Investor-Ready SaaS Reporting in HubSpot

Track MRR, ARR, and Churn Without Enterprise

If you’re running a SaaS company, reporting is not optional.

It’s how you raise capital, forecast growth, and make decisions.

Investors expect clear answers to simple questions:

• What is net new MRR this month?
• How much growth came from expansions vs renewals?
• What is churn, by month and by cohort?

This is where most SaaS teams struggle.

HubSpot was not designed for recurring revenue out of the box.

Enterprise plans are expensive.

Third-party tools add cost and complexity.

The result is messy reporting and low confidence.

We’ve helped dozens of SaaS teams build investor-grade SaaS reporting in HubSpot Pro, without Enterprise, using a clean, repeatable structure.

Why Default HubSpot Reporting Breaks for SaaS

HubSpot assumes growth comes from new deals.

SaaS growth does not.

By default, teams end up creating:

• Separate deals for renewals
• Duplicate deals for expansions
• Artificial “churn” deals for downgrades

This causes predictable problems:

• Inflated pipelines
• Broken attribution
• No single revenue history per customer
• Reports that don’t match finance

In short, HubSpot’s default model doesn’t reflect how SaaS revenue actually behaves over time.

Define Your Revenue Taxonomy First

Before touching reports, you need clear definitions.

Every investor-ready model starts here.

You should explicitly define:

• New MRR – Revenue from new customers
• Expansion MRR – Upsells, seats, plan upgrades
• Contraction MRR – Downgrades or discounts
• Churned MRR – Revenue lost entirely
• ARR – Annualized recurring revenue

If these categories are not clearly separated, your dashboards will always be questionable.

This step is often skipped.

It’s the foundation of clean HubSpot revenue operations.

The Blueprint: Simple SaaS Reporting in HubSpot Pro

Instead of managing multiple artificial deals, we use a single-deal-per-customer model, paired with custom SaaS properties and clear rules.

The Core Principle

One deal represents one customer relationship.

Revenue changes are tracked as data, not fake pipeline.

When to Use the Same Deal vs a New Deal

Use the same deal when:

• Seats change
• Pricing changes
• Discounts apply
• Contract value adjusts

Track these changes using:

• Custom MRR fields
• Contract start and end dates
• A structured “Revenue History” property

Create a new deal only when:

• Ownership fundamentally changes
• A separate subscription is sold
• The product line is materially different

This keeps attribution clean and pipeline honest.

A proper HubSpot implementation is what enforces these rules consistently.

The Exact Properties You Need for Clean MRR and ARR Reporting

At minimum, each deal should include:

• Current MRR
• Previous MRR
• Net MRR change
• Contract start date
• Contract end date
• Renewal status
• Revenue type (New, Expansion, Contraction, Churn)

These properties allow HubSpot to act as the source of truth, even if advanced calculations happen elsewhere.

How We Calculate SaaS Metrics Reliably

HubSpot is excellent at collecting structured data.

It’s not great at cohort math.

So we separate responsibilities:

• HubSpot → system of record
• Google Sheets → calculation and analysis layer

Deals sync daily into Sheets, where we calculate:

• Net new MRR
• Expansion vs contraction
• Churn by period
• ARR growth
• Customer counts
• Average revenue per account

This produces CFO-level dashboards without paying for Enterprise or another SaaS analytics tool.

Check out the demo below to see what this looks like in action:

Metrics You Can Track Confidently

With this setup, you can answer investor questions instantly:

• Net New MRR by month
• Expansion and contraction trends
• Churned MRR
• ARR growth rate
• Logo growth
• Revenue per customer
• Cohort retention

All with clean math and auditable inputs.

Handling Edge Cases Without Breaking Reporting

This model holds up where most break.

Discounted or Phased Contracts

Store pricing phases in a structured field.

Do not create duplicate deals.

Multi-Product Customers

Use separate deals only when products are meaningfully independent.

Customer Success Handoffs

Create a Customer Success custom object after Closed Won to track onboarding, renewals, and expansions without polluting sales pipeline.

This is where thoughtful HubSpot consulting services make a real difference.

HubSpot Revenue Models Compared

Who This Works For

• Seed and Series A startups
• SaaS teams fundraising soon
• PLG or hybrid motions
• Sales-led SaaS with renewals

If you need investor-ready numbers without Enterprise pricing, this is the cleanest path.

Final Takeaway

HubSpot doesn’t natively solve SaaS reporting.

But with the right structure, it becomes reliable.

The key is:

• One deal per customer
• Clear revenue taxonomy
• Clean properties
• External calculation layer

That’s how SaaS teams get investor-grade MRR and ARR reporting on HubSpot Pro.

Bonus: Free SaaS Reporting Template

We’ve turned this framework into a plug-and-play Google Sheets SaaS Reporting Template. It connects directly with HubSpot deals and calculates:

• Net New MRR
• Expansion vs. Churn
• ARR Growth Rate
• Customer Volume Trends

👉 [Download the SaaS Reporting Starter Pack]