but then display each individual contact when diving into the details of the data.
Here is an example of a data table that is displaying contacts that have "Became a marketing qualified lead data" within the range, and measured/aggregated by "Count of Companies". "Count of Contacts" is also available but results in the same exact output even though there are many duplicate companies in the data.