---
title: Unveiling the power of customer journey reporting in HubSpot
description: Discover how to create a custom Customer Journey Report in HubSpot to track ad campaign performance and optimize conversions effectively.
image: https://www.engaging.io/hubfs/Customer%20Journey%20Reporting.png
---

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 HubSpot sales, marketing & service consulting

# Unveiling the power of customer journey reporting in HubSpot

A practical look at building a custom journey report in HubSpot, so you can track every ad campaign from first click through to cart and see exactly where buyers drop off.

By Melissa Erickson on Sep 16, 2025

Narrate this article

Unveiling the power of customer journey reporting in HubSpot

4:08

![](https://www.engaging.io/hubfs/Customer%20Journey%20Reporting.png)

In the fast-paced world of digital marketing, businesses constantly seek innovative ways to optimize their advertising efforts and boost conversion rates. One such crucial tool in the marketer's arsenal is Customer Journey Reporting. It offers valuable insights into how your ad campaigns are performing at every stage of the customer funnel, from the initial interaction to the ultimate purchase or cart abandonment. No one does Customer Journey Reporting better than HubSpot. 

### The quest for a comprehensive report

Imagine you're managing a diverse range of ad campaigns, each aimed at different stages of the sales funnel. You want to gain a holistic view of your campaigns, tracking their performance from top-funnel interactions to mid-funnel engagements, all the way to bottom-funnel conversions or cart activities.

To accomplish this, you need a versatile reporting solution that allows you to associate each stage with a specific campaign, providing clarity on which ads are driving results and where potential drop-offs occur.

##### The problem and its cost

 When campaign data lives in separate reports, drop-off stays invisible until it is too late to fix. A team might see a mid-funnel campaign converting well, without realising most of those conversions never make it past cart. Without one view spanning ad interaction through to cart activity, marketing teams end up guessing which campaigns are worth the spend and which ones are quietly leaking buyers at each stage.

 

### Crafting the custom journey report

To tackle this challenge, your marketing team embarked on a journey of its own: building a custom Customer Journey Report tailored to your business's unique needs.

- This report focuses on Ad Interactions, with each stage associated with a specific campaign, tagged with a campaign ID.
- Importantly, it recognizes that not all customers follow the same path through the funnel.
- Therefore, middle and bottom stages are optional, reflecting the varying ways users interact with your campaigns. 
- To complete the picture, cart activity data is included at the end of the journey, allowing you to gauge the final result and make adjustments as necessary.

### The report builder in action

Building this custom report required a flexible and user-friendly Report Builder tool. The tool allowed your team to drag and drop elements, map stages to campaigns, and configure the report's structure. It was the canvas upon which your marketing vision was brought to life. The result was a visual representation of your customer journey, showcasing how users move through your sales funnel and interact with different campaigns.

![Screenshot-2023-12-05-at-1.59.26 PM-500x231](https://www.engaging.io/hs-fs/hubfs/Imported%20sitepage%20images/Screenshot-2023-12-05-at-1.59.26%E2%80%AFPM-500x231.png?width=500&height=231&name=Screenshot-2023-12-05-at-1.59.26%E2%80%AFPM-500x231.png)

### The final report: A marketer's dream

After meticulous planning and execution, your team had in its hands a comprehensive Customer Journey Report that offered a bird's-eye view of your ad campaigns and their impact. It was a powerful visual representation of your marketing efforts, displaying how different campaigns and stages worked together harmoniously, or where the drop-offs were occurring. Additionally, the report allowed you to analyze the results, shedding light on which campaigns led to abandoned carts and which ones contributed to completed purchases.

![Screenshot-2023-12-05-at-2.03.15 PM-500x178](https://www.engaging.io/hs-fs/hubfs/Imported%20sitepage%20images/Screenshot-2023-12-05-at-2.03.15%E2%80%AFPM-500x178.png?width=500&height=178&name=Screenshot-2023-12-05-at-2.03.15%E2%80%AFPM-500x178.png)

### The game-changing outcome

With this custom Customer Journey Report at your disposal, your marketing team was equipped to make data-driven decisions that significantly impacted your ad campaigns. You could now answer critical questions such as:

- What campaigns are driving the most traffic and conversions?
- How are the campaigns working together?
- Where are users dropping off in the funnel?
- Are certain campaigns causing more abandoned carts than completed purchases?

##### Why this matters for your ad spend

 A journey report only earns its place if it shows which campaigns move buyers forward and which ones lose them, not just how each campaign performed in isolation.

 

These insights empowered you to refine your ad strategies, restructure your campaigns, and allocate resources where they mattered most. The report became an indispensable tool for tracking the performance of your marketing efforts and making real-time adjustments to improve ROI.

In conclusion, Customer Journey Reporting has the power to transform your marketing efforts. The ability to create custom reports tailored to your specific business needs, such as the one we discussed, offers an invaluable advantage. It's not just a report; it's a roadmap to success, helping you navigate the complex terrain of digital advertising with precision and confidence. With the right insights in your hands, you can unlock the full potential of your ad campaigns and steer your business towards greater heights.

## Ready to give it a go?

STEP 1

### Map your funnel stages

 Decide which top, middle and bottom-funnel touchpoints you actually want to track.

STEP 2

### Tag each stage with a campaign ID:

 This is what lets the report attribute movement back to a specific campaign.

STEP 3

### Mark middle and bottom stages optional

 Buyers do not all follow the same path, so the report should not assume they do.

STEP 4

### Add cart activity at the end conventions

 This closes the loop, showing which campaigns lead to completed purchases versus abandoned carts.

 

## Frequently asked questions

 What is a customer journey report in HubSpot?

It is a custom report that tracks how buyers move through your ad campaigns, from first interaction through to cart activity, so you can see where drop-off happens.

 Do I need custom development to build one?

No. HubSpot's Report Builder lets you map stages and campaigns without writing code, though the setup benefits from clean, consistently tagged campaign data.

 Can a journey report track buyers who skip stages?

Yes. Middle and bottom-funnel stages can be marked optional, since not every buyer follows the same path through your funnel.

READY TO GET STARTED?

##### If your campaign data is scattered across separate reports and you want one clear view of the buyer's path, our team can help you build it in HubSpot. 

 Talk to our team

 

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