Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
An Introduction to Reporting
What is the Goal?
● Measure marketing efforts
● See how everything plays off each other
● Optimize marketing activities
Ma...
Marketing Analytics
A few questions you should be able to answer:
● How are marketing activities performing today?
Tomorro...
HubSpot simplifies data analysis by bringing
everything into one platform.
Five Types of Reports in HubSpot
1. Sources
Find out which marketing sources are generating visits, new contacts,
and cust...
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 r...
● E-mail Marketing
Which e-mail messages are resulting in the most clicks?
● Organic Search
What keywords are visitors usi...
● Other Campaigns
What marketing campaigns (as defined by tracking URLs)
are bringing visits to your site?
● Direct Traffi...
How HubSpot handles sources...
Sources Report
● A contact’s traffic source type is determined by first visit, NOT first co...
Creating a Report
Visits vs. Contacts vs.
Customers
● Visit – Any time someone
visits your website
● Contact – A visitor t...
Click into each
bucket to segment
further:
● Organic Search
● Referrals
● Social Media
● E-mail Marketing
● Paid Search
● ...
● Which keywords
are attracting
visitors?
● How are those
keywords
performing?
● Do you want to
add the keyword
to your tr...
● 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
i...
● 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 Marketing
How are campaigns performing?
Which keyword phrases are generating the best results within those campaigns?
Sources Report
Paid Search
Which campaigns a...
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 con...
Four Types of Contact Reports
1. Start From Scratch
Customize a report to see
exactly the information you want
2. Contacts...
1. Select from all contacts or list
2. Create a new list on-the-fly
Contacts Report
Creating a Report
HubSpot provides a f...
Contacts Report
Creating a Report
Determine how you want to group contacts.
Create the report around a specific property a...
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 – t...
Visited URL
Enter the URL that, when visited, will trigger the event. (Allows wildcards)
Event Analysis
Clicked Element
Enter the ID, class, or full
jQuery selector to track a
particular “click” action.
(Requires developer
int...
Submitted Form
Event Analysis
Select the HubSpot form that you want to trigger the event. Enter the URL of a
specific page...
Custom events require developer coordination to write custom JavaScript or
API requests. These may include events such as:...
Analyze results of the event analysis reports by traffic trends, first and last touch
sources, and assists.
Event Analysis...
First and Last Touch
source can be further
analyzed similar to the
sources report (i.e.,
specific ad results under
paid se...
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?
● Wha...
1. Start From Scratch
Customize a report to see exactly the
information you want
2. Companies Revenue Last Month
Understan...
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
custome...
Four Types of Attribution Reports
1. Start From Scratch
Customize a report to see exactly the
information you want
2. Webs...
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 – ...
Choose an interaction scoring type by URL, Referrer, or source.
Attribution Report
Creating a Report
● First and Last Inte...
Attribution Report
View Your Report
Report Notification and Follow Up
● These features are available for every
report created.
● Each report must be “refreshe...
Email a Report
Report Actions
Export a Report
Report Actions
HubSpot: An Overview of Reporting
Upcoming SlideShare
Loading in …5
×

HubSpot: An Overview of Reporting

844 views

Published on

If you're running a business – or working for one – you probably understand how important it is to have reliable data. Without data, any decisions you make will be gut instincts or wild guesses. Measuring information such as the amount of sales, number of clients, website visitors, etc. can help inform your decision making.

But having the data isn't enough. You need to be able to analyze it in a meaningful way. What does the amount of sales matter without the context of what the cost of expenses are? It's also possible to spend too much time analyzing your numbers. The number of Android mobile users that visit the contact us page of your website from the Galapagos Islands every Tuesday from 4 – 7 PM might be interesting, but does it really help you?

It's important to have a goal in mind before you start pouring over your data. What is it you're trying to understand? For marketing data, you should be able to answer questions, such as:

- How are marketing activities performing today? Tomorrow?
- How do marketing efforts compare with competitor?
- What are the long-term results?

This type of information can be hard to track down, but using the right tools can really help. HubSpot is one of those tools (quite honestly, we think it’s the tool). If you're not already familiar with them, HubSpot was founded in 2006 by Brian Halligan and Dharmesh Shah to help businesses optimize their inbound marketing. The term inbound marketing was coined by Halligan and Shah to describe the revolution occurring in marketing where businesses are helping customers find them rather than trying to find customers.

