HubSpot Reporting Guide

RollWorks data in HubSpot

After completing the HubSpot Integration process outlined in this Help Center guide, RollWorks will automatically create a set of Custom Company Properties in HubSpot to export RollWorks data. Using these Company properties containing RollWorks data you will be able to create reports directly in HubSpot using:

• RollWorks Engagement & Advertising data. Continue reading.
• RollWorks Account identification data. Continue reading.
• RollWorks Account Spike Data. Learn how to build these reports in this article.

 

Organize your HubSpot Reports using Dashboards

As a first step after you complete the RollWorks Integration for HubSpot, we recommend that you create three Dashboards to stay organized and help your HubSpot users to find and use RollWorks data. The instructions in this guide provide guidance to build our suggested reports and visualizations, however, you can customize and create your own reports as needed. Dashboards will help keep your reports organized and accessible to team members.

Dashboards recommended	How to use them
RollWorks Account Engagement Dashboard	Use RollWorks data to understand how the Companies in your HubSpot CRM are engaging with your site, and your ads. Understand how Companies are progressing down the funnel with Journey Stages and how they fit your Ideal Customer Profile.
RollWorks Advertising Dashboard	Use RollWorks data to understand how your paid media spend is used towards high fit accounts. See the number of ad impressions served for each Deal stage of your sales pipeline, and understand what pipeline conversions have helped drive closed won deals.
RollWorks Account Spike Dashboard	See what Companies are showing the highest web engagement, or as we call it: Spike. “Spike Level” will rank the level of engagement shown by the Company (High🔥🔥🔥, Medium🔥🔥, or Low🔥).  “Spike Date” will let you know when the engagement occurred.  “Last Spike has Matched Contacts” will indicate if RollWorks has been able to de-anonymize the visitor against your Contacts. Learn how to create this dashboard here.

 

RollWorks Account Engagement Dashboard

To create your Dashboards follow the steps below:

• Sign in to HubSpot, go to 'Reports' and click 'Dashboards'
• Under 'Create dashboards from scratch' select '+ New Dashboard' 

• Add our suggested title 'RollWorks Account Engagement Dashboard' and click 'Create Dashboard'

In the following sections of this guide, we will walk you through how to create several revenue-focused reports in HubSpot that should be saved in this 'RollWorks Account Engagement Dashboard'. After creating and saving all the recommended reports, your dashboard may look like the one depicted below:

 

Report: Basic Company list

The most basic report you can create is a list of HubSpot Company records displaying the associated RollWorks data attributes as columns.

Follow the steps below to create a basic company list report:

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'
• Select 'Single Object', choose the object 'Companies', and click 'Next'

• Click 'Add Company Property' and add 'Company Name'
• Type RollWorks under 'Find a Property' and the RollWorks data fields listed here will be displayed below.
• Click the name of the RollWorks data field you want to add to your basic report as a column. Once you have selected all the RollWorks properties, click 'Next'.
• Choose 'Chart type' = 'Table'.
• Choose 'Configure table' = 'Unsummarized data table'.
• Click 'Save'.

We suggest that you customize Company Lists reports by using Filters to narrow down your list for specific industries, Deal Stages, Account Owners, or any other criteria so that you can break down a long list of Companies into smaller lists.

To finish, name your report with a naming convention that describes how it can be used and save your report in the dashboard 'RollWorks Account Engagement Dashboard' 

 

Reports: Account Engagement 

In this section, we will walk you through how to create more complex reports and visualizations using both your Company and Deal data in combination with RollWorks data. We recommend that you use your own naming convention that describes how each report created can be used and that you save your reports in the dashboard called 'RollWorks Account Engagement Dashboard' for easy access to all users.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Choose 'Companies' as your primary data source.
• An additional object as your CRM source for this report, for example, 'Deals' as your data sources, and click 'Next'.
  

• Drag a # field to the 'Y-axis'. In this example, we will drag '# Count of Companies'  to the 'Y-axis'.

Hubspot Reports requires Y-axis to be a # field. You can choose different # fields for example:

# fields from HubSpot	# fields from RollWorks
Count of Companies Count of Deals	RollWorks Advertising Spend (7, 30, 60, 90 days) RollWorks Impressions (7, 30, 60, 90 days) RollWorks Clicks (7, 30, 60, 90 days) RollWorks Conversions (7, 30, 60, 90 days) RollWorks Page Views (7, 30, 60, 90 days) RollWorks Unique Visitors RollWorks Engaged Visitors

• Type RollWorks under 'Search across Sources'  to see a complete list of RollWorks fields available. You can find them all listed here.

• Drag a RollWorks field (not numeric) to the X-axis. In this example, we will drag 'RollWorks ICP Fit Grade' to the X-axis.

