Custom Sub-Account Reports in HighLevel

Updated: February 4, 2026  | 
Author: Bill Stilwell

This post covers what Custom Sub-Account Reports do, which widgets are available, how to build and brand a report, and how to share or schedule it for clients.

Reading time: about 9 minutes.

What Are Custom Sub-Account Reports in HighLevel?

Custom Sub-Account Reports are client-facing reporting dashboards built inside HighLevel by agencies.

Instead of pulling data from multiple places and assembling a monthly report manually, you build a dashboard once using HighLevel’s widget library. The dashboard pulls live data from the sub-account automatically every time someone views it.

The report can be shared via a link, embedded in a client portal, or scheduled to email automatically to a list of recipients on a daily, weekly, or monthly basis.

Build the report in Agency view, under Reports, then Custom Reports.

How Does the Report Builder Work?

The report builder uses a drag-and-drop canvas. You add widgets from a library organized by data category, arrange them on the dashboard, resize them, and configure each one individually.

Once the layout is set and the report is saved, you assign it to one or more sub-accounts. Each sub-account’s version of the report pulls from that specific sub-account’s data.

The same template serves all your clients. A lead count widget on the template shows each client’s own lead count when they view their version of the report.

When the underlying data in HighLevel updates – new leads come in, calls are logged, a deal moves through the pipeline – the report reflects those changes the next time it is viewed or sent.

Available Widget Categories

The widget library is organized by data source. The categories available include the following.

Leads and Contacts widgets show new contacts added, lead sources, and contact growth over the selected period.

Calls widgets show call volume, answered versus missed calls, call duration, and calling activity by user or time of day.

Appointments widgets show bookings, appointment status breakdowns, cancellations, and no-shows.

Pipeline and Revenue widgets show open opportunities by stage, total pipeline value, closed deals, and revenue won in the period.

Google Ads widgets show impressions, clicks, spend, and conversions for connected Google Ads accounts. These widgets only appear when the sub-account has an active Google Ads integration.

Facebook Ads widgets show reach, impressions, spend, and results for connected Facebook ad accounts. Available when Facebook Ads is integrated with the sub-account.

Attribution widgets show which sources are driving contacts, calls, and conversions – connecting marketing activity to outcomes.

Conversations widgets show message volume, response rates, and channel breakdown across SMS, email, and other active channels.

Google Business Profile widgets show views, searches, and call activity from the connected Google Business Profile listing.

Sharing and Scheduling Reports

Every report has a shareable link. Anyone with the link sees a read-only view of the live dashboard – no HighLevel login required.

This is the fastest way to give a client access to their data. Send the link in an email or drop it in a client portal and they can check their numbers at any time without calling you.

Scheduled delivery automates the reporting entirely. In the report settings, enable Schedule, choose the frequency – daily, weekly, or monthly – enter the recipient email addresses, and save.

The report emails automatically on that schedule with the current data for the configured date range. Clients receive it without you doing anything after the initial setup.

Branding and White-Label Options

Custom Sub-Account Reports support white-label branding. Upload your agency logo and set your brand colors in the report settings.

The report header displays your logo so the deliverable looks like something your agency built – not a HighLevel default. When clients receive the scheduled report email, they see your branding, not HighLevel’s.

For agencies running a white-labeled version of HighLevel, this keeps the platform invisible to clients entirely.

What Can You Do With It?

• Replace manual monthly reports: Build the report once and schedule it to send automatically. Stop spending hours each month pulling data from multiple sources into a PDF or spreadsheet.
• Give clients 24/7 access to their own data: Share the report link so clients can check their numbers any time without emailing you for an update.
• Show ad performance alongside CRM results: Combine Google Ads or Facebook Ads widgets with pipeline and conversion widgets to show the full picture from click to closed deal in one dashboard.
• Standardize reporting across all clients: Build one template, assign it to every sub-account, and maintain a consistent reporting format across your entire client base without rebuilding it each time.
• Prove ROI in a format clients actually understand: A visual dashboard showing leads generated, calls answered, and pipeline value created is more persuasive in a retention conversation than a spreadsheet of raw numbers.
• Scale client reporting without adding headcount: Scheduled reports mean no team member spends Friday afternoon pulling and formatting data for Monday morning client reviews.

Key Definitions

Use Cases by Industry

Marketing Agencies

An agency manages 25 local business clients. Each client gets a monthly report automatically on the first of the month showing leads generated, calls answered, pipeline value, and Google Ads performance for the previous month.

