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Build custom reports with charts and metrics
1
Start from a template or a blank canvas
Navigate to the Reports page and click New report in the top-right corner. The builder opens on a template gallery: pick a starter that is close to what you want (for example a pipeline funnel or a revenue-by-owner bar chart) to pre-fill the data source, chart type, metrics, and dimensions, then adjust from there. Choose Blank report instead if you would rather build from scratch.
2
Select a data source
Choose the primary data source for your report. Available sources are Deals, Companies, Contacts, Activities, Tasks, Tickets, Invoices, Payments, Quotes, Campaigns, Bookings, and Projects. The data source determines which fields, measures, and groupings are available. You can only select one primary data source per report.
3
Choose a chart type
Select the visualization that best represents your data. Available chart types are bar, stacked bar, line, area, funnel, ranked rows, KPI card, and table. You can change the chart type at any time and the report will re-render with the same data.
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Configure measures and groupings
Add the measures to calculate (e.g., count, sum, or average of a numeric field) and choose what to group by (e.g., stage, owner, source, month). Measures define what you are measuring, and the grouping defines how the data is broken down.
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Add filters and filter groups
Optionally add filters to narrow the data included in the report. Filters are organized into groups: conditions inside a group can be joined with AND (every condition must match) or OR (any condition matches), and you can add more than one group to express questions like “won this quarter AND (owned by me OR owned by my team).” For owner and assignee filters you can add a me chip so a shared report always resolves to whoever is viewing it, rather than hard-coding one person — it works whether you are matching a single owner (is / is not) or a list of owners (is any of / is none of), and switching to an operator where it does not apply clears it automatically. With a list operator you can paste a comma-separated list to add several values as separate chips at once. Filters are saved with the report and applied each time it loads.
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Preview and adjust
The report preview updates in real time as you configure options. Review the visualization to make sure it displays the insights you need. Adjust the chart type, metrics, dimensions, or filters until the report looks right.
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Save and name the report
Click Save and give your report a descriptive name. The report appears in the Custom category of the reports gallery and is accessible to all users in your organization. Saving a custom report from the builder requires a Business or Ultra plan; on Pro you can ask the assistant to build and save a report instead. See Plan Availability below.
- Line Chart — Best for showing trends over time. Use line charts to track revenue growth, activity volume, or deal progression across weeks, months, or quarters.
- Bar Chart — Best for comparing values across categories. Use bar charts to compare performance by team member, revenue by source, or deals by stage.
- Stacked Bar — A bar chart that stacks a second grouping inside each bar, so you can compare totals across categories and see the make-up of each bar at once — for example revenue by month split by owner.
- Area Chart — Similar to line charts but with the area below the line filled in. Useful for showing cumulative totals or stacked comparisons over time.
- Ranked rows — Best for showing proportions of a whole (replaces pie and donut). Ranks each category with a proportion meter — use it for deal distribution by source, status breakdown, or revenue share by product.
- Funnel Chart — Designed for pipeline and conversion analysis. Shows how records flow through sequential stages, with the width representing the count or value at each stage.
- KPI Card — Displays a single key metric as a large number. Use KPI cards for at-a-glance metrics like total revenue, deals won, or average deal size.
- Table — Displays data in a tabular format with sortable columns. Use tables when you need to see detailed row-level data or when the data does not lend itself to a visual chart.
Choosing the right chart
Use line and area charts for time-series data, bar charts for comparisons (stacked bars when each bar also has a breakdown), ranked rows for composition, funnels for conversion flow, KPI cards for single metrics, and tables for detailed data. If you are unsure, start with a bar chart and adjust from there.
Measures
Measures define the numeric values being displayed. Each measure has an aggregation:
- Count — Number of records matching the criteria.
- Sum — Total of a numeric field (e.g., deal value, invoice amount).
- Average — Mean value of a numeric field across matching records.
- Min / Max — Lowest or highest value of a numeric field.
You can measure the same field two different ways — for example the sum and the average of deal value — and each appears as its own column or series. What you cannot do is add the exact same field with the same aggregation twice; a duplicate is rejected with a clear message. A report can carry up to five measures.
Group by
Grouping defines how the data is broken down. Common groupings include:
- Owner — Group by the assigned user.
- Stage — Group by pipeline stage.
- Source — Group by lead source or acquisition channel.
- Time Period — Group a date by day, week, month, quarter, or year.
- Status — Group by record status.
- Tag — Group by applied tags.
A report that groups and summarizes can group by up to three fields. A report that simply lists individual records instead — a table with no measures — can show up to eight columns, so you can build a detailed record listing without being held to the tighter grouping limit.
To edit a custom report, open it from the reports gallery and click the Edit button in the top-right corner. The report builder opens with all existing settings pre-loaded. Make your changes and click Save to update the report. All users in your organization will see the updated report the next time they open it.
Built-in reports cannot be edited
The pre-built reports in the gallery are read-only. If you want a modified version of a built-in report, create a new custom report with similar settings and adjust it to your needs.
How money is totaled
Invoices, Payments, and Quotes store each amount with a locked exchange rate, so their totals convert to your organization's base currency correctly even across currencies. Deal amounts in a currency other than your base are left out of a money total and shown as an excluded-count note rather than converted. Sources with no currency of their own are taken at face value in your base currency. A note on the report tells you which basis applies.
- Business and Ultra — Build and save custom reports in the visual builder described above.
- Pro — The visual builder's Save is not available, but you can ask the assistant to build and save a report for you. An assistant-built report is a normal saved report and counts toward your saved-report limit.
- Free — Read and run the full library of built-in reports; custom report authoring is not included.
Building a report on Pro
Custom report authoring in the visual builder starts on Business. On Pro you can still create saved reports by asking the assistant — describe the report in plain language and it assembles and saves the same validated configuration the builder produces. See AI Reports for that lane. Every plan keeps full read-and-run access to the built-in gallery.