This presentation, lead by Marc Ollmann from HubSpot, gave Bristol HubSpot User Group attendees insights to HubSpot's reporting tools.

1. #lunchandlearnberspot
HUG Bristol

2. About the speaker
Implementation Specialist L2 @ HubSpot
Implementation Specialists DACH: 6 by EOY
Customer Success DACH: around 30
Favorite Tool: Reporting & Analytics
Previous experience: https://www.outfittery.com/, Building new
marketing channels
LinkedIn: https://www.linkedin.com/in/marc-ollmann/

3. Today’s topic:
KPIs & Reporting
“How To Define, Report On &
Analyse The KPIs For Your
Business In HubSpot”

4. Today’s format:
Discussion &
Presentation

5. #lunchandlearnberspot
1 - Introductions

6. KPIs:
Key Performance
Indicators
“Set of quantifiable measures to
determine a company's progress
in achieving its strategic and
operational goals.”

7. KPIs Quote #1:
“It depends, it's important to
find the right KPIs for your
business”

8. KPIs Quote #2:
“What gets measured gets
improved”

9. #lunchandlearnberspot
KPI Examples - “Everything is
measurable”
CR CR CR CR
CR
CR
CR
CR
CR
CR
CR
CR
CR
CR
CR
CR
CR

10. #lunchandlearnberspot
★ Average Basket Size
★ Length of Sales Cycle
★ CAC
★ Upsell/Cross Sell Potential pro Lead
★ Churn
★ CLV
★ NPS
★ View Count
★ Play Rate
★ Engagement
★ Social Sharing
★ Click-Through Rate
★ Conversion Rate
★ Feedback
KPI Examples - “Everything is
measurable”

11. #lunchandlearnberspot
● Choose KPIs That Are Directly Related to Your Business Goals
● Focus on a Few Key Metrics, Rather Than a Slew of Data
Points
● Consider Your
Company's
Stage of Growth
Choosing the right KPIs
● Identify Both
Lagging and Leading Performance Indicators
● Understand That KPIs Are Different for Every Industry and
Business Model

12. Reporting:
Define and
constantly develop
an overview of

13. #lunchandlearnberspot
2 - Process

14. Let’s take a step
back & zoom out

15. What do we want to achieve?

16. #lunchandlearnberspot
● Define a timeframe
● Define specific goal(s)
● What KPIs are direct indicators for these goals?
● What KPIs are supporting indicators for these goals?
● Setting up a reporting structure
○ Is there a default report from HubSpot?
○ If not, can I take a default HubSpot report as a basis and
customize?
○ Can I create a custom report?
○ What other interesting reports could be found in the
HubSpot library?
Process

17. #lunchandlearnberspot
● Timeframe: Q4
● Goal: Increase number of new
contacts by 10%
● Direct KPIs:
● Supporting KPIs:
Example Process
Website traffic by channel, conversion rate
Average number of clicks per social media post,
number of conversion points on website, SEO rank

18. #lunchandlearnberspot
● Reporting structure
○ Look at the HubSpot default reports e.g. Traffic Analytics
(Reports > Analytics Tools > Traffic Analytics) and
evaluate how to...
■ ...increase number of sessions
■ ...increase CR of weakest channels
Example Process

19. #lunchandlearnberspot
● Reporting structure (continued)
○ Customize HubSpot default reports e.g. Dashboard
(Reports > Dashboards)
■ Marketing Performance (Potentially add goals to
report)
Example Process

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● Reporting structure (continued)
○ Customize HubSpot default reports e.g. Dashboard
(Reports > Dashboards)
■ Contacts created by day
Example Process

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● Reporting structure (continued)
○ Customize HubSpot default reports e.g. Dashboard
(Reports > Dashboards)
■ Top landing pages by new contacts
Example Process

22. #lunchandlearnberspot
● Reporting structure (continued)
○ Custom report e.g. Attribution
○ Further interesting reports in report library
Example Process

23. Assume, Test,
Analyse, Learn,
(Repeat)

24. - Clear goals
- It depends
- Less is more
- Stage of Growth
- Compare & Track

25. Q&A

26. #lunchandlearnberspot
● How do I get an overall view of website form fills /
conversion when we use multiple forms on our sites?
Question
● Traffic Analytics (Reports > Analytics > Traffic
Analytics)
● Dashboard Reporting Library (Reports > Dashboard >
Add new report)
○ Top Landing Pages by Submissions
○ Landing Page Performance
● Form Submission insights (Marketing > Lead Capture
> Forms > Click on “Submission” number)

27. #lunchandlearnberspot
● Is there any way getting a view of google analytics
goals / conversions within HubSpot?
Question
● Not directly GA goals in HubSpot at the moment
● GA integration to see GA data in HubSpot (e.g. SEO
Tool)
● GA integration to see HubSpot CMS data in GA

