HubSpot Reporting Certification Exam Answers 2026

 Which of the following attribution models are best for lengthy sales cycles?

• First-touch attribution models
• Last-touch attribution models
• Linear attribution models
• Time-decay attribution models

If you want to know which marketing effort is attracting people to your brand, which attribution model should you use?

• Linear
• First-touch
• Last interaction
• Simple decay

How does the linear attribution model calculate credit?

• Equal credit is assigned to all interactions that occurred before the conversion.
• 22.5% of credit to the first interaction, the interaction that created the contact, the interaction that created the deal, and to the interaction that closed the deal. The final 10% is assigned to the remaining interactions evenly.
• More credit is given to interactions that happen closer in time to the conversion.
• All credit is assigned to the last interaction that led to a conversion like a closed won deal.

Select all that apply. What types of questions can marketing attribution answer? Select all that apply.

• What was the marketing team's contribution to generated revenue this year?
• What assets drove the most leads last quarter?
• Which type of customers have the highest propensity to return and buy from us again?
• Why did our search campaigns outperform our social campaigns last month?

What's the difference between service analytics and the report builder?

• Service analytics has out-of-the-box reports; the report builder requires you to build every report from scratch.
• The report builder has out-of-the-box reports; service analytics requires you to build every report from scratch.
• Service analytics has in-depth reports; the report builder has more generalized reports.
• Service analytics is generally for managers; report builder is for reps.

Select all that apply. Why would a user be bucketed under “Direct traffic” in HubSpot?

• The visitor who typed the URL directly into their browser.
• The visitor came from TikTok or Instagram, and HubSpot cannot currently parse traffic from these sites.
• A contact visited your site from another site that linked to yours.
• The visitor did not fill out a form on your website.

or

• The visitor who submitted the form has opted to not accept cookies from your site, or ignored the banner completely.​
• The visitor came from TikTok or Instagram, and HubSpot cannot currently parse traffic from these sites.
• ​​​A contact submitted a HubSpot form on a page without the ​​HubSpot tracking code​.
• ​The visitor did not fill out a form on your website.

When is a session or contact bucketed under “Other campaigns” in HubSpot?

• When a visitor or contact comes to your site from a paid social post that’s associated with one of your HubSpot campaigns
• When a visitor or contact comes to your site from any asset that’s associated with one of your HubSpot campaigns
• When a contact is imported to HubSpot
• When a visitor or contact comes in from a tracking URL you’ve created in HubSpot 

Why would you see “unknown” or “Unknown SSL” appear in your Organic search traffic in the sources report in HubSpot?

• The search engine is encrypting the user data. This is common on Google.
• The UTM parameters cannot be parsed by HubSpot analytics.
• A contact submitted a HubSpot form on a page without the HubSpot tracking code.
• You have not set up your Sources report with your HubSpot account manager yet.

What information do data dimensions help you access in an attribution report?

• A report type that enables you to see the paths customers take to complete conversions
• The set of rules that determines how credit for revenue and conversions is assigned to touchpoints in conversion paths
• The graphical representation of conversions in your HubSpot account
• The reportable metadata about a specific touchpoint in an attribution report

Select all that apply. Which of the following UTM parameters are typically only used for ads campaigns?

• Medium
• Term
• Content
• Source

Select all that apply. What insights can be found within the countries report?

• The percentage of traffic viewing your site from particular countries
• The percentage of traffic viewing your site from specific regions within particular countries
• The percentage of traffic viewing your site from certain cities in specific regions within particular countries
• The percentage of traffic viewing your site from exact streets in certain cities in specific regions within particular countries

The topic cluster report is most powerful when contextualized with the information found in which HubSpot tool?

• SEO Analytics
• Google Ads (if you’ve connected your ads account)
• Sales Analytics
• Datasets

Select all that apply. Which type of metrics can help you evaluate the health of your Engage stage?

• Sales pipeline velocity
• Referral rate
• Average deal size
• Sales cycle length

Insights about your gated content can be found in the analyze tab of which HubSpot tool?

• Ads
• Email
• Forms
• Social

Select all that apply. Which metrics can help you evaluate the success of your email marketing efforts?

• Open rate
• Sentiment
• CPC
• Bounces

Which Service Hub analytics reports can help you understand seasonal trends in your ticket volume?

• Support volume
• Ticket time in pipeline
• Chat wait time
• Ticket time in pipeline

Which Service Hub analytics reports can help you understand how well your channels are performing against their SLAs?

