An Introduction to Reporting

What is the Goal?

● Measure marketing efforts

● See how everything plays off each other

● Optimize marketing activities

Marketing Analytics

Marketing Analytics

A few questions you should be able to answer:

● How are marketing activities performing today? Tomorrow?

● How do marketing efforts compare with competitors?

● What are the long-term results?

HubSpot simplifies data analysis by bringing everything into one platform.

Five Types of Reports in HubSpot

1. SourcesFind out which marketing sources are generating visits, new contacts, and customers

2. Contacts ReportBuild custom reports based on the data you’ve collected about your contacts

3. Event AnalysisTrack visitor actions on your website and find out what they did to get there

4. Companies ReportBuild custom reports based on the data you’ve collected about companies

5. Attribution ReportBuild custom reports to discover the conversion paths of your contacts

How to Build a Report

How to Build a Report

How to Build a ReportHow to Build a Report

Answers the Following Questions:

● How are people finding your site?

● What channels are yielding the highest conversion rates?

● Which channels are paying off (Return on Investment)?

Sources Report

● E-mail MarketingWhich e-mail messages are resulting in the most clicks?

● Organic SearchWhat keywords are visitors using to find your website?

● Paid SearchHow well are your ads performing?

● ReferralsWhat external sites are sending traffic your way?

● Social Media (Organic)Which messages, tweets, photos, or videos are resonating with your audience?

Source Buckets

● Other CampaignsWhat marketing campaigns (as defined by tracking URLs) are bringing visits to your site?

● Direct TrafficAnything that doesn’t fit one of the above categories. That includes visitors directly typing your web address into their browser as well as those where a referral source couldn’t be found.

● Offline SourcesAny contacts added to HubSpot through an imported list or the API. (Not included in the sources report by default.)

Source Buckets

How HubSpot handles sources...

Sources Report

● A contact’s traffic source type is determined by first visit, NOT first conversion

● Customers appear in the Source Report in the time frame in which they FIRST became a contact

● The original source that a contact is bucketed in can change

● The default time range in HubSpot’s Sources Report is “This month to date”

* Source: http://blog.hubspot.com/customers/master-sources-report

● “Offline” contacts are not included in HubSpot’s Sources Report

Creating a ReportVisits vs. Contacts vs. Customers

● Visit – Any time someone visits your website

● Contact – A visitor that has currently or previously completed a form (A visitor who you have information on)

● Customer – A converted contact (i.e., a lead that has converted into a paying customer)

Sources Report

Click into each bucket to segment further:

● Organic Search

● Referrals

● Social Media

● E-mail Marketing

● Paid Search

● Direct Traffic

● Other Campaigns

Sources Report

● Which keywords are attracting visitors?

● How are those keywords performing?

● Do you want to add the keyword to your tracking list?

Sources Report

Organic Search

● Which websites are linking visitors to your site?

● How well are those links performing?

Sources Report

Referrals

● Which social media sites are bringing visitors to your site?

● How well are each of those sites at converting visitors into contacts?

Sources Report

Social Media

● Segment even further – view campaign performance for each social media site!

Sources Report

Social Media

How are specific e-mails within those campaigns performing?

Sources Report

E-mail MarketingHow are campaigns performing?

Which keyword phrases are generating the best results within those campaigns?

Sources Report

Paid SearchWhich campaigns are performing the best?

Sources Report

Direct Traffic

Other Campaigns

Answers the Following Questions:

● Who is filling out the forms on your site?

● How much revenue have you generated by contact?

● How many contacts has a piece of content generated?

● How many contacts are in each stage of the funnel?

● View contacts based on specific properties, life cycle stage, source, industry, persona, etc.

Contacts Report

Four Types of Contact Reports

1. Start From ScratchCustomize a report to see exactly the information you want

2. Contacts Revenue Last MonthUnderstand how much revenue you have made from the contacts in your database

3. Lifecycle Stage DistributionVisualize how your contacts move through the funnel over time

4. Most Converting OffersDiscover which offers are creating the most new leads

Contacts Report

1. Select from all contacts or list

2. Create a new list on-the-fly

Contacts Report

Creating a Report

HubSpot provides a full list of conversion types

1. Create Date2. Close Date3. Time of First Visit4. Time of Last Visit5. Became a Lead6. Became a Customer7. And many more...

