HubSpot marketing report template: the monthly reports to build, and what each one tells you

A HubSpot marketing report template is a fixed list of reports you rebuild in your portal and read on the same day each month. Ours has ten: headline numbers, traffic, new contacts, lifecycle movement, conversion, email, paid ads, campaigns, pipeline and attribution. Each has a data source, chart type and filters, and a written commentary closes the pack.

Below is the full template as a table you can copy or download as a CSV, how to build each report in HubSpot's custom report builder, the three numbers a leadership team actually asks about, and the mistakes that make a monthly report wrong before anyone reads it.

What should a monthly marketing report in HubSpot include?

Enough to answer four questions, in this order. Did the month go up or down? Where did new people come from? Did they move towards a sale? What did marketing add to pipeline? Everything in the template exists to answer one of those, and anything that answers none of them comes out.

The report sits at the end of a chain. Data comes in from your website, forms, ad accounts, emails and sales team. HubSpot stores it as properties on contacts and deals. Reports read those properties, a dashboard puts the reports together, and a person reads the dashboard and writes down what to change. If a report looks wrong, the cause is almost always further up that chain, in a property that was never filled or filled inconsistently.

The pattern we set up in client portals. The four properties in the middle are the ones the template depends on most.

What does the template look like?

Ten reports and a commentary, one row each. The HubSpot column says where to build it, the data source column says which object the report starts from, and the last column says what the report tells you, which is what you read out in the review. Copy the table into a spreadsheet or download it as a CSV and edit it for your portal.

Two rows need a word of warning. Row 5 shows nothing until an MQL definition is switched on. If your MQL line sits near zero, check that the lead score threshold is actually activated before you blame the campaign. Row 10 depends on your subscription, which the table further down covers.

How do you build each report in HubSpot?

In the custom report builder, with a few habits that save rebuilding later. Go to Reporting, then Reports, then Create report, and choose Custom report. HubSpot also offers a single object builder, which only reaches a smaller set of the data. Anything it does, the custom builder does too, so we build everything in the custom one.

1. Pick the primary data source first. It decides which records can appear. With Contacts as the primary source, a deal only shows if it is associated with a contact. When the people you want to count are not in HubSpot yet, such as anonymous ad clicks or site visits, start from ad or website data instead.
2. Add the second object you need. Pipeline from marketing needs Deals for the amount and Contacts for the original source. That makes it a cross object report, which the video below walks through.
3. Set a date range on event data. Reports on marketing email activity, ad interactions and website activity need a time frame. HubSpot caps event reports at ten years, and the minimum time frame is one month on Professional and two months on Enterprise.
4. Group by month and compare. A single month on its own tells you little. Group the date by month across 13 months so this month sits next to the same month last year, and use the previous period comparison on KPI reports.
5. Name it for the dashboard. Put the number from the template at the front of the report name, such as "03 New contacts by source", so the dashboard reads in order and anyone can match a report to the template.

HubSpot's article on creating reports with the custom report builder covers every setting. Our guide to the custom report builder and the reports that prove ROI to a board explains filters and data sources in more depth, and this template is the list of reports to build with it.

Start with HubSpot's built-in reports before building your own. The Analyze tabs under Marketing, Email, Ads and Social are prebuilt dashboards, and Reporting, then Reports, has a library of marketing reports you can save and edit. Rows 2, 6, 7 and 8 of the template can come straight from those.

Which numbers does a leadership team want from marketing?

Usually three, and they are rarely the ones marketing leads with. In one recent reporting workshop, a client's leadership group agreed that marketing would be measured on cost per lead, marketing sourced and influenced pipeline, and an account engagement score. They also agreed that marketing would not be held to closed deals, because sales controls what happens after a deal is created.

The definitions matter more than the metrics. The same workshop wrote them down before building anything:

• Marketing sourced. A net new contact with no earlier record in HubSpot, created by marketing activity.
• Marketing influenced. Marketing activity that touched an opportunity already in motion.

Cost per lead needs the same care. Decide whether it is ad spend divided by new contacts from paid channels, or by new leads, and use the definition the lifecycle report uses.

For Australian portals, take GST out before anything is summed. Deal amounts are often entered GST inclusive because that is what is on the quote, so every pipeline total runs about ten per cent high. Report on a calculated Amount ex GST property, which the custom report builder guide shows how to set up.

If leadership wants one number above the rest, pick it on purpose and put it first on the dashboard. Building a RevOps strategy around one north star metric covers how to choose it.

How do you run the monthly marketing review?

On a fixed day, from one dashboard, with one person's name on it. The dashboard holds the ten reports in template order. HubSpot's guide to managing dashboards covers creating one, adding reports and sharing it. Dashboards are on every HubSpot plan, though how many you can have depends on your highest subscription tier.

