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 MRR Reporting Is So Frustrating
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 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 It’s slow, error-prone, and quickly outdated — especially for fast-moving B2B sales teams.
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.
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What Most Teams Are Missing
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.
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 future growth with confidence.
RevOps teams ditch spreadsheets and rely on live dashboards for accurate, up-to-date revenue metrics.
Sales Managers stay on top of upsell pipelines and track performance against MRR targets.
Board reporting becomes faster and cleaner — no last-minute exports or broken formulas.
See HubSpot Reporting Examples for Revenue Teams
FAQ
Can HubSpot report on MRR or ARR?
Not natively. It stores the data via Line Items, but building accurate recurring revenue reports is extremely limited without a tool like Dear Lucy.
What’s the difference between MRR, ARR, and one-off revenue?
MRR and ARR are recurring — you expect them to continue. One-off revenue includes one-time charges like setup or training fees.
Can I use Dear Lucy dashboards inside my HubSpot portal?
Yes! Dear Lucy dashboards are embedded directly inside HubSpot, so you don’t have to switch tools.
What’s the fastest way to get MRR reporting in HubSpot?
Start a free trial of Dear Lucy. You’ll get MRR dashboard within minutes — synced to your real CRM data.
Read more: Technical Documentation for HubSpot MRR Reporting with Line Items.
TL;DR
HubSpot stores MRR and ARR data — but native reporting doesn’t let you use it. Dear Lucy gives you a MRR dashboard that tracks recurring and one-time revenue inside your HubSpot portal. Revenue leaders get full visibility into recurring revenue performance and forecasts — no spreadsheets required.
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.
Ready to track MRR in HubSpot — without spreadsheets?
Try Dear Lucy for free or book a live demo with our team.