HubSpot Data Viz: See Marketing ROI Clearly (2026)

How to Get Started with Data Visualization in HubSpot Marketing Hub (2026)

Data visualization is no longer a luxury for marketing teams; it’s a necessity. Turning raw data into compelling visuals is crucial for understanding campaign performance, identifying trends, and making data-driven decisions. Wondering how to transform your HubSpot Marketing Hub data into actionable insights?

Step 1: Accessing the Custom Report Builder

First, you need to get to the report builder. HubSpot has revamped its reporting interface since 2023, and finding things can be tricky if you’re used to the old layout.

1. Navigate to Reports: In your HubSpot Marketing Hub account, look for the “Reports” dropdown in the main navigation menu. Click it.
2. Select Custom Reports: From the dropdown menu, choose “Custom Reports.” This will take you to the custom report dashboard.
3. Create a New Report: On the Custom Reports dashboard, click the orange “Create custom report” button in the upper right corner. This opens a panel to choose your report type.

Pro Tip: Bookmark the Custom Reports dashboard for quicker access in the future. I do this all the time – saves me a ton of clicks each day.

Common Mistake: Many users mistakenly click on “Analytics Tools” under “Reports,” which provides pre-built dashboards but lacks the flexibility of custom reports.

Expected Outcome: You should now be in the custom report builder, ready to select your data source and report type.

Step 2: Choosing Your Data Source and Report Type

This is where you define the foundation of your data visualization. What do you want to visualize?

1. Select “Single Object”: In the custom report builder, you’ll see options like “Single Object,” “Cross Object,” and “Attribution.” For most basic marketing visualizations, “Single Object” is the best starting point. It allows you to report on a single type of record, such as contacts, companies, deals, or marketing emails.
2. Choose Your Primary Object: After selecting “Single Object,” a dropdown menu will appear. Select the object that contains the data you want to visualize. For example, if you want to analyze website traffic, choose “Website Visits”. If you’re tracking lead generation, “Contacts” is a good choice.
3. Select Chart Type: Below the object selection, you’ll see a variety of chart types: bar charts, line charts, pie charts, scatter plots, and more. Choose the chart type that best represents your data. For example, a bar chart is great for comparing values across different categories, while a line chart is ideal for showing trends over time.

Pro Tip: Experiment with different chart types to see which one best communicates your data. Don’t be afraid to try a few out before settling on one.

Common Mistake: Selecting the wrong object or chart type can lead to misleading or unhelpful visualizations. Double-check your selections before proceeding.

Expected Outcome: You have now selected your data source (e.g., Contacts) and your chart type (e.g., Bar chart). The report builder will display a blank chart area waiting for you to add data.

Step 3: Adding Data and Dimensions

Now it’s time to populate your chart with the actual data you want to visualize. This involves selecting the properties and dimensions that define your chart.

1. Add Properties: On the left-hand side of the report builder, you’ll see a panel with a list of properties associated with your chosen object. These are the data fields you can use in your visualization. For example, if you’re visualizing Contacts, you might see properties like “Create Date,” “Lifecycle Stage,” “Lead Source,” and “Number of Page Views.” Drag and drop the properties you want to include onto the “Displaying” or “Summarize” areas of the chart.
2. Add Dimensions: Dimensions are the categories or groupings you want to use to break down your data. For example, if you’re visualizing website traffic by source, you might use “Source” as a dimension. Drag and drop the desired dimensions onto the “Group by” area of the chart.
3. Configure Summarization: For numerical properties, you’ll need to specify how you want to summarize the data. Options include “Sum,” “Average,” “Count,” “Min,” and “Max.” Choose the summarization method that is appropriate for your data. For example, if you’re visualizing total sales by region, you would use “Sum.” If you want to see the average deal size by sales rep, you would use “Average.”

Pro Tip: Use filters to narrow down your data and focus on specific segments. For example, you could filter your contact data to only include contacts created in the last quarter.

