HubSpot is one of the most widely used CRM and marketing automation platforms, serving as the single source of truth for contacts, companies, deals, and marketing activity for hundreds of thousands of businesses. Whether you're building custom reports, pulling data through the HubSpot API, or analyzing campaign performance in the reporting dashboard, understanding the full landscape of available dimensions and metrics is essential for making data-driven decisions.
This guide provides a complete reference of every major dimension and metric available in HubSpot as of 2026. We've organized them by object type and functional area, included API property names for developers and analysts, and added practical context on when and how to use each one.
How HubSpot Data Is Structured
HubSpot organizes all data around objects and properties. Objects are the core record types — contacts, companies, deals, tickets, and custom objects. Properties are the fields on each object that store data. In reporting terms, properties function as dimensions (descriptive attributes) or can be aggregated into metrics (quantitative measurements).
Objects are connected through associations. A contact can be associated with a company, multiple deals, and multiple tickets. A deal can be associated with a pipeline and multiple contacts. These associations are critical for building cross-object reports — for example, showing total deal revenue by company industry or email engagement by lifecycle stage.
HubSpot also tracks activities — events like email opens, page views, form submissions, meetings booked, and calls logged. Activities are timestamped interactions associated with contacts and companies, and they form the basis of engagement metrics and attribution reporting.
Contact Dimensions
Contact properties are the foundation of HubSpot reporting. Every person in your database is a contact record with dozens of built-in properties plus any custom properties you create. These dimensions let you segment, filter, and analyze your audience across every report.
| Dimension | API Property | Description |
|---|---|---|
| Contact ID | hs_object_id | Unique identifier for the contact record |
email | Primary email address of the contact | |
| First Name | firstname | Contact's first name |
| Last Name | lastname | Contact's last name |
| Lifecycle Stage | lifecyclestage | Funnel position: subscriber, lead, MQL, SQL, opportunity, customer, evangelist, other |
| Lead Status | hs_lead_status | Sales qualification status: new, open, in progress, open deal, unqualified, attempted, connected |
| Contact Owner | hubspot_owner_id | HubSpot user assigned as owner of the contact |
| Original Source | hs_analytics_source | First known source: organic search, paid search, email marketing, social media, referral, direct, other |
| Original Source Drill-Down 1 | hs_analytics_source_data_1 | First level detail of original source (e.g., Google for organic search) |
| Original Source Drill-Down 2 | hs_analytics_source_data_2 | Second level detail of original source (e.g., specific keyword or campaign) |
| Create Date | createdate | Timestamp when the contact was first created in HubSpot |
| Last Modified Date | lastmodifieddate | Timestamp of the most recent property update |
| Last Activity Date | notes_last_updated | Date of the last logged activity (email, call, meeting, note) |
| First Conversion | first_conversion_event_name | Name of the first form or event that created the contact |
| Recent Conversion | recent_conversion_event_name | Name of the most recent form submission or conversion event |
| Persona | hs_persona | Buyer persona assigned to the contact |
| Marketing Contact Status | hs_marketable_status | Whether the contact is set as a marketing contact (eligible for marketing emails) |
| Email Subscription Status | hs_email_optout | Whether the contact has opted out of all email communications |
Company Dimensions
Company records represent organizations in your database. They are associated with contacts and deals to provide a complete view of accounts. Company dimensions are essential for account-based reporting, segmenting by firmographic criteria, and understanding your customer base composition.
