Can CRM Adoption Be Measured? Yes, Here’s How to Do It in HubSpot
Key Takeaways
- CRM adoption can be measured across three tiers: activity, data quality and outcomes
- Logins alone prove very little. Pair them with logged activity and complete records to see real use
- HubSpot has no single adoption report. Build one from audit logs, custom reports and sales analytics, then combine them on a dashboard
- Login History only shows 30 days in the interface, so export it monthly to keep trend data
- Custom reports need Professional or Enterprise. Starter teams can use saved views and spreadsheets instead
- Judge your adoption rate by its trend over the first 90 days, measured against your own baseline
- Fix the weakest tier first, starting with connected inboxes, required stage properties and leadership using HubSpot reports
Quick Answer
Yes, CRM adoption can be measured. In HubSpot, track three tiers:
- Activity (logins plus calls, emails and meetings logged per user)
- Data quality (required deal properties filled in, open deals with past close dates)
- Outcomes (forecast accuracy, lead response time, win rate)
Combine them in one dashboard and review it monthly for the first 90 days after rollout.
If you’re curious where your team stands in its HubSpot CRM adoption, the free HubSpot Health Check Quiz scores it for you and gives you a game plan to improve. Take it through the link below:
Take the Free HubSpot Health Check Quiz
The pipeline report says the quarter looks healthy. Nobody in the forecast meeting believes it.
Half the deals have no amount. Close dates passed weeks ago. And at least one rep is still running their week from a spreadsheet.
You pushed for HubSpot, so the question lands on you: is the team actually using it?
Good news: CRM adoption can be measured.
In HubSpot, you measure it across three layers:
- Activity shows whether people log in and log their work
- Data quality shows whether records are complete and accurate
- Outcomes show whether forecasts, follow-ups and conversion are improving
Login counts on their own prove very little. HubSpot also doesn’t hand you a single adoption report, so you build one from audit logs, activity reports and property reports, then review it monthly.
That gap between “everyone logs in” and “nothing’s filled in” is the most common pattern RedPandas Digital finds in HubSpot health checks for Australian B2B teams.
As a HubSpot Diamond Solutions Partner and one of only four HubSpot-accredited partners in APAC, RedPandas helps construction, healthcare, legal and professional services businesses turn that hunch into numbers they can act on.
In this guide, you’ll learn which metrics matter in each layer, what HubSpot can and can’t report on natively, and six steps to build an adoption dashboard you can take to your director.
Why Logins Don’t Measure CRM Adoption
A login proves one thing: someone opened HubSpot.
But it says nothing about what they did once they got there.
Picture a sales rep at a Brisbane construction firm: they log in each morning to check their meetings, then close the tab.
Their deal updates live in a spreadsheet on the desktop. But the audit log shows 20 logins a month, so on paper they’re a model user.
News flash: logins can undercount, too.
HubSpot keeps mobile app users signed in for 30 days, and the audit log records each sign-in rather than each app open. A rep who works mostly from their phone can look inactive while updating deals every day.
And here’s what most agencies won’t tell you: the data inside the CRM tells the real story.
In Validity’s State of CRM Data Management in 2025 report, 76 per cent of CRM users said less than half of their organisation’s CRM data is accurate and complete. Another 37 per cent admitted staff make up data to satisfy decision-makers.
Ultimately, the cost hits the bottom line.
Validity’s 2026 edition surveyed marketers across Australia, New Zealand, the US, the UK and Brazil. 62 per cent of organisations reported losing revenue directly because of poor CRM data.
Leading vs Lagging Indicators of CRM Adoption
Useful adoption tracking mixes two kinds of signals:
- Leading indicators show behaviour as it happens. Logins, calls logged, and tasks completed tell you whether people are showing up in HubSpot this week
- Lagging indicators confirm the habit has stuck. Complete deal records, accurate close dates and better forecast accuracy only appear after weeks of consistent use
Leading indicators warn you early, while lagging indicators prove the investment is paying off. Most guides won’t tell you that you need both.
