7-MINUTE READ · By Edward Ford
As a way to enhance HubSpot’s in-built reporting capabilities, HubSpot apps or integrations are specialized types of software that allow you to extract and display your marketing data in graphs, charts, and other visualizations.
In this article we’ll outline why you should be using additional tools to improve your HubSpot marketing analytics & reporting, how you can decide which ones are right for you, and list 13 of the best reporting tools out there that you should consider bringing into your tech stack.
Why do you need additional HubSpot reporting tools?
HubSpot is the epicenter of marketing data for many organizations. However, the platform’s built-in reporting features are limited. Firstly, you’re unable to bring data from other platforms and tools into HubSpot. This means that you won’t be able to build comprehensive reports that take into consideration the entirety of your marketing data.
Creating reports that combine data from multiple portals isn’t possible on HubSpot either. This makes it tricky to blend together data that you might want to see regarding your visits, contacts, or conversion rates across different portals, for example. HubSpot also presents limitations when it comes to customizing your reports and analyzing your numbers in depth, especially when compared to spreadsheets like Google Sheets or Excel.
In order to get the most out of your HubSpot reporting, it’s important that you have the freedom to use your data in any way that you want. And that’s exactly what using the right tools gives you. You’re then able to build reports that provide deeper insights, which allows you to further improve your marketing performance.
Would HubSpot’s own reporting add-on do the trick?
Purchasing the reporting add-on clearly improves HubSpot’s reporting capabilities. The main benefit is that it allows you to create and customize central dashboards that combine your marketing and sales reports into one interface.
But even with HubSpot’s reporting add-on, you’d face the same limitations outlined in the previous section. You’d still be unable to create multi-portal reports and bring data from other sources into HubSpot. Customizing reports and automating your reporting would also still prove to be difficult.
The 13 best tools for reporting & analyzing HubSpot data
Now that we’ve highlighted the importance of using additional tools, it’s time to spill the beans on some of our favorite solutions. We’ve broken them down into Reporting Automation, Marketing & Web Analytics, Data Visualization & Dashboards, and Sales & Customer Success.
You can automate your marketing reporting with products that connect all your marketing data sources to reporting data destinations. These pipelines simply connect marketing platforms, which lets you blend HubSpot data and non-HubSpot data, with tools that are better suited for the reporting, monitoring, and analysis of data.
Supermetrics makes it really easy to pull all of your marketing & sales data into a single, accessible location for analysis & reporting. This includes Google Sheets & Microsoft Excel spreadsheets, as well as Google Data Studio for data visualization and dashboards.
On the data source side you can bring in all your HubSpot marketing & sales data, and Supermetrics also offers native integrations with Google Analytics, Google Ads, Facebook Ads, LinkedIn, and more. This means you can easily create reports that combine data from HubSpot with data from all your other marketing platforms. Once you’ve built your reports, you can also automate the pulling of your data as often as you wish, which reduces manual labor and helps to save precious time.
In addition, Supermetrics offers multi-portal reporting so if you’ve ever needed to create reports that combine data from your different HubSpot portals, then now you can. Supermetrics makes it as simple as possible for you to analyze and report on the performance of your marketing efforts as a whole, including HubSpot.
Pricing: 14-day free trial and then starting from $99 per month.
Marketing & web analytics
These tools are designed to simplify the process of analyzing your marketing data and website performance. They also allow you to drill deeper into your data than HubSpot’s native features will allow.
Hotjar is a valuable marketing tool that helps you understand your visitors’ behavior and analyze your website’s performance. With an array of analytical features like heatmaps, visitor recordings, and feedback polls, Hotjar provides you with data to improve user experience and your website’s conversion rates.
Pricing: Free with an upgrade of €29 per month. Hotjar Business from €89 per month.
Hull.io is a tool that brings all of your customer data together into one unified location. This provides a broader view of your customer accounts and contacts, which allows you to distinguish and engage with your most loyal customers at scale.
Pricing: 14-day free trial and then from $450 per month.
Heap is a web analytics tool that captures user interactions on your website and then allows you to analyze them. By using Heap to better understand your visitors’ behavior, you can easily create sales funnels and improve your conversion rates.
Pricing: Free with custom-priced upgrade options.
Zapier is an online automation product that allows you to connect two or more tools together in order to automate repetitive tasks. Zapier connects with over 1,500 apps, including Gmail, Slack, and MailChimp.
Pricing: Free with upgrades from €18 per month.
Data visualization & dashboarding tools
By importing your marketing data into these kinds of tools, you’re able to create impressive dashboards with multiple visualization options. This makes it easier to understand your data and share your HubSpot reports with colleagues.