| Dimension | API Property | Description |
|---|---|---|
| Company ID | hs_object_id | Unique identifier for the company record |
| Company Name | name | Name of the company |
| Domain | domain | Primary website domain associated with the company |
| Industry | industry | Industry classification of the company |
| Company Size | numberofemployees | Number of employees at the company |
| Annual Revenue | annualrevenue | Estimated annual revenue of the company |
| Country/Region | country | Country where the company is located |
| City | city | City where the company is headquartered |
| Company Owner | hubspot_owner_id | HubSpot user assigned as the company owner |
| Company Type | type | Classification: prospect, partner, reseller, vendor, customer, other |
| Create Date | createdate | When the company record was first created |
| Last Activity Date | notes_last_updated | Date of the most recent activity associated with the company |
Deal Dimensions
Deal records represent potential revenue opportunities in your sales pipeline. Deal dimensions define the structure and status of each opportunity — pipeline position, value, timeline, and ownership. These are critical for pipeline reporting, forecasting, and understanding your sales process.
| Dimension | API Property | Description |
|---|---|---|
| Deal ID | hs_object_id | Unique identifier for the deal record |
| Deal Name | dealname | Name of the deal as set by the sales rep |
| Pipeline | pipeline | Which sales pipeline the deal belongs to |
| Deal Stage | dealstage | Current stage within the pipeline (e.g., discovery, proposal, negotiation, closed won) |
| Amount | amount | Total deal value in the default currency |
| Close Date | closedate | Expected or actual close date for the deal |
| Create Date | createdate | When the deal was first created in HubSpot |
| Deal Owner | hubspot_owner_id | Sales rep assigned as the deal owner |
| Deal Type | dealtype | Classification: new business, existing business, renewal |
| Priority | hs_priority | Deal priority level: low, medium, high |
| Forecast Category | hs_forecast_category | Forecast bucket: omit, pipeline, best case, commit, closed |
| Deal Probability | hs_deal_stage_probability | Win probability based on the current deal stage (0-1) |
| Closed Won Reason | closed_won_reason | Why the deal was won (custom property, commonly configured) |
| Closed Lost Reason | closed_lost_reason | Why the deal was lost (custom property, commonly configured) |
| Days to Close | hs_date_entered_closedwon - createdate | Number of days between deal creation and close (calculated) |
| Last Activity Date | notes_last_updated | Date of the most recent sales activity on the deal |
| Original Source | hs_analytics_source | Marketing source that originally created the associated contact |
Marketing Email Dimensions
Marketing email dimensions describe the email campaigns you send through HubSpot. These fields identify the email, its configuration, and its targeting — essential for organizing email reports and understanding which campaigns drive engagement.
| Dimension | API Property | Description |
|---|---|---|
| Email ID | id | Unique identifier for the marketing email |
| Email Name | name | Internal name of the email campaign |
| Subject Line | subject | Email subject line displayed to recipients |
| Email Type | emailType | Type of email: regular, automated, blog notification, RSS, A/B test |
| Campaign | campaign | HubSpot campaign the email is associated with |
| Send Date | publishDate | Timestamp when the email was sent |
| Author | authorName | HubSpot user who created the email |
| Subscription Type | subscription | Email subscription type the email is sent under |
| Business Unit | businessUnitId | Business unit the email belongs to (Enterprise only) |
| A/B Test Variant | abTestId | Variant identifier for A/B tested emails |
Form Dimensions
Form dimensions describe your HubSpot forms — the primary tool for capturing lead information. These properties identify each form and its configuration, enabling you to compare conversion performance across different forms and pages.
| Dimension | API Property | Description |
|---|---|---|
| Form ID | guid | Unique identifier (GUID) for the form |
| Form Name | name | Name of the form as displayed in HubSpot |
| Form Type | formType | Type of form: regular, pop-up, embedded, collected (non-HubSpot) |
| Created Date | createdAt | When the form was first created |
| Page URL | pageUrl | URL of the page where the form submission occurred |
| Page Title | pageTitle | Title of the page where the form was submitted |
Landing Page Dimensions
Landing page dimensions describe the pages you build and host in HubSpot. These are essential for understanding which pages drive conversions and how your content performs across different campaigns and audiences.
