Reports

How to use the campaign analytics tool

Last updated: November 20, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

In Beta

You can use the campaign analytics tool to measure the effectiveness of the marketing campaigns you've created in HubSpot. The tool analyzes five metrics to quantify how your marketing content contributes directly to closed deals and revenue. 

Please note: only campaigns created September 1, 2017 or later will be available for reporting in campaign analytics. Also, the campaign must have data that occurred after it was created in order for it to be available in your campaign analytics tool.

To get started with campaign analytics, navigate to ReportsAnalytics tools to view your campaign metrics.

The dropdown menu in the upper-left corner allows you to select one metric at a time to compare across the campaigns you've selected. The Date range and Frequency of your report can be specified using the dropdown menus across the top. If you would like to modify which campaigns are included in your comparison, you can click to add or remove a checkmark in the checkbox next to the campaign name. 

Clicking directly on any of the column labels will sort your campaign data by that particular metric in ascending or descending order. If you'd like to focus on a few specific metrics, you can click Edit columns to modify exactly what is displayed in this report.

You can also modify the way your data is illustrated in the data visualization by selecting either Column or Area from the Style dropdown menu. 

Below is a complete list of all the metrics available for reporting in the campaign analytics tool:

  • Sessions: measures traffic to assets related to the campaign. Sessions will be attributed to a campaign if the first page visited URL includes corresponding utm_campaign parameters or if the page/post viewed is associated with the campaign. In the case of organic search, sessions will be attributed to a campaign if the referral keyword is associated with the campaign.
  • New Contacts: measures the number of newly created contacts, attributed to the campaign that brought them to your site for the first time. Contacts will be attributed to a campaign if the first page visited URL includes corresponding utm_campaign parameters or if the page/post viewed is associated with the campaign. In the case of organic search, contacts will be attributed to a campaign if the referral keyword for their first view is associated with the campaign.
  • New Contacts (last touch): your newly created contacts, attributed to the campaign that most directly contributed to their conversion. Contacts will be attributed to a campaign if the conversion source URL contains corresponding utm_campaign parameters or, in the case of organic search, if the referring keyword is associated with the campaign. You will also see contacts reflected here if the first activity in the converting session or the most recent activity prior to conversion is tagged with a campaign (visit or form submission on associated content).
  • Influenced Contacts: measures the number of contacts (new and existing) that have engaged with assets related to the campaigns. Contacts will be attributed to a campaign if any visited URL includes corresponding utm_campaign parameters or if any viewed content is associated with the campaign. In the case of organic search, contacts will be attributed to a campaign if the referral keyword for their first view is associated with the campaign. You will also see contacts reflected here if they have clicked an associated CTA; interacted with an associated social message; been enrolled in an associated workflow; or engaged with an associated email (opens and clicks). 
  • Influenced Deals: Influenced deals measures the count of closed won deals that are related to contacts that have been influenced by the campaign (see above).
  • Influenced Revenue: measures the amount of closed revenue (“Closed Amount” of “Closed Won” deals) for deals that are related to contacts that have been influenced by the campaign (see above). 

For more information on campaign analytics and the campaigns tool, please see these frequently asked questions.

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