The agency built one report template, assigned it to all 25 sub-accounts, and scheduled it for monthly delivery. No team member touches reporting at month end.

Clients receive consistent, branded dashboards without any manual work.

Result: The agency saves 10 to 15 hours per month previously spent on manual report production and spends that time on client strategy instead.

Home Services

A home services agency runs campaigns for plumbers, HVAC companies, and electricians. Each client’s report shows new inbound calls, booked appointments, and lead source attribution side by side.

When a client calls asking whether their campaign is working, the account manager shares the report link. The client sees their own live data – no delayed email attachment, no scheduled call required.

Result: Client retention conversations become easier because the data is always current and always accessible.

Real Estate Marketing

A real estate marketing agency runs lead generation campaigns for brokerages. The monthly report combines Facebook Ads spend and reach with contacts added, appointment bookings, and pipeline value from new buyer and seller leads.

The full-funnel view from ad spend to pipeline value makes the ROI of the agency’s work visible in one screen – a significant retention advantage over agencies that only report on ad metrics.

Result: Clients see the connection between marketing spend and business results, which strengthens the case for continued investment.

Dental and Medical Practices

A healthcare marketing agency reports on new patient inquiries, appointment bookings, Google Ads performance, and Google Business Profile activity for each practice client.

The weekly scheduled report keeps practice managers informed without requiring them to log into HighLevel. They see the numbers in their inbox every Monday morning before their week starts.

Result: Practice managers stay informed passively – and the agency stays visible and accountable without requiring a standing weekly call.

SaaS and Software Companies

A SaaS company using HighLevel for CRM and marketing builds a custom report showing trial signups, demo bookings, pipeline stages, and closed deals for their sales team’s weekly review.

The report replaces a manually assembled spreadsheet that previously took a sales ops person two hours to prepare every Friday. The scheduled weekly delivery drops into the team’s inbox automatically.

Result: Sales leadership has consistent visibility into pipeline health without any manual preparation cost.

Who Is This For?

How to Build a Custom Sub-Account Report

Step 1: Open Custom Reports in Agency view

Switch to Agency view using the account switcher at the top of the sidebar.

Go to Reports, then Custom Reports. This is where you create and manage all report templates for your sub-accounts.

Step 2: Create a new report

Click Create New Report. Give the report a clear name – for example, Monthly Client Performance Dashboard.

This name appears in the report header and in scheduled email subject lines, so make it descriptive for the client.

Step 3: Add your branding

Upload your agency logo and set your brand colors in the report settings.

The report header displays your logo so the deliverable looks branded rather than generic HighLevel output.

Step 4: Add widgets to the dashboard

Click Add Widget to open the widget library. Browse categories including Leads, Calls, Appointments, Pipeline, Google Ads, Facebook Ads, Attribution, and Conversations.

Add the widgets most relevant to what your client cares about. Start with 6 to 8 key widgets – a focused report performs better than one packed with every available option.

Step 5: Arrange and resize widgets

Drag widgets to reorder them on the dashboard. Resize using corner handles.

Put the most important metrics at the top where clients see them first – typically leads generated, calls answered, and revenue or pipeline value.

Step 6: Configure each widget

Click into any widget to configure its settings – date range, data source, chart type, and display label.

Some widgets let you rename the metric to match your client’s terminology. A pipeline value widget relabeled “New Revenue Opportunities” reads better to a non-technical client.

Step 7: Assign the report to sub-accounts

In the report settings, select the sub-accounts this template should apply to.

Each sub-account displays the same layout with their own data. One template works for your entire client base.

Step 8: Share or schedule the report

Copy the shareable link to send to a client for on-demand access.

Or enable Schedule, set the frequency to daily, weekly, or monthly, enter recipient email addresses, and save. The report emails automatically on that schedule.

Step 9: Review and refine after the first send

After the first scheduled send, note which widgets clients ask about and which they never mention.

Remove low-value widgets and add anything clients request. A trimmed, focused report keeps clients engaged with the data that matters to their business.

How Does It Connect to HighLevel?

