Formula Fields update in Custom Report Builder (AI Assist and more)

What is it?

Formula fields can be created directly in the custom report builder, letting you transform your data with row-level calculations. You can now build new reporting fields on the fly—faster, easier, and more intuitive than before

You can see the demo of all the latest updates to Formula fields here: Loom demo

Why does it matter?

Turning raw data into insights often required work outside HubSpot. Formulas remove that friction, so you can calculate values like conversion rates, adjusted revenue, or discounts—without exporting to spreadsheets.

This updated beta makes formula building smoother, clearer, and more powerful. Now, you can:

Build with AI assistance to generate formulas quickly
Use Common Formulas (popular formula templates) to start faster
Explore the full function library for more advanced calculations

How does it work?

Start: Click the new Create Formula button in the middle “Configure” panel.

Build & Preview: A full-page modal opens with tooling to help you create your formula fields including:

Name the Formula at the top of the Formula builder modal
Main builder where you can start typing out your formula or using "Insert field" and "Insert functions" to see the available properties and functions options to use to build the formula needed
- NEW: Any column being used in the report will have a green "In report" badge when you click on the "Insert field" dropdown
Common Formulas option is available which is similar to Snippets in datasets that lists some of the popular formulas to help kickstart your formula creation journey -> NEW
The Functions Library button is also available which allows you to explore all the functions that you can create -> NEW
The "Create formula with AI" assistant is also available which allows you to type the formula you want in natural language and it will translate it to the syntax in the builder automatically -> NEW
The Formula Assistant guide is also available on the right hand side to help you build a function. Once you've selected a function, it will populate to give an example function and details on how to build it.
As you enter into the builder and have created your formula, you will see the preview table below where you can see the formula field as the left most column to see a preview of the data values that will be populated for the formula column. You can intuitively validate your formula here before proceeding.

Insert Fields dropdown with In report badge

Common Formulas

Functions Library

Create Formula with AI

Formula Assistant Guide

Formula Example with Preview

Save & use The new formula column appears in your report alongside other fields. You can filter, drill into, and format it just like any other property. Note: Filtering the formula field does not support dropdown values yet so you will have to type out the values to use the filter on Formula fields.

Click on Create Formula
This will drop it in the Config panel and show the formulas icon next to the formulas field
- Note: I can also see how many more formulas I can create here as well through the formulas remaining message below
I can now drag the formula in the chart config above to be used as a column in my report if needed

Dealing with No values

For numeric formula fields, you will see "Change null value to zero" toggle (this is default off). Properties with NULL values—which are presented as "(No value)" in HubSpot—will impact the output of your formula, depending on how you decide to treat these empty values. You can choose to keep these "No value" distinctions as is—meaning, those rows will not be counted in the formula field's row-level calculation—or you can choose to convert those "No values" into zeros.

For example, if you wanted to calculate the amount of revenue you brought in, minus any discounts that were provided, you would want the deals without any discounts to have a discount represented as "0." Otherwise, you would be leaving out revenue that should be accounted for. (Note: Screenshots below are from the older experience but same functionality applies in the updated experience)

When seeing the formula field in your report, you can see from the visualization and the drill-down table that the formula field is properly calculating the final amounts you want because the "No value" rows are being accounted for.

Drill-down table of formula field in report

However, it is important to know when to convert "No values" to zeros, since there are instances when you want empty values to simply not count towards your calculations and aggregations. For example, say you wanted to manually add a $100 discount to all of your deals that have a known amount.

If you decided to convert "No values" to a zero, it would create a negative amount if a deal doesn't have an Amount listed, whereas keeping the empty values as-is skips over the row and doesn't apply the automatic discount.

When adding a formula field to your report's configuration, you will have all of the same options as other Number properties, such as formatting and aggregation.

Formula fields perform row-level math on your data table, which means the calculation is performed on a row-by-row basis. This is different than aggregate math, which is performed on the column level.

Row-level

Column-level

Who gets it?

CMS Enterprise, CMS Pro, Marketing Enterprise, Marketing Pro, Operations Enterprise, Operations Pro, Sales Enterprise, Sales Pro, Service Enterprise, Service Pro