HubSpot Goals: Templates, Quotas and Reporting

Which HubSpot plans and seats include goals?

When we checked HubSpot's documentation in October 2026, goals were listed for Marketing Hub, Sales Hub and Service Hub Professional or Enterprise. The sales goals page also lists Sales Hub Starter, limited to the Revenue goal measure. Custom goals built from scratch need Sales Hub or Service Hub Enterprise, and every assignee needs a seat.

HubSpot's pages do not fully line up on Starter. The sales goals page lists Starter accounts, but its seat note says creating and being assigned sales goals needs a Professional or Enterprise seat. If you are on Starter, test with one goal before you promise reps a quota view. The permissions guide adds that users must have an assigned seat to be assigned goals.

Which HubSpot goal templates can you use?

HubSpot groups goal templates into sales, service and marketing categories, plus custom goals you build from scratch. Sales templates cover revenue, deals created, calls made and meetings booked. Service templates cover average ticket response time, average ticket resolution time and tickets closed. Which templates you see depends on your hub and tier.

• Meetings need an owner: a meeting must have a value in the Activity assigned to property to count toward a user's goal.
• Forecastable revenue: on the Revenue template, answer Yes to "Do you need to use this goal in the forecasting tool?" if the target must show in Sales > Forecast. Standard Revenue goals only appear in reporting and the Goals overview. HubSpot's pages call this Forecastable Revenue or Forecasted revenue; it is the same idea.
• Ad goals are gone: HubSpot's permissions page says ad goals were scheduled to be sunset on September 4, 2026.

How forecast periods, categories and submissions work is covered in our HubSpot forecast tool guide. This page focuses on goals themselves.

How do you create a goal in HubSpot?

Go to Reporting > Goals, click Create goal, then choose Create from template or Create from scratch. Pick a template and click Set goal. On the Setup page you name the goal, choose contributors and set the duration. Then you enter targets per period, choose milestone notifications and click Done.

• Contributors: choose individual users with no team rollup, team goals only, or teams with individual user targets. The last option is the one to use when managers need both a team number and each rep's attainment.
• One team per user: if a user belongs to several teams, their target applies to one team only, and to their primary team if they have one.
• Duration: Weekly, Monthly, Quarterly, Yearly or Custom with start and end dates. Tick Align with your fiscal year settings if your year does not start in January.
• Targets: set a value for each period, select several rows and use Apply targets to fill them at once, or import team or user targets from a CSV file.
• Pipelines: for goals not used in the forecast, choose a pipeline per user or team, or use Apply pipelines.
• Names must be unique across the account, so agree a naming pattern such as team, measure and year before people start building.

For a revenue goal that should appear in the forecast, the goal duration must match the forecast period. HubSpot's service goals page also says you can't create forecasts for any goal with multiple pipelines or a yearly milestone.

When should you build a custom goal instead?

Build a custom goal when no template measures what you need, such as a property on a custom object or an average instead of a count. When we checked in October 2026, custom goals needed Sales Hub or Service Hub Enterprise, allowed up to 1,000 per account, and only deal-based custom goals could be reported on.

• Definition: choose an object, add filters, pick a property and an aggregation type: Sum, Average, Min, Max or Count. Then pick the date property the goal is measured by.
• Tracking method: set whether a higher or a lower value is better. Use lower for measures like response time.
• Goal owner: progress counts for a user only when they own the record. The Goal owner property defaults to the object owner but can point to another user property, which helps when several people share credit on a deal.
• Fix contributors up front: you cannot add new users or teams to a custom goal after it is created.
• Reusable templates: on the Settings page, Create template saves the definition to My templates. It does not save contributors, duration, targets or settings.
• Currency: custom properties set to use record currency instead of company currency can't be used in a new custom goal.

A custom goal is only as reliable as the property under it. If the property is filled in inconsistently, fix the data first; our HubSpot data quality guide covers how.

Who can view and edit HubSpot goals?

A Super Admin controls goal access through the Goals permission, found on the Reporting tab of each user's permissions. It has separate View and Edit dropdowns. For revenue goals, the Goals permission started from each user's old Forecasting app permission, so check it before rollout rather than assuming everyone sees the same goals.

• Where to set it: Settings > Users & Teams, open the user, click the Reporting tab and expand the Goals row.
• What changed: other goals used to default to View: Everyone and Edit: Everyone with no way to change it. Access now follows the level you grant.
• Who can create service goals: HubSpot says all users in Service Hub Professional or Enterprise accounts can create them, and their Goals permission decides what they can view or edit.
• Managing goals needs a seat: HubSpot says users must have a seat to manage goals in the account.

One pattern to consider: managers get Edit for their team's goals, reps get View so they can see their own progress, and only RevOps edits account-wide revenue goals. Test it by logging in as a rep before the period starts.

How do you track HubSpot goals in reports and dashboards?

Click a goal in Reporting > Goals to see its Summary tab: total progress, actual versus user goals, a leaderboard, and user goals in progress, achieved and missed. Save any of these reports to add them to a dashboard. You can also build goal reports in the single object report builder or add goal targets to deal-based reports.

• Fastest route: hover over a goal, click Actions, then Report. Pick the contributor type and visualization, click Create goal report, then save it to your reports list and dashboards.
• Single object builder: choose Goals as the data source. Target amount is the goal and KPI value is the actual so far. The KPI unit type filter defaults to Currency, so change it for count or duration goals.
• Goals on deal reports: in a deal-based Bar, Column, Line or Area report, open View & filter and pick a goal in the Goal dropdown. The report needs one display property that matches the goal, a date property on the x-axis, and the same date property and frequency as the goal.
• Frequency rule: a weekly goal can show in a monthly report, but a monthly goal can't show in a weekly one.
• Locked chart: once a goal is on the chart, Customize is unavailable until you remove the goal.
• Reference line: on single-object deal reports with Line or Area charts, a revenue goal can be drawn as a reference line for visualization only. It doesn't work for team goals.

Filters trip people up. A Goal type filter already implies the unit type, so pairing Deals created with a Currency unit returns nothing. A Goal ID filter must match the Goal type filter. Goals with team and user targets add both together unless you add an Assignee type filter for Users or Teams. Our guides to the HubSpot custom report builder and HubSpot dashboards go deeper, and our sales dashboard examples show where attainment fits.

How do goal statuses and notifications work?

HubSpot labels each goal Pending, In progress, Achieved, Exceeded or Missed against 100% of the target for each milestone. During setup, and later on the Edit notifications tab, you tick which goal milestones send a notification to contributors. For average ticket response or resolution time goals, only the Goal kick-off notification is available.

• Edit what you can: name, targets, notifications and, for custom goals, the definition. Duration cannot be changed, so clone the goal to change it.
• Clone yearly: select goals in the table and click Clone to copy them for the next period, then update targets.
• Late changes don't count: changes made to a deal after a goal is due do not update its progress.
• Deactivated users: if an assigned user is deactivated or deleted, their goal progress and status stop updating.
• Future goals look empty: a goal for a future period can show "No user goals found" until you move the Date range filter to that period.

Need help connecting goals, forecasting and reporting into one view? That is part of our RevOps service.

HubSpot goals checklist