1. Read it after the month closes. Ad networks push data to HubSpot on their own schedule, and HubSpot flags recent ad data as delayed; allow about 48 hours before treating it as final. HubSpot also reprocesses web analytics when it can merge sessions or update a contact's original source, so last month's figures can shift a little. Run the review a few business days in, and save the headline numbers in the commentary so next month compares against what you reported.
2. Use the Australian financial year. If finance reports on July to June, set quarter to date reports to the financial quarter and say so in the dashboard name. The five dashboards for running revenue across a growing team covers period and ownership in more detail.
3. Write the commentary before the meeting. HubSpot shows what changed. It does not say why or what to do about it. The owner writes three changes from last month, the likely reason for each, and one action, so the meeting is spent on decisions.
4. Check last month's actions first. Our quarterly reviews with clients follow the same order: the wins, with last quarter's goals graded, then the results, then the goals for next quarter with a current figure beside each one. A monthly review runs the same order on a smaller scale.

We have built this kind of reporting for clients across several industries. For the Australian Institute of Fitness it meant Databox dashboards for each state plus one board showing conversion at every lifecycle stage, month on month. For Renaissance Retirement Living the dashboards run from ad spend to Info Day attendance to settlement. At Mountway, performance dashboards meant each content change was decided by the numbers.

What makes a HubSpot marketing report wrong?

Mostly problems further up the chain, which the report then repeats faithfully. These are the ones we find most often when we open a client's dashboards.

Source data is the most common of these. How to fix messy source data in your HubSpot reports builds the clean source property, capturing UTM parameters in HubSpot forms stops the mess at the form, and why HubSpot says Offline Sources explains the imports problem. Phone enquiries are the other gap: tracking phone enquiries back to source covers it.

Which HubSpot subscription do you need for this template?

Professional for most of it. Dashboards come with every plan, but the custom report builder needs a Professional or Enterprise subscription, and so does attribution. Deal and revenue attribution need Marketing Hub Enterprise.

Starting prices as listed on HubSpot's Marketing Hub pricing page to an Australian visitor on 3 November 2026, in Australian dollars and before GST. These are discounted starting prices; the full list price is A$31 a seat for Starter and A$1,380 a month for Professional. Professional and Enterprise also carry a one-time onboarding fee.

On Starter you can still run most of the review from the built-in Analyze tabs and the report library, and replace row 10 with new contacts by original source. What each HubSpot attribution model actually tells you helps you pick the model for row 10 once you have it.

Frequently asked questions

What should a monthly marketing report include? Headline numbers against the previous month, website traffic by source, new contacts by source, lifecycle stage movement, lead to MQL to SQL conversion, email and paid ad results, campaign results, pipeline created from marketing, attribution, and a short written commentary on what changed and what to do next.

Does HubSpot have a marketing report template? HubSpot has prebuilt marketing dashboards in the Analyze tabs and a library of saved reports, but no single monthly report template. Most teams combine the prebuilt email, ads and campaign reports with four or five custom reports for contacts, lifecycle stages and pipeline.

Can you build custom reports on HubSpot Starter? No. The custom report builder needs a Professional or Enterprise subscription. Starter accounts can use dashboards, the prebuilt Analyze tabs and the report library, which cover traffic, email, ads and campaigns.

What is the difference between marketing sourced and marketing influenced pipeline? Marketing sourced pipeline comes from contacts that marketing created, with no earlier record in HubSpot. Marketing influenced pipeline is an opportunity already in motion that marketing activity touched. Agree both definitions in writing before building the report.

Why does my HubSpot report show different numbers from last month? HubSpot reprocesses web analytics when it can merge sessions or update a contact's original source, and ad networks send data on a delay. Run the report a few business days after the month ends and record the figures you reported.

How often should you review a HubSpot marketing dashboard? Monthly for the full report, from one dashboard with a named owner. Weekly checks suit fast-moving numbers such as paid ad spend, and a quarterly review sets the goals the monthly report is measured against.

Read next

• How to use HubSpot's custom report builder to show the board where revenue comes from
• HubSpot attribution reporting: what each model actually tells you
• Five HubSpot dashboards for running revenue across a growing team
• How to fix messy source data in your HubSpot reports
• How HubSpot's ads tool ties ad spend to pipeline
• How to stop running five disconnected campaigns for one launch

Sources

• Create reports with the custom report builder, HubSpot Knowledge Base, for subscriptions, data sources, event time frames and formula fields.
• Manage dashboards, HubSpot Knowledge Base, for dashboards on all plans and limits by tier.
• Analyse your site traffic with the traffic analytics tool, HubSpot Knowledge Base, for the Sources report and reprocessed data.
• Understand HubSpot's traffic sources, HubSpot Knowledge Base, for how sources are defined.
• Understand traffic source properties, HubSpot Knowledge Base, for original source and its drill-downs.
• Use lifecycle stages, HubSpot Knowledge Base, for the Date entered stage properties.
• Analyse your marketing email performance, HubSpot Knowledge Base, for email metrics.
• Analyse campaigns, HubSpot Knowledge Base, for campaign reporting.
• Create attribution reports and understand attribution reporting, HubSpot Knowledge Base, for attribution types and subscriptions.
• Australian Institute of Fitness, Renaissance and Mountway case studies, Neighbourhood.

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Neighbourhood builds HubSpot reporting and dashboards for Australian businesses as part of our RevOps and HubSpot work.