You can also choose the time frame in which the conversion occurred (All Time, Last 30 Days, etc.)

Contacts Report

Creating a ReportDetermine how you want to group contacts.

Create the report around a specific property and even calculate the value of certain properties (Revenue, Total pages visited, application fee, etc.)

View Your Report

Contacts Report

Event analysis allows you to track when a user performs a specific action on your website

Type of Event:

● Visited URL – triggered when a visitor visits a specific URL

● Clicked Element – triggered when a page element is clicked

● Submitted Form – triggered when a visitor submits a form

● Custom Event – triggered based on custom JavaScript or HTTP API requests

Event Analysis

Visited URLEnter the URL that, when visited, will trigger the event. (Allows wildcards)

Event Analysis

Clicked ElementEnter the ID, class, or full jQuery selector to track a particular “click” action.

(Requires developer integration)

Event Analysis

Submitted Form

Event Analysis

Select the HubSpot form that you want to trigger the event. Enter the URL of a specific page to filter submissions.

Custom events require developer coordination to write custom JavaScript or API requests. These may include events such as:

Custom Event

Event Analysis

● Video Playback

● Clicks (non-links)

● Audio Playback

● Mouse Tracking

Analyze results of the event analysis reports by traffic trends, first and last touch sources, and assists.

Event Analysis Reports

Event Analysis

First and Last Touch source can be further analyzed similar to the sources report (i.e., specific ad results under paid search, keywords under organic search, etc.)

Event Analysis

Event Analysis

Assists are pages that influenced people before they completed the event.

Answers the Following Questions:

● How much revenue have you generated by company?

● How many customers do you have?

● What were the most popular conversion activities by company?

Companies Report

1. Start From ScratchCustomize a report to see exactly the information you want

2. Companies Revenue Last MonthUnderstand how much revenue you have made from the companies in your database

3. Companies Revenue by Source This YearLearn which channels generate the most revenue for your business

4. Companies Revenue by First ConversionProve how much ROI your business receives from your content

Four Types of Company Reports

Companies Report

Similar to the contacts report, except results will be companies.

Companies Report

Creating a Report

View Your Report

Companies Report

● Understand the journey someone takes from the first time they set foot on your website to the time they become a customer

● Analyze the conversion path to see what contributed to someone converting

● Examples:

○ How many leads have you generated from your blog?

○ What source is driving the most conversions?

Attribution Report

Four Types of Attribution Reports1. Start From Scratch

Customize a report to see exactly the information you want

2. Website Content & Blog Posts That Generate LeadsFind out which pages your leads viewed before converting

3. Most Converting ChannelsTrace which sources contribute the largest volume of new leads

4. Frequent Pages Viewed That Generate Leads

Attribution Report

See the last 6 pages a visitor viewed before converting into a lead with more weight on recent pages

Attribution Report

Creating a Report

Begin by selecting contacts (same as contacts and companies report)...

Choose an interaction scoring type by URL, Referrer, or source.

Attribution Report

Creating a Report

● All interactions – weights each touch point equally (contact and awareness consistent)

● First Touch – first touchpoint (awareness)

● Last Touch – first touchpoint on the most recent visit (contact)

● Last Interaction – last touchpoint (attract at the moment of conversion)

Choose an interaction scoring type by URL, Referrer, or source.

Attribution Report

Creating a Report

● First and Last Interaction – the first and last pages / sources that referred contacts to the site (initial interest and final conversion)

● Simply Decay – the last six touchpoints are weighted heavier (value the last points that lead to conversion)

Attribution Report

View Your Report

Report Notification and Follow Up

● These features are available for every report created.

● Each report must be “refreshed” when re-visited, as they will not automatically update.

Report Actions

Email a Report

Report Actions

Export a Report

Report Actions