3 HubSpot Reports and Metrics You Need to Be Tracking
When it comes time to measure your efforts in HubSpot, you may be asking yourself…
“Is there anything I’m missing here?”
I mean, are you 100% positive that you are getting all you can out of the metrics HubSpot provides?
That is exactly what we are going to tackle in this article.
Here at The Sales Lion, three of the major questions we get asked over and over again from clients, Hubcast listeners, and social media friends and followers are:
- Why should I use HubSpot for reporting?
- When it comes to reporting, what should I be looking at?
- When should I pay attention to each area of reporting?
These are all great questions that deserve great answers.
Why Should You Use HubSpot Metrics For Reporting?
The major reason is it allows you to have all of your data in one area.
You can run reports on on things like:
- Email Performance
- Landing Page Conversions
- Call-To-Action Clicks
- List Growth
- Visitor Sources
- SEO Page Performance
- Social Media Analytics
Finding all your metrics in one area can be difficult. In fact, the options are few and far between.
Only the major platforms have all, or some, of these features. We cover many of these major players in articles like Marketo vs Eloqua vs Pardot: A Massive Review or Wishpond vs SharpSpring vs Hatchbuck: A Massive Review. Take some time to read those reviews, and you will see not all platforms are equal when it comes to reporting.
You will also learn that not all platforms are as easy to use as the others.
HubSpot, in our opinion, is one of the more robust and easy-to-use tools when it comes to measuring your marketing ROI.
Another question we often get, which is surprising, is “Why is reporting important?”.
If you can’t tell what is working, then how can you tell what isn’t? If you don’t know, then how can you grow?
We always say to our clients: if you can’t measure it, it just doesn’t make sense.
So measure everything and use HubSpot to do it.
What Metrics Should You Be Looking At And When?
Now that is the right question!
However, if I answered this question on all of HubSpot’s metrics and reporting capabilities, we would be here forever.
So today, I am going to cover what I feel are three of the most important areas: sources, lists, and landing pages.
I will write articles in the future covering other areas of the HubSpot tool.
HubSpot Sources Tool
The first thing you should look at is your Sources Tool. This tool will allow you to see who is coming to your site and from where.
One thing you should understand about the sources tool is that you can drill down to micro levels.
Anything that is blue is clickable. You can drill down into the source, the contacts, and the customers.
As you can see above, I can see all of the traffic coming to a site for any custom date range I may choose. Below, however, you will see I dove into just social media. Here I can see what channels are bringing me the most traffic, visitors, or even customers.
But, you can dive a level even deeper. Here we can look at Facebook and see more micro level reporting.
When working with the sources tool, you will want to save some of these micro views as reports.
You can then head over to your Reports Home area to easily open reports in the future.
Once you get these reports into your Reports Home, you can also send automatic emails, export the reports and much more.
We try to look at our Sources Report on a weekly basis. You could do bi-weekly, but in our case, we really care about how the social campaigns and organic strategies are doing on a weekly basis.
HubSpot Lists Tool
The HubSpot Sources Tool looks at all traffic coming to the site. Many times you need to get a bit more specific with the “who” and “what” of your contacts database.
For this level of reporting, we like to head to the List Tool. This allows you to dive into a subsection of your database. These lists could contain contacts who downloaded a specific piece of content, are in a particular lifecycle stage, or any other criteria you might use. Any smart list you create can be reported on.
Now, you can easily see list growth.
But that’s not all. You can then dive into metrics like location, lifecycle, source, and even action on site in the past 30 days on a very specific section of your database. Below you can see how we are breaking down this list by country.
Here we are looking at the different lifecycle stages of this specific list.
Finally, we are looking at the source that is attributed to the contact when they arrived on the site. We can also see actions they have taken in the past 30 days. This helps us determine how engaged this list is with our marketing efforts.
All of these metrics should lead you to make smart marketing actions moving forward.
We make it a habit to look at the list performance tool monthly. This, of course, is on our major lists. There may be some minor lists that have very slow growth that you can look at quarterly. Side note: There is no reason to look at list performance on imported or static lists. This tool is meant for smart lists that can adjust automatically when contacts fall in or out of defined rules.
HubSpot Landing Pages
When it comes to your landing pages, you want them to be as effective as possible.
Therefore, make sure you are leveraging every part of the HubSpot landing page reporting.
On a high level, you need to know who your winners are. To find this information, you need to simply head over to the analyze tab.
Here you can look at metrics like submissions, contacts, customers and more. You can also see custom date ranges, export data, and even search for specific landing pages.
Once you have defined your winners and losers, you may want to do a deep dive or even some optimization.
In the screenshot below, you can see that we are able to measure views, submission, contacts, and customers. Better yet, we are able to measure them per the source they came from. We even get a list of submissions that we can export or tell HubSpot to use in another list.
Pro tip: You can also compare landing pages against each other. This can be very useful when trying to get a deep understanding of what is working vs what is not at a granular level.
If we are in need of optimization, we simply click the optimization tab and we have access to a ton of other information specific to the landing page we are working on.
On this page, we will see our SEO score and any errors that need fixing.
One thing that always baffled me about the landing page tool is the fact that it asks for a call-to-action to be on the page.
Best practice says we remove all navigation or distraction from the form. So HubSpot, why are we penalized for a CTA that should not be there in the first place?
You can also see ranked keywords, inbound links, CTA metrics, as well as internal links. Everything you need to super optimize your landing pages, right at your fingertips.
We make it a point to look at landing page performance on a bi-weekly to monthly basis. The optimization of the page for the most part, can be a set it and forget it. However, quarterly, we go back through and spot check to make sure something strange has not happened.
We are all human.
Metrics And Reporting In HubSpot
Well, there you have it. At least for the sources, lists, and landing page tools.
If you have any questions about any of these areas and how to use them or report better metrics with them, feel free to reach out to us.
As for the rest of HubSpot, it will be coming in an article soon. What tools would you like to hear about first?
Let us know.