Overview
While Walnut does not currently include pre-built reporting inside HubSpot, all Walnut engagement data is synced and available, giving you the flexibility to build reports that align with your workflows, funnel stages, and revenue goals.
In practice, this means you can recreate and expand on Salesforce-style reporting inside HubSpot using Walnut engagement data from both contact properties and activity records.
Instead of relying on rigid, pre-built reports, you can tailor your HubSpot reporting to match your lifecycle stages, team workflows, and ROI goals using the same Walnut engagement signals that power Insights.
In This Guide:
- Walnut Engagement Data Locations and Types: Learn where Walnut engagement data appears in HubSpot, how contact properties differ from activity records, and when to use each for reporting.
- Quick Start: Build Your First Walnut Report in HubSpot: Follow a simple step-by-step workflow to create your first Walnut engagement report using HubSpot’s custom report builder.
- Contact Property Data: Explore the snapshot engagement fields Walnut syncs to contact records and how to use them for segmentation, filtering, recency tracking, and operational follow-up.
- Activity Record Data: Understand session-level demo, playlist, and Deal Room activity data and how to use it for deeper engagement, company, and deal reporting.
- Suggested HubSpot Reports: Explore high-value report ideas for pipeline visibility, engagement depth, stakeholder reach, and ROI analysis.
Walnut Engagement Data Locations and Types
Walnut engagement data appears in HubSpot in two main formats, and each serves a different purpose.
- Contact Properties provide a snapshot view of the latest or aggregated engagement for an identified contact
- Activity Records provide session-level detail for individual demo, playlist, and deal room visits
Together, these give you both a fast, high-level read on engagement and the deeper behavioral context behind it.
Contact properties help you understand who engaged.
Activity records help you understand how they engaged.
Company and deal associations help you understand what that engagement impacted.
Where Walnut Data Appears in HubSpot
- Contact Record Properties: Snapshot engagement fields stored on the contact record
- Activities Timeline: Session-level Walnut activity records on the contact
Contact Properties vs. Activity Records
| Data Type | Where It Appears | What It Represents | Best For |
|---|---|---|---|
| Contact Properties | Contact record | Latest known or aggregated engagement state | Segmentation, filtering, list building, quick reporting |
| Activity Records | Activities timeline, plus associated company and deal records | Individual session-level engagement events | Behavior analysis, pipeline reporting, account and deal reporting |
Snapshot properties are ideal for segmentation, filtering, and list building. Activity records are ideal for session-by-session analysis, reporting, and understanding deeper engagement behavior.
Contact Property Data
Walnut syncs a set of contact-level properties into HubSpot that represent the latest known state of engagement for each identified viewer.
These fields are best understood as snapshot data. They update over time and reflect the latest or aggregated engagement across Walnut experiences, rather than a full history of every individual session.
Demo Snapshot Properties
Demo-related Walnut contact properties include:
- Walnut AVG Completion rate across all demos (%): Average completion rate across all identified demo sessions for the contact.
- Walnut AVG time spent across all demos (s): Average time spent across all identified demo sessions for the contact, measured in seconds.
- Walnut last demo name view: Name of the most recently viewed demo.
- Walnut latest demo completion rate (%): Completion rate for the most recent identified demo session.
- Walnut latest demo play: Date and time of the most recent demo session.
- Walnut list of all demos seen: List of demo names viewed by the contact.
- Walnut total demo views: Total number of identified demo sessions associated with the contact.
Playlist Snapshot Properties
Playlist-related Walnut contact properties include:
- A list of all Walnut playlists viewed by the contact: List of Walnut playlists the contact has viewed.
- The average time spent on all Walnut playlists by the contact (s): Average time spent across all identified playlist sessions for the contact, measured in seconds.
- The date and time when the latest Walnut playlist was viewed: Date and time of the most recent playlist session.
- The name of the latest Walnut playlist viewed: Name of the most recently viewed playlist.
- The total number of Walnut playlist sessions viewed by the contact: Total number of identified playlist sessions associated with the contact.
Activity Record Data
In addition to contact properties, Walnut syncs demo, playlist, and deal room engagement as activity records inside HubSpot.
