Reporting on outbound activity in HubSpot

Report on outbound activity inside HubSpot. OutboundSync writes contact properties, timeline events, and engagement records that make lead conversion tracking, sequence-driven lists, and full contact interaction history reportable without leaving the CRM.

Where to start

Reports on converted leads Track contacts that converted from Lead lifecycle stage — attribution for outbound campaigns.

Activity-level reports Build single-object reports on sends, opens, replies, and other outbound activity logged on contacts.

Reports using lists Use active and static lists driven by OutboundSync properties to power dashboards.

Contact timeline events The timeline event types OutboundSync logs and the interaction history they capture.

Lead scoring with OutboundSync data Score contacts from custom properties — and Integration Events when they appear in your portal.

What you can report on

OutboundSync surfaces three layers of outbound data in HubSpot. Start here when you are deciding which layer to use for a report, list, or dashboard.

Contact and company properties

Campaign metadata, last-activity timestamps, lead categories, and source attribution land on contact (and some company) properties. Use these for single-object reports, active lists, and HubSpot Lead Scoring criteria. Email and social activity write to separate property groups (os_last_email_* vs os_last_social_*) so Instantly-style email campaigns and HeyReach-style social campaigns do not overwrite each other. See which HubSpot properties are updated.

Timeline events

Per-contact interaction history — sends, opens, replies, bounces, social touches, lead category updates, and more — rendered on the contact record as OutboundSync timeline/app events. Email SEPs produce the email event family; social SEPs produce the social family. Use Filter activity → OutboundSync to see them, and use the same events for workflow enrollment. Full type list: Contact timeline events in HubSpot.

Engagement records

OutboundSync also logs native HubSpot email activities (and related engagement objects) for sequencer email. Those join HubSpot’s native engagement reporting. To separate OutboundSync-synced email from HubSpot-native email in activity reports, filter Record source = OutboundSync — see activity-level reports.

For what each activity type on the contact record is for (including what is replyable vs history-only), see Where to reply: HubSpot vs your sales engagement platform. That guide is about reply path; this page is about reporting.

Common reporting jobs

Outbound-attributed pipeline. Combine the converted-leads guide with a list of OutboundSync-touched contacts to attribute closed-won revenue to outbound.
Outbound send volume. Use activity-level reports (Contacts + Activities, Record source = OutboundSync) to track sequencer email volume over time — not a per-sequence reply-rate calculator.
Email vs social channel split. Use email vs social timeline event types, or the matching os_last_email_* / os_last_social_* property groups, instead of treating everything as a single OutboundSync bucket.
Full interaction history per contact. Open any contact record — the timeline shows every outbound touch OutboundSync has logged, in order, with payload metadata.
Lead scoring. Prefer OutboundSync custom contact properties in HubSpot Lead Scoring; use Integration Events when OutboundSync timeline types appear in your portal’s scoring builder — Using OutboundSync data in HubSpot lead scoring.