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Analyze ad campaigns in HubSpot

Last updated: October 11, 2021

Applies to:

All products and plans

After connecting your Facebook Ads, Google Ads, and LinkedIn Ads accounts to HubSpot, your ad performance data, such as impressions and clicks, will immediately sync with HubSpot. On your ads dashboard, you can analyze the data from each of your connected ad accounts, and drill into the performance of individual ad campaigns.

The ads dashboard will display and report on all existing ad campaigns from your connected ad accounts. You can also add ad reports from the reports library to your dashboards to analyze your ads on a high level.

Review ad campaign performance

  • In your HubSpot account, navigate to Marketing > Ads.
  • The top report shows the overall impressions, clicks, number of new contacts, deals generated, along with the overall ad spend and ROI from your selected ad campaigns. HubSpot will also calculate and display the average cost per click, contact, and deal.
  • In the upper left, click the Accounts, Attribution Reports, Date, and Status dropdown menus to filter your data.
    • Different attribution reports will have different Contacts metrics, leading to different contact-associated metrics (e.g., Customers and Cost per contact).
    • Contacts may appear in multiple attribution reports, and some overlap is expected between the different attribution reports. Learn more about ads attribution in HubSpot.
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Customize and sort ad campaign data

Your ad campaigns are listed in the table below the top aggregate report. HubSpot syncs performance data provided by each ad network, along with metrics derived within HubSpot.

To customize which metrics are shown:

  • Click Manage columns above the table.
  • In the dialog box, search or browse through properties on the left.
    • Select the checkbox next to a property to add it to your selected columns.
    • To remove columns, click the X to the right of the property in the Selected columns section.
    • To reorder columns, drag and drop properties in the Selected columns section.
  • When you're done customizing  your columns, click Save.

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  • Click a column header to sort your campaigns by a specific metric.

Drill down into individual ads in your campaign

  • Click a campaign name to drill down into a specific campaign's metrics. Drilling down into specific campaigns and ads will provide additional metrics to filter by, depending on the network of the campaign:
    • Facebook: review and manage your campaign's ad sets and individual ads.
    • LinkedIn: review and manage campaigns within your campaign group's campaigns, along with the individual ads within each campaign.
    • Google: if you've created Google Ads search campaigns you can view a list of keywords associated with each ad group along with their performance:
      • Click the name of an ad group.
      • In the upper left of the table, click Keywords.
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Analyze aggregate data for your ad accounts

On the Analyze tab, view reports that show an overview of network-level performance across all your connected ad accounts:

  • Impressions
  • Clicks
  • Contacts
  • Customers
  • Campaigns with high cost per click
  • Campaigns with low cost per click
  • Campaigns with high cost per contact
  • Campaigns with the low cost per contact

Adjust the filters at the top of your dashboard to filter your data:

  • Accounts: select the ad accounts you want to report on.
  • Date range: select the date range for each report.
  • Status: select whether to include Active, Paused, and Deleted ad campaigns in each report.

Please note: the Attribution reports filter can't be customized on the Analyze tab, as all reports are on ‘First Form Submission’ attribution model. These reports may be slow to load for accounts with high levels of ad spend.

Metrics on the ads dashboard

The metrics below are available on your ads dashboard:

Please note: metrics that are pulled directly from the ad network can be reported on whether or not a campaign is tracked. Metrics that are calculated by HubSpot can only be reported on if the campaign is being tracked.

