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Analyze ad campaigns in HubSpot

Last updated: January 19, 2023

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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 sync with HubSpot. Learn more about ads attribution in HubSpot.

On your ads dashboard, you can analyze existing ad campaign data from each of your connected ad accounts, and drill into the performance of individual ad campaigns.

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

To review your ad campaign performance:
  • In your HubSpot account, navigate to Marketing > Ads.
  • In the upper left, click the dropdown menus to filter your data:
    • Users and teams (Marketing Hub Enterprise only): if you've partitioned your ad account access, filter by users or teams with access to the ad account the campaign belongs to. 
    • Accounts: filter by the connected ad accounts, to only include ad campaigns from the selected accounts. You can select up to three ad accounts at a time.

    • Date range: select a predefined time range, or select Custom time period to specify a specific start date and end date.
    • Attribution Reports: select an attribution model. Learn more about ads attribution in HubSpot.
      • 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. 
    • Status: filter the ad campaigns based on whether the ad campaign is currently active, paused, or deleted.

  • The top report shows the overall impressions, clicks, number of new contacts, and new deals generated (Professional and Enterprise accounts only). In the next section, the overall ad spend and ROI from your selected ad campaigns will display. HubSpot will also calculate and display the average cost per click, contact, and deal (Professional and Enterprise accounts only).

Please note: if you've connected a Facebook ad account, any deleted ad campaigns will not appear on the ads dashboard.



 

Sort and customize 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 sort and customize your ad campaign data:

  • In the ad campaigns table, click the column header to sort your campaigns by that specific metric.
  • To customize which metrics are shown:
    • Above the ad campaigns table, click Manage columns.
    • 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, click and drag properties in the Selected columns section.
    • After customizing your columns, click Save.



Drill down into individual ads in your ad campaign

To drill down into an individual ad:
  • Click an ad campaign name to drill down into a specific ad campaign's metrics. Drilling down into specific ad campaigns and ads will provide additional metrics to filter by, depending on the network of the ad campaign:
    • Facebook: review and manage your ad campaign's ad sets and individual ads.
    • LinkedIn: review and manage ad campaigns within your ad 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.



Analyze aggregate data for your ad accounts

On the Analyze tab, review reports displaying the network-level performance across your connected ad accounts. The following reports will be displayed:

  • Total ad spend
  • Ad spend over time
  • Impressions
  • Clicks
  • Contacts
  • Customers
  • Ad campaigns with high cost per click
  • Ad campaigns with low cost per click
  • Ad campaigns with high cost per contact
  • Ad campaigns with 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: by default, as all reports are on a First Form Submission attribution model. The attribution model for reports.  These reports may be slow to load for accounts with high levels of ad spend.

Ads dashboard metrics

The metrics listed below are available to analyze directly on the ads dashboard. When reviewing your metrics, do note the following:

  • 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.
  • It's recommended to match the time zone in your HubSpot account and your external ad platforms to avoid discrepancies between metrics such as ad spend.
  • Metrics pulled directly from the connected ad network will always display, while metrics calculated by HubSpot will only display if the ad campaign is tracked:
    • Any metrics that are pulled directly from the ad network, such as impressions or clicks, will appear regardless of whether or not an ad campaign is tracked.
    • Metrics that are calculated by HubSpot (e.g., total contacts or cost per contact) can only be reported if the campaign is tracked.
  • It's not recommended to compare HubSpot-specific metrics to metrics in other ad platforms, as the platforms cannot calculate them without visibility into your HubSpot account. The following metrics include: Total contacts, Cost per contact, Customers, Leads, Marketing qualified leads, Sales qualified leads, Opportunities, Deals, and Revenue. 

General metrics 

  • 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. 
  • Amount Spent (Current Currency): the amount of money spent on an ad during the selected time frame displayed in your account's company currency. If you have a Sales Hub Starter, Professional, or Enterprise account or a Marketing Hub Professional or Enterprise account, configure a company currency in HubSpot to report on multiple currencies. Currency from your different ad accounts will be converted 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. Calculated by HubSpot.
  • 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 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. The below must be true to be attributed to an ad:
    • The deal stage is Closed won.
    • The deal is associated with a contact.
    • The Close date property is populated and occurs after the ad interaction. 
    • The associated contact Lifecycle stage is Customer
    • The associated contact is attributed to an ad on the Ads dashboard.
    • The correct date range is selected. The date range is based on the deal's Closed Won date.
  • 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.
  • 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.

 Additional metrics (Marketing Hub Professional or Enterprise only)

  • 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.
  • 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.
  • Revenue from deals: the total Amount associated with all HubSpot deals that have been attributed to your ad. Calculated by HubSpot.
  • 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.

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.
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