• This will be the resulting report, you can see how your Companies in HubSpot rank based on RollWorks ICP Fit Grade based on how closely they resemble your ICP. 

✍️  Good to know: Most non-numeric RollWorks Fields will be used as your X-Axis, for example:

• If you add 'Active RollWorks Campaigns/Playbooks' to the X-Axis you will see the number of Companies by RollWorks Campaign.

 

• If you Add 'RollWorks Account List Name' to the X-Axis you will see the number of Companies by RollWorks Account List

• If you Add 'Journey Stage' to the X-Axis you will see the number of Companies by Journey Stage.

You can create similar reports to the ones above by replacing the X-axis with 'Count of Deals' to measure:

• • • Number of Deals by Account List.
    • Number of Deals by Fit Grade.
    • Number of Deals by Active Campaign.
    • Number of Deals by Journey Stage.

 

Customize Reports: Filters

You can add filters to any report as needed to see the number of Companies or Deals matching your specific criteria. In this example, we are looking at the number of Deals that generated an Appointment for Companies in an active campaign by configuring the report as follows:

Configure	Filters
X-axis = Active RollWorks Campaigns/Playbooks Y-axis = # Count of Deals	Companies exist in your RollWorks Account Lists Companies had their RollWorks Journey Stage updated in the last 90 day Deals Stage = Appointment

• The resulting report will apply the filters you defined, for example when applying the filters above you will be measuring only:
  • • Deals that are on the 'Appointment' stage.
    • Deals for Companies that are part of an Account List in RollWorks.
    • Deals for Companies that had the RollWorks Journey Stage updated in the last 90 days (progressed or regressed through the Journey Stages funnel).

You can create similar reports to the one above by configuring the X-axis with 'Count of Deals', the Y-axis with 'Active RollWorks Campaigns/Playbooks', and applying a filter to include only the  'Appointment' Deal Stage':

• • • Number of Appointments by Account List.
    • Number of Appointments by Fit Grade.
    • Number of Appointments by Active Campaign.
    • Number of Appointments by Journey Stage.

 

Customize Reports: Break Down By

You can use 'Break down by' in HubSpot reports to further drill down your entire Sales Pipeline by other data. In the example below we have a report that tallies the total number of HubSpot Deals by Deal Stage.

Then we will use 'Break Down By' Active RollWorks Campaign/Playbook to drill down into the Deals in the Sales Pipeline to identify which campaigns were most successful to drive Deals down the pipeline. By. breaking down the report by Active RollWorks Campaign we can see that 'Campaign 2' is the main driver of  Opportunities Closed Won, followed by 'Campaign 4'.

 

RollWorks Advertising Dashboard

In this section, we will walk you through how to create specific reports and visualizations to understand deep dive into RollWorks advertising metrics.

We recommend that you use your own naming convention that describes how each report created can be used and that you save your reports in the dashboard 'RollWorks Advertising Dashboard' for easy access to all users.

• Sign in to HubSpot, go to 'Reports', and click 'Dashboards'.
• Under 'Create dashboards from scratch' select '+ New Dashboard' 

  

• Enter 'RollWorks Advertising Dashboard' under 'Dashboard Name', select your desired viewing permissions, and click 'Create dashboard'.

In the following sections of this guide, we will walk you through how to create several revenue-focused reports in HubSpot that should be saved in your 'RollWorks Advertising Dashboard'. After creating and saving all the reports, your dashboard will look like the one depicted below:

 

Report: Impressions + Conversions per Account List & Campaign

With this report, you can measure the performance of RollWorks Campaigns for each RollWorks Account List.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.

• Drag the field 'RollWorks Account List Name to the 'X-axis'.
• Drag '# RollWorks Impressions'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Conversions' to the 'Y-axis 2'.
• Drag 'Active RollWorks Campaigns' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Impressions & Conversions per Account List & Campaign'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

The resulting report should look similar to the one below.

Pro tip: Add filters! You can add any filters you need to make this report specific to your needs, like excluding certain Campaigns, Account Lists, or Companies, to name a few.