• Agent Reporting: Agent Reporting tracks team-level conversation performance. Custom Sub-Account Reports surface the client-facing outcomes that agent activity drives – together they give a complete view of team performance and business results.
• Workflow Builder: Leads, appointments, and pipeline movements tracked in Workflow Builder feed the data that Custom Reports display. Better workflow design means more meaningful metrics in the report.
• Conversation AI: Conversation volume and response rates from Conversation AI contribute to the Conversations widgets in Custom Reports – showing clients how many inquiries were handled and how quickly.
• Appointment Reminders: Booked and completed appointment data from the Appointment Reminders system feeds the Appointments widgets – giving clients visibility into booking volume and cancellation rates.
• Tag-Based Automation: Contact segmentation built in Tag-Based Automation enriches attribution data – helping the Attribution widgets show which lead sources and campaigns are driving the most valuable contacts.

Common Questions

What are Custom Sub-Account Reports in HighLevel?

Configurable reporting dashboards built at the agency level using drag-and-drop widgets. Each widget pulls live data from the assigned sub-account.

Reports can be shared via link or scheduled for automatic email delivery to clients.

Where do I build Custom Sub-Account Reports in HighLevel?

Switch to Agency view, then go to Reports, then Custom Reports. Build and manage all report templates from there.

Reports are then assigned to sub-accounts and accessible from each sub-account’s Reporting section.

What data can I show in a HighLevel Custom Sub-Account Report?

Leads and contacts, calls, appointments, pipeline and revenue, Google Ads, Facebook Ads, attribution, conversations, and Google Business Profile data. Widgets for ad platforms only appear when those integrations are active in the sub-account.

Can I share a Custom Sub-Account Report with a client?

Yes. Each report has a shareable link that gives the recipient a read-only view of the live dashboard. No HighLevel login is required to view it.

Can I schedule Custom Sub-Account Reports to send automatically?

Yes. Enable Schedule in the report settings, set the frequency to daily, weekly, or monthly, enter recipient email addresses, and save.

The report emails automatically on that schedule with current data.

Can I use a Custom Report template across multiple sub-accounts?

Yes. Assign a single template to as many sub-accounts as needed. Each sub-account’s version of the report pulls from that sub-account’s own data – same layout, different numbers per client.

Can clients view Custom Sub-Account Reports themselves?

Yes. Reports are accessible from the sub-account’s Reporting section for users with sub-account login access. You can also share the report link without giving full sub-account access.

Do Custom Sub-Account Reports show Google Ads and Facebook Ads data?

Yes, when those integrations are active in the sub-account. Google Ads widgets show spend, impressions, clicks, and conversions.

Facebook Ads widgets show reach, impressions, spend, and results from the connected ad account.

Can I add my logo and branding to a Custom Sub-Account Report?

Yes. Upload your agency logo and set your brand colors in the report settings. The report header displays your logo so clients receive a branded deliverable rather than a HighLevel default template.

Are Custom Sub-Account Reports available on all HighLevel plans?

Custom Sub-Account Reports are an agency-level feature. They are available to agency accounts and can be deployed to any sub-account within that agency.

To Wrap It Up

Custom Sub-Account Reports solve one of the most persistent time drains in agency operations: manual monthly reporting.

Most agencies know they should be sending clients regular performance updates. The barrier is the time it takes to pull data from multiple sources, format it, and make it look presentable.

Custom Reports remove that barrier entirely. Build the dashboard once, assign it to your clients, and let HighLevel handle the rest.

The one-template-multiple-sub-accounts model is what makes it scale. You are not rebuilding a report for each client – you are configuring one layout that serves all of them with their own data automatically.

The scheduled email delivery is the feature most agencies underuse. A report that lands in a client’s inbox every first Monday of the month – before they have a chance to wonder what their numbers look like – keeps the agency visible and the relationship proactive rather than reactive.

Here is how to get started:

1. Switch to Agency view and go to Reports, then Custom Reports
2. Click Create New Report and give it a name that makes sense to clients
3. Upload your logo and set brand colors before adding any widgets
4. Add 6 to 8 widgets from the categories most relevant to your clients – leads, calls, pipeline, and ad performance are the most common starting points
5. Arrange widgets with the most important metrics at the top
6. Configure each widget with the right date range and display label
7. Assign the report template to your sub-accounts
8. Share the report link with one client first and ask for feedback before scheduling it for everyone
9. Enable scheduled delivery once the layout is confirmed – monthly is a good starting frequency

Ask one client to review the report before you schedule it for all of them. The widgets that are obvious to you may need a label change or a different chart type before they make sense to a business owner who has never seen a HighLevel dashboard.