With the release of new reporting tools to HubSpot Pro and Enterprise customers earlier this year, KPI tracking and data reporting were popular requests from Madison HUG members in recent months. During our Q4 meeting, I led a surprisingly rousing discussing among Madison-area HubSpot users focused on getting the most out of HubSpot's newest data analyzation tools. Topics included HubSpot Analytics Tools, Custom Reports, KPI tracking with HubSpot, and useful HubSpot reports you can build in your portal

1. Tracking KPIs in HubSpot
Madison HubSpot User Group
December 4, 2018

2. Agenda
1. Background reporting definitions
2. Tips for reporting success
3. HubSpot reporting tool overview
4. KPIs and how to set them up
5. Other useful reports
6. Q&A

3. Important Definitions
● Visits/Sessions: One visit/session is counted when someone uses your site. One session/visit can
include multiple pageviews. When a single user enters, leaves, and then comes back at a later
date/time, a second visit/session is counted. Collectively, visits are sometimes referred to as traffic.
● Leads/Contacts: A known person or company who's shown interest in a product or service in some
way, shape, or form. Perhaps they filled out a form, subscribed to a blog, or shared their contact
information in exchange for a coupon. Caveat: Subscribers are contacts, but not leads.
● Qualified Lead: A contact that opted in to receive communication from your company, became
educated about your product or service, and is interested in learning more.
● MQL/SQL: Marketing-qualified lead/sales-qualified lead; used to distinguish between qualified leads
that have been qualified by marketing or sales. Typically leads are qualified first by marketing and then
by sales

4. Tips for meaningful reporting

5. Get as close to the bottom line as possible when reporting results

6. Integrate CRM data for best results
Native:
Via
Connector
Tool:

7. Focus on what’s working (so you can do it more!)

8. Keep to a strict parameter structure for ads

9. HubSpot’s Reporting Tools
Analytics tools

10. Traffic Analytics

11. Traffic Analytics
● These tabs change
what the report is
broken down by:
● Sources: which
channel your traffic,
contacts, and
customers are coming
from
● You can also break
down traffic by UTM
parameters, pages,
and topic clusters (if
you’re using them)

12. Traffic Analytics
● Toggle between
sessions, contacts,
customers, and
other metrics, such
as ...
● … session data:
bounce rate, new
visitors %, avg.
session length, etc.
● … conversion rate
data

13. Traffic Analytics
● Different chart types
help you visualize
data in different
ways
● Combination charts
are useful for
comparing
volume-based data
(Sessions, Contacts,
etc.) with
engagement data
(time on site, bounce
rate, etc.)

14. Traffic Analytics
● Important: You can
access more data by
clicking each source.
For example, click …
● ... Organic search to
view (limited)
keyword data
● ... Social media to
view breakdown by
platform
● … Referrals to view
breakdown by
referring website

15. Traffic Analytics
● Click these numbers
to view the contacts,
create a HubSpot
List including them,
or export them

16. Traffic Analytics
● Access more data by
editing your table
columns

17. Website Analytics

18. Website Analytics:
● Very similar to the
Pages tab in Traffic
Analytics, but allows
you to view data from
blog posts, website
pages, and landing
pages separately
● Also includes other
behavior metrics such
as site entrances and
exits

19. Campaign Analytics

20. Campaign Analytics
● Captures analytics data specifically from
HubSpot assets tagged under
campaigns (this is a great reason to use
the Campaign tool!)
● This report has the unique advantage of
viewing marketing-influenced revenue
(if CRM data has been integrated)

21. Contact Analytics

22. Contact Analytics
● Useful for viewing aggregated
contact data from your entire
database, or a HubSpot List
● Sort a group of contacts by
Lifecycle stage, create date,
activities, source, and country

23. Contact Analytics
View competitor
website data and info
Append parameters, create
short URLs, and track URL data
See what companies anonymous
users are visiting from
Keep track of new
inbound links

24. HubSpot’s Reporting Tools
Custom Reports

25. Before you do the work of creating a report on your own, check HubSpot’s Standard Reports

26. Custom Reports: Single data set

27. Custom Reports: Across Data Sets

28. Custom Reports: Funnels/Pipelines

29. Custom Reports: Attribution

30. KPIs

31. KPI 1a: Sessions and avg. session length

32. KPI 1b: Sessions and contact conversion rate

33. KPI 2: Contacts & customer conversion rate

34. KPI 3: Customers

35. KPI 4: Sessions or revenue/deals/contacts influenced by campaign

36. KPI 5: Potential & actual revenue influenced
● Reports>New Custom Report>Single Data Set>Deals

37. KPI 5: Potential & Actual revenue influenced (cont.)

38. KPI 5: Potential & Actual revenue influenced (cont.)

39. Save each report and create a KPI dashboard

40. Other useful reports (URs)

41. UR1: Marketing-Assisted Sales Revenue by Channel
● Reports>New Custom Report>Single Data Set>Deals

42. UR1: Marketing-Assisted Sales Revenue by Channel

43. UR1: Marketing-Assisted Sales Revenue by Channel
Use a pie chart and measure by amount to visualize channel share and see total revenue

44. UR1: Marketing-Assisted Sales Revenue by Channel
Use a bar chart and measure by average to see where your most valuable deals come from

45. UR 2: Check in on key accounts and/or find hidden sales opportunities

46. UR 2: Check in on key accounts and/or find hidden sales opportunities

47. UR 2: Check in on key accounts and/or find hidden sales opportunities

48. UR 2: Taking Action
● Flag companies with HIGH page views but LOW form submissions and/or number of times
contacted
● Create a new KPI for account-based marketing based on each column

49. UR 3: What pages do our best leads view?

50. UR 3: What pages do our best leads view?

51. UR4: ID blog traffic drivers with below average conversion rates
1. Navigate to
Reports>Analytics>Website
Analytics
2. Set an appropriate date
range
3. Select blog posts
4. Edit columns to include
Entrances and Contact
Conversion Rate
5. Sort by Entrances

52. UR4: ID traffic drivers with below average conversion rates
6. Note which blog posts
have below average
contact conversion
rates

53. UR4: Taking Action
To improve conversion rates:
● First, make sure your page is actually relevant to your buyer persona(s)
● Add CTAs (especially textual CTAs!)
● Set up a form-replacing chatbot OR use a Lead Flow pop-up

54. UR4: Taking action (extra credit)
● Reverse engineer this process to
uncover high-converting pages
that need SEO love or more
visibility: sort by Contact
Conversion Rate instead of
Entrances
● Consult GSC data (see next slide)
and/or conduct keyword
research and optimize
● Consider adding new internal
links to make these pages more
visible

55. Bonus Tip: Integrate Google Search Console for SERP data

56. Q&A

57. Wrap Up
Next HUG: March, date TBD
Questions: Email support@madison.marketing
Follow-up email: Expect survey and link to blog post with more information
on updates including slides.