| Dimension | API Property | Description |
|---|---|---|
| Page ID | id | Unique identifier for the landing page |
| Page Title | name | Title of the landing page |
| URL Slug | slug | URL path of the landing page |
| Campaign | campaign | HubSpot campaign the page is associated with |
| Published Date | publishDate | When the page was first published |
| Author | authorName | HubSpot user who created the page |
| Template | templatePath | Template used for the landing page layout |
| Domain | domain | Domain where the landing page is hosted |
| State | state | Publication state: published, draft, scheduled |
Core CRM Metrics
These metrics measure the fundamental health of your CRM — how many contacts you have, how your pipeline is performing, and how revenue flows through your business. They are the building blocks of every HubSpot dashboard and executive report.
| Metric | Category | Description | Formula / Notes |
|---|---|---|---|
| Total Contacts | Contacts | Total number of contact records in the CRM | Count of all contacts, filterable by lifecycle stage, source, date range |
| New Contacts | Contacts | Contacts created within the selected time period | Count where createdate falls within the date range |
| Marketing Qualified Leads | Contacts | Contacts in the MQL lifecycle stage | Count where lifecyclestage = marketingqualifiedlead |
| Sales Qualified Leads | Contacts | Contacts in the SQL lifecycle stage | Count where lifecyclestage = salesqualifiedlead |
| Total Deals | Deals | Total number of deal records in the pipeline | Count of all deals, filterable by pipeline, stage, owner, date range |
| Deals Created | Deals | New deals created within the time period | Count where createdate falls within the date range |
| Deals Closed Won | Deals | Deals that moved to a closed-won stage | Count where dealstage = closedwon within the date range |
| Deals Closed Lost | Deals | Deals that moved to a closed-lost stage | Count where dealstage = closedlost within the date range |
| Win Rate | Deals | Percentage of deals that closed won | Closed Won ÷ (Closed Won + Closed Lost) × 100 |
| Total Revenue | Revenue | Sum of amount for all closed-won deals | SUM(amount) where dealstage = closedwon |
| Average Deal Size | Revenue | Average value of closed-won deals | Total Revenue ÷ Deals Closed Won |
| Pipeline Value | Pipeline | Total value of all open deals | SUM(amount) where deal is in an open stage |
| Weighted Pipeline Value | Pipeline | Pipeline value adjusted by stage probability | SUM(amount × hs_deal_stage_probability) for open deals |
| Average Days to Close | Pipeline | Average number of days from deal creation to close | AVG(closedate - createdate) for closed-won deals |
| Average Time in Stage | Pipeline | Average days a deal spends in each pipeline stage | Calculated from stage entry/exit timestamps |
Email Metrics
Email metrics measure the performance of your marketing email campaigns. These are the core indicators of email health — from delivery through engagement to negative signals like bounces and unsubscribes. Understanding each metric and its nuances (especially with privacy-related changes) is essential for accurate email reporting.
