Build a HubSpot reporting structure

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.

Why This Matters

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.

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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.

Quick Framework

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.

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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

Why This Structure Matters

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.

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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.

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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

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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

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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.

Reporting Takeaway

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.

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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.

Goal

Create a simple report showing contacts with Walnut engagement.

Step 1: Open the Report Builder

1. Go to Reports → Reports in HubSpot
2. Click Create report
3. 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
• Email
• 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

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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.

Why These Reports Matter

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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

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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

Recommended approach

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.

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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.