28. #lunchandlearnberspot
● I would like to know what AI plans there are that might
help within the analytics tools
Question
● Content Strategy
● Predictive Lead Scoring
● HubSpot Insights
● Duplicate Functionality
● Smart Content

29. #lunchandlearnberspot
● Have you seen any partners or clients that have used
any interesting integrations for HS reports.
Question
● Ads integration
● Vidyard integration
● Eventbrite
● Shopify & Ecom Bridge
● Any integration that passes data to HubSpot

30. #lunchandlearnberspot
Question
● Blog performance broken down by source (YoY
comparison if poss)
● Reports > Analytics Tools > Traffic Analytics -> Pages
-> Blog Posts

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3 - Workshop

32. Types of Reports in
HubSpot

33. #lunchandlearnberspot
Types of Reports
• Portal Analytics: Specific to the customers domain and overall marketing
strategy. Included in this group are traffic analytics, website analytics,
campaign analytics

34. #lunchandlearnberspot
Types of Reports
• App Analytics: App analytics are specific to apps like email. Using
individual app analytics is the best way to analyze results from the usage
of those particular apps.

35. #lunchandlearnberspot
Types of Reports
• Dashboard Analytics: Data sets are specific to contacts, companies,
deals, activities “users,” tickets, and products. Dashboard reports are the
best way to measure those objects.

36. Building Reports
Process

37. #lunchandlearnberspot
4. Visualize your data
Process
1. Define Data Sets you will report on
3. Filter data set using properties
2. Choose the properties you want to measure

38. #lunchandlearnberspot
1. Define data set

39. #lunchandlearnberspot
• Default properties where important information about your contact,
company, deal, ticket, or product are stored
• Properties can also be custom built by your customers to match
their business needs
• Leverage the correct data properties will help you be successful in
the long run
2. Choose Properties to Measure

40. #lunchandlearnberspot
• Filters are used define a more specific segment of contacts,
companies, deals, activities, tickets, or products
• Filters are based on properties and can be used similar to
building a list
• Common examples:
• Filter by a date property: Create date this year
• Filter by Industry: Industry equals Manufacturing
• Filter by Deal Pipeline
3. Filter your Data Set

41. #lunchandlearnberspot
• Choosing the correct visualization is the most important part of
building your report
• Business leaders want to see actionable data
• Business leaders want to see reports that communicate a story
• Part of visualizing the data correctly is ensuring data is organized in
portal
4. Visualize your data

42. #lunchandlearnberspot
Example
Contacts added month and YTD by Original Source
Data Sets
Properties
Filter
Visualization (Chart Type)
Contacts
Create Date and Source
Create Date This Year so far
Column or Bar

43. #lunchandlearnberspot
• Bar and column charts - compare data.
• Line graph - reveals trends or progress over time and show
different categories of data. Also, this type of chart allows us
to see small or incremental changes in data.
• Area graphs - also reveal trends and progress over time.
• Pie and donut charts - shows a static number and how
categories represent part of a whole.
• Tables - show simple patterns and relationships; great to
communicate both quantitative and qualitative data
Tipp: Tell a story with your data

44. Activity:
Around the flywheel

45. #lunchandlearnberspot
● Contacts that have downloaded more than 3 content
offers and have not taken part in a webinar
Task: Build the desired report.
● Contacts > Lists > Filters:

46. #lunchandlearnberspot
● Question: I would like to show MQLs / SQLs at a
campaign (not whole company) specific level
● Answer
○ Create static list “A” from campaign tool
○ Create smart list with membership to list “A” and
further criteria lifecycle stage MQL or SQL
○ Challenge:
■ What if lifecycle stage changes?
■ What if they have been MQL / SQL before?
■ -> Add property “Became a MQL or SQL
after campaign start”
Task: Build the desired report.

47. #lunchandlearnberspot
● Question
■ Eventbrite attendee reports
■ Identify repeat time wasters (book but don’t
turn up…)
● Contacts > Lists > Filters
● Challenge: If they attend
again data might be
overwritten.
Task: Build the desired report.

48. #lunchandlearnberspot
● Email reporting based on campaign inc open rate, click
rate, best time/day
Task: Build the desired report.
● Individual Email performance: Marketing > Email >
Click Email > Performance
● Email comparison: Marketing > Email > Analyze Tab

49. #lunchandlearnberspot
● Count of opportunities (=deals) generated this year by
first conversion (1/2)
Task: Build the desired report.
● Cross-Object Report (Deals, Contacts)

50. #lunchandlearnberspot
● Count of opportunities (=deals) generated this year by
first conversion (2/2)
Task: Build the desired report.
● Attribution Report (based on lists of contacts that have
a closed won deal)

51. #lunchandlearnberspot
● Number of activities per deal stage during the last
quarter
Task: Build the desired report.
● Cross Object Report (Deals & Activities)

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● Conversion rates of contacts through all lifecycle
stages
Task: Build the desired report.
● Funnel Report

53. #lunchandlearnberspot
Thanks for listening!