| Metric | API Field | Description | Formula / Notes |
|---|---|---|---|
| Sent | counters.sent | Total emails sent (attempted delivery) | Includes all delivery attempts, even those that bounced |
| Delivered | counters.delivered | Emails successfully delivered to the inbox | Sent - Bounced |
| Delivery Rate | ratios.deliveredratio | Percentage of sent emails that were delivered | (Delivered ÷ Sent) × 100 |
| Opens | counters.open | Total times the email was opened (includes repeat opens) | Tracked via invisible pixel. Affected by Apple MPP |
| Unique Opens | counters.uniqueopen | Number of unique contacts who opened the email | Deduplicated by contact |
| Open Rate | ratios.openratio | Percentage of delivered emails that were opened | (Unique Opens ÷ Delivered) × 100. May be inflated by MPP |
| Clicks | counters.click | Total link clicks within the email | Includes repeat clicks on the same link |
| Unique Clicks | counters.uniqueclick | Number of unique contacts who clicked a link | Deduplicated by contact |
| Click Rate | ratios.clickratio | Percentage of delivered emails with a click | (Unique Clicks ÷ Delivered) × 100 |
| Click-to-Open Rate (CTOR) | ratios.clicktoopenratio | Percentage of openers who also clicked | (Unique Clicks ÷ Unique Opens) × 100. Best measure of content relevance |
| Bounces | counters.bounce | Emails that failed to deliver | Includes both hard bounces (permanent) and soft bounces (temporary) |
| Hard Bounces | counters.hardbounced | Permanent delivery failures (invalid address, domain doesn't exist) | Contact is automatically unsubscribed after hard bounce |
| Soft Bounces | counters.softbounced | Temporary delivery failures (inbox full, server down) | HubSpot retries delivery for soft bounces |
| Bounce Rate | ratios.bounceratio | Percentage of sent emails that bounced | (Bounces ÷ Sent) × 100. Keep below 2% for healthy sender reputation |
| Unsubscribes | counters.unsubscribed | Contacts who unsubscribed from the email type | Triggers lifecycle change and removes from subscription type |
| Unsubscribe Rate | ratios.unsubscribedratio | Percentage of delivered emails that resulted in unsubscribe | (Unsubscribes ÷ Delivered) × 100. Keep below 0.5% |
| Spam Reports | counters.spamreport | Contacts who marked the email as spam | Critical metric — high spam rates damage sender reputation |
Form Metrics
Form metrics measure how effectively your forms capture leads. These metrics help you optimize form length, placement, and design to maximize conversion rates across your landing pages and website.
| Metric | Description | Formula / Notes |
|---|---|---|
| Total Submissions | Total number of form submissions across all instances | Count of all submission events for the form |
| Unique Submissions | Number of unique contacts who submitted the form | Deduplicated by contact email address |
| Conversion Rate | Percentage of page views that resulted in a submission | (Submissions ÷ Page Views) × 100 |
| New Contacts Created | Submissions from contacts not previously in the CRM | Count where the submission created a new contact record |
| Submissions by Page | Form submissions broken down by the page URL where submitted | Helps identify which pages drive the most form fills |
| Views to Submission Rate | Ratio of form views (impressions) to submissions | Available for embedded and pop-up forms with tracking enabled |
Landing Page Metrics
Landing page metrics tell you how your HubSpot-hosted pages perform — from traffic volume through conversion to new contact generation. Use these to identify high-performing pages, optimize underperformers, and understand how traffic sources affect page conversion rates.
| Metric | Description | Formula / Notes |
|---|---|---|
| Page Views | Total number of times the page was viewed | Includes repeat views from the same visitor |
| Unique Page Views | Number of unique visitors who viewed the page | Deduplicated by session — one view per session per page |
| Sessions | Total visits to the page (30-minute inactivity timeout) | A session ends after 30 minutes of inactivity |
| Form Submissions | Number of form submissions on the landing page | Count of all forms submitted on this specific page |
| New Contacts | Contacts created through the landing page form | Submissions that resulted in new contact records |
| Submission Rate | Percentage of page views that resulted in a form submission | (Form Submissions ÷ Page Views) × 100 |
| New Contact Rate | Percentage of submissions that created new contacts | (New Contacts ÷ Form Submissions) × 100 |
| Bounce Rate | Percentage of sessions that left without interacting | Single-page sessions ÷ Total sessions |
| Average Time on Page | Average duration visitors spend on the landing page | Calculated from session start to next page navigation |
| Exit Rate | Percentage of page views where the page was the last viewed | Exits from this page ÷ Total views of this page |
| CTA Clicks | Clicks on HubSpot CTAs placed on the landing page | Tracked through HubSpot CTA module |
Campaign Metrics
HubSpot campaigns group related marketing assets — emails, landing pages, blog posts, social posts, CTAs, and workflows — under a single umbrella. Campaign metrics provide a unified view of how all these assets work together to influence contacts and drive revenue.