• Support volume
• Ticket time in pipeline
• Chat wait time

What does LTV measure?

• LTV is the predicted revenue that one customer will generate throughout their relationship with a company.
• LTV is a quick indicator of a customer's value relative to how much it costs to earn them.
• LTV is a marketing metric that measures the percentage of website visitors or users who complete a desired action, such as making a purchase.
• LTV is a metric that refers to the amount of money an advertiser pays for each click on their advertisement.

Fill in the blank: An attribution model is _____.

• the use of artificial and machine learning to buy ads in real-time, instead of going through human negotiations and pre-set prices
• an online advertising method in which marketers place ads on search engine results pages (SERPs)
• a code that gets generated and stored on a website visitor’s computer when they visit your site
• the rule, or set of rules, that determines how credit for sales and conversions is assigned to touch points along conversion paths

How often should you be checking your attribution reports?

• Once a week
• Once a month
• Once a quarter
• Never

If you want to emphasize the touchpoints that initially captured leads' attention and the touchpoints that directly led to conversions, which attribution model should you use in your report?

• J-shaped attribution
• Time-decay attribution
• U-shaped attribution
• Last-touch attribution

You're hoping to identify which lifecycle stages your top 50 company contacts are in. How many data sources would you need to include in the custom report builder?

• One
• Two
• Three
• Four

How often should you be checking your browsers report?

• Once a day
• Once a week
• Once a quarter
• Never

What insight can be found in the device types report?

• The percentage of your website traffic accessing your site through desktop, mobile, or tablet
• The exact users that prefer to browse your website using their desktop, mobile, or tablet
• How many visitors to your site are using a mixture of devices
• The breakdown of browser types by device types to contextualize user preferences

Select all that apply. Which type of metrics can help you evaluate the health of your Attract stage?

• Customer satisfaction score
• Conversion rate
• Cost per lead
• Website traffic

What is metadata?

• Metadata is a marketing term that refers to the process of optimizing your website's coding and structure to improve its search engine ranking.
• Metadata is a type of cloud storage where all your important files and documents are securely stored. It guarantees that your data is always accessible and protected from any kind of loss or damage.
• Metadata is a feature in HubSpot that helps you track the number of likes and comments on your social media posts. It gives you valuable insights into the performance of your content and helps you optimize your social media strategy.
• Metadata refers to information about data. It provides descriptive details about a particular piece of data, helping to organize, discover, and manage it effectively.

Customer journey analytics uses which type of data?

• First-party data
• Second-party data
• Third-party data
• Fourth-party data

• Which of these methods is NOT a way you can currently share your HubSpot dashboard?

• Share through email
• Share to a Slack channel (if you have the integration)
• Share using ChatSpot
• Share using a link

When should you mark steps as optional in your customer journey analytics reports?

• As soon as you build your customer journey analytics reports
• In a customer journey analytics report, only after you’ve implemented a conversion rate optimization strategy at your organization
• In a customer journey analytics report, only after you have a working hypothesis about your conversion path
• You should never mark steps as optional in customer journey analytics reports.

You’re building a report that identifies which companies closed the highest-earning deals this month. Based on the dimensions and measures you’d need to answer this question, which visualization type would be best suited for this report?

• Table
• Bar chart
• Pie chart
• Combination table

What is the advantage to changing your y-axis to the logarithmic scale?

• You can effectively visualize complex data sets with a wide range of values.
• You can easily interpret the graph, as the values on the y-axis are evenly spaced and increment at a constant rate.
• You can visually exaggerate or downplay certain trends or patterns within the data.
• You can increase engagement to your reporting strategy, because many people are more accustomed to linear scales.

Fill in the blanks: You want to build a custom report to determine which channels help you generate the most marketing qualified leads. If you were building a bar chart, ____ should go on your x-axis, and ___ should go on your y-axis.

• Count of Contacts; Original Source
• Original Source; Count of Contacts
• Create Date; Lifecycle Stage
• Create Date; Count of Contacts

You want to create a new contact property where your existing customers can specify their preferred flavor of birthday cake. Which of the following would NOT be a recommended field type to store this categorical data under?

• Single Checkbox
• Dropdown Select
• Multiple Checkbox
• Single-Line Text

Select all that apply. What steps can you take if your embedded content isn't appearing on your HubSpot dashboard?

