Campaign analytics frequently asked questions

Last updated: October 4, 2017

In Beta

Applies to:

Marketing Hub
Basic, Professional, Enterprise

As you create campaigns and become familiar with the campaign analytics tool (in beta), you may have a few questions. Please see below for frequently asked questions and answers regarding campaigns and the campaign analytics tool:  


Where can I access the campaign tool and campaign analytics in my account?

The campaigns tool and the campaign analytics tool live in two different areas of your HubSpot Marketing Basic, Professional, or Enterprise account:

  • To access your campaigns tool (to perform basic campaign management such as creating or editing campaigns), navigate to Productivity > Campaigns
  • To access your campaign analytics tool, navigate to Reports > Campaign Analytics.

Who gets access to campaigns?

All HubSpot Marketing Basic, Professional, and Enterprise accounts will have access to the campaigns tool and the new campaign analytics tool currently in beta. 

What’s an influenced contact? 

An influenced contact has engaged with one or more assets related to a given campaign (e.g., visited a tagged page, opened a tagged email, etc.). 

How does influenced revenue get calculated? 

Influenced revenue is the sum of all Closed Won deals that are associated with contacts influenced by a campaign. 

What metrics are included in campaign analytics? 

Please see this article for a complete list of the metrics included in the campaign analytics tool, along with a description of each.

Will campaigns backfill with past campaign data?

No. New campaign analytics will capture data only from campaigns created after September 1, 2017. (Some accounts may see data from earlier than September 1 if they were early participants of the beta.)  

What’s the difference between a campaign and a utm campaign?  

A HubSpot campaign is a tool used to organize and measure many different assets all in one marketing initiative, whereas utm_campaign tags are used to specifically track traffic to your website. Campaigns may include traffic that is tagged with utm_campaign parameters, but not all utm_campaign parameters are necessarily included in a HubSpot campaign.  

What’s different from the old campaigns overview?  

There was no "old" campaigns overview. Campaign analytics is a brand new report in HubSpot where you can see the progress of your campaigns over time, compare campaigns to each other, and measure brand new metrics like influenced contacts and influenced revenue.  

Why do I see different numbers for the same campaign in campaign analytics and on the campaign details page? 

Campaign analytics uses some new metrics, and these are calculated through a more accurate system. The older campaign details page only looks at a subset of data for a campaign. The metrics shown on the new campaign analytics screen are more complete and accurate.

Why might a deal not be associated with a campaign?

A deal is only indicated as influenced by a campaign if that deal is associated to a contact that has been influenced by a marketing asset in the campaign. The deal needs to have been associated with the influenced contact before the deal is closed.  

What’s the difference between first touch and last touch?  

New contacts (first touch) for a given campaign are contacts whose first ever interaction with the company’s website was through this campaign.  

New Contacts (last touch) for a given campaign are contacts whose last session before their first conversion was through this campaign.

Does data get pulled into a campaign retroactively?  

No. A campaign only starts counting data from the time it is created and associated with assets going forward, i.e., a session with a tracking URL must occur after the campaign was created; an email open must occur after that email has been associated with the campaign.

What are the requirements for data to be included in campaign analytics?  

In order for data from a campaign to be included in your campaign analytics tool: 

  • The campaign must have been created after September 1, 2017.
  • Data needs to have occurred after the campaign was created and after that asset was associated with the campaign.

Will a campaign with no data be listed in campaign analytics? 

No. Campaigns are only included here once there has been data recorded for them.

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