The 3 Tiers of CRM Adoption Metrics
CRM adoption shows up in three layers, and each one answers a different question. Here’s how the tiers compare, and where to find each metric in HubSpot:
| Tier | What it tells you | CRM adoption metrics to track | Where to find it in HubSpot |
| Activity (leading) | Whether people use HubSpot day-to-day | – Weekly active users – Logins per user – Calls – Emails and meetings logged per rep – Tasks completed | – Audit Logs (Login History) – Users & Teams (Last Active column) – Custom activity reports broken down by “Activity assigned to” |
| Data quality (middle) | Whether records are complete and accurate | – % of deals with amount, close date and deal type filled in – Contacts with an owner and lifecycle stage – Open deals with past close dates | Custom deal and contact reports filtered by “is unknown,” broken down by owner |
| Outcomes (lagging) | Whether HubSpot is improving results or not | – Forecast accuracy – Lead response time – Sales cycle length – Win rate trend | – Sales analytics reports (Sales Hub Professional and Enterprise) – Custom deal reports |
How to Measure HubSpot CRM Adoption
These six steps build a complete picture of HubSpot adoption across all three tiers.
Steps one and six work on any paid subscription. Steps two to five use the custom report builder or sales tools on Professional and Enterprise, with a workaround for Starter accounts:
Step #1: Pull Login History From the Audit Log
- Click the settings icon in the top navigation bar
- Under Account Management, click Audit Log, then open the Login History view
- Click Export report. HubSpot emails you the file
What to look for: count logins per user, and how many users logged in at least once each week. That second number is your weekly active users.
Paste each month’s export into one spreadsheet so you can track the trend past HubSpot’s 30-day window.
Step #2: Build an Activity-by-Rep Report
- Go to Reporting > Reports, click Create, then Create report
- Choose Custom report and set Activities as the primary data source
- Add filters: Activity date is last 30 days, and Activity type is calls, emails and meetings
- Drag Activity assigned to onto the X-axis and Activity type into Break down by
- Add a HubSpot team filter to compare teams side by side
What to look for: reps with plenty of logins and few logged activities. Use “Activity assigned to” for calls, emails and meetings.
For tasks, “Activity created by” can differ, since one person can create a task and assign it to someone else.
Step #3: Build a Data Completeness Report
- Create a new custom report with Deals as the primary data source
- Filter Deal stage to exclude Closed won and Closed lost
- Add three filters: Amount is unknown, Close date is unknown, and Deal type is unknown. Use Custom filter rules to join them with OR
- Break the report down by Deal owner
What to look for: owners with the most incomplete open deals. These records are why your forecast feels unreliable.
On Starter? Build the same filters as a saved view on the deals index page instead. You’ll lose the chart, but the list does the same job.
Step #4: Build a Stale Pipeline Report
- Create a new custom report with Deals as the primary data source
- Add filters: Close date is before today, and Deal stage is none of Closed won or Closed lost
- Break the report down by Deal owner
What to look for: open deals with close dates in the past. Each one is a deal nobody has updated. A growing count means reps are logging deals once and leaving them.
Step #5: Track Outcomes Each Quarter
- Forecast accuracy: go to Sales > Forecast (Sales Hub Professional and Enterprise). At the end of each quarter, record the submitted forecast against closed-won revenue
- Lead response time: go to Reporting > Reports, open the Sales reports, and select Lead response time. Save it to your reports list
- Win rate and sales cycle: add HubSpot’s standard deal reports for closed-won rate and average time to close
On Starter? Snapshot your open pipeline value on the first day of each quarter in a spreadsheet. Compare it with closed-won revenue at quarter’s end.
Step #6: Combine Everything Into an Adoption Dashboard
- Go to Reporting > Dashboards and click Create dashboard
- Add the reports from steps 2 to 5, grouped as Activity, Data quality and Outcomes
- Set up a recurring email so the dashboard reaches your leadership team monthly
- Keep your login spreadsheet from step 1 alongside it, since audit log data can’t be added to a dashboard
Review cadence: check the dashboard monthly for the first 90 days after rollout. After that, move to quarterly reviews aligned with your financial year.
What Is a Good CRM Adoption Rate?
Honestly, there’s no universal benchmark.
Most published targets are agency or vendor rules of thumb, so treat them as starting points. Your own trend matters more than anyone else’s number.
Calculate your CRM adoption rate like this:
Adoption rate = active users ÷ licensed users × 100
It also helps to define “active” carefully.
Count a user as active when they logged in and logged at least one call, email, meeting or deal update that week. Logins alone will inflate the number.