• Make sure that the URL begins with http://, https://, or //.
• Make sure the content is text-based, since dashboards don’t support other formats (e.g. video, images).
• Make sure that the link you’re using is sharable and has the correct permissions enabled.
• Make sure that the content is in the Google workplace space (e.g Google Slides, Google Docs, etc.).

In your ads dashboard, what does the engagement metric measure?

• The number of times your ad was viewed during the selected timeframe
• The number of comments, likes, reactions, and shares your post received (depending on the ad network)
• The percentage of people who saw your ad and clicked on it
• The amount of money you spent on the ad

How do objects organize your HubSpot data?

• Objects organize your HubSpot data into a series of Google spreadsheets that you can access using APIs.
• Objects organize your HubSpot data into a series of databases that you need a developer to access (powered by SQL).
• Objects organize your HubSpot data into a series of data tables that can be associated with each other.
• Objects organize your HubSpot data into a series of printable PDFs you can use to manually track where your data is stored.

What is a property?

• A property is a relationship between two objects.
• A property is a field that stores information on HubSpot records.
• A property is a table of data you use to store essential business information.
• A property is a single entry that represents an individual or a company within the HubSpot CRM platform.

What is the disadvantage of storing your information in a single field type?

• In reports or filters, you may have records show up in more than one location.
• In reports or filters, you can only search for exact matches.
• Trick question! You cannot use single field type properties in reports or as a filter.
• In reports or filters, single field types can only be visualized using pie chart visualizations.

Which of the following data sources should be marked as primary to answer the following question: “How many contact views am I getting on my HubSpot landing pages?”

• Contacts
• Website Activities
• Landing Pages
• Website Pages

Which of the following data sources should be marked as primary to answer the following question: “What are my team's recent sales activities?”

• Contacts
• Deals
• Companies
• Activities

Select all that apply. What type of content can you embed on your HubSpot dashboard?

• Spreadsheets
• Slides
• Videos
• Images

True or false? Once a report is added to a HubSpot dashboard, it cannot be edited.

• True
• False

What is customer churn?

• The rate at which customers leave your company
• The rate at which customers choose not to leave your company
• The rate at which customers refer their friends to your company
• The rate at which your leads turn into customers

What is a sankey graph?

• A visualization that represents the flow of data or resources between different entities. It uses arrows of different widths to show the quantity or proportion of flow between nodes.
• A visualization that's divided into sectors, or "slices," to represent categorical data. Each slice corresponds to a specific category or group, and the size of each slice represents the proportion or percentage that category contributes to the whole.
• A visualization that uses line segments to display trends and changes over time. It is a powerful visualization tool used to analyze and understand the relationship between variables.
• A visualization that displays the magnitude and changes in values over time. It is similar to a line chart but adds an area below the line to fill the space between the line and the x-axis.

Which of the following is a feature seen in customer journey analytics but not the custom report builder?

• Filters
• Data dimensions
• Optional steps
• Various chart types

What is a dataset?

• A collection of data from across your HubSpot account that can then be used in custom reports
• A distinct organizational entity or segment within a company that operates independently with its own specific goals, workflows, and resources
• A report (usually in a table form) you build using your custom data to derive unique insights about your strategies, systems, or customers
• A way to visualize the objects, associations, and event data found within your HubSpot account

True or false? You can include meetings data in your customer journey analytics reports?

• True
• False

If you wanted to build a report with deals as your primary object and companies as your secondary object, what information would be included in your report?

• All deal records and all company records will be included after the join.
• All deal records and any associated company records will be included after the join.
• All company records and any associated deal records would be included after the join.
• All records except for deal and company records would be included after the join.

You’re building a report that can tell you which website pages your recent live chats are coming from. Based on the dimensions and measures you’d need to answer this question, which visualization type would be best suited for this report?

• Table
• Bar Chart
• Pie Chart
• Combination Table

True or false? In most cases, data dimensions should be placed on the y-axis.

• True
• False

You’re building a report to explore which HubSpot landing pages have the most views this month. Which default measure do you put on your y-axis?

• Count of landing pages
• Count of page views
• Count of contacts
• Count of website pages

What is a null value?