  • Account Name: the name of the ad account that an ad campaign is from. This information comes from the ad network.
  • Amount Spent: the amount of money spent on an ad during the selected time frame. This information comes from the ad network. If you have a Sales Hub Starter, Professional, or Enterprise account or a Marketing Hub Professional or Enterprise account, you can configure a company currency in HubSpot. This will allow you to report on multiple currencies on your ads dashboard, by converting the currency from your different ad accounts to your company currency.
  • Campaign Type: the campaign objective or type that was selected during campaign creation. This information comes from the ad network.
  • Click-Through Rate (CTR): the percentage of people who saw your ad and clicked on it. Calculated by HubSpot by dividing the number of clicks by the number of impressions.
  • Clicks: the number of times your ad was clicked during the selected time frame. This information comes from the ad network.
  • Total Contacts: the number of HubSpot contacts attributed to each ad during the selected timeframe. Attribution is defined by the selected attribution report.
  • Cost per Contact: the amount of money spent on the ad divided by the number of attributed contacts shown in the Total Contacts column. Calculated by HubSpot.
  • Cost per Lifecycle Stage: the amount of money spent on the ad divided by the number of attributed contacts that entered a certain lifecycle stage:
    • Cost per MQL: money spent on the ad divided by the number of attributed contacts that currently have a Lifecycle stage of Marketing qualified lead. Calculated by HubSpot.
    • Cost per SQL: money spent on the ad divided by the number of attributed contacts that currently have a Lifecycle stage of Sales qualified lead. Calculated by HubSpot.
    • Cost per deal: money spent on the ad divided by the number of attributed contacts that currently have a Lifecycle stage of deal. Calculated by HubSpot.
    • Cost per lead: money spent on the ad divided by the number of attributed contacts that currently have a Lifecycle stage of lead. Calculated by HubSpot.
    • Cost per opportunity: money spent on the ad divided by the number of attributed contacts that currently have a Lifecycle stage of opportunity. Calculated by HubSpot.
  • Cost per session: money spent on the ad divided by the number of people who visited your website after they clicked on the ad.
  • Deals: the number of Closed Won deals associated with the attributed contacts in the Total Contacts column. Since the Total Contacts amount will vary depending on the selected attribution report, this metric will also vary based on attribution report. In order for a deal to count toward this metric, at least one associated contact must have a Lifecycle Stage of Customer. Calculated by HubSpot.
  • Engagements: the number of engagements on your ad during the selected timeframe. The actions that count as engagements vary by network, but some examples include comments, likes, reactions, and shares. This information comes from the ad network.
  • Impressions: the number of times your ad was viewed during the selected timeframe. This information comes from the ad network.
  • Lifecycle Stages: the number of Total Contacts broken down by current lifecycle stage. Calculated by HubSpot.
    • Leads: the number of attributed contacts that currently have a Lifecycle Stage of Lead. Calculated by HubSpot.
    • Marketing Qualified Leads: the number of attributed contacts that currently have a Lifecycle Stage of Marketing qualified lead. Calculated by HubSpot.
    • Sales Qualified Leads: the number of attributed contacts that currently have a Lifecycle Stage of Sales qualified lead. Calculated by HubSpot.
    • Opportunities: the number of attributed contacts that currently have a Lifecycle Stage of Opportunity. Calculated by HubSpot.
    • Customers: the number of attributed contacts that currently have a Lifecycle Stage of Customer. Calculated by HubSpot.
  • Likes: the number of likes your ad received during the selected timeframe, if applicable. This information comes from the ad network.
  • Network conversions: the number of times the ad achieved its goal, based on how you defined a conversion when you created the campaign. This information comes from the ad network.
  • ROI: the return on investment calculated by HubSpot. The calculation used to determine your ROI is dependent on the option you've selected in your HubSpot Ads settings.
  • Revenue from deals: the total Amount associated with all HubSpot deals that have been attributed to your ad. Calculated by HubSpot.

Please note: these metrics are affected by the attribution model selected and because of this, may vary from other metrics (e.g., Revenue from deals metric compared to the Closed revenue by source report) because they have a different attribution model.

Google ad group and keyword metrics

  • 1st page CPC: the cost per click for ads on the first page of Google search results. Google Ads only. This information comes from the ad network.
  • Average Position: the ad's average position on the Google search results page. Google Ads only. This information comes from the ad network.
  • Conversion Rate: how often, on average, an ad interaction leads to a conversion. Based on the conversion events set up in your Google Ads account. This information comes from the ad network.
  • Max CPC: the max cost per click set for a specific Google ad or ad group. This information comes from the ad network.
  • Top CPC: the highest cost per click set for a specific Google ad. This information comes from the ad network.

Please note:

  • Total contacts, Cost per contact, Customers, Leads, Marketing qualified leads, Sales qualified leads, Opportunities, Deals, and Revenue from deals are HubSpot-specific metrics, and are not visible to external ad platforms. It's not recommended to compare these metrics to metrics in other ad platforms, as the platforms cannot calculate them without visibility into your HubSpot account. Learn more about comparing data in HubSpot ads with external ad networks.
  • It's recommended to match your time zone in your HubSpot account and your external ad platforms to avoid discrepancies between metrics such as ad spend.