HubSpot simplifies marketing data analysis by bringing everything into one platform. Landing pages, lead nurturing emails, blogging, social media – if HubSpot doesn’t already do it, it’s likely they will before the next INBOUND conference. Honestly, we could write about all the services HubSpot offered and have enough content to fill several dozen blogs. However, this presentation will focus on the HubSpot reporting features.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

HubSpot: An Overview of Reporting

  1. 1. An Introduction to Reporting
  2. 2. What is the Goal? ● Measure marketing efforts ● See how everything plays off each other ● Optimize marketing activities Marketing Analytics
  3. 3. 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?
  4. 4. HubSpot simplifies data analysis by bringing everything into one platform.
  5. 5. Five Types of Reports in HubSpot 1. Sources Find out which marketing sources are generating visits, new contacts, and customers 2. Contacts Report Build custom reports based on the data you’ve collected about your contacts 3. Event Analysis Track visitor actions on your website and find out what they did to get there 4. Companies Report Build custom reports based on the data you’ve collected about companies 5. Attribution Report Build custom reports to discover the conversion paths of your contacts
  6. 6. How to Build a Report
  7. 7. How to Build a Report
  8. 8. How to Build a ReportHow to Build a Report
  9. 9. 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
  10. 10. ● E-mail Marketing Which e-mail messages are resulting in the most clicks? ● Organic Search What keywords are visitors using to find your website? ● Paid Search How well are your ads performing? ● Referrals What external sites are sending traffic your way? ● Social Media (Organic) Which messages, tweets, photos, or videos are resonating with your audience? Source Buckets
  11. 11. ● Other Campaigns What marketing campaigns (as defined by tracking URLs) are bringing visits to your site? ● Direct Traffic Anything 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 Sources Any contacts added to HubSpot through an imported list or the API. (Not included in the sources report by default.) Source Buckets
  12. 12. 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
  13. 13. Creating a Report Visits 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
  14. 14. Click into each bucket to segment further: ● Organic Search ● Referrals ● Social Media ● E-mail Marketing ● Paid Search ● Direct Traffic ● Other Campaigns Sources Report
  15. 15. ● 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
  16. 16. ● Which websites are linking visitors to your site? ● How well are those links performing? Sources Report Referrals
  17. 17. ● 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
  18. 18. ● Segment even further – view campaign performance for each social media site! Sources Report Social Media
  19. 19. How are specific e-mails within those campaigns performing? Sources Report E-mail Marketing How are campaigns performing?
  20. 20. Which keyword phrases are generating the best results within those campaigns? Sources Report Paid Search Which campaigns are performing the best?
  21. 21. Sources Report Direct Traffic Other Campaigns
  22. 22. 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
  23. 23. Four Types of Contact Reports 1. Start From Scratch Customize a report to see exactly the information you want 2. Contacts Revenue Last Month Understand how much revenue you have made from the contacts in your database 3. Lifecycle Stage Distribution Visualize how your contacts move through the funnel over time 4. Most Converting Offers Discover which offers are creating the most new leads Contacts Report
  24. 24. 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 Date 2. Close Date 3. Time of First Visit 4. Time of Last Visit 5. Became a Lead 6. Became a Customer 7. And many more... You can also choose the time frame in which the conversion occurred (All Time, Last 30 Days, etc.)
  25. 25. Contacts Report Creating a Report Determine 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.)
  26. 26. View Your Report Contacts Report
  27. 27. 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
  28. 28. Visited URL Enter the URL that, when visited, will trigger the event. (Allows wildcards) Event Analysis
  29. 29. Clicked Element Enter the ID, class, or full jQuery selector to track a particular “click” action. (Requires developer integration) Event Analysis
  30. 30. 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.
  31. 31. 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
  32. 32. Analyze results of the event analysis reports by traffic trends, first and last touch sources, and assists. Event Analysis Reports Event Analysis
  33. 33. 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
  34. 34. Event Analysis Assists are pages that influenced people before they completed the event.
  35. 35. 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
  36. 36. 1. Start From Scratch Customize a report to see exactly the information you want 2. Companies Revenue Last Month Understand how much revenue you have made from the companies in your database 3. Companies Revenue by Source This Year Learn which channels generate the most revenue for your business 4. Companies Revenue by First Conversion Prove 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.
  37. 37. Companies Report Creating a Report
  38. 38. View Your Report Companies Report
  39. 39. ● 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
  40. 40. Four Types of Attribution Reports 1. Start From Scratch Customize a report to see exactly the information you want 2. Website Content & Blog Posts That Generate Leads Find out which pages your leads viewed before converting 3. Most Converting Channels Trace 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
  41. 41. Attribution Report Creating a Report Begin by selecting contacts (same as contacts and companies report)...
  42. 42. 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)
  43. 43. 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)
  44. 44. Attribution Report View Your Report
  45. 45. 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
  46. 46. Email a Report Report Actions
  47. 47. Export a Report Report Actions

×