Overview: Metric Builder for HubSpot Marketing (Emails)


How to access Custom Metrics and Metric Builder for HubSpot Marketing (Emails)

Navigate to  Metrics > Custom Metrics to access the Metric Builder for HubSpot Marketing. Click the green + New Custom Metric button and select your connected HubSpot Marketing Account from the Data Source drop-down list. Select the Email button. 

Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.

How to use the Metric Builder for HubSpot Marketing (Emails)

A) Data Source: This is the Data Source that the Custom Metric is syncing data from.
B) Metric: Select a Metric from your connected HubSpot Marketing Data Source, such as "Sent," "Clicked or "Unsubscribed." 
C) Dimension (Optional): The Dimensions parameter re-categorizes the returned Metric value based on common criteria. For this Metric Builder,  Title is a Dimension option. If no Dimension is selected, the Custom Metric will store 1 aggregated Metric value for each Date Range. If Title is selected as the Dimension, the Custom Metric will return a list of Metric Values split up by Email Title. 

Pro Tip Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Sent Emails by Email Title," "Opened Emails by Email Title," or "Clicked Emails by Email Title."   

D) Select Emails: From the Select Emails section, you can select specific Emails from your HubSpot Account that you want to collect data for. These Emails will be the only ones that are included in the Custom Metric. 
E) Invert Metric (Optional): This checkbox should be selected if a lower Metric value indicates positive growth / performance (i.e., Unsubscribers, Cost per Conversion, etc.) Inverting the Custom Metric in Databox will make it so an increase in the Metric value will show a red percentage change color on a Databolock, while a decrease in the Metric value will show a green percentage change color on a Datablock. 
F) Email Filters: From the Email Filters section, you can enter text that the Email Name in the HubSpot Account must "contain" or "not contain." For example, if all internal Emails in your HubSpot Account have "Internal" in the Email Name, you can set a Filter to exclude all Emails that contain "Internal" in the Email Name for your company's dashboard. 
 G) Preview data: After clicking Preview data, a Data Preview of the Custom Metric will be displayed. If there is no data returned for the current day, no data will be displayed in the Data Preview.
H) Custom Metric Name: Enter a name for your Custom Metric. This Custom Metric Name will be available in the Designer after saving.
I) Save: Save your Custom Metric.

How to create a Custom Email Metric [Example]

In this example, we'll create a Custom Metric to return a single value representing the number of Emails Sent that contain "Blog" in the Email Name. 


  1. Navigate to Metrics > Custom Metrics
  2. Click the green + New Custom Metric button
  3. Select the appropriate HubSpot Marketing Data Source and the  Emails button
  4. We will select  Sent from the  Metric dropdown list, since we want to track the total amount of Emails Sent
  5. Rather than selecting individual Emails in the Select Emails section, we will be setting a Filter in the Email Filters section
  6. Select Email Name as the Property, Contains as the Operator. We'll type blog into the Value textbox so all Emails that contain "blog" in the Email Name will be included in this Custom Metric. 
  7. In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric  "Blog" Emails Sent
  8. Click Preview data to generate a Data Preview of the Custom Metric
  9. Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric

How to add a Custom Blog Metric to a Databoard


  1. Open the selected Databoard in the Databox Designer, or create a new Databoard.
  2. Drag and drop a blank Datablock onto the Databoard from the Visualization Library.
  3. Select the appropriate HubSpot Marketing Data Source from the righthand Datablock Settings panel. This must be the same HubSpot Marketing Account that was selected when creating the Custom Metric. 
  4. Select the  Custom tab at the top of the  Metric drop-down list. 
  5. Select the Custom Metric name to populate the Datablock.

Additional Information

  • Due to an API limitation, Custom Metrics built using this Metric Builder will only show the All Time (current total) data. This means that when a Custom Metric is created, no data will be returned for Date Ranges that don't include "Today." Data will continue to accumulate for this Custom Metric over time. 

    Date Ranges such as "Week to Date" and "This Month" include "Today." Date Ranges such as "Last 7 Days" and "Last 90 Days" do not. Learn more about the parameters for each Date Range here
  • If there is no data returned for the current day, no data will be displayed in the Preview data.
  • Data is only available for Emails that have gone live.