HubSpot Reporting flashcards
HubSpot Reporting · Build recall with a focused review session.
32 cards. Read the term and the definition here. The deck at the top of this page is optional.
- CRM object
- A HubSpot record type such as contact, company, deal, ticket, product, or line item; each object has its own properties and unique record IDs.
- Property internal name
- The machine-readable identifier for a HubSpot property, used in reports and integrations; changing the label does not change the internal name.
- Association label
- A named relationship between two HubSpot records, such as a deal's primary contact or a company's billing contact; labels can filter reports.
- Lifecycle stage
- A contact or company property marking journey progress; standard values range from subscriber and lead through MQL, SQL, opportunity, and customer.
- Dashboard filter
- A control that applies a shared date range or property value to compatible report cards on a HubSpot dashboard; incompatible cards ignore it.
- KPI report card
- A dashboard visualization showing one headline metric for a selected date range, such as closed-won revenue or new contacts, without a trend chart.
- Report card permissions
- Dashboard sharing does not override HubSpot object permissions; viewers see only records and reports their account permissions allow.
- Equal-period comparison
- A reporting rule comparing date ranges of identical length, such as 28 days versus the prior 28 days, to avoid partial-period bias.
- Session
- A HubSpot analytics visit that starts with a first page view and ends after 30 minutes of inactivity or at midnight in the account time zone.
- Bounce rate
- The percentage of sessions with only one page view; calculated as single-page sessions divided by total sessions for the same date range.
- UTM parameters
- Tags appended to a URL that identify campaign source, medium, name, term, and content; they populate HubSpot traffic-source reports.
- Original source
- A contact property recording the first known traffic source that created the contact; it differs from latest source and session source reports.
- Sales velocity
- A formula: (open opportunities × average deal value × win rate) ÷ sales cycle length; it estimates revenue generated per unit of time.
- Flywheel friction
- Forces that slow customers in the attract, engage, and delight stages, such as long stage dwell time or rising ticket volume.
- Stage conversion rate
- Records reaching a later stage divided by records entering the earlier stage, expressed as a percentage; used to find journey drop-off.
- Churn rate
- Customers lost during a period divided by customers at the start of that period; a retention metric for flywheel delight and service analysis.
- ROI formula
- Return on investment equals (revenue minus cost) divided by cost, multiplied by 100; a positive result means revenue exceeded cost.
- CAC
- Customer acquisition cost: total sales and marketing spend divided by the number of new customers acquired in the same period.
- ROAS
- Return on ad spend: revenue divided by advertising spend; a ROAS of 3 means three dollars of revenue per dollar spent.
- Last-touch attribution
- An attribution model giving full credit for a conversion or deal to the last marketing interaction before the conversion or close.
- Funnel report
- A Customer Journey Analytics report with ordered stages, such as lifecycle stages or custom events, showing conversion and drop-off between stages.
- Journey report
- A Customer Journey Analytics visualization of the paths contacts take across channels and interactions, including branching and drop-off points.
- Attribution report
- A Customer Journey Analytics report assigning credit for contacts or deals to marketing assets and interactions using a chosen attribution model.
- Journey cohort
- A group of contacts segmented by a shared property or start period, used to compare journey paths and conversion across comparable groups.
- Primary data source
- The main HubSpot object in a custom report; its records form the report grain and other associated objects are joined to it.
- Cross-object report
- A custom report combining a primary object with associated objects, such as deals joined to companies and contacts, to answer relationship questions.
- Report metric
- An aggregation in the custom report builder, such as count, sum, average, minimum, or maximum; sum and average need numeric properties.
- Report grain
- The level of detail represented by one row in a report, such as one deal or one contact; joins and filters can change the grain.
- Reporting cadence
- The scheduled frequency for reviewing a metric, such as daily operations, weekly pipeline, monthly ROI, and quarterly strategy reviews.
- KPI definition
- A documented metric with an owner, formula, data source, target, and review date; it prevents inconsistent reporting across dashboards.
- Closed-loop reporting
- Tracking a campaign from spend and contact creation through associated deals to closed-won revenue, connecting marketing activity to financial outcomes.
- Reporting audit
- A periodic review of dashboards for unused cards, duplicate properties, broken filters, and reports without a clear decision owner.