If you're running in-person or virtual events as part of your marketing and revenue strategy, reporting on event success is essential — but it’s often messy and time-consuming.
That's where event•hapily comes in.
By integrating deeply into your HubSpot portal, hapily makes it easy to track attendance, monitor engagement, and analyze return on investment (ROI) without leaving HubSpot.
In this blog, we’ll break down how to leverage event•hapily's custom objects, rollup fields, and single-object reports to turn your HubSpot CRM into a powerful event reporting engine.
Start with the Right Data Structure
Before building reports, you need the right foundation. When you install event•hapily, three custom objects are automatically added to your HubSpot portal:
- Events – Represent the overarching event.
- Sessions – Represent smaller segments or parts of an event.
- Registrants – Represent individuals who signed up for an event.
This data model is key to accurate and granular reporting. Each object can be associated with others in meaningful ways:
- A single Event can have multiple Sessions.
- A Registrant is tied to a single Event but can attend multiple Sessions.
- Each Registrant is also associated with a Contact in HubSpot.
Thanks to this architecture, reporting is not only more flexible—it’s actually meaningful.
Registration Reporting: The Basics
Want to know how many people registered for your last webinar or conference?
Use calculated fields on the Event object to create a "Total Registrations" property. This field counts all Registrants associated with the event using HubSpot’s association labels.
You can then surface this data on the event record itself or roll it up into dashboards to monitor registration trends across events.
Example:
Create a calculated field on the Event object that counts all associated Registrants with the label "Registered Event." Display this property directly on the Event record or use it in a single-object report.
Dive Deeper: Visual Reports on the Event Record
HubSpot lets you embed single-object reports directly on individual records. This means you can visualize event performance right from within an Event object’s page.
For example, you can display:
- A pie chart of registrants by UTM Campaign
- A breakdown of Contact Lifecycle Stages for registrants
- A bar chart of Registrations by Date
- NPS feedback or satisfaction ratings using custom properties
How to do it:
- Create a single-object report (e.g., count of registrants by T-shirt size).
- Add the report as a card to the Event record view.
- Enable the “Filter report by associations” toggle to ensure it only pulls data related to that specific event.
This approach provides real-time, contextual data to your team without needing to leave the record.
ROI Tracking with Custom Objects and Rollups
Want to know the ROI of your last event? event•hapily makes it easy with:
- Custom Expense Objects: Track venue costs, speaker fees, swag, and more.
- Deal Associations: Attribute closed deals to specific events.
- Rollup Fields: Calculate total event costs, total deal revenue, and even cost-per-lead or ROI.
💡 Pro Tip:Use workflows to automatically associate Deals to Events based on whether the contact attended the event. Then, roll up deal revenue into a single "Event Revenue" property.
Registrants by Week: Time-Based Reporting
A common KPI for event marketers is registration velocity — how many people signed up week over week.
Using the Create Date property on the Registrant object, you can build a line or bar chart that shows:
- Weekly registration trends
- Spikes driven by campaigns or promotions
- Lagging sign-ups close to the event date
This kind of time-based reporting is only possible because event•hapily creates and manages its own Registrant objects. Without that structure, you’d be stuck trying to infer this from contact records alone—not ideal.
Dashboards: Your Event Command Center
Once you’ve created the right custom properties and rollup fields, it’s time to bring everything together with dashboards. Here are a few go-to dashboards you can build:
Event Stats Dashboard
Includes:
- Event name, start and end dates
- Total registrations
- Cost and revenue data
- ROI
Registrants Over Time
Displays:
- Number of Registrants created each week
- Trend analysis to support marketing optimization
Pipeline by Event
Pie chart showing:
- Sum of attributed deal revenue
- Broken down by event
This dashboard helps sales and marketing teams align on which events are generating the most pipeline.
The Power of Associations
A key strength of event•hapily’s event infrastructure is the ability to filter any report by association.
When you build a report using the Registrant object and associate it with an Event, you can dynamically pull only the data relevant to that specific event — whether that’s registrations, contact data, or revenue.
This creates a layer of flexibility you won’t get from native HubSpot tools alone.
Customize Everything, Scale with Ease
The beauty of HubSpot (and hapily) is that everything is customizable. You can:
- Add new properties to events, sessions, or registrants
- Use workflows to automate deal attribution or internal notifications
- Create calculated properties for advanced metrics like:
- Cost per attendee
- Attendance rate
- Average deal size per event
This means you can scale your event program without sacrificing visibility or insight.
Reporting on events doesn't have to be painful or disconnected from the rest of your CRM. With event•hapily, every event, session, registrant, and deal is fully represented as its own object in HubSpot.
That means better data, better reporting, and better decisions.
Whether you're tracking registrations, measuring ROI, or simply trying to understand how your events are driving revenue, event•hapily gives you the infrastructure to do it right — without spreadsheets or guesswork.
Request a demo to take the first step towards smarter, more connected event management!