• A null value refers to a fictional product or service that a company includes in its inventory to maintain a sense of completeness, even though it has no actual use or existence.
• A null value is a placeholder used for voided or canceled transactions in a company's accounting records, typically resulting from errors, fraud detection, or other irregularities.
• A null value is a special character added to your competitive analysis reporting that represents the absence of competition in a specific market or industry, indicating a monopoly or lack of alternatives for consumers.
• A null value is a placeholder used when the value in a property is either unknown or missing.

You want to build a contact create attribution report that shows how your marketing assets are generating leads over time.Which data dimensions should you include in your report?

• Interaction date; asset title
• Interaction date; asset type
• Interaction source; asset type
• Interaction source; asset title

In a deal create attribution report, which data dimension would you need to answer the question: “What type of interactions happened before the deal was created?”

• Interaction position
• Interaction type
• Interaction source
• Interaction date

When should you set up custom analytics views in your sources or pages reports?

• You should set this up as soon as ‌you think you may need one. A custom analytics view will only start tracking data the day it's created and won't include historical data.
• You should set this up in the middle of your regional campaigns. HubSpot needs a start and end date to accurately capture and compile information into the view.
• You should set this up at the end of your campaign, because data is pulled from your sources and pages report. The view will populate any historical data you need.
• Due to the filters available in the sources and pages report after a recent update, the custom analytics views feature has been sunset. You no longer need to set them up to track the information you need.

True or false? You can create recurring dashboard emails to send reports to your team consistently.

• True
• False

How many dimensions can you add to your attribution reports?

• One
• Two
• Three
• Four

Fill in the blank: The Top Posts report shows a list of your top ____ performing posts.

• three
• five
• 10
• 15

What is a reporting statement?

• An explanation of what insights the report will show and the data needed to build it
• A characteristic or attribute that provides additional context or categorization to the data being analyzed
• An explanation or prediction that serves as a starting point for further investigation or experimentation
• A piece of descriptive information or data that provides context and additional details about a particular piece of data

What is the purpose of contact create attribution reports?

• To track and analyze the sources or channels that contribute to the creation of new revenue within HubSpot
• To track how much your CRM has grown over the last month, quarter, and year to measure marketing momentum
• To track how many contacts you’ve successfully reached out to across your channels in the past seven days
• To track and analyze the sources or channels that contribute to the creation of new contacts within HubSpot

True or false? When designing dashboards, you should design them using a visual hierarchy.

• True
• False
  

Fill in the blank: A time decay attribution model gives ____.

• a weighted percentage of credit to the most recent touchpoints
• equal credit to each touchpoint
• 50% credit to the first touchpoint and 50% credit to the last touchpoint
• 100% credit to the first touchpoint

What's the difference between single-source attribution and multi-touch attribution models?

• There is no difference between single source attribution and multi-touch attribution models.
• Single source attribution models assign each contributing channel a slice of credit for the final conversion, while multi-touch attribution models only give credit to the channel most responsible for the final conversion.
• Single source attribution models assign credit to one touch point along the buyer's while multi-touch attribution gives each contributing channel a slice of credit for the final conversion.
• Single source attribution reporting was invented first. Once technology advanced, multi-source attribution became the new method of reporting.

• True or false? Events are mutable.

• True
• False

You're hoping to identify which lifecycle stages your top 50 company contacts are in. When building your bar chart in HubSpot, which measure would you include on the y-axis?

• Count of Contacts
• Count of Companies
• Lifecycle Stage
• Original Source

When is a session or contact bucketed under “Paid search” in HubSpot?

• When a visitor comes from your paid search advertising campaigns‌ — ‌like from your Google Ads
• When a visitor comes from advertising campaigns made on social media websites or apps (like TikTok, LinkedIn, or Instagram)
• When a visitor comes from any agency partner you’ve hired or consulted with historically
• When a visitor has a paid subscription to a blog (like Medium) or news site and is then directed to your website from an article link

In the custom report builder, what happens if you apply an ALL filter to the fields in your filtering options?

• Data will appear in your report only if it adheres to all of the conditions set in the filters area.
• Data will appear in your report if it adheres to any of the conditions set in the filters area.
• Data will only appear in your report if you are a super admin in your HubSpot account.
• Data that meets the conditions set in your filters area will be excluded from your report.

Customer journey analytics reports closely align with which of the following strategies?

• SEO
• Content marketing
• Conversion rate optimization
• Conversational marketing

Fill in the blank: A relationship between one or more objects is called ____.

• a double object
• an association
• an organization
• a CRM

Which tool enables you to visualize your objects and their relationships in HubSpot?

