# HubSpot Marketing Report: Leads by Source and Lifecycle

- URL: https://betteranalyst.com/data-connectors/hubspot/marketing-report
- Published: 2026-11-10
- Updated: 2026-11-10
- Author: David Bressler, Founder (https://betteranalyst.com/authors/david-bressler)

> **Summary:** A HubSpot marketing report built from CRM data shows where new contacts came from, how far they moved through lifecycle stages, and which sources became deals. Connect a portal to Better Analyst and ask in plain English. The connector reads CRM objects, so email sends and ad platform metrics aren't included.

Data source: [HubSpot](https://betteranalyst.com/data-connectors/hubspot)

Build a HubSpot marketing report from CRM data: new contacts by original source, lifecycle stage movement and deals influenced, with sample output.

## Who this report is for

Marketing managers and agency leads who are asked each month which sources produce real pipeline, not just form fills, and who want one answer that sales and marketing both accept.

## What the report includes

*Metrics and dimensions in this report*

| Metric | Source field | Why it matters |
| --- | --- | --- |
| Original source | hs_analytics_source | HubSpot's record of how a contact first found you, such as organic search or paid social. |
| Source detail | hs_analytics_source_data_1 | The next level down, such as the specific site or campaign behind the source. |
| Lifecycle stage | lifecyclestage | Where the contact stands now, from subscriber or lead through to customer. |
| Create date | createdate | Puts new contacts into the right week or month. |
| Became an MQL | hs_lifecyclestage_marketingqualifiedlead_date | The date the contact reached that stage, so you can measure speed and conversion by cohort. |
| Became a customer | hs_lifecyclestage_customer_date | Closes the loop from a marketing source to an actual customer. |
| Associated deals | associated_deals_ids | Links contacts to deals, so sources can be judged on pipeline as well as volume. |
| Deal amount | amount | Adds the money, once deals are joined to the contacts behind them. |

## How to build it in Better Analyst from HubSpot

1. In Better Analyst, open Connectors, then HubSpot, and select Continue with HubSpot.
2. Approve read-only access for the portal. You need a HubSpot user who can install apps.
3. Keep contacts and deals selected in the object list, name the connector and save it.
4. Open a chat with the connector and ask for new contacts by original source for one month.
5. Ask to add lifecycle stage conversion and associated deal value, then check the columns against a few contact records you know.

## Questions to ask

- “How many new contacts came from each original source last month, compared with the month before?”
- “What share of last quarter's new contacts from each source reached MQL, and what share became customers?”
- “Which source produced the most closed-won deal value this year?”
- “Build a weekly lead-flow dashboard by lifecycle stage.”
- “How many days does it take contacts to go from created to customer, by source?”

## Sample output

Sample data for illustration, not real account data.

*Sample data: new contacts by source for one quarter (illustrative, not a real portal)*

| Original source | New contacts | Reached MQL | MQL rate | Customers | Closed-won value |
| --- | --- | --- | --- | --- | --- |
| Organic search | 1,840 | 312 | 17% | 41 | $98,400 |
| Paid search | 960 | 221 | 23% | 29 | $71,200 |
| Referrals | 240 | 96 | 40% | 22 | $83,500 |
| Paid social | 1,310 | 118 | 9% | 7 | $12,900 |
| Direct traffic | 620 | 74 | 12% | 11 | $26,300 |

## Charts to use

- **New contacts by source over time** (Stacked column chart): How the lead mix shifts from month to month, and which source drives a change.
- **Lifecycle funnel by source** (Grouped bar chart): Which sources keep converting past the first stage rather than only adding names.
- **Closed-won value by source** (Horizontal bar chart): The sources that end up producing revenue, sorted from highest to lowest.

## Keep it up to date

Saved HubSpot requests replay on dashboard refreshes, alerts and scheduled Data Flows, so the report stays current without rebuilding it. A scheduled task can send a written summary to the team each month.

## Further reading

- [HubSpot connector](https://betteranalyst.com/data-connectors/hubspot)
- [HubSpot connector setup docs](https://betteranalyst.com/docs/connectors/hubspot)
- [Conversion rate formula](https://betteranalyst.com/metrics/conversion-rate)
- [Customer acquisition cost formula](https://betteranalyst.com/metrics/customer-acquisition-cost)
- [Web dashboards](https://betteranalyst.com/product/dashboards)

[Try Better Analyst free](https://betteranalyst.com/signup)

## Frequently asked questions

### Does this include HubSpot marketing emails and ad campaigns?

No. The connector reads CRM objects: contacts, companies, deals, tickets and owners, plus line items and custom objects where your tier includes them. It doesn't read email send statistics or ad reports. Source properties on contacts still show which channels contacts came from.

### How do I use custom lifecycle stages?

Name them in your question. The report uses the lifecycle stage values on your contacts. If you added a custom stage or property recently, use Refresh schema on the connector first.

### Why do my numbers differ from a HubSpot report?

Check the date property first: a contact's create date gives different totals from the date it entered a stage. Filters, saved views and attribution reports can use different rules as well, so state the exact definition you want.

### Will this use up my HubSpot API limits?

Calls count toward your portal's limits, and Better Analyst paces its requests to stay under them. Filtering by date range reduces how much it needs to read.

## Related reports

- [HubSpot Sales Report: Closed Deals, Win Rate and Rep Results](https://betteranalyst.com/data-connectors/hubspot/sales-report)
- [HubSpot Pipeline Report: Open Deals by Stage and Owner](https://betteranalyst.com/data-connectors/hubspot/pipeline-report)
- [GA4 UTM Campaign Report: Source, Medium and Campaign Results](https://betteranalyst.com/data-connectors/google-analytics/utm-campaign-report)