What This Update Actually Is
HubSpot shipped a new set of Reporting API endpoints on September 15, 2026. These endpoints let you programmatically interact with dashboards and report metadata without touching the UI.
Here's exactly what you can do with the new API:
- Create new dashboards via API call
- Clone existing dashboards to replicate a reporting setup instantly
- Search dashboards and report metadata programmatically
- Update dashboards and reports in batch, including ownership and permission changes across hundreds at once
- Archive and restore dashboards or reports without manual UI work
- Export dashboards and reports to other HubSpot users programmatically (requires user-level app access)
One honest caveat worth naming: report creation isn't fully available yet. You can create dashboards, but creating net-new reports via API requires a public report configuration format that HubSpot hasn't released yet. They're working on it. Manage your expectations accordingly.
Also note that export endpoints require a user-level app. Apps with account-level access, including legacy apps, cannot call export endpoints. If you're planning to use export functionality, check out our breakdown of HubSpot User-Level Apps and per-user permissions before you build.
Why HubSpot Shipped This
If you've run a HubSpot portal for more than two years, you know the problem firsthand. Dashboards multiply. Every team wants their own view. Sales needs a pipeline board. Marketing wants a campaign dashboard. Service wants ticket volume by rep. Leadership wants a cross-functional summary.
Fast-forward 18 months and you're managing 80, 100, sometimes 200-plus dashboards. Every time someone leaves the company, you're reassigning ownership one dashboard at a time. Every time a new team onboards, you're building their setup from scratch by hand.
The internal frustration is real. Humans who manage reporting at scale inside HubSpot have been stuck doing repetitive, low-value clicking for years. This API is HubSpot's answer to that. It's infrastructure, not a flashy feature. And that's exactly why it matters.
How to Use It Step by Step
- Confirm your tier. The Reporting API is available to Professional, Enterprise, and Credits customers only. Free and Starter portals don't have access.
- Set up your app type. Decide whether you need account-level access or user-level access. If you plan to use export endpoints, you need a user-level app. Build or update your app accordingly in your HubSpot developer account.
- Authenticate and send requests to the new Reporting API endpoints. Full endpoint documentation is available in the HubSpot developer docs at the source link at the bottom of this article.
- Start with a bulk ownership update. This is the fastest win. Identify a departing team member's dashboards using the search endpoint, then batch-update the owner field across all of them in a single API call.
- Build a dashboard provisioning script. Use the clone endpoint to copy a template dashboard, then update the name and permissions for each new team. This turns a 45-minute manual setup into a script that runs in seconds.
- Archive stale dashboards in bulk. Use the search endpoint to surface dashboards that haven't been viewed in 90-plus days, then archive them programmatically. Clean portal, less noise.
What It Touches in Your HubSpot Strategy
This API isn't just a developer feature. It changes how RevOps teams, portal admins, and HubSpot partners manage reporting at scale. Let's walk through the real ripple effects.
RevOps and Portal Governance
Reporting API endpoints pair directly with the broader data governance conversation. If you're already thinking about how HubSpot connects and surfaces data across sources, this API is the operational layer on top of that. Your dashboards can now be treated like code: version-controlled, templated, and deployed consistently.
For context on how HubSpot is building out its data management surface more broadly, our piece on HubSpot Data Studio and the new data management home shows where reporting fits inside the larger data strategy.
Key Takeaway
Bulk permission updates via batch endpoints mean you can enforce a consistent access control policy across your entire dashboard library in one API call, not one click per dashboard.
Partner and Agency Workflows
HubSpot partners managing multiple client portals get a significant time savings here. Dashboard provisioning for new clients can be scripted and standardized. No more rebuilding the same sales pipeline dashboard from scratch for every onboarding. Clone a proven template, update the name and ownership, done.
This also pairs with broader portal hygiene practices. If you're doing regular portal audits, the ability to search and archive stale dashboards via API makes that audit repeatable and fast. See our HubSpot portal audit checklist for the full framework our team uses across client portals.
