Short answer
From Reports > Create > Create report, choose a builder. The custom report builder analyzes a primary data source with related objects and events, including activities, which single-object reports cannot. HubSpot's KB says it needs Create/own and Edit report permissions, and custom reports refresh about every two hours.
1. The builders
The create report chooser in my demo portal. I left without creating anything.
2. Which one
- One object, simple counts: single-object.
- Deals with associated contacts and activities: custom.
- Starting point: template library.
3. Related
Which reports HubSpot can build and adding reports to dashboards.