These records capture individual sessions and are what give you the deeper behavioral detail behind the contact-level snapshot.
Demo Activity Data
| Field | Data Type | Description |
|---|---|---|
| Demo Details | ||
| Demo | Text | Name of the demo viewed |
| Demo ID | ID / Text | Unique identifier for the demo |
| Template Name | Text | Name of the source template |
| Template ID | ID / Text | Unique identifier for the source template |
| Session Details | ||
| Session Length | Number (seconds) | Total session duration |
| Session Started | Date / Time | Timestamp when the session began |
| Session Ended | Date / Time | Timestamp when the session ended |
| User Agent | Text | Browser and device information |
| Engagement Details | ||
| Completion Rate | Percentage | Overall completion percentage for the demo session |
| Guides Completion Rate | Percentage | Completion percentage for guided flows |
| Viewed Screens | List | Screens viewed during the session, often with time spent |
| Viewed Sections | List | Sections viewed during the session |
| Viewed Guides | List | Guides viewed or completed during the session |
| CTA Clicked | Number / Count | Number of CTA clicks during the session |
Playlist Activity Data
| Field | Data Type | Description |
|---|---|---|
| Playlist Details | ||
| Playlist | Text / URL | Name of the playlist, sometimes shown as a link |
| Playlist ID | ID / Text | Unique identifier for the playlist |
| Items Played | List | Items accessed during the playlist session |
| Session Details | ||
| Session Length | Number (seconds) | Total playlist session duration |
| Session Started | Date / Time | Timestamp when the playlist session began |
| Session Ended | Date / Time | Timestamp when the playlist session ended |
| User Agent | Text | Browser and device information |
| Visitor IP | IP Address / Text | IP address recorded for the session |
| Identified by | Text | How the viewer was identified, for example email gate |
| Item-Level Details | ||
| All Items | List | Full list of items in the playlist session |
| Item Type | Text | Type of playlist item, such as demo, image, or embed |
| Time Spent per Item | Number (seconds) | Time spent on each individual item |
Deal Room Activity Data
| Field | Data Type | Description |
|---|---|---|
| Deal Room Details | ||
| Deal Room | Text | Name of the Deal Room viewed |
| Deal Room ID | ID / Text | Unique identifier for the Deal Room |
| Items Played | List | Items accessed during the Deal Room session |
| Session Details | ||
| Session Length | Number (seconds) | Total Deal Room session duration |
| Session Started | Date / Time | Timestamp when the Deal Room session began |
| Session Ended | Date / Time | Timestamp when the Deal Room session ended |
| User Agent | Text | Browser and device information |
| Visitor IP | IP Address / Text | IP address recorded for the session |
| Identified by | Text | How the viewer was identified, for example email gate |
| Item-Level Details | ||
| All Items | List | Full list of items viewed in the Deal Room session |
| Item Type | Text | Type of content viewed, such as image, demo, or document |
| Time Spent per Item | Number (seconds) | Time spent on each individual item |
When to Use Each Data Type
- Use contact properties when you want quick segmentation, recency filters, operational reporting, or contact-level lists.
- Use activity records when you want full session detail, asset-level engagement analysis, or account and deal reporting.
Contact properties are best for fast snapshot reporting and segmentation. Activity records are best for understanding detailed behavior across demos, playlists, and deal rooms, especially when you want to connect engagement to companies, deals, and revenue outcomes.
Quick Start: Build Your First Walnut Report in HubSpot
The fastest way to get started is with a simple contact-based report using Walnut contact properties.
Step 1: Open the Report Builder
- Go to Reports → Reports in HubSpot
- Click Create report
- Select Custom report builder
Step 2: Select Contacts
Choose Contacts as the primary object for your first report.
Step 3: Add Walnut Fields
- Walnut total demo views
- Walnut last demo name view
- Walnut latest demo play
- Walnut latest demo completion rate (%)
- Walnut AVG time spent across all demos
Step 4: Add Filters
- Walnut total demo views > 0
- Walnut latest demo play is known
Step 5: Choose Columns
For a useful starter table, include:
- Contact name
- Walnut last demo name view
- Walnut latest demo play
- Walnut latest demo completion rate (%)
- Walnut total demo views
- Walnut AVG time spent across all demos
Step 6: Save the Report
Give the report a clear name such as:
- Contacts with Walnut Engagement
- Most Recently Engaged Walnut Contacts
- High-Intent Demo Viewers
Suggested HubSpot Reports
Once your HubSpot integration is connected and Walnut engagement data is flowing, you can recreate many of the same high-value reporting views that teams use in the Advanced Walnut App for Salesforce.