Report Metadata vs. Report Creation
It's worth being clear about the scope here. You can search and update report metadata, meaning fields like owner, name, and permissions. You can't yet create net-new reports via API because HubSpot hasn't published a public report configuration format. That's coming. For now, build your reports in the UI and manage them at scale via API.
Key Takeaway
Treat the Reporting API as your dashboard operations layer. Build reports in the UI, then manage everything else, ownership, access, cloning, archiving, programmatically.
Who Should Care Most
Not every HubSpot user needs to touch this API. Here's who it's actually built for.
- RevOps and marketing ops leaders managing 50-plus dashboards who spend hours on ownership transfers and permission audits
- HubSpot admins at Professional or Enterprise portals with multiple business units or regional teams, each needing their own reporting setup
- HubSpot partners and agencies onboarding new clients repeatedly, where standardized dashboard templates save hours per engagement
- Developers building internal HubSpot tooling or integrations that need to automate reporting setup as part of a larger workflow
- Growing companies (100-plus employees) where team changes happen frequently and dashboard ownership becomes a recurring administrative headache
If you're a solo marketer with 10 dashboards, this probably isn't your priority right now. If you're managing a complex portal where reporting governance is an actual job function, this is worth building toward.
George's Take
I've been inside hundreds of HubSpot portals over the years, and one pattern shows up constantly: the reporting layer becomes a mess not because humans don't care, but because there was never a scalable way to maintain it. Dashboards pile up, owners leave, permissions drift, and nobody wants to spend a Friday afternoon clicking through 150 dashboards to fix access. This API is the kind of infrastructure update that doesn't get a lot of applause, but it's exactly what mature HubSpot operations need. My advice is to start simple: script your ownership transfer process first. That single use case will save your team hours every quarter, and it'll prove the value of programmatic reporting management fast enough to justify deeper investment.
“Dashboards pile up, owners leave, permissions drift. This API is the infrastructure that mature HubSpot operations have been missing, and it's worth building toward even if you start small.”
If you want help mapping this API into your existing HubSpot operations or building a scalable reporting governance process, let's talk. Book a strategy call with the Sidekick team and we'll help you figure out exactly where this fits and what to build first.
Frequently Asked Questions
What is the HubSpot Reporting API?
The HubSpot Reporting API is a set of endpoints that let you programmatically create, clone, search, update, archive, and restore dashboards, and search and update existing report metadata. It's designed for teams managing large numbers of dashboards who need to make bulk changes without clicking through the UI one at a time.
Can I create new reports using the HubSpot Reporting API?
Not yet. In this initial release, you can create and manage dashboards, but creating net-new reports via API isn't available. HubSpot is developing a public report configuration format that will enable report creation in a future update. For now, build reports in the UI and use the API for management and governance.
Who has access to the HubSpot Reporting API?
The Reporting API is available to HubSpot Professional, Enterprise, and Credits customers. Free and Starter tier portals don't have access. Export endpoints have an additional requirement: they need a user-level app, not an account-level or legacy app.
How do I bulk update dashboard ownership in HubSpot?
Use the Reporting API's batch update endpoints to change the owner field across multiple dashboards in a single API call. First, use the search endpoint to identify the dashboards you need to update, then send a batch update request with the new owner's information. This replaces a manual, one-at-a-time process in the UI.
Can I use the Reporting API to provision dashboards for new teams automatically?
Yes. The clone endpoint lets you copy an existing dashboard and then update its name and permissions via API. This makes it practical to script a provisioning workflow: clone a template dashboard, rename it for the new team, assign the right owner and access settings, and you're done in seconds instead of 45 minutes.
What's the difference between managing dashboards and managing reports in the Reporting API?
With dashboards, you have full create, clone, update, archive, and restore capabilities. With reports, you can search and update metadata like ownership and permissions, but you can't create net-new reports via API yet. Think of dashboards as fully manageable programmatically, and reports as metadata-manageable for now.
