Many revenue leaders turn to HubSpot CRM to track pipeline and drive growth. But when it’s time to report on monthly recurring revenue (MRR), annual recurring revenue (ARR), churn, expansion, and one-off fees — HubSpot MRR reporting quickly breaks down.
The data lives in Deal Line Items. But turning it into something useful for CROs, CEOs, and RevOps?
That’s where most teams hit a wall.
Recurring vs. one-time revenue isn’t easy to split
Line Item usage is inconsistent across reps and teams
Custom reports break or require painful workarounds
No clean MRR/ARR dashboard for leadership visibility
Most teams end up back with manual exports and spreadsheet patchwork
This post shows how to turn HubSpot into a reliable MRR reporting engine — with clean dashboards that split recurring vs. one-time revenue, track expansion and churn, and forecast future revenue. You’ll also see how top-performing teams use these views for board reporting, revenue reviews, and growth planning — without jumping between tools.
Why HubSpot Revenue Reporting Breaks Down
You might have the data — but that doesn’t mean you can use it.
HubSpot stores MRR and ARR values in Deal Line Items, where you can log product type, value, start date, and billing frequency. But native HubSpot revenue reporting doesn’t help you
Distinguish between recurring and one-time revenue
Track MRR trends across segments, deal types, or reps
Monitor upsell/expansion MRR vs. churn/contraction
Forecast recurring revenue with confidence
Most teams end up building workarounds in spreadsheets or exporting to BI tools. It’s slow, error-prone, and quickly outdated — especially for fast-moving B2B sales teams.
The same challenges exist in Salesforce — and we explain how to solve them in our Salesforce Revenue Report Guide.
Recurring vs. One-Off Revenue: Essential for Accurate Forecasting
For SaaS companies, marketing agencies, or any B2B business with subscription models, separating recurring and one-time fees is non-negotiable. You can’t rely on total deal value alone — especially when trying to forecast future revenue.
You need to track:
Recurring Revenue (MRR / ARR)
Monthly or annual subscription fees that repeat over time and form the base of predictable revenue.
One-Off Revenue
Implementation fees, training sessions, setup costs, or add-ons — important for cash flow, but not recurring.
HubSpot doesn’t provide an easy way to report on both in the same view — or to filter performance by revenue type. And without that clarity, it’s nearly impossible to forecast accurately or explain revenue changes to your board or leadership team.
That’s why revenue leaders turn to Dear Lucy — to see a clean breakdown, track recurring trends, and forecast with confidence.
Note: In HubSpot, recurring revenue and one-off revenue are tracked through Deal Line Items. To get clean reporting in Dear Lucy, you’ll want to make sure fields like Unit Price, Billing Start Date, Term, Billing Frequency, and Quantity are consistently filled in. These are the foundations of accurate HubSpot recurring revenue reporting. See step-by-step setup in our support guide.
What Most Teams Are Missing in HubSpot MRR Reporting
When we talk to RevOps teams, here’s what they tell us is still missing from native HubSpot MRR reporting:
View MRR and ARR by business unit, product line, or region
Compare new business, expansion, contraction, and churn in one view
Track recurring revenue trends over time — not just static totals
Forecast MRR growth vs. targets
Build ready-made dashboards for the board or C-suite
How Dear Lucy Fixes MRR Reporting in HubSpot
Dear Lucy connects directly to your HubSpot CRM, reads your Deal and Line Item data, and delivers:
Recurring revenue dashboards
Track MRR and ARR by deal type, rep, region, or business unit
Recurring vs. one-off splits
Instantly see what’s contractually recurring and what’s not
REVENUE Forecasts
Project recurring revenue growth and monitor progress against goals
Board-ready views
Dashboards that execs understand and RevOps teams trust
Live updates and target tracking
Dashboards auto-refresh every hour (or faster) and show how you’re pacing against revenue goals
All visualized directly inside your HubSpot dashboards. No spreadsheets. No workarounds. Just clarity.
Technical Notes for HubSpot Setup
While Dear Lucy handles most of the heavy lifting automatically, here’s what matters for technical users in HubSpot:
Integration: Dear Lucy connects via OAuth plug-and-play — no coding needed.
Data refresh: By default, data updates every hour (can be customized).
UI embedding and access:
For HubSpot users: Dear Lucy dashboards are embedded directly inside HubSpot, so reps, managers, and RevOps don’t have to switch platforms.
For management and boards: Dear Lucy can be accessed directly, without a HubSpot login. Dashboards can also be shared via secure public links or shown on office screens — making board packs and leadership reviews effortless.
Required fields: Net Price, Billing Start Date, Billing Frequency, Term (plus optional: SKU, Product, Currency, etc.).
Forecast inputs: Standard HubSpot fields (Amount, Deal Probability, Close Date) plus Dear Lucy’s predictive deal scoring if enabled.
For the full step-by-step instructions, see our support article on HubSpot line item reporting.
How Revenue Leaders Use HubSpot MRR Reporting with Dear Lucy
CROs and CEOs track recurring revenue in real time to monitor expansion, reduce churn, and plan growth with confidence.
RevOps teams ditch spreadsheets and rely on live dashboards for accurate, always up-to-date revenue metrics.
Sales Managers stay on top of upsell pipelines and track performance against MRR targets.
Board & leadership get faster, cleaner reporting with no last-minute exports or broken formulas.
Want to see how this fits into the bigger picture of sales performance? Check out our HubSpot Reporting Examples.
FAQ
Can HubSpot report on MRR or ARR?
Not natively. HubSpot stores the data via Deal Line Items, but accurate HubSpot MRR reporting and ARR tracking are extremely limited without a tool like Dear Lucy.
Which HubSpot fields do I need for MRR reporting?
At minimum: Unit Price, Billing Start Date, Billing Frequency, Term, Quantity. Optional fields like Deal Type, Line Item Status, and Churn Date improve reporting accuracy for expansions, downgrades, and churn tracking.
Does Dear Lucy support multiple currencies?
Yes. Dear Lucy automatically converts line item values into your company currency, while still letting you view reports in local currencies.
Can I forecast revenue in HubSpot?
HubSpot’s native forecasting is limited. Dear Lucy adds predictive models that use deal probability, pipeline stage, and even custom scoring. This makes HubSpot revenue forecasting accurate and board-ready.
Can board members access Dear Lucy without HubSpot?
Yes. While HubSpot users see dashboards embedded directly in their CRM, management and board members can log into Dear Lucy directly — or view dashboards via secure public links.
TL;DR
HubSpot stores MRR and ARR data in Deal Line Items, but native HubSpot MRR reporting doesn’t let you use it effectively.
Dear Lucy transforms that data into clean, embedded dashboards that track recurring vs. one-off revenue, handle churn/expansion, and deliver accurate HubSpot recurring revenue reporting and HubSpot revenue forecasting.
CROs/CEOs get clarity for revenue reviews and board reports
RevOps/SalesOps get a fast, technical setup without spreadsheets
Sales leaders get real-time tracking of recurring revenue targets
All with a setup as simple as connecting HubSpot via OAuth and ensuring a handful of fields are in place.
About Dear Lucy
Dear Lucy is a Sales Performance Management platform purpose-built for HubSpot users. It transforms your CRM data into actionable sales analytics — with dashboards for recurring revenue, forecasting, pipeline efficiency, and goal tracking.
Unlike clunky BI tools or manual spreadsheet workarounds, Dear Lucy delivers real-time insights directly inside your CRM. From MRR reporting to forecast accuracy, it helps CROs, RevOps, and sales leaders stay focused, make faster decisions, and drive predictable growth.