While HubSpot does not include pre-built Walnut reports today, the combination of contact properties, activity records, and company and deal associations gives you the flexibility to build highly actionable reports for engagement, pipeline visibility, and ROI analysis.
Together, these reports help teams understand where Walnut is being used, which assets are driving the strongest engagement, how engagement connects to deal progression, and where additional follow-up or enablement may be needed.
Suggested Reports at a Glance
| Report Name | What It Shows | Why It’s Valuable |
|---|---|---|
| Deals with Walnut Engagement | Open deals with vs. without Walnut engagement | Helps prioritize active opportunities where Walnut is already influencing the deal |
| Deals with Low Engagement | Open deals with low time spent, low completion, or limited sessions | Flags at-risk opportunities and surfaces where re-engagement may be needed |
| Most Viewed Demos, Playlists, and Deal Rooms | The assets receiving the highest volume of engagement | Reveals top-performing content and repeatable winners |
| Demo Impact on Won/Lost Rate | Closed won vs. closed lost deals with vs. without Walnut engagement | Helps quantify how engagement correlates with final deal outcomes |
| Stage Conversion Rate with Walnut Engagement | Stage-to-stage conversion for deals with Walnut engagement | Shows how engagement supports deal progression through the funnel |
| Stage Conversion Rate without Walnut Engagement | Stage-to-stage conversion for deals without Walnut engagement | Provides a baseline for comparison |
| Impact of Walnut on Stage Conversion | Comparison of stage conversion with vs. without Walnut engagement | Makes it easier to demonstrate the influence of demos and other Walnut assets on conversion |
| Impact of Walnut on Sales Cycle Length | Average days to close for deals with vs. without Walnut engagement | Shows whether engagement is associated with faster deal movement |
| Number of Engaged Contacts per Deal | How many unique contacts engaged with Walnut on each deal | Highlights multi-threading and stakeholder reach |
| Walnut Engagement for Closed Deals | Detailed engagement activity tied to closed deals | Shows which assets and stakeholders were involved before a deal was won or lost |
| Average Walnut Assets per Deal | Average number of demos, playlists, or deal room engagements per deal | Helps teams understand engagement frequency across opportunities |
| Total Time Spent in Walnut by Deal | Cumulative time spent engaging with Walnut assets by opportunity | Acts as a proxy for buyer interest and engagement depth |
Report Reference Guide
The suggested reports below mirror the types of insights available in the Walnut Salesforce reporting package, but are adapted for HubSpot’s custom report builder using Walnut contact properties, activity records, and associated CRM objects.
- Deals with Walnut Engagement
- Deals with Low Engagement
- Most Viewed Demos, Playlists, and Deal Rooms
- Demo Impact on Won/Lost Rate
- Stage Conversion Rate with Walnut Engagement
- Stage Conversion Rate without Walnut Engagement
- Impact of Walnut on Stage Conversion
- Impact of Walnut on Sales Cycle Length
- Number of Engaged Contacts per Deal
- Walnut Engagement for Closed Deals
- Average Walnut Assets per Deal
- Total Time Spent in Walnut by Deal
Deals with Walnut Engagement
This report shows which open deals have associated Walnut engagement and which do not.
It is a strong starting point for understanding where Walnut is already influencing active pipeline and where there may still be an opportunity to introduce a demo, playlist, or deal room.
Use this report to:
- Identify open deals that already have buyer engagement with Walnut
- Spot deals that may benefit from a stronger demo motion
- Prioritize opportunities where interactive content is already gaining traction
Deals with Low Engagement
This report highlights open opportunities with limited Walnut engagement, such as low session counts, short time spent, or weak completion signals.
