What this article covers
This guide explains how to build a HubSpot dashboard using Propensity data that has already been synced into HubSpot.
You will learn how to:
Create a new dashboard
Build reports using Propensity website, marketing, warmth, and activity data
Combine reports into an ABM-style performance view inside HubSpot
This article assumes that Propensity data is already syncing into HubSpot.
Requirements
Before building reports:
Propensity must be connected to HubSpot
Propensity data must already be syncing
Propensity properties (e.g., Warmth, Website Visits, Marketing Data) must be available in HubSpot
If data is not appearing, confirm that your integration and sync settings are configured correctly.
Creating a new dashboard
In HubSpot, go to Reporting & Data
Navigate to Dashboards
Click Create dashboard
Name the dashboard (for example, Propensity ABM Dashboard)
Configure visibility settings as needed
Click Create
Your new dashboard will start blank. You can now begin adding reports.
Recommended Dashboard Components
Below are examples of useful reports to include in an ABM-focused dashboard using Propensity data.
You can build each report directly from the dashboard or create and save them individually.
Website Visits Report
Purpose
Track website engagement from Propensity accounts.
Data source
Website visits (Propensity website data)
Suggested setup
Group by Visit Date to view daily activity
Or group by Page Visited to identify most visited pages
Use a horizontal bar chart or table view
Optional refinement
To focus on high-value engagement:
-
Filter Page Visited to include terms like:
pricing
demo
free trial
This highlights visits to high-intent pages.
Website Visits by Company
Purpose
Identify which accounts are visiting your website most frequently.
Data source
Custom Report Builder
Primary object: Companies
Secondary object: Propensity Website Data
Suggested setup
Display Company Name
Add Website Visit Count
Filter by time range (e.g., This Quarter or Last 90 Days)
Use table view for easier sorting
You can sort by visit count to rank the most engaged accounts.
Hot Contacts Report
Purpose
Surface highly engaged contacts for outreach.
Data source
Companies with Contacts
Suggested setup
Include fields such as:
First Name
Last Name
Email
Propensity Warmth
Warmth Reason
Warmth Change Date
Filters
Propensity Warmth is known
Propensity Warmth equals Hot
This report helps outbound teams identify contacts ready for engagement.
Marketing Engagement by Account
Purpose
Identify which accounts are interacting with ads.
Data source
Companies with Marketing Data
Suggested setup
Include:
Company Name
Channel
Engagement Type
Engagement Quantity
Filter example
Engagement Type equals Clicks
This shows which companies are actively clicking on ads.
Sales Activities by Account
Purpose
Track sales outreach activity toward Propensity accounts.
Data source
Companies with Activities
Suggested setup
Include:
Company Name
Activity Count
Activity Date
Filters
Propensity Account equals true
Activity Date equals This Quarter or Last 90 Days
This helps track sales engagement with ABM accounts.
Structuring the Dashboard as a Funnel
When combined, these reports create a simple ABM funnel view:
Website engagement
Hot contacts
Ad engagement
Sales activity
This allows marketing and sales teams to view engagement and outreach activity in one place.
Additional ways to refine your dashboard
You can further customize reports by:
Filtering by specific campaigns
Adding deal data for Propensity accounts
Filtering website visits by high-value pages
Grouping by Buying Circle (if available in your data)
Important considerations
Reports only reflect data that has been successfully synced from Propensity
Date filters significantly impact results. Ensure your timeframe is set correctly
Some report types may not display Propensity properties. If fields are missing, verify the selected report type and data sources