Analyze segments

To understand how your overall segment strategy is performing, review segment analytics. On the Analyze tab, view reports about segment activation in HubSpot tools, how contacts in segments are progressing through the buying journey, how segments overlap with each other, and which segments need your attention.

To review performance and activation of each segment, learn how to analyze individual segments.

If you're a Super Admin, learn how to opt your account into the Audience Segments Analytics beta.

View where segments are used

You can activate segments to be used in other HubSpot tools. For example, use segments to automate action in workflows or send marketing emails to the contacts in a segment.

1. In your HubSpot account, navigate to CRM > Segments.
2. Navigate to the Analyze tab.
3. Click the Segment type dropdown menu and select the object for which you want to analyze segments.
4. On the [object] segments in use section, there are cards for each segment activation goal and the number of segments being used in tools related to the goal. The goals and the relevant tools are:
   • Personalization (contacts only): displays segments used in ads, blogs, chatflows, CTAs, smart content, or social streams.
   • Communication (contacts only): displays segments used in marketing emails or SMS.
   • Automation: displays segments used in bots, health scoring, journeys, lead scoring, Salesforce inclusion lists, or workflows.
   • Analytics: displays segments used in campaigns, datasets, marketing events, reports, or index page views.
   • Segmentation: displays segments used in other segments, including lookalike segments and split segments.
5. To view segments used in those tools, click View segments on a card. You'll be brought to a segments view pre-filtered for Used in criteria. Learn more about filtering segments.

Learn more about activating segments in HubSpot tools.

Analyze segment customer journeys

To track how contacts in segments move through steps in your customer journey, review the Segment journey report.

The journey report includes counts for the following customer journey stages, in order:

• Visited website: the number contacts from segments that visited a web page.
• Submitted a form: the number contacts from segments that submitted a form.
• Marketing Qualified Lead: the number of contacts from segments that moved into the Marketing Qualified Lead lifecycle stage.
• Sales Qualified Lead: the number of contacts from segments that moved into the Sales Qualified Lead lifecycle stage.
• Deal record created: the number of deals created that are associated with records in segments.
• Closed won deal: the number of closed won deals associated with records in segments.

The report also includes the following conversation information:

• Total conversion: the percentage of contacts that made it to the end of the journey, included those that skipped stages.
• Cumulative conversion: the percentage of contacts that completed the entire journey without skipping any stages.
• Average time to complete journey: average amount of time a contact took to go from the beginning of the journey to the end.
• Average time between steps: the average amount of time a contact took to move from one stage to the next.
  

To use the Segment journey report:

1. In your HubSpot account, navigate to CRM > Segments.
2. Navigate to the Analyze tab.
3. Click the Segment type dropdown menu and select the Contacts. The Segment journey report is only available for contacts.
   
4. By default, the reports shows journey data for all contact segments. To view the journey data for specific segments, click Select segments in the top right of the report. Select up to five segments to compare their journey data.
5. To view the contacts that completed a stage event (e.g., submitted a form), click the number in the stage column.
6. To view data about contacts moving from one stage to the next, hover over the line between stages. In the pop-up, review the number and percentage of contacts that moved between the stages and the average time it took. To view the specific contacts, click the line.

Learn more about customer journey analytics.

Analyze segment overlap

To review which records are included in multiple segments, use the Segment overlap report. For example, view the overlap of customers that are high-risk and have upcoming renewals. 

1. In your HubSpot account, navigate to CRM > Segments.
2. Navigate to the Analyze tab.
3. Click the Segment type dropdown menu and select the object for which you want to analyze segments.
4. Click Select segments in the top right of the report, then select up to five segments to review their overlapping records.
5. To view the number of records in a specific segment, hover a circle. Click the circle to view the specific records.
6. To view the number of records included in multiple segments, hover over an intersection between circles. Click the intersection to view the specific overlap records.

Review segments that need attention

The Segments that require your attention report shows segments with irregular changes in size or engagement in the last seven days. For example, an active segment that has doubled in size in the past two days.

1. In your HubSpot account, navigate to CRM > Segments.
2. Navigate to the Analyze tab.
3. Click the Segment type dropdown menu and select the object for which you want to analyze segments.
4. In the table, the segment's name, 7-day size change, type, object, and last update date are shown. You can also view the user that last updated the segment.
5. To view the segment's details, click the segment name.