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      Track recurring revenue in HubSpot

      If you manage recurring services and products in HubSpot, you can analyze and track the projected value of a deal amount over time with the revenue analytics report.

      The revenue analytics tool allows users to track how much revenue they are generating or losing in a specific time range, to better understand the impact of renewals, upgrades, downgrades, and churns on revenue.

      Set up recurring revenue tracking

      Create recurring revenue properties

      Before you can begin tracking your recurring revenue, the recurring revenue properties need to be created in your HubSpot account. To create these deal properties:

      • In your HubSpot account, navigate to Reports > Analytics Tools.
      • Click Revenue Analytics.
      • Click Add properties and start tracking. If this option is unavailable, the properties are already created.
      • In the dialog box, click Create properties.

      Please note: once these properties are auto-generated in your account, they cannot be removed.

      These properties will be created and their values used for the chart and table in the revenue analytics tool:

      • Recurring revenue amount: the total amount of recurring revenue associated with a deal. This is a monthly value.
      • Recurring revenue deal type: the deal type. The available values for this property are New business, Renewal, Upgrade, and Downgrade.
      • Recurring revenue inactive date: the date when this specific amount of recurring revenue for the deal is no longer collected.
      • Recurring revenue inactive reason: the reason why this specific recurring revenue amount is no longer collected. The available values are Churned, Renewal, Upgrade, and Downgrade.

      Add values to recurring revenue properties

      Once these properties are created, add values to these properties in your deals. The revenue analytics tool will then report the data.

      Please note: the revenue analytics tool calculates new revenue, existing revenue, or lost revenue over time using the values entered in each recurring revenue property. It is not calculated using the value of the products or quotes associated with a deal. These properties need to be updated manually in order to see any data in the revenue analytics report.

      To enter values in the recurring revenue properties:

      • In your HubSpot account, navigate to Sales > Deals.
      • Click the name of a deal.
      • In the About section, click View all properties.
      • In the search bar, enter recurring revenue to locate the four recurring revenue properties.
      • Hover over each property and click the pencil icon edit to edit the properties as needed based on the recurring revenue event. For example:
        • If the deal is a new business:
          • In the Recurring revenue deal type property, select New business.
          • In the Recurring revenue amount property, enter the total amount.
          • Click Save.
        • If the deal leads to a churn:
          • In the Recurring revenue inactive date property, select the date.
          • In the Recurring revenue inactive reason property, select Churned.
          • Click Save.
        • If there is a renewal:
          • In the existing deal's Recurring revenue inactive property, select the date.
          • In the existing deal's Recurring revenue inactive reason property, select Renewal.
          • Click Save.
          • Then, re-create the deal and set the new deal's Recurring revenue deal type to Renewal. This ensures the renewed deal’s revenue will be reported as Existing recurring revenue and the existing deal’s revenue still be reported accurately.
        • If there is a upgrade/downgrade:
          • In the existing deal's Recurring revenue inactive property, select the date of upgrade or downgrade.
          • In the existing deal's Recurring revenue inactive reason property, select either Upgrade or Downgrade.
          • Click Save.
          • Then, re-create the deal and select Upgrade or Downgrade as the Recurring revenue deal type. Enter the updated total amount in the Recurring revenue amount field.

      Please note: only deals in the Closed won deal stage are included in your revenue analytics report. A deal's Close date is the start date for revenue reporting.

      Analyze your revenue with the revenue analytics tool

      • In your HubSpot account, navigate to Reports > Analytics Tools.
      • Click Revenue Analytics.
      • Use the Date range and Frequency dropdown menus to filter the data to a specific time range. You can forecast your revenue by selecting a date range beyond the current date.
      • In the upper left, click Any pipeline to filter the data to a specific deal pipeline.
      • To filter your data by each recurring revenue event, click the metric at the top of the report. You can analyze the following metrics, which are based on the values set in the recurring revenue properties for a deal:
        • New recurring revenue: deals that are new business or upgrades count toward new recurring revenue. 
        • Existing recurring revenue: deals that have been renewed count toward existing recurring revenue. 
        • Lost recurring revenue: deals that have churned or downgraded count toward lost recurring revenue.  

      revenue-analytics-events

      • Hover over each month in the chart visualization to see the total new, existing, and lost recurring revenue for that particular month.new-lost-existing-revenue-bar-graph
      • View the table beneath the chart to see a breakdown of the total new, existing, and lost recurring revenue for each month.
      • Click the value to see the deals associated to the revenue in the right panel.