• Custom Report Builder
• Datasets
• Traffic Analytics
• Data Model

What is a join?

• An algorithm that creates a connection between computers, allowing them to share and synchronize data seamlessly
• A method of connecting two separate platforms together through APIs, allowing for seamless data transfer between them
• An AI data strategy that enables tools like ChatGPT to scrape the web for third-party data and compile it within your HubSpot custom report builder
• An operation that combines rows from two or more tables based on a related column between them

Select all that apply. If you’ve set your dashboard permissions to “Private to owner”, who can view or edit your dashboard?

• All team members with access to your HubSpot account
• Your HubSpot account super admins
• You
• Any person that has access to the link to your dashboard

Why would you see “Unknown” appear in the location or region data in your countries report?

• The search engine is encrypting the user data. This is common on Google.
• The region or country's ISO data is unavailable.
• A contact submitted a HubSpot form on a page without the HubSpot tracking code.
• You haven't set up your sources report with your HubSpot account manager yet.
  
  
  

What is the benefit of using sample reports in the HubSpot custom report builder?

• While sample reports cannot be customized, they create a controlled and isolated environment where you can test and experiment with various data dimensions and measures.
• Once you select a sample report to build, HubSpot will preconfigure your dimensions and measures in the builder, which you can later customize.
• Upon creation, sample reports are automatically emailed to your HubSpot admin, so you don’t have to worry about tedious follow-up.
• Sample reports use artificial intelligence to not only preselect dimensions and measures, but based on the information in your account, create highly relevant custom filters.

True or false? You can embed Google Data Studio reports into your HubSpot dashboard.

• True
• False

Which HubSpot dashboard feature can you use to indicate the purpose of a dashboard?

• Activity log
• Dashboard description
• Share dropdown menu
• Permissions tab

How does HubSpot join your data in the custom report builder?

• Right joins
• Left joins
• Self joins
• Inner joins

You want to build a report that answers the question: “How many marketing qualified leads do I have and how am I getting them?” Which dimension should you put in your breakdown by area?

• Latest source
• Source of last booking in meetings tool
• Lead source
• Original source

What is a completed event referred to in HubSpot?

• A record
• A completion
• An incompletion
• A property

Select all that apply. Which of the following UTM parameters should you always add to your tracking URLs?

• Medium
• Term
• Source
• Content

What are UTM parameters?

• UTM parameters are bite-sized databases split data into to streamline storage, management, and reporting.
• UTM parameters are tags you can add to the end of the URLs of your marketing or promotional efforts.
• UTM parameters track an output of something that has already happened.
• UTM parameters are buttons you put on your site to encourage your audience to take a desired action.

Select all that apply. What role can attribution play in your reporting strategy? Select all that apply.

• Marketing attribution can help you identify your highest and lowest performing pieces of content.
• Marketing attribution can help you conduct market research to forecast what types of changes you should make to optimize your content.
• Marketing attribution can help you effectively assign different tasks and to-do lists to your team members to ensure your entire team continues to collectively solve for your customers.
• Marketing attribution can help you determine what channels and campaigns are effectively generating leads and customers for your organization.

Which of the following is NOT a source found in the sources report?

• Paid search
• Organic social
• Messaging app
• Other campaigns

Select all that apply. Which type of metrics can help you evaluate the health of your Delight stage?

• Repeat purchase rate
• Referral rate
• Win rate
• Organic search rankings

Which of the following is NOT a standard HubSpot object?

• Contacts
• Tickets
• Deals
• Shipments

In the custom report builder, what happens if you apply an ANY filter to the fields in your filtering options?

• Data will appear in your report only if it adheres to all of the conditions set in the filters area.
• Data will appear in your report if it adheres to any of the conditions set in the filters area.
• Data will only appear in your report if you are a super admin in your HubSpot account.
• Data that meets the conditions set in your filters area will be excluded from your report.

In a revenue attribution report, which data dimension would you need to answer the question: “Which channels influenced the most revenue?”

• Interaction position
• Interaction type
• Interaction source
• Interaction date

Fill in the blank: ____ are facts that haven't been processed enough to reveal their meaning.

• Data
• Information
• Attribution
• Analytics

If a contact has the original source of referrals in HubSpot, that means the contact first accessed your site from which of the following?

• A link on a different website
• Your pay-per-click ads
• Directly typing your URL into their browser
• A search engine like Google or Bing