As a marketer, a large part of your job is to track and optimise your performance over time. You need to record your results against your goals to see how on-target you are, and so you can continue to improve moving forward. That’s why reports, both within your team and for your colleagues and bosses, are so important.
HubSpot offer a Reporting Add-on which gives you access to a customisable dashboard, where you can add reports and graphs to monitor your contacts, leads, marketing qualified leads, opportunities and customers. This blog post, however, focuses on the built-in reporting features HubSpot offers to all its clients with Basic, Professional and Enterprise subscriptions.
What HubSpot reports are important to your business?
Before you delve into HubSpot's reporting features it is important that you have clear goals set up and have made a decision about which metrics are important for your business. This can seem like a daunting and time-consuming task, but it is essential for effective and smooth reporting.
It might be that you are looking to increase the number of new contacts you make, month on month with a focus on social media and email marketing. If so, you will want to take a close look at the Sources reports for these two channels, and analyse your monthly growth to assess how effective your focus channels are in meeting your targets.
Perhaps one of your goals is to hit 50 new leads via your blog per quarter. You should look at Page Performance to check the views and conversion rates of your most popular blog posts. You could also create an Attributes report that shows you which blog posts were able to generate contacts (and how many). Best practices moving forward might be to replicate some of your highest performing blog posts in your future content plan.
Having a clear idea of your goals and most relevant metrics for measuring your inbound marketing success will help make your reporting process easier and smoother. Here's a look at the different features of the HubSpot Reports section.
Reports Home is the place where all of your existing reports are saved and also the place where you can create new reports.
At the top of the page, you can see an overview of your sources trends. You can filter reports by a particular time frame (based on the report’s create date) or the user who created it in order to find the report you need faster. If you have an Enterprise subscription you will be allowed to filter your list of reports by report type.
The list you can see is a view of all of your existing reports. What you see on the list is based on the filters you have applied. In the list, you can choose to edit a report, email it or delete it. The email report function gives you a chance to send a brief message to a selected recipient and to set your preferences to send the email now or on a weekly, monthly or daily basis.
Clicking the blue ‘Create a new report’ button allows you to create a new report by selecting between various report types. The types of reports you are able to create will vary according to your HubSpot subscription.
The Sources area of the Reports section on HubSpot is the ideal place to monitor the performance of your marketing channels; organic search, referrals, social media, email marketing, paid search and direct traffic.
By default, the graph shows a week-by-week report of the current month to date, though you can change this timeframe using the drop-down in the top left-hand corner.
You can toggle between Visits, Contacts and Customers to look at your traffic, leads and conversions for all channels. The bar graph allows you to view your weekly totals, as well as hover over the different colour-coded bars to look at your numbers per each specific channel. For example, you can look at the new contacts gained through organic search traffic for the week commencing 11th July.
If you want to create your own custom Sources report, such as ‘Monthly contacts from all sources this year to date’, go to Reports home and click on the blue Create a new report button. Attribution reports, such as ‘Leads generated per blog posts’, can also be created this way.
The Page Performance report displays your overall view count, keywords and inbound links (a link back to your website).
It also shows a list of the pages of your website with the most views within your chosen timeframe (this month to date is the default selection). For each page or blog post listed, there is also a CTA % (clickthrough rate), number of keywords ranked for and number of links back to the page.
There is also a triangular warning sign for pages where HubSpot has suggestions for you to improve your SEO, for example by adding alt attributes to images.
In the Keywords section, you can add the keywords you want to rank for. The figures you show for each keyword depend on the options you select from the dropdown menus. You have the option to check: the monthly searches (low, medium, high), rank, difficulty to rank for, CPC price (low, medium, high) and the number of campaigns you have associated with the keyword. You can also see how many visitors and contacts each keyword has generated for you, by selecting the options from the dropdown menus.
At the top is an ‘at a glance’ summary of your SEO performance: number of keywords ranked in top 3, number of keywords ranked in top 10, number of contacts from organic in the last 30 days and amount of organic traffic in the last 30 days. As part of your monthly reporting process, you can record these numbers, monitor your performance and learn how to improve on your results over time.
The Competitors report is where you add your competitors' websites to see how your performance measures up against theirs. There are a number of figures and features you can opt to display from the dropdown menus, like marketing grade, traffic rank, indexed pages, linking domains, mozRank, Facebook fans, Twitter followers, Blog?, RSS feed?, Facebook page?, Twitter account?, Automation?, Analytics? Viewport tag? and Last report date.
Hovering over the options will give you a description of what each option means. You can pick and choose as necessary, but we recommend traffic rank, mozRank and HubSpot’s very own marketing grades as good benchmarks.
The graph at the top compares the competitors of your choice, for the variable (marketing grade, mozRank and so on) and timeframe of your choice. Just select the graph symbol next to each competitor to view their data in graphical form.
Drill deeper into the key metrics that may be relevant to your organisation and make your reporting process more efficient with our guide on the 6 Marketing Metrics Your Boss Actually Cares About.