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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot’s native reporting tools struggle with cross-object analysis and lack advanced calculation capabilities needed for meaningful product analytics integration. The platform cannot perform complex joins between CRM data and behavioral data stored in custom objects.
Here’s how to create comprehensive reporting that combines CRM and product analytics data with unlimited analytical flexibility.
Build unified reporting with advanced cross-object analysis
Coefficient provides superior reporting capabilities by enabling comprehensive data analysis that combines CRM and product analytics data in spreadsheets where advanced calculations and visualizations are possible.
How to make it work
Step 1. Import CRM data alongside product usage data from custom objects.
Pull data from multiple HubSpot objects including contacts, companies, deals, and custom objects containing product data. This creates a unified dataset that HubSpot’s native reporting cannot achieve.
Step 2. Calculate customer lifetime value incorporating both sales and usage metrics.
Create formulas that combine deal values with product engagement scores: =SUMIF(Deals!B:B,A2,Deals!C:C)*INDEX(Usage!D:D,MATCH(A2,Usage!A:A,0)). This provides CLV calculations that factor in both revenue and product adoption.
Step 3. Build cohort analysis combining acquisition data with product engagement.
Use spreadsheet functions to group customers by acquisition date and track product usage patterns over time. Create retention curves that show how sales-sourced vs. product-led customers behave differently in your product.
Step 4. Generate conversion funnels tracking prospects from first touch through product adoption.
Map the complete customer journey from initial HubSpot contact creation through deal closure to product onboarding and feature adoption. Identify where prospects drop off and which sales activities correlate with product success.
Step 5. Create executive dashboards with metrics spanning sales and product performance.
Build comprehensive dashboards that show revenue metrics alongside product engagement, feature adoption rates by customer segment, and predictive churn models based on both sales and usage data.
Unlock insights beyond HubSpot’s reporting constraints
This approach provides unlimited flexibility for complex analysis, pivot tables, and custom visualizations that HubSpot’s reporting simply cannot accommodate. Start building your unified reporting system today.