 

Report: Spend + Impressions per Account List & Campaign

With this report, you can measure how much was spent in RollWorks Campaigns while seeing how many impressions were served for each RollWorks Account List, and drill down by RollWorks Campaign.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'RollWorks Account List Name' to the 'X-axis'.
• Drag '# RollWorks Advertising Spend'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Impressions' to the 'Y-axis 2'.
• Drag 'Active RollWorks Campaigns' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Spend & Impressions per Account List & Campaign'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Spend + Conversions per Account List & Campaign

With this report, you can measure how much was spent in RollWorks Campaigns while seeing how many conversions were generated for each RollWorks Account List, and drill down by RollWorks Campaign.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'RollWorks Account List Name' to the 'X-axis'.
• Drag '# RollWorks Advertising Spend'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Conversions' to the 'Y-axis 2'.
• Drag 'Active RollWorks Campaigns' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Spend & Conversions per Account List & Campaign'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Impressions + Conversions per Account List and Fit Grade

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'RollWorks Account List Name' to the 'X-axis'.
• Drag '# RollWorks Impressions'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Conversions' to the 'Y-axis 2'.
• Drag 'RollWorks ICP Fit Grade' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Impressions + Conversions per TAL & Fit'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Spend + Conversions per Campaign and Fit Grade

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'RollWorks Active Campaigns' to the 'X-axis'.
• Drag '# RollWorks Advertising Spend'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Conversions' to the 'Y-axis 2'.
• Drag 'RollWorks ICP Fit Grade' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Spend + Conversions per Campaign and Fit Grade'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Total Companies per Campaign by Fit Grade

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'Count of Companies' to the 'X-axis'.
• Drag 'Active RollWorks Campaigns'  to the 'Y-axis'.
• Drag 'RollWorks ICP Fit Grade' under 'Breakdown by (for Y-axis 1)'.
• Click 'Save report' and name it 'Total Companies per Campaign by Fit Grade'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Companies needing attention

This simple report will surface any Companies in HubSpot that are aware or engaged and are not being targeted with digital ads through a RollWorks campaign.

You can drill into these companies and start retargeting them with ad Campaigns/Playbooks.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'
• Select 'Single Object', choose the object 'Companies', and click 'Next'
• Click 'Add Company Property', add the following properties and click 'Next':
  • • • 'Industry'
      • 'RollWorks Journey Stage'
      • 'RollWorks Active Campaign/Playbooks'
• Drag 'RollWorks Journey Stage' and 'Count of Companies' under 'Displaying'
• Click 'Filters' on the top left corner, and click 'Add Filter' 
• Select 'RollWorks Journey Stage' > 'contains exactly' > aware, engaged
• Click 'AND' to add another filter 'Active RollWorks Campaigns/Playbooks' > 'is unknown', and click 'Apply filter'.
• Click 'AND' to add another filter  'Number of open deals' > 'is equal to' > 0, and click 'Apply filter'.
• Click 'Save' and name the report 'Companies needing attention'.
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Last 90 days Impressions across Pipeline and Journey Stage

With this report, you can measure the number of impressions across the different Deal Stages in your Pipeline, broken down by RollWorks Journey Stage.

 

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'Deal Stage' to the 'X-axis'.
• Drag '# Count of Deals'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Impressions' to the 'Y-axis 2'.
• Drag 'RollWorks Journey Stage' under 'Breakdown by (for Y-axis 1)'.
• Apply a filter to see the last 90 days only.
• Click 'Save report' and name it 'Last 90 days Impressions across Pipeline & Journey Stage'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Conversions per Deal Stage & Journey Stage

With this report, you can see the number of conversions across the different Deal Stages in your Pipeline, broken down by RollWorks Journey Stage. This report will help you understand what pipeline conversions helped drive Closed Won deals.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'Deal Stage' to the 'X-axis'.
• Drag '# Count of Deals'  to the 'Y-axis'.
• Click '+ Add another Y-axis' and drag '# RollWorks Conversions' to the 'Y-axis 2'.
• Drag 'RollWorks Journey Stage' under 'Breakdown by (for Y-axis 1)'.
• Apply a filter to see the last 90 days only.
• Click 'Save report' and name it 'Last 90 days Conversions across Pipeline & Journey Stage'
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

Report: Spend vs Revenue per Deal Stage

This report will help you visualize how much was spent in Advertising across the different Deal Stages of your sales pipeline.

• Sign in to HubSpot, go to 'Reports' and click 'Create Custom Report'.
• Select 'Custom Report Builder'.
• Select 'Companies' as your primary data source in the drop-down menu.
• Mark the checkbox 'Deals' under CRM as your additional data source.
• Click 'Next'.
• Drag the field 'Deal Stage' to the 'X-axis'.
• Drag '# Amount'  to the 'Y-axis', this is the Deal $ Amount.
• Click '+ Add another Y-axis' and drag '# RollWorks Advertising Spend' to the 'Y-axis 2'.
• Click 'Save report' and name it 'Total Spend vs Total Revenue Per Pipeline Stages''
• Save this report in the dashboard called 'RollWorks Advertising Dashboard' to stay organized.

 

RollWorks Account Spike Dashboard and Reports

Learn how to create Account Spike reports using RollWorks account spike data in this article.