CRM and sales · data source guide
HubSpot data in Power BI
Connector status
No connector of its own in Microsoft's list
HubSpot has no connector of its own in Microsoft's Power Query connector index. That doesn't block reporting; the data comes in through an export, HubSpot's own data-sharing options, a third-party connector or the API.
Checked against Microsoft Learn's Power Query connector list on 5 November 2026. Connectors change; check the list before you build.
How to get HubSpot data into Power BI
In order of preference for a report that refreshes on its own.
- 1
Start with exports for a prototype
Export deals and contacts from HubSpot views to CSV or Excel and load them with Get data → Text/CSV or Excel. It's enough to agree the KPIs and the page design before automating.
- 2
Automate through a warehouse or a sync
For scheduled refresh, land HubSpot data in a database or warehouse your team already uses (via HubSpot's own data-sharing features or an ETL tool) and connect Power BI to that database. Check HubSpot's documentation for what your plan includes.
- 3
Or a certified third-party connector
Microsoft's list includes certified third-party connectors that sit in front of many SaaS sources (for example CData Connect Cloud). Check the vendor's source list, pricing and data residency before relying on one.
- 4
API as a last resort
HubSpot's CRM API returns paged JSON. Power BI's Web connector can call a REST API, but paging, authentication tokens and scheduled refresh in the Service take care: dynamic URLs built from parameters may not refresh in the Service unless the base URL is static (use Web.Contents with RelativePath and Query).
Typical HubSpot KPIs
Table and column names in the DAX are illustrative: rename them to match your model.
New contacts by source
Contacts created in the period, split by original source.
New Contacts = CALCULATE ( COUNTROWS ( Contacts ), USERELATIONSHIP ( Contacts[CreateDate], 'Date'[Date] ) )Lifecycle conversion
Share of leads that became MQL, SQL, opportunity and customer.
Lead → Customer % = DIVIDE ( CALCULATE ( COUNTROWS ( Contacts ), Contacts[LifecycleStage] = "customer" ), COUNTROWS ( Contacts ) )Deal pipeline value
Open deal amount by pipeline and stage.
Open Deals = CALCULATE ( SUM ( Deals[Amount] ), Deals[IsClosed] = FALSE () )Marketing-sourced revenue
Closed-won amount from deals whose contact's original source is a marketing channel.
Mktg Sourced Won = CALCULATE ( [Closed Won], Contacts[OriginalSourceGroup] = "Marketing" )Email click rate
Clicks divided by delivered emails for marketing sends.
Click Rate = DIVIDE ( SUM ( Emails[Clicks] ), SUM ( Emails[Delivered] ) )Modelling notes for HubSpot
- Lifecycle stage is the current stage; conversion over time needs the date each stage was reached (HubSpot stores these as separate date properties).
- Deals and contacts are many-to-many; use an association table rather than a direct relationship.
- Property internal names differ from labels; map them once in Power Query so measure names stay readable.
Templates for HubSpot data
Free page layouts with a background, theme JSON and PBIP project. Swap the sample tables for your own queries.
Sales template
Regional Sales PerformancePower BI regional sales dashboard template: a large sales map, four KPIs, revenue by region bars and a top-accounts table on one page.
Sales template
Sales PipelinePower BI sales pipeline dashboard template with pipeline value, win rate and cycle-time KPIs, a stage funnel, pipeline creation trend and closing deals.
Marketing template
Marketing Campaign PerformancePower BI marketing dashboard template: spend, CTR, leads, CPL and ROAS KPIs, spend vs leads trend, lead funnel and channel efficiency charts.
Sales template
Sales Rep Quota AttainmentDark Power BI sales quota attainment template: a rep leaderboard, bookings vs quota by month, attainment distribution, win rate and deal size per rep.
Marketing template
Web Analytics & SEODark Power BI web analytics and SEO template: sessions by channel, engagement and conversions, top landing pages, query position vs CTR and visitor countries.
Marketing template
Social Media PerformancePower BI social media dashboard template: followers and growth by network, engagement rate by content type, best day and time to post, and top posts.
Power BI visuals for Sales · More by department: Marketing templates · Sales templates
Visuals for HubSpot KPIs
Chart types that suit these KPIs, with data shapes and example prompts.
Visual
Funnel ChartSales pipeline: leads → MQLs → SQLs → opportunities → closed won; Marketing funnel: impressions → clicks → landing page views → sign-ups
Visual
Sankey DiagramCustomer journey: acquisition channel → onboarding step → conversion or churn; Budget cascade: total revenue → segment → cost bucket → net margin
Visual
Bullet ChartExecutive KPI scorecards (5-10 KPIs in a grid); Sales attainment across reps or regions
Visual
Calendar HeatmapDaily sales or revenue intensity across the year; Website traffic patterns (day-of-week × week-of-year)
HubSpot and Power BI: questions
Is there an official HubSpot connector for Power BI?
Not in Microsoft's Power Query connector index (checked 5 November 2026). Use exports, a warehouse, a certified third-party connector or the API.
Can I refresh a HubSpot CSV export automatically?
Only if something replaces the file on a schedule. Put the file in SharePoint or OneDrive so the Service can refresh it without a gateway.
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Design the HubSpot report page first
Lay out KPI cards and visual slots in the free Design Studio, then export the background, theme JSON and a PBIP project to bind to your data.
The design studio for Power BI. Free, in your browser, no sign-up.