Use your Aircall tags to gain deeper insights into sales trends, customer pain points, or feature requests by creating reports in HubSpot. With HubSpot Workflows/Custom Properties, you can track and visualize how often certain tags are used on calls and relate that data to specific team members or contacts.

For example, you can build a report that shows how many qualified leads each sales representative has generated, based on the tag Qualified Lead.

How it works

Aircall automatically sends tag data to HubSpot under the property Last used Aircall tags. Because this property updates with each new call, you’ll need to create a custom property and workflow to record and count how many times a tag is used per contact. You can then use this information to create reports in HubSpot.

Note: The Last used Aircall tags property only reflects tags sent from calls initiated through the Contact object in HubSpot, not from the Company object.

Setting up a Custom Property

Steps:

  1. In HubSpot, go to Settings > Properties > Create property.
  2. Set the Object type to Contact.
  3. Choose a Label and a Group. (You can use any options, but it's recommended choose names that are easy to find later.)
  4. Optionally, add a Description.
  5. Click Next.
  6. Set the Field type to Number and the Format to Formatted number.
  7. Click Create.

This property will store the count of how many times a specific Aircall tag (for example, Qualified Lead) is applied to a contact.

Setting up your Workflow

Next, create a workflow to automatically update your custom property whenever a call is tagged.

Steps:

  1. Go to Automation > Workflows and create a new Contact-based workflow.
  2. Set the trigger to activate when the Last used Aircall tags property contains the tag you want to track (e.g., Qualified Lead).
  3. Add an If/Then branch to check if your custom property already has a value (e.g., Custom property: Qualified Lead).
    • If no value: it's changed to 1.
    • If a value exists: that value is then increased by 1.

This workflow will increment your custom property each time the selected tag is used, effectively counting how many times it appears per contact.

Setting up your Report

With your custom property and workflow ready, you can now create a custom report to visualize the data.

Steps:

  1. In HubSpot, go to Reports > Reports > Create a custom report.
  2. On the first page, select Single object and choose Contacts, then click Next.
  3. In the Data section, navigate to Selected properties and add your custom property and the property you would like to pair with it (Contact Owner following our example).
  1. In the Visualization tab of the report, choose how to display your data. Following our example, a chart showing Contact Owners measured by your custom property.
  2. Adjust filters as needed to focus on the relevant data.
    • For example, filter to include only contacts where the custom property has a value to exclude users who haven’t qualified any leads yet.
Tip: Experiment with different contact properties and tags to uncover new insights—such as the number of support calls related to a specific product feature or recurring customer issues.

By following these steps, you can create detailed HubSpot reports that track how often Aircall tags are used, allowing you to measure team performance and identify key trends across your call data.