Google Data Studio
Google Data Studio is a visualization platform that turns your data into interactive dashboards and marketing reports. Full integration is available with other Google products, such as Google Sheets, Google Analytics, and Google Ads. There’s no native integration with HubSpot, but you can use Supermetrics to bring your HubSpot data into Google Data Studio. And the extra cool thing about Google Data Studio is that it’s free!
Dear Lucy allows you to convert your data into automated dashboards that update hourly. It’s most useful if you want to set dashboards up quickly and receive an instant overview of your marketing performance.
Pricing: 10-day free trial and then from €49 per month.
Geckoboard is a dashboarding tool that you can use to build intuitive reports that are optimized for large TVs around your office. The main strength of Geckoboard is its flexible visualization of data and it’s also relatively simple to use.
Pricing: Free trial and then from $31 per month.
Grow is a business intelligence tool that lets you convert data from a variety of sources into compact dashboards. The product is designed so you can easily share dashboards with your colleagues across a range of devices and operating systems.
Pricing: Trials and pricing quotes are available upon request.
Cumul.io is a visualization tool with a drag-and-drop feature that makes it simple to build dashboards in minutes. Despite being easy to use, Cumul.io still offers the possibility of creating complex visualizations.
Pricing: 10-day free trial and then from €225 per month.
Sales & customer success
Sales reporting tools help you enhance and automate your CRM so you can turn more leads into customers. Customer success tools provide analytic functions that can be used to analyze customer behavior, optimize your customer relationships, increase retention rates, and more.
Eletype is an intelligent marketing & sales assistant that identifies anomalies within your multi-channel campaigns. With their HubSpot sales integration, you can stay up to date on your newest deals and receive realtime deal updates. It also connects with Slack and Microsoft Teams, allowing you to easily communicate with colleagues in order to address specific problems.
Pricing: Free trial and then from $20 per month
Lucky Orange is a tool for improving conversions and user experience. It shows you how visitors interact with your website and when they drop off through a number of analytic features. These include dashboards, recordings, heatmaps, and conversion funnels.
Pricing: Seven-day free trial and then from $10 per month.
ChurnZero is a customer success platform that helps subscription businesses understand how their products are being received by customers. It then helps you deliver more personalized experiences to your customers through a range of features that include real-time alerts, health scores, and usage tracking.
Pricing: Available upon request.
Choosing your perfect HubSpot reporting tool in 5 steps
Now that you’re familiar with some of the most popular reporting tools, you can start to think about which ones are the right fit for you. Here are five factors to consider when choosing a new reporting tool:
1. Map out your needs
First, think about what kind of data you need in order to do your job to the best of your ability. Think about your business and marketing goals, and then make a list of the specific metrics you should track to successfully monitor your marketing performance.
2. What’s missing?
Consider what your current tools offer and ask yourself if there’s anything missing. Are you able to analyze your data in as much depth as you would like? Are you satisfied with their features and functionality, or would you like more customization options?
3. What should your reports look like?
Ask yourself what kind of reports you want to create. What’s most important, easy-to-understand visualizations or advanced analytical functions? If you want to create dashboards that provide clear overviews of your marketing and sales performance, then a range of visualization options should be a priority. If you want to carry out comprehensive data extractions or really dive into your numbers, then robust analytical functions in spreadsheets are a must.
Of course, you also have to factor in the cost of your new HubSpot reporting tool. Some of them are free, such as Google Data Studio, whereas others offer free trials that will let you try before you buy.
5. Check for integrations
Lastly, assess your current tools and identify the ones that hold your most crucial data. You want to make sure that your new reporting tool will be able to integrate with these key services. If native integration isn’t possible, you’ll need to find the relevant connector apps.
Closing the HubSpot reporting loop
For the vast majority of marketers, your data will be scattered across several different tools and platforms. Even within HubSpot alone, sales and marketing data is spread out among a number of HubSpot tools. Looking at your different kinds of data in isolation can make it hard to understand as a whole, and even harder to act upon.
Using the right HubSpot reporting tools can bring your sales and marketing data together. This provides you with an end-to-end overview of your flywheel’s performance and allows you to close the HubSpot reporting loop.
Supermetrics gives you the freedom to use the entirety of your data as you see fit. By using Supermetrics to pull your data from HubSpot and your other services, you’re able to gain a complete overview of your marketing and sales performance.
Why not give it a go yourself? Start your Supermetrics free trial today and start creating more useful and actionable HubSpot reports.