Common Mistake: Overloading your chart with too many properties or dimensions can make it difficult to read and interpret. Keep it simple and focus on the most important data.

Expected Outcome: Your chart should now be populated with data, showing the relationships between your selected properties and dimensions.

Step 4: Customizing the Chart Appearance

HubSpot’s default chart styles are functional, but they might not align with your brand or be the most effective for communicating your data. Customize the appearance to make your visualizations more impactful.

1. Access the “Style” Tab: In the report builder, click on the “Style” tab. This will open a panel with options for customizing the chart’s appearance.
2. Choose Colors: Select a color palette that is consistent with your brand and easy on the eyes. You can choose from pre-defined palettes or create your own custom palette. For example, use your company’s primary color for the most important data series and secondary colors for supporting data.
3. Customize Labels and Axes: Adjust the font size, color, and formatting of labels and axes to improve readability. Make sure the axis labels are clear and concise. Consider rotating the labels on the x-axis if they are too long to fit horizontally.
4. Add a Chart Title and Description: Provide a clear and descriptive title for your chart, as well as a brief description of what the chart is showing. This will help viewers understand the context of the visualization.

Pro Tip: Use contrasting colors to highlight key data points and draw attention to important trends.

Common Mistake: Using too many colors or distracting visual elements can make your chart confusing and difficult to interpret.

Expected Outcome: Your chart should now have a visually appealing and informative appearance that aligns with your brand.

Step 5: Saving and Sharing Your Report

You’ve created a beautiful and informative data visualization. Now it’s time to save it and share it with your team.

1. Save Your Report: Click the “Save” button in the upper right corner of the report builder. Give your report a descriptive name and choose a location to save it. I recommend using a consistent naming convention to make it easy to find your reports later.
2. Add to Dashboard: Once your report is saved, you can add it to a dashboard for easy access. Click the “Add to Dashboard” button and choose an existing dashboard or create a new one.
3. Share Your Report: To share your report with others, click the “Share” button. You can share a link to the report or embed it in a website or email. You can also export the report as a PDF or image.

Pro Tip: Schedule regular reviews of your reports to ensure they are still relevant and accurate. Data changes over time, so it’s important to keep your visualizations up-to-date. We had a client last year who didn’t update their reports for six months and made some really bad decisions based on outdated data.

Common Mistake: Forgetting to save your report or sharing it with the wrong permissions can lead to frustration and delays.

Expected Outcome: Your report is now saved, added to a dashboard, and shared with your team.

Case Study: Improving Lead Generation with Data Visualization

At my previous firm, we used HubSpot data visualization to improve lead generation for a client in the SaaS industry. We started by creating a custom report showing the number of leads generated by each marketing channel (e.g., organic search, paid advertising, social media, email marketing). We used a bar chart to compare the performance of each channel.

We quickly identified that paid advertising was underperforming compared to organic search. We then drilled down into the paid advertising data to see which campaigns were driving the most leads. We discovered that one particular campaign was generating a lot of clicks but very few leads.

Based on this data, we made several changes to the campaign, including improving the ad copy, targeting a more specific audience, and optimizing the landing page. As a result, we were able to increase the lead conversion rate of the campaign by 30% within one month. Over the next quarter, we saw a 20% increase in overall leads generated from paid advertising, directly attributable to the insights we gained from data visualization.

This process would not have been possible without HubSpot’s robust reporting features. Before HubSpot’s 2025 update, this process was much more convoluted. Now, it’s drag-and-drop simple. To ensure you’re getting the most out of your data, it’s crucial to avoid marketing report myths.

Effective data visualization is not just about creating pretty charts; it’s about uncovering actionable insights that can drive real business results. By following these steps, you can start using HubSpot Marketing Hub to transform your marketing data into a powerful tool for decision-making.

Now, go forth and visualize! Your marketing campaigns will thank you. And remember, for Atlanta brands looking to leverage their data, understanding how data drives revenue is essential.