It’s also vital to judge adoption by role. Strong adoption looks different depending on the job:
| Role | What strong adoption looks like |
| Sales reps | Every open deal has a current amount, close date and recent logged activity |
| Sales managers | Forecasts are submitted in HubSpot, and pipeline reviews run from HubSpot reports |
| Marketing team | Campaigns, lists and lifecycle stages are managed entirely in HubSpot |
| Leadership | Board and quarterly reporting come from HubSpot dashboards |
From here, it’s recommended that you put a dollar figure on unused seats to better understand the financial impact of your CRM adoption rates.
Sales Hub Professional lists at roughly AUD $140 per seat per month on annual billing before GST. A 10-seat team with four barely active reps is spending about AUD $6,720 a year on seats that aren’t earning their keep.
What to Do When Your CRM Adoption Numbers Are Low
Low numbers tell you something’s wrong. The tier where they’re low tells you what to fix.
Start with the weakest tier and work up, since fixing outcomes is hard when the underlying data is empty.
When Activity Is Low
| Potential Causes | Fix |
| Inboxes and calendars aren’t connected. Every email and meeting has to be logged by hand, so most never are. | Connect every user’s inbox and calendar so emails and meetings log automatically. |
| Training didn’t match the job. A single generic session leaves reps unsure how HubSpot fits their day. | Run short, role-specific training. Show reps the three or four tasks they’ll do daily, inside their own deals. |
| The old workaround is still faster. If the spreadsheet takes ten seconds and HubSpot takes two minutes, the spreadsheet wins. | Set a cut-off date for side systems. After that date, any deal living outside HubSpot doesn’t count in pipeline reviews. |
When Data Quality Is Low
| Potential Causes | Fix |
| Too many fields. Reps skip forms that ask for 25 properties when only five matter. | Cut fields back to what your reports use. If no report or workflow relies on a property, hide it from the record. |
| Nothing is required. If a deal can move to “Proposal sent” with no amount, it will. | Use conditional stage properties. In Settings > Objects > Deals > Pipelines, click Edit properties on a stage and mark Amount and Close date as required. |
| Nobody knows what fields mean. Vague property names lead to guesswork or blanks. | Add a description to every custom property so reps know exactly what to enter. |
| Nobody checks the data. Gaps go unnoticed until the forecast meeting. | Review your completeness report in the weekly pipeline meeting. What gets checked gets filled in. |
When Outcomes Are Low
| Potential Causes | Fix |
| Pipeline stages don’t match how your team sells. Reps can’t move deals accurately through stages that skip real buyer milestones. | Rebuild deal stages with your reps around clear buyer actions, such as “Proposal accepted” over “Proposal discussed.” |
| Forecasts still happen outside HubSpot. If the number lives in a manager’s spreadsheet, HubSpot can’t improve it. | Run every pipeline review from the HubSpot dashboard. No exported spreadsheets, no side decks. |
| Leaders don’t use HubSpot reports. When directors ask for a slide deck, reps learn HubSpot is optional. | Have leadership model the behaviour. When directors pull their quarterly numbers from HubSpot, the team follows. |
When the Problem Runs Deeper
If all three tiers are low, you’re likely dealing with a rollout or change management problem. Use these guides to dig in:
| If you’re seeing… | Read this next |
| Broad, ongoing adoption issues across teams | The complete guide to CRM adoption problems in 2026 |
| A HubSpot setup that never delivered the results you expected | What’s included in a HubSpot optimisation (Fix-ups) package |
| Sales and marketing working from different playbooks | How to create a customer journey map for sales enablement |
| Leaders without a single view of the pipeline | Why full sales and marketing visibility matters in HubSpot |
How RedPandas Helps Businesses Improve HubSpot CRM Adoption
Measuring adoption shows you where HubSpot usage breaks down. Fixing it is easier with a partner who has seen the same patterns across dozens of portals.
RedPandas Digital is a HubSpot Diamond Solutions Partner based in Sydney, with an office in Melbourne. It’s one of only four HubSpot-accredited partners in APAC, and has implemented HubSpot for over 300 Australian businesses across construction, healthcare, legal, education and professional services.
