What This Update Actually Is
HubSpot shipped a new version of the Forms Analyze tab on June 24, 2026. It now loads eight pre-built reports the moment you open it.
Here are the eight reports and what each one actually tracks:
- Form Overview: total views, total submissions, and conversion rate across all forms.
- Total Count by Form: total submissions per form, so you can rank every form in your portal at a glance.
- Form Submissions Over Time: a trend line for all submissions across your portal.
- Form Submissions Over Time by Form Name: the same trend line broken out per form, so you can compare performance side by side.
- Form Submissions by Page: which pages on your site are converting visitors into form submissions.
- Form Submissions Over Time by Page Name: seasonal trends and performance shifts broken down by the specific page where the form lives.
- Form Submissions by Contact Lifecycle Stage: shows which lifecycle stages are submitting, helping you understand which forms attract leads versus customers.
- Form Submissions by New vs. Existing Contacts: splits submissions into net-new contacts versus contacts already in your CRM, per form.
Alongside these reports, HubSpot surfaces AI-powered insights that flag trends automatically. You can also save any report to an existing dashboard, edit it, or replace the Analyze tab itself with a custom dashboard you've already built.
Why HubSpot Shipped This
The external problem is straightforward: form performance data was scattered. You'd have to leave the Forms tool, open a reporting dashboard, remember which custom report you built six months ago, and hope a teammate hadn't renamed it.
The internal frustration was deeper. Most humans running marketing in a growing company don't have the time or the reporting chops to build custom form analytics from scratch. So they either skip it or make decisions based on gut feel.
HubSpot's answer is to put the baseline reports right where humans already go to check on their forms. The AI layer makes those reports actionable for the humans who don't want to become data analysts.
How to Use It Step by Step
- Go to Marketing in your HubSpot portal and open the Forms tool.
- Click the Analyze tab at the top of the page.
- Review the eight pre-built reports. No configuration is required. They load immediately with your live portal data.
- Click into any report to explore it in detail. Look for the AI Insights panel to see trend callouts and recommendations HubSpot has surfaced automatically.
- To save a report, click the save or add-to-dashboard option inside the report. Choose an existing dashboard or create a new one.
- Optional: replace the Analyze tab entirely with a custom dashboard. This is useful if you've already built a comprehensive forms dashboard and want it front and center instead of the default view.
What It Touches in Your HubSpot Strategy
This update sits inside Marketing Hub, but its ripple effects go further than most humans expect.
The lifecycle stage breakdown report is the one to watch. When you can see that 80% of your form submissions are coming from contacts already in your CRM at the Customer stage, that tells you something is misconfigured or that a form meant for prospects is being filled out by existing customers. That's a list-building and segmentation conversation, not just a forms conversation.
Key Takeaway
The 'Form Submissions by Contact Lifecycle Stage' report connects your form strategy directly to your CRM data. Use it to confirm your forms are reaching the right stage of buyer, not just generating volume.
The new vs. existing contacts split is equally important for RevOps and demand gen. A form that's mostly pulling in existing contacts isn't generating net-new pipeline. That insight changes how you prioritize landing page investment and ad targeting.
If you want to dig deeper into individual records after spotting a trend here, HubSpot's report drilldown improvements let you click into the underlying data faster. These two updates work well together.
The page-level reports also matter for content strategy. Knowing which pages drive the most form submissions helps you decide where to put gated assets, which blog posts deserve a stronger CTA, and where you should run paid traffic.
Key Takeaway
Pair the 'Form Submissions by Page' report with your content calendar. The pages already converting visitors are your best candidates for updated offers, A/B tests, and increased promotion.
Forms data is one of the clearest examples of shared data across HubSpot. It touches contacts, lifecycle stages, deal creation workflows, and list segmentation. If you haven't thought through how that data flows from form submission to the rest of your portal, the article on shared data as a Marketing Hub superpower is worth reading before your next portal review.
Who Should Care Most
This update is available to every HubSpot account, regardless of hub or tier. That means even Free and Starter users get the eight reports and the AI insights.
The roles who'll get the most out of it immediately:
- Marketing managers who need a quick weekly read on which forms and pages are performing without building custom reports every time.
- Demand gen and lead generation specialists who want to connect form conversion rates to pipeline quality by lifecycle stage.
- RevOps and HubSpot admins running portal audits who want baseline form health data in one place without custom report builds.
- Small business owners on Starter or Free who haven't had the reporting infrastructure to diagnose weak form performance until now.
If you're an admin doing a regular portal review, these reports belong in your checklist. Our HubSpot portal audit checklist already covers forms health and this update makes that section significantly easier to complete.
George's Take
I've audited a lot of HubSpot portals, and the pattern I see over and over is this: the forms are working, but nobody is watching them. Humans set up a form, connect a workflow, and move on. Six months later they're wondering why lead quality has dropped, and the answer is sitting right in the data they never looked at. This update removes the main excuse for that blind spot. The reports are already there. The AI is already flagging what's worth your attention. The only thing left to do is actually look.
“The forms are working. The humans just aren't watching them. This update removes the last excuse for that blind spot.”
If you want help turning these new reports into a real lead generation feedback loop, or if your portal has more forms than your team can meaningfully track, let's talk. A Sidekick strategy session can help you build the system around these reports so the data actually drives decisions.
Frequently Asked Questions
What is the HubSpot Forms Analyze tab?
The HubSpot Forms Analyze tab is a section inside the Forms tool that now displays eight pre-built reports on form performance. It includes metrics like total submissions, conversion rates, page-level breakdowns, lifecycle stage data, and new vs. existing contact splits, plus AI-powered insights. No custom report setup is required.
Which HubSpot tiers get the new Forms Analyze tab reports?
All HubSpot hubs and tiers get the new Forms Analyze tab reports, including Free and Starter accounts. HubSpot shipped this as a universal update on June 24, 2026, so there are no tier restrictions on accessing the eight pre-built reports or the AI insights.
Can I add HubSpot form reports to my existing dashboards?
Yes. From the Forms Analyze tab, you can open any of the eight reports, edit them if needed, and save them directly to any existing custom dashboard in your HubSpot portal. You can also replace the Analyze tab view itself with a custom dashboard you've already built.
What does the 'Form Submissions by New vs. Existing Contacts' report show?
This report splits form submissions into two groups: net-new contacts being created in your CRM versus contacts who already exist in your portal. It shows this breakdown per form, helping you identify which forms are generating new pipeline and which ones are mostly being completed by your existing database.
How do AI insights work in the HubSpot Forms Analyze tab?
HubSpot's AI layer analyzes your form performance data and surfaces trend callouts and recommendations automatically. Instead of building queries to find patterns, you'll see insights flagged inside the reports. This is designed to help humans answer common performance questions without needing custom report-building skills.
How should I use the Form Submissions by Contact Lifecycle Stage report?
Use this report to confirm your forms are reaching the right audience. If a top-of-funnel lead gen form is showing mostly Customer-stage submissions, something is off with your targeting or list strategy. This report connects form performance directly to CRM data, making it a useful tool for RevOps and demand gen reviews.