| Metric | Description | Formula / Notes |
|---|---|---|
| Influenced Contacts | Contacts who interacted with any campaign asset | Count of unique contacts who engaged with emails, pages, CTAs, or social posts in the campaign |
| New Contacts | Contacts first created through a campaign asset | Count of contacts whose first conversion is attributed to this campaign |
| Influenced Deals | Deals where an associated contact interacted with the campaign | Count of deals with at least one contact who engaged with campaign assets |
| Influenced Revenue | Revenue from deals influenced by the campaign | SUM(deal amount) for deals with influenced contacts |
| Sessions | Total website sessions from campaign assets | Combined sessions from all landing pages and blog posts in the campaign |
| Total Contacts | All contacts associated with the campaign over its lifetime | Cumulative count including new and influenced contacts |
Workflow Metrics
Workflow metrics measure the performance of your automated sequences — from enrollment through completion. These metrics help you identify bottlenecks, optimize automation logic, and understand how workflows contribute to your marketing and sales goals.
| Metric | Description | Formula / Notes |
|---|---|---|
| Total Enrolled | Total contacts who entered the workflow | Cumulative count of all enrollments |
| Currently Active | Contacts currently progressing through the workflow | Enrolled and not yet completed or unenrolled |
| Completed | Contacts who reached the end of the workflow | Finished all steps without being unenrolled |
| Completion Rate | Percentage of enrolled contacts who completed the workflow | (Completed ÷ Total Enrolled) × 100 |
| Unenrolled | Contacts removed from the workflow before completion | Includes manual unenrollment, suppression list, and goal criteria met |
| Goal Achieved | Contacts who met the workflow goal criteria | Count of contacts who triggered the defined goal action |
| Goal Rate | Percentage of enrolled contacts who achieved the goal | (Goal Achieved ÷ Total Enrolled) × 100 |
| Emails Sent | Total emails sent by the workflow | Sum of all email actions executed across all enrolled contacts |
| Branch Distribution | How contacts split across if/then branches | Count per branch path — identifies which segments dominate |
| Delay Queue | Contacts currently waiting in delay steps | Shows bottleneck points where contacts accumulate |
How to Use HubSpot Metrics for Reporting
Having access to hundreds of properties and metrics is powerful, but knowing which ones matter for your specific reporting needs is what separates effective analysis from data overload. Here is a practical framework for selecting the right metrics at each stage.
For marketing performance dashboards
Focus on new contacts, MQLs generated, email engagement rates (click rate over open rate due to MPP), form conversion rates, and landing page submission rates. Use the original source dimension to attribute new contacts to specific channels. Track campaign-level influenced contacts and influenced revenue to demonstrate marketing's impact on pipeline.
For sales pipeline dashboards
Prioritize deals created, pipeline value, weighted pipeline value, win rate, average deal size, and average days to close. Break down by deal owner to track individual rep performance. Use deal stage duration metrics to identify where deals get stuck and optimize your sales process.
For executive reporting
Track total revenue, number of customers, customer acquisition cost (total marketing + sales spend ÷ new customers), pipeline-to-close ratio, and deal velocity. Use lifecycle stage progression to measure funnel efficiency — what percentage of leads become MQLs, MQLs become SQLs, and SQLs become customers.
For email optimization
Focus on click-to-open rate (CTOR) as your primary engagement metric — it measures content relevance independent of subject line performance and is less affected by Apple MPP than raw open rates. Track unsubscribe rate and spam report rate as health indicators. Use A/B test metrics to systematically improve subject lines, send times, and content.
Apple Mail Privacy Protection Impact on HubSpot Metrics
Since September 2021, Apple Mail Privacy Protection (MPP) has pre-fetched tracking pixels for Apple Mail users, causing opens to register even when the recipient hasn't actually read the email. This has inflated open rates by 20-40% for many HubSpot users, depending on their audience's Apple Mail usage.