Here’s how RedPandas helps teams whose adoption numbers have stalled:
| Service | What it covers | Best for |
| HubSpot optimisation (HubSpot Fix-ups) | Fixing the setup problems behind low adoption, such as cluttered records, missing required properties and pipelines that don’t match how your team sells | Existing HubSpot customers who aren’t seeing the return they expected |
| Adoption dashboard build | Setting up the reports and dashboard from this guide inside your portal, ready for monthly leadership reviews | Leaders who want one view of adoption without building it themselves |
| HubSpot onboarding | Role-based setup and training for new rollouts, so adoption starts strong from day one | Businesses moving to HubSpot or restarting a stalled rollout |
How RedPandas Helped m|devices Improve CRM Adoption
m|devices were weeks away from replacing HubSpot altogether.
RedPandas ran a three-month HubSpot optimisation program covering:
- A customer journey mapping workshop
- Weekly coaching
- Data clean-up
- 10+ automated workflows across sales and service
- Targeted training for long-term adoption
It also built the kind of reporting this guide recommends: activity reporting by rep, deal tracking and custom dashboards for leadership.
m|devices kept HubSpot, saved 12+ hours a week on reporting, responded to customers 4x faster and gained 100 per cent visibility of productivity, deals and pipeline.
Read the m|devices HubSpot case study here.
And if you want to see how RedPandas can help you achieve the same level of CRM adoption for your business, get in touch with the team’s HubSpot experts for a free consultation through the link below:
Get In Touch With RedPandas’ HubSpot Experts
Frequently Asked Questions: CRM Adoption
Can CRM adoption be measured?
Yes. CRM adoption can be measured across three tiers: activity (logins and logged calls, emails and meetings), data quality (complete, accurate records) and outcomes (forecast accuracy, lead response time and win rate). In HubSpot, combine audit log exports, activity reports, and property completeness reports on one dashboard, and review it monthly for the first 90 days.
How do you measure CRM user adoption in HubSpot?
Export login history from Settings > Account Management > Audit Logs, then build custom reports showing activities by rep, open deals missing key properties, and deals with past close dates. Add forecast accuracy and lead response time, then combine everything on one dashboard. Custom reports need a Professional or Enterprise subscription.
Can HubSpot show which users are actually using it?
Partly. Super Admins on Starter and above can see every login in the audit log, and Users & Teams shows each user’s last active date. Enterprise accounts add an Analyze tab with login trends. To see real usage, pair login data with activity and data completeness reports broken down by owner.
How do I see login history in HubSpot?
Click the settings icon, go to Account Management > Audit Logs, then open the Login History view. It shows the last 30 days of logins, including the HubSpot mobile app, and is available to Super Admins on Starter, Professional and Enterprise. Click Export report to email yourself a copy.
What is a good CRM adoption rate?
There’s no universal benchmark. Calculate your rate as active users divided by licensed users, and count someone as active only when they log in and log real work that week. Then track the trend. Steady improvement over your first 90 days matters more than hitting a published target.
What are the most important CRM adoption metrics?
For activity, track weekly active users and activities logged per rep. For data quality, track the share of open deals with an amount, close date and deal type, plus deals with past close dates. For outcomes, track forecast accuracy, lead response time and win rate.
How long does CRM adoption take after rollout?
Activity metrics tend to move first, often within weeks, while data quality and outcome metrics usually take one to two quarters. Avison Young lifted adoption from 23% to 90% within four months of consolidating on HubSpot, according to HubSpot’s case study. Review your metrics monthly for the first 90 days.
Why is my team not using HubSpot?
Common causes include unconnected inboxes and calendars, generic training, too many fields, pipeline stages that don’t match how the team sells, and leaders who still ask for spreadsheets. Measure activity, data quality and outcomes separately to find which problem applies, then fix the weakest tier first.
Why Now?
Every month you wait, HubSpot’s 30-day Login History window wipes out another month of data you could have used.
The sooner you start exporting, the sooner you have a trend line to work from.
Timing matters for another reason.
Start measuring this quarter, and you’ll have a full quarter of adoption data before your next board or half-year review. If your HubSpot renewal is coming up, that same data shows which seats are earning their keep before you commit to another year.
You don’t need all six reports on day one. Export your login history, build the data completeness report, and look at both side by side. That alone will tell you whether your team is using HubSpot or just logging in.
About RedPandas Digital
This article was written by the team at RedPandas Digital, a HubSpot Diamond Partner based in Sydney, Australia, and one of only four HubSpot-accredited Diamond partners in the Asia-Pacific region.
RedPandas has implemented and optimised HubSpot for businesses across construction, healthcare, legal, education, and professional services. Learn more in this HubSpot partner page.
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