Smarter reporting, AI enhancements lead HubSpot’s September 2025 updates

If HubSpot’s August 2025 update was the fireworks show, September is the cleanup crew: tidy, practical and exactly what your teams need to move faster with fewer mistakes. This month’s highlights bring long-requested reporting, better guardrails for data and a handful of AI boosts that remove drudgery without adding complexity.

Below are the 14 updates we’re spotlighting for managers and admins, with real examples and why they matter. 

Updates managers will love

• Social metrics in the Custom Report Builder 
• Support Macros 
• CRM record timeline updates 
• Replaceable Analyze Tabs: Landing pages and website pages 
• Meeting prep in Breeze Assistant 
• Customer agent now handles all your front office conversations with agent goals and lead qualification 

Updates HubSpot admins will love

• Unified data backup and restore 
• Association actions now support the Lead object 
• Remove white space and format casing in text properties 
• Manage associations in bulk 
• Dashboard limits update 
• Generate calculated property formulas with AI 
• Personalization tokens in email templates now support fallback values 
• Restore deleted contacts by workflow 

HubSpot updates managers shouldn’t miss

Build better dashboards with social media reporting 

What’s new: HubSpot finally added social post and social channel performance data to the Custom Report Builder. Until now, social metrics were stuck in the “Analyze” tab of the social tool and a handful of prebuilt reports. But with this change, you can bring post-level and channel-level data into your custom dashboards. That means metrics like impressions, engagements, video views, link clicks, reactions, comments and even subscriber gains/losses are now available in one place.

How it helps you
For social media managers and marketing leaders, this opens up reporting flexibility that simply wasn’t possible before. Instead of toggling between HubSpot’s Analyze tab and other dashboards, you can now do things like: 

• Compare organic vs. paid performance across channels in one report.
• See engagement by post type to refine your content mix.
• Highlight top and bottom-performing posts to coach your team or repurpose winning content.
• Track subscriber growth and churn alongside impressions and clicks to measure impact.

Status: Public Beta 
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise

Streamline ticket management with Support Macros 

What’s new: Support reps can now respond to tickets and trigger multiple follow-up actions with a single click using Support Macros. Each macro combines a prewritten message with ticket-based workflow actions so teams can handle issues faster.

How it helps you
This update saves time and ensures consistency across your support process. Instead of manually completing each step, reps can trigger a series of actions like sending a reply, closing a ticket and notifying another team member with a single click. For growing support teams, it’s a simple way to maintain speed and quality as ticket volume increases. 

Status: Private Beta
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Enterprise

Get a clearer view of every customer interaction 

What’s new: HubSpot rolled out a redesigned CRM record timeline that makes it easier to track and review activities across your records. The new threaded layout visually connects related interactions so you can quickly follow the flow of conversations and engagement history. 

How it helps you
This update brings clarity and speed to one of HubSpot’s most-used tools. Whether you’re reviewing a deal’s activity before a meeting or auditing old communications, the threaded design and smart filters help you focus on what matters most. You’ll spend less time searching and more time acting on insights that move relationships forward. 

Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Customize analytics views with replaceable Analyze tabs 

What’s new: You can now replace the default Analyze tab for website and landing pages with a custom dashboard of your choice. Instead of being locked into HubSpot’s preset analytics, teams can choose which reports appear when users click “Analyze,” surfacing the data that matters most to their goals. 

How it helps you
This small change gives marketers more flexibility and control over reporting. Want to highlight attribution data, top-performing pages, or campaign-specific metrics? Swap out the default dashboard and make it happen. 

It’s a simple way to bring key insights closer to the surface without extra navigation required. 

Status: Private Beta
Applicable HubSpot Hubs: Content Hub
Applicable HubSpot Tiers: Professional, Enterprise

Walk into meetings prepared with Breeze Assistant 

What’s new: Breeze Assistant now surfaces your next scheduled meeting with a one-click Prepare view. It auto-generates a concise summary of related records, suggests talking points and agendas and highlights likely questions or concerns based on recent activity so you have context without digging through timelines.

How it helps you
Reps and CSMs can trim prep time and ensure consistent, high-quality conversations. It’s especially useful for handoffs or back-to-back calls where context can slip. When your records have good history, the prep is impressively thorough; when they don’t, it stays out of the way. 

Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Turn conversations into leads with Customer Agent goals 

What’s new: The Customer Agent can now qualify prospects and route them directly to your sales team using new Agent Goals and Lead Qualification settings. In addition to resolving customer issues, the agent can:

• Identify high-intent website visitors.
• Collect qualification details based on your criteria, and add them to your CRM.

How it helps you
This update turns your chatbot into a proactive lead-generation tool. By defining what a “qualified” prospect looks like, you can ensure every interaction drives measurable results. 

The agent automatically asks relevant questions, updates CRM properties and can even book meetings when a lead meets your criteria. 

Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise

HubSpot updates admins shouldn’t miss

Undo data mistakes with Unified Backup and Restore

What’s new: HubSpot now automatically performs daily backups of CRM data for Enterprise portals, giving admins the ability to selectively restore records from the past 14 days. Instead of restoring an entire portal, you can now roll back specific data segments.

How it helps you
This feature provides peace of mind for anyone managing large or complex portals. If a workflow misfires or a bad import corrupts your data, you can restore only what’s needed without losing other recent updates. It’s built directly into HubSpot, so there’s no need for third-party backup tools or manual exports.

Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Enterprise

Automate Lead associations in workflows

What’s new: HubSpot’s association actions now fully support the Lead object, letting you automate how leads connect to other records in workflows. You can create associations, apply or update association labels, and remove them within lead-based workflows.

How it helps you
This update removes one of the last manual steps in managing lead data. You can now seamlessly link leads to companies, deals, and tickets as part of your automated processes, keeping relationships consistent across the CRM. It’s a simple but powerful improvement for data accuracy and operational efficiency.

Status: Live
Applicable HubSpot Hubs: Marketing, Sales, Service, Data
Applicable HubSpot Tiers: Professional, Enterprise

Keep CRM data clean with automatic text formatting

What’s new: Automatically remove extra whitespace and apply consistent casing to text properties. These formatting rules apply when editing or adding data, ensuring entries stay standardized across your CRM.

How it helps you
Accurate, uniform data is key to reliable reporting and personalization. With this update, admins can easily enforce clean naming conventions without manual cleanup. This is the kind of update that empowers admins to maintain data integrity across every import and form submission.

Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Clean up CRM data faster with bulk association management

What’s new: You can now edit or remove associations in bulk directly from the index page. Select up to 10 records and quickly manage or dissociate outdated connections between contacts, companies, deals, or tickets. No workflows or manual cleanup required.

How it helps you
Keeping associations accurate can be time-consuming, especially after imports or major changes. This update makes cleanup simple, saving admins hours while improving data reliability.

By quickly removing incorrect relationships, teams can trust the CRM data they use for reporting and automation.

Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Get more room for reports with dashboard limit increases

What’s new: HubSpot has raised the limits for both the number of reports per dashboard and the number of dashboards per portal. You can now add up to 50 reports per dashboard, with overall dashboard limits depending on your tier:

• Free: 10 dashboards.
• Starter: 30 dashboards.
• Professional: 75 dashboards (or 325 with Data Hub Pro).
• Enterprise: 100 dashboards (or 350 with Data Hub Enterprise).

How it helps you
These expanded limits make it easier to organize and visualize performance data across teams. You can build richer, more complete dashboards without worrying about space. For growing teams, this means: 

• Better visibility into KPIs.
• Campaign results.
• CRM activity all in one place.

Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Create calculated properties instantly with AI

What’s new: You can now use AI to generate formulas for calculated properties in HubSpot. Simply describe what you want to calculate, and HubSpot will build a custom equation for you. You can then review, test and modify the formula before saving it.

How it helps you
This update takes the guesswork out of building complex formulas, especially for teams that aren’t fluent in HubSpot’s calculation syntax. Whether you’re standardizing date math, aggregating totals, or creating new KPIs, you can now do it faster and with more confidence.

Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise

Prevent broken personalization with fallback tokens

What’s new: HubSpot’s one-to-one email templates now support fallback values for personalization tokens. When a contact property is missing, HubSpot will automatically use your chosen default value (for example, “there” or “your team”) instead of leaving the field blank.

How it helps you
This update keeps your one-to-one emails and sequences polished and error-free. Reps no longer have to double-check every contact record before sending, and admins can avoid the enrollment errors that used to occur when personalization data was missing.

Status: Private Beta
Applicable HubSpot Hubs: Sales, Service
Applicable HubSpot Tiers: Professional, Enterprise

Restore contacts deleted by workflow

What’s new: You can now filter and restore deleted contacts by workflow source. A new filter in the recycle bin lets you view deletions by workflow name, so instead of restoring all deleted contacts from a given date range, you can bring back only those affected by a specific automation.

How it helps you
Accidental bulk deletions happen, especially when testing workflows. This update saves hours of cleanup. It’s a simple safeguard that gives admins more control and confidence when managing automations.

Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers

Final takeaways: September 2025 HubSpot updates

Many of these updates focused less on flashy new tools and more on practical enhancements that make everyday work smoother for both managers and admins. From easier data cleanup and safer restores to smarter automation and customizable dashboards, these changes tighten up the details that keep your CRM running clean and efficient.

If you haven’t already, take a few minutes to explore these features in your own portal, especially the data management and workflow updates. They’re small steps that can make a big difference in accuracy, time savings, and team productivity.

We’ll be back next month with another breakdown of the newest HubSpot releases and what they mean for your business.