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JetStack AI Documentation

Reporting Data Points

The Reporting section evaluates how effectively the portal uses HubSpot’s reporting and analytics capabilities across 3 analysis blocks. Basic reporting features are available on all HubSpot plans, while custom dashboards, custom reports, and advanced analytics require Professional or above.

Dashboard Health

Section titled “Dashboard Health”

The Dashboard Health block assesses the organization, usage, and effectiveness of HubSpot dashboards — the primary interface through which teams consume data.

Data points captured:

  • Custom dashboard count — Number of dashboards created beyond HubSpot’s default dashboards. Custom dashboards indicate that the team has configured reporting for their specific needs.
  • Dashboard per user ratio — Average number of dashboards per active user. Too few suggests underutilization; too many suggests fragmentation where no single dashboard provides a complete picture.
  • Dashboard adoption — How frequently dashboards are viewed by team members. Dashboards that are created but never viewed represent wasted configuration effort and may contain stale data.
  • Report density — Average number of reports per dashboard. Dashboards with too few reports (1-2) may not justify their existence; dashboards with too many (20+) become difficult to consume.
  • Dashboard refresh status — Whether dashboards display current data based on report refresh intervals. Stale dashboards that show outdated data undermine trust in reporting.
  • Dashboard sharing — Whether dashboards are shared with appropriate teams and users, or if they are private to individual users. Key dashboards should be accessible to all relevant stakeholders.
  • Default dashboard configuration — Whether a default dashboard is set for the organization and whether it contains the most critical KPIs for the business.
  • Dashboard organization — Whether dashboards follow a naming convention and are organized by team, function, or reporting period. Unorganized dashboards are harder to find and maintain.

What good looks like: At least 3-5 custom dashboards covering sales, marketing, and service KPIs; dashboards viewed at least weekly by their intended audience; 5-12 reports per dashboard; all dashboards shared with appropriate teams; and consistent naming conventions.

Report Quality

Section titled “Report Quality”

The Report Quality block evaluates the custom reports configured in the portal, their construction quality, and their usage patterns.

Data points captured:

  • Custom report count — Total custom reports created. Compared against the portal’s complexity and team size to assess whether reporting is adequate or excessive.
  • Report type distribution — Breakdown of reports by type: single-object, cross-object, funnel, attribution, and custom report builder reports. A mix of report types indicates mature reporting practices.
  • Report usage — How often each report is viewed, either directly or as part of a dashboard. Reports that have not been viewed in 90+ days may be obsolete.
  • Report accuracy indicators — Whether reports use appropriate date ranges, filters, and property references. Reports with overly broad filters or no date constraints may produce misleading data.
  • Data source coverage — Which CRM objects and properties are covered by reports. Gaps in coverage mean certain business questions cannot be answered through the reporting system.
  • Report freshness — When reports were last modified. Reports not updated in over 12 months may use outdated properties, filter criteria, or visualization choices.
  • Calculated property usage — Whether reports leverage calculated properties for derived metrics (e.g., average deal size, conversion rates). Calculated properties reduce manual data manipulation.
  • Report permissions — Whether reports are appropriately restricted or shared. Revenue reports and pipeline data may need restricted access depending on the organization’s policies.

What good looks like: Reports cover all major business functions (sales pipeline, marketing performance, service operations), the majority of reports have been viewed within the past 30 days, a mix of report types is in use, and outdated reports are regularly archived.

Analytics Configuration

Section titled “Analytics Configuration”

The Analytics Configuration block assesses the technical setup of tracking, measurement, and analytics tools integrated with HubSpot.

Data points captured:

  • Google Analytics integration — Whether Google Analytics (GA4) is connected to HubSpot and actively receiving data. GA integration provides web analytics data that complements HubSpot’s built-in tracking.
  • HubSpot tracking code — Whether the HubSpot tracking code is properly installed on all connected domains. Missing or improperly installed tracking code results in incomplete traffic data.
  • UTM parameter usage — Whether marketing campaigns use UTM parameters consistently for source attribution. UTM tracking enables accurate channel performance measurement.
  • Custom event tracking — Whether custom behavioral events are configured to track specific user actions beyond pageviews (e.g., button clicks, video views, product demos). Requires Marketing Hub Enterprise or a custom integration.
  • Traffic analytics accuracy — Assessment of traffic data quality: are there unexplained spikes, missing data periods, or miscategorized sources that suggest tracking issues?
  • Cross-domain tracking — Whether tracking is properly configured for organizations that operate across multiple domains. Without cross-domain tracking, the same visitor is counted as different contacts on different domains.
  • Ad tracking integration — Whether ad platform integrations (Google Ads, Facebook Ads, LinkedIn Ads) are connected for closed-loop reporting from ad spend to revenue.
  • Revenue attribution setup — Whether multi-touch revenue attribution is configured to connect marketing activities to closed revenue. Requires Marketing Hub Enterprise.
  • Consent and privacy compliance — Whether analytics tracking respects cookie consent settings and privacy regulations. Non-compliant tracking creates legal risk and can result in inaccurate data if consent tools block tracking.

What good looks like: HubSpot tracking code installed on all domains, Google Analytics connected with consistent data flow, UTM parameters used on all external campaign links, ad platform integrations active for all paid channels, and tracking configuration respecting cookie consent requirements.

How Reporting Data Points Feed Into the Overall Audit

Section titled “How Reporting Data Points Feed Into the Overall Audit”

The Reporting section data points serve a dual purpose in the audit:

  1. Standalone assessment — They evaluate whether the portal’s reporting infrastructure is adequate for data-driven decision making.
  2. Cross-section validation — Reporting data points help validate findings from other sections. For example, if the Sales Hub section shows strong deal pipeline data but the Reporting section reveals no sales dashboards, it suggests the data exists but is not being consumed effectively.

The AI insights engine uses this cross-referencing to generate recommendations that span sections. A common recommendation pattern is: “Your deal pipeline data shows strong velocity, but no dashboard tracks this metric. Create a sales pipeline dashboard to make this data visible to your team.”

Next Steps

Section titled “Next Steps”