Use this report to:
- Spot deals that may need re-engagement
- Flag opportunities where buyers have not meaningfully explored the content
- Guide follow-up strategy based on low engagement depth
Most Viewed Demos, Playlists, and Deal Rooms
This report shows which Walnut assets are generating the most engagement across contacts, companies, or deals.
Use this report to:
- Identify top-performing content
- Spot repeatable winners worth replicating across teams
- Prioritize updates for high-visibility assets
Demo Impact on Won/Lost Rate
This report compares closed won and closed lost deals with and without Walnut engagement.
Use this report to:
- Show how engagement correlates with deal outcomes
- Support ROI conversations with leadership
- Measure the business impact of Walnut in closed pipeline
Stage Conversion Rate with Walnut Engagement
This report tracks stage-to-stage conversion for deals where Walnut engagement occurred.
Use this report to:
- Measure how engagement supports pipeline movement
- Identify which stages benefit most from Walnut usage
- Support more strategic demo timing across the funnel
Stage Conversion Rate without Walnut Engagement
This report shows stage conversion for deals that moved through pipeline without any Walnut engagement.
Use this report to:
- Establish a baseline for comparison
- Benchmark funnel performance without interactive content
- Highlight where Walnut may improve outcomes
Impact of Walnut on Stage Conversion
This report combines both views and compares conversion performance side by side for deals with vs. without Walnut engagement.
Use this report to:
- Quantify the difference engagement makes at each stage
- Visualize pipeline acceleration tied to Walnut
- Create a simple executive-facing ROI view
Impact of Walnut on Sales Cycle Length
This report compares average time to close for deals with vs. without Walnut engagement.
Use this report to:
- Measure whether Walnut engagement is associated with faster closes
- Compare cycle length across won and lost deals
- Support conversations around sales efficiency and velocity
Number of Engaged Contacts per Deal
This report shows how many unique stakeholders engaged with Walnut on each deal.
Use this report to:
- Measure multi-threading depth
- Understand stakeholder reach across buying committees
- Identify whether stronger contact coverage correlates with better outcomes
Walnut Engagement for Closed Deals
This report provides detailed engagement activity for closed opportunities, including which assets were viewed, who engaged, and when that engagement occurred.
Use this report to:
- Analyze which content influenced won and lost deals
- Identify the stakeholders involved in successful opportunities
- Refine demo and content strategy using closed-deal insight
Average Walnut Assets per Deal
This report shows how frequently Walnut assets are being used across opportunities.
Use this report to:
- Understand average engagement volume per deal
- Compare usage patterns across open vs. closed pipeline
- Evaluate whether stronger outcomes are tied to more consistent asset use
Total Time Spent in Walnut by Deal
This report aggregates total engagement time across Walnut assets at the deal level.
Use this report to:
- Identify high-interest opportunities based on time invested
- Prioritize follow-up for deeply engaged accounts
- Use time spent as a proxy for buyer interest and engagement strength
Start with 3 core reports: one pipeline visibility report, one engagement-depth report, and one outcome or ROI report. Once those are working well, expand into conversion, sales cycle, and stakeholder engagement reporting.
Summary
Walnut’s HubSpot integration gives you a flexible foundation for tracking engagement, understanding buyer behavior, and connecting product experience to pipeline outcomes.
By combining contact properties for quick visibility and activity data for deeper analysis, you can build reports that surface what matters most—who is engaging, how they’re engaging, and how that engagement impacts your deals.
Explore HubSpot Integration & Reporting Guides
- HubSpot Integration Setup Guide – Connect Walnut to HubSpot and start syncing engagement data
- Walnut Engagement Data in HubSpot– Understand how demo activity appears across contacts and deals
Explore Insights, Analytics & ROI:
- Walnut Insights Overview – Explore built-in analytics for demos, playlists, and Deal Rooms
- Walnut Impact & ROI Playbook: Turning Demo Engagement into Measurable Business Outcomes– Connect engagement data to pipeline performance and revenue impact
- Walnut Full-Funnel Analysis Quick Start Guide – See how to use Walnut engagement signals across the funnel to better understand content performance, identify drop-off points, and improve conversion paths.
- Walnut ROI & Analytics Resource Pack – A curated collection of Walnut resources focused on analytics, reporting, ROI measurement, and proving the business impact of engagement.