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.

1. An Introduction to Reporting

2. What is the Goal?
● Measure marketing efforts
● See how everything plays off each other
● Optimize marketing activities
Marketing Analytics

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. HubSpot simplifies data analysis by bringing
everything into one platform.

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. How to Build a Report

7. How to Build a Report

8. How to Build a ReportHow to Build a Report

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. ● 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. ● 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. 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. 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. Click into each
bucket to segment
further:
● Organic Search
● Referrals
● Social Media
● E-mail Marketing
● Paid Search
● Direct Traffic
● Other Campaigns
Sources Report

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. ● Which websites are
linking visitors to
your site?
● How well are those
links performing?
Sources Report
Referrals

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. ● Segment even further
– view campaign
performance for each
social media site!
Sources Report
Social Media

19. How are specific e-mails within those campaigns performing?
Sources Report
E-mail Marketing
How are campaigns performing?

20. Which keyword phrases are generating the best results within those campaigns?
Sources Report
Paid Search
Which campaigns are performing the best?

21. Sources Report
Direct Traffic
Other Campaigns

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. 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. 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. 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. View Your Report
Contacts Report

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. Visited URL
Enter the URL that, when visited, will trigger the event. (Allows wildcards)
Event Analysis

29. Clicked Element
Enter the ID, class, or full
jQuery selector to track a
particular “click” action.
(Requires developer
integration)
Event Analysis

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

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

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. 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. Companies Report
Creating a Report

38. View Your Report
Companies Report

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. 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. Attribution Report
Creating a Report
Begin by selecting contacts (same as contacts and companies report)...

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. 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. Attribution Report
View Your Report

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. Email a Report
Report Actions

47. Export a Report
Report Actions