The exact marketing reports you use will vary depending on the type of data you’re reviewing and the purpose of each report. They can assess where your traffic and leads are coming from, what content they interacted with, if and when they converted, and how long it took for them to become a customer.
With this in mind:
Which reports are you currently using on your HubSpot Marketing dashboards?
Bonus: Are you using more than one marketing dashboard?
Are there reports in the HubSpot reporting library you've found particularly helpful?
Which custom reports have you recently build that you're really proud of?
Great questions! As someone coming from an Engineering background and moving deeper into Marketing Analytics, I’ve found that having a single dashboard isn't enough to tell the full story. I currently use two main dashboards to keep things organized:
The Traffic & Engagement Dashboard: This is my 'daily' view. I rely heavily on the Sources Report to monitor where our traffic is coming from (especially watching for 'Unknown/Direct' spikes that need investigation). I’ve also found the Lifecycle Stage Progression report from the library to be a lifesaver for identifying bottlenecks between MQLs and SQLs.
The Lead-to-Revenue Dashboard: This one is for high-level strategy. I recently built a Custom Attribution Report (Contact Create by Asset Title) that I’m particularly proud of. It helped me prove that our niche 'Technical Deep-Dive' blog posts were driving higher quality leads than our broader awareness campaigns, even if the raw traffic was lower.
One report in the library I can't live without is the 'Website visit, new contact, and customer totals by day.' It’s a perfect 'health check' for the entire funnel. For anyone else building custom reports: I’ve started exporting some of this data into BigQuery for more complex SQL analysis, but HubSpot’s Custom Report Builder is getting so powerful that I can do 90% of the heavy lifting right in the platform now!
Currently, I use several core reports on my HubSpot Marketing dashboard, including website traffic by source, email performance, and lead conversion. I regularly review email open rates and click-through rates to measure campaign success, along with conversion reports that show how contacts move from visitor to lead and then to customer.
I use more than one marketing dashboard. One focuses on overall campaign performance, while another is dedicated to email marketing and lead generation. Having separate dashboards helps keep the data organized and easy to access.
From the HubSpot reporting library, the traffic analytics, landing page performance, lifecycle stage funnel, and email engagement reports have been the most helpful in understanding user behavior and engagement.
One custom report I recently created tracks conversion rates by traffic source and lifecycle stage to identify which channels produce the highest-quality leads. I also built a custom email report comparing click-through rates across different audience segments to measure engagement more effectively.
Currently, I’m using several key reports on my HubSpot Marketing dashboards to monitor performance throughout the sales funnel. One of my primary reports is the "Traffic Sources" report, which provides a clear picture of where my website visitors and leads originate (such as organic search, social media, email, etc.). This information helps me prioritize the channels that are effectively delivering results.
I also rely heavily on the "Contact Lifecycle Stage Funnel" and "Lead Conversion by Source" reports. These allow me to understand not just the origin of the traffic, but also how it's progressing through the funnel. These reports have been incredibly useful for optimizing both content and lead nurturing strategies.
I have multiple marketing dashboards set up; one is focused strictly on lead generation and campaign performance, while another is tailored more toward content engagement metrics, such as blog performance, CTA clicks, and landing page conversions. Keeping these dashboards separate allows me to concentrate on specific areas depending on what I aim to optimize.
From the HubSpot reporting library, I’ve found the “Top Performing Emails” and “New Contacts by First Touch” reports particularly insightful. They are great for understanding which emails resonate with our audience and which initial touchpoint campaigns effectively draw people into the funnel.
Recently, I built a custom multi-touch attribution report that analyzes how different assets contribute to conversions throughout the buyer’s journey. Although it took time to set up with custom properties and filters, I’m proud of the result. This report is already helping our team allocate budget more intelligently by highlighting content that drives real revenue, not just clicks.
I’m always open to ideas for further refining these reports!
On my HubSpot dashboards, I mainly use reports that track traffic sources, lead conversions, and email engagement. I like being able to see where people are coming from and how they move through the funnel.
I actually have two dashboards set up—one just for lead generation and another that’s more focused on content performance. It helps me keep things organized instead of everything being crammed into one place.
From the reporting library, the new contacts by source report has been the most useful for me because it shows exactly which channels are worth investing more time in.