What to do about it: HubSpot now provides filtered open metrics that attempt to exclude bot opens. However, no filtering method is 100% accurate. The best practice is to shift your primary engagement metric from open rate to click rate or click-to-open rate (CTOR). Use open rate only as a directional indicator for subject line testing, not as an absolute performance benchmark.
Attribution Reporting in HubSpot
HubSpot's attribution reporting connects marketing interactions to deal revenue, answering the question: "Which marketing activities drove this revenue?" This is available in Marketing Hub Professional and Enterprise.
Contact create attribution
Tracks which interactions led to a contact being created. Available models: first interaction, last interaction, linear, U-shaped, and time-decay. This answers: "What marketing brought this person into our CRM?"
Revenue attribution
Tracks which interactions influenced a closed-won deal. Available models: first interaction, last interaction, linear, U-shaped, W-shaped, full-path, and time-decay. Revenue is distributed across touchpoints based on the selected model. This answers: "What marketing contributed to this revenue?"
Tracked interaction types
Attribution tracks these interactions: page views, form submissions, marketing email clicks, ad interactions, social media clicks, sales emails, meetings booked, calls logged, and conversations. Each interaction is timestamped and associated with both the contact and the eventual deal.
Custom Properties and Calculated Metrics
HubSpot allows you to extend the default property set with custom dimensions and derived metrics tailored to your business needs.
Custom properties
You can create custom properties on any object type — contacts, companies, deals, tickets, and custom objects. Each property has a type (single-line text, number, date, dropdown, checkbox, etc.) and can be used as a dimension in reports. Common examples include custom lead scoring fields, industry-specific classifications, and product interest categories.
Calculated properties
Calculated properties derive values from other properties using formulas. You can create numeric calculations (min, max, count, sum, average, time between) across associated objects. For example: total deal value per company, days since last email engagement, or custom lead score combining multiple behavioral and demographic factors.
Custom report builder metrics
The custom report builder lets you create metrics using aggregation functions on any property. You can build calculated fields within reports that combine multiple properties — like deal-to-close conversion rate by original source, or revenue per marketing email sent. Cross-object reporting lets you join contacts, companies, deals, and activities in a single visualization.
Common Mistakes When Analyzing HubSpot Data
Even experienced marketers and analysts make these mistakes when working with HubSpot metrics. Avoiding them will lead to more accurate reporting and better optimization decisions.
1. Relying on open rate as a primary KPI
With Apple Mail Privacy Protection inflating opens, using open rate as your primary email metric leads to misleading conclusions. Switch to click rate or click-to-open rate (CTOR) for a more accurate picture of engagement. Use open rate only for relative comparisons (A/B tests) rather than absolute benchmarks.
2. Confusing lifecycle stage progression with linear funnels
Contacts can skip lifecycle stages (going directly from subscriber to SQL) or move backward. Don't assume every contact follows a linear subscriber → lead → MQL → SQL → opportunity → customer path. Build reports that account for stage skipping and regression.
3. Comparing campaigns without normalizing for time
A campaign running for 6 months will naturally have more influenced contacts than one running for 2 weeks. Always normalize campaign metrics by time period or use rate-based metrics (contacts per week, revenue per month) for fair comparisons.
4. Ignoring marketing contact limits
HubSpot charges based on marketing contacts — contacts eligible to receive marketing emails. Including non-marketing contacts in your engagement metrics can distort rates. Always filter reports by marketing contact status when analyzing email and campaign performance.
5. Averaging deal metrics across pipelines
Different pipelines often represent different deal types with different average sizes, close rates, and cycle lengths. Averaging win rate across a new business pipeline (30% win rate) and a renewal pipeline (85% win rate) produces a meaningless number. Always segment deal metrics by pipeline.
6. Overlooking association gaps
Attribution and cross-object reporting depend on proper associations between contacts, companies, and deals. If sales reps don't associate contacts with deals or companies, your attribution reports will have blind spots. Regularly audit association completeness — the percentage of deals with associated contacts and companies — to ensure reporting accuracy.
