Customize HubSpot's Analyze Tab to Match Your Metrics

Open the Analyze tab on a page or a campaign and you get HubSpot's idea of what matters, not yours. For a lot of teams that default dashboard is a tab they glance at once and stop trusting, because the numbers leadership actually asks about live in a different report, or a spreadsheet, or someone's head.

What HubSpot shipped

As of June 2026, HubSpot made the Analyze tab customizable and rolled it out to live portals. You can replace the default dashboard with one of your own, add or remove individual reports, edit a report's settings, and rearrange the layout. There is also a new Campaign Analyze tab that compares several campaigns across reporting categories at once, with filters for campaign and date range. HubSpot covers the setup in its guide to customizing the Analyze tab.

Why this matters

Reporting gets used when it answers the question the team is already asking. A default dashboard rarely does, because it was built for everyone and tuned for no one. So the real reporting happens elsewhere: someone exports the numbers, drops them into a spreadsheet, and rebuilds the same view by hand every month.

For a team that has to prove return on a long, expensive marketing motion to a skeptical buyer or an executive, that manual step is both a time sink and a place for errors to creep in. Putting the right reports on the Analyze tab itself closes the gap. The place you analyze and the place you report become the same place, and the view your team opens is the view your leadership wants to see.

The Campaign Analyze tab matters for the same reason. When you run several plays at once and need to know which one earned its budget, comparing them one tab at a time is how comparisons get fudged. Seeing them side by side, on the same date range, makes the weak performer obvious.

How to set it up

1. Decide what the tab should answer before you touch it. Pick the three numbers leadership asks about most. That list is your layout.
2. On the Analyze tab, open the dashboard dropdown at the top left (it defaults to HubSpot's standard dashboard) and use Add and manage dashboards to swap in one of your own. Build that dashboard with the reports that matter, drop the ones you never read, and order it so the headline metric sits at the top.
3. For campaign reporting, open the Campaign Analyze tab, add the campaigns you want to compare, and set a single date range across all of them. Verify the Campaign Analyze view in your portal before publishing; it sits behind Marketing Hub campaign access.
4. Save it as the view your team opens by default, so nobody has to rebuild it.

What to watch

Two things. First, customizing the Analyze tab is a per-tool change, so a dashboard you set on one Analyze tab will not automatically carry to another tool. Plan to set up each tab you actually care about rather than expecting one to cover everything. Second, the switch is reversible: HubSpot's default dashboard stays in the dropdown, so you can flip back anytime. The real watch-out is that setting a custom dashboard as the default changes what every teammate sees when they open that tab, so agree on the layout before you make it the default.

This is also a good moment to retire reports built on properties no one maintains anymore. A clean Analyze tab is only as honest as the data feeding it, and rebuilding the layout is the natural time to ask whether each number still means what you think it does.

Pick the one tab your team opens most, rebuild it around the three numbers leadership asks about, and leave the rest for later. If your reporting has drifted into a monthly export-and-rebuild ritual, this is a chance to end it, and reworking reporting so it runs itself is something I help teams with at Inbound Ignited.