One custom report I’m proud of is the one I built that connects form submissions to lifecycle stages. It’s been great for spotting where leads are stalling and where we’re seeing the most movement toward customers.
I currently use several marketing dashboards that include:
Campaign performance reports to track CTR, CPC, and conversion rates.
Social media analytics to monitor engagement and audience growth.
CRM reports that connect leads to sales outcomes.
Content performance reports for blogs and landing pages.
These reports help me identify the most effective channels, understand customer behavior, and make data-driven decisions to optimize marketing strategies
I use a few reports on my HubSpot Marketing dashboard, mainly website traffic, new leads, and conversions. They give me a quick idea of what’s working and where results are coming from. For now, I keep just one main dashboard so it’s simple to check. I also find the lead source and campaign performance reports from the library really helpful, and I tried building a small custom report to compare conversions by campaign, which gave me some useful insights.
I currently use several marketing dashboards that include:
Campaign performance reports to track CTR, CPC, and conversion rates.
Social media analytics to monitor engagement and audience growth.
CRM reports that connect leads to sales outcomes.
Content performance reports for blogs and landing pages.
These reports help me identify the most effective channels, understand customer behavior, and make data-driven decisions to optimize marketing strategies.
Recently, I built a custom report that tracks lead source attribution across multiple touchpoints which has been valuable for optimizing our marketing budget allocation and identifying our highest-converting channels.
Right now, I’m still building up my marketing analytics skills, so I’ve been experimenting with the types of reports that are most valuable. On my practice dashboards, I’ve focused on:
Traffic Source Reports → seeing which channels (social, email, paid) are driving the most visitors.
Lead Conversion Reports → tracking how visitors turn into leads and at what point in their journey.
Content Performance Reports → which blog posts or landing pages get the most engagement.
I haven’t built multiple dashboards yet, but I plan to separate organic performance (SEO + blog) from paid performance (social + ads) so it’s easier to compare.
From the reporting library, I’ve found the Web Traffic by Source and Contact Lifecycle Stage reports really helpful because they give me a clear sense of where leads are coming from and how quickly they move through the funnel.
For a custom project, I recently built a social media engagement report that compares Instagram vs. TikTok performance for a beauty brand. I was proud of this one because it combined traffic data with content engagement to recommend where to allocate ad spend.
For me, one of the most valuable reports on my HubSpot marketing dashboard right now is the Traffic by Source report. It’s great for quickly spotting shifts between organic, paid, and other sources.
I also rely on a Lifecycle Stage funnel report to see how many contacts are moving from lead → MQL → SQL. That helps our sales team understand where we might need to tighten up nurturing.
From the reporting library, the Email Engagement by Campaign report has been particularly helpful. It’s simple but gives a clear picture of which campaigns actually drive clicks (not just opens).
As for custom reports, I recently built one that combines deal revenue by original source. I’m quite proud of it because it connects marketing activity directly to pipeline impact — always a good conversation starter with sales leadership.
Currently, I am following some metric like multiple advertising performance, the conversation rate between lead to appointments and revenue by channel.
Currently, our marketing dashboards include reports on website traffic, lead generation, campaign performance, and social media engagement. We track traffic sources, conversion rates, and keyword rankings to evaluate SEO effectiveness. Additionally, we monitor ad performance metrics such as impressions, clicks, and ROAS to optimize our paid campaigns.
Traffic by Source – to see whether our visitors are coming from social media, Google search, or email newsletters.
Email Campaign Performance – We run regular promos and announcements for new drinks, and this helps us see open/click rates
Offer Redemptions / Promo Codes – we track how many people are redeeming codes from our emails or Instagram
We’ve split it into two main dashboards
Customer Engagement & Loyalty – focused on repeat visitors, newsletter signups, and email performance
Promotions & Events – focused on campaign-specific results like holiday drink launches, giveaways, or collab events
The "New Contacts by Source" report helps us see how well our local ads and Instagram are converting new customers. Also love the "Email Engagement Over Time" report to track the best times/days to send out promotions. One that’s been a game-changer: a custom report that tracks QR code scans from in-store signage, connected to HubSpot forms or offers. It helps us measure how effective our in-store materials are at driving online actions.
