Investor-Ready SaaS Reporting in HubSpot: How to Track MRR, ARR, and Churn Without Enterprise

By default, HubSpot assumes every renewal, upgrade, or downgrade should be tracked as a new deal.

That creates messy problems:

• Bloated pipelines with duplicate “fake” deals
• No single source of truth for a customer’s revenue journey
• Reports that don’t reflect true MRR/ARR

In short, HubSpot’s native reporting doesn’t mirror how SaaS businesses actually grow.

Instead of juggling multiple deals for the same customer, we use a single-deal structure with custom SaaS properties, while introducing clear rules on when to add to the same deal vs. create a new deal.

Here’s how it works:

• Same Deal (Minor Changes) → Use a multi-line property like Revenue History to track changes in pricing, discounts, or seat counts. Example: $250/mo Jan–Mar → $500/mo Apr–Dec.
• New Deal (Major Changes) → Create a new deal when there’s a change in ownership, a new subscription tier upgrade, or a large expansion. This keeps your pipeline and attribution clean.
• Custom SaaS Properties – Track recurring revenue, discount %, contract dates, renewal status, etc.
• Google Sheets Sync – Deals sync daily to a Google Sheet that provides flexible, CFO-level SaaS reporting.

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Once structured, you can answer every SaaS reporting question that matters:

Net New MRR – How much new monthly recurring revenue was added
Expansion Revenue – How much came from upsells
Contraction Revenue – How much was lost to downgrades
Churned MRR – Monthly recurring revenue lost entirely
ARR (Annual Recurring Revenue) – Total annualized revenue
Customer Volume – New logos per period
Average MRR per Customer – Growth in deal size

You can slice this by month, quarter, year, or cohort. All in Google Sheets. For tracking growth more holistically, see how we map Renewals and Expansions in HubSpot to keep recurring revenue clean and investor-ready.

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1. No Pipeline Bloat – One deal per customer, clean and simple
2. Cost-Effective – Works on HubSpot Pro, no Enterprise upgrade required
3. Flexible Reporting – Google Sheets gives you unlimited ways to slice data
4. Scalable – Works whether you have 100 customers or 10,000
5. True SaaS Fit – Recurring revenue is tracked the way SaaS businesses actually operate

Most RevOps setups fall apart when contracts get complicated. Here’s how our model handles edge cases:

• Discounted Contracts: Store phased pricing (e.g., $250/mo Jan–Mar, $500/mo Apr–Dec) in a custom MRR Breakdown field. No need for duplicate deals.
• Multi-SKU Accounts: Track each product line as a separate deal, with MRR stored consistently across all.
• Customer Success Handoffs: Auto-create a Customer Success custom object after Closed Won to track onboarding, renewals, and expansions separately from sales.

This gives you the flexibility of Enterprise, without the complexity (or cost).

• Seed-stage: Need MRR/ARR dashboards for fundraising without adding another subscription tool
• PLG motion: Expansion revenue is just as important as new deals, and this captures both
• Sales-led motion: Track renewals, downgrades, and churn alongside new pipeline

This blueprint gives you investor-ready reports in days, not months, without paying $40k+ for HubSpot Enterprise. For more on connecting PLG signals with sales workflows, explore PLG in HubSpot: How to Turn Free Users into Paying Customers.

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

HubSpot wasn’t designed for SaaS recurring revenue reporting, but with the right structure, you can get clean, scalable MRR/ARR dashboards on HubSpot Pro.

We’ve implemented this system for dozens of SaaS startups, giving them the clarity they need for fundraising, forecasting, and day-to-day decision-making.

👉 Want to see how this setup could work for your SaaS?