How to use the web analytics dashboard

Last updated: December 19, 2017

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic

With the web analytics dashboard in HubSpot, you can get deeper insights into how visitors are finding and engaging with your content. This dashboard provides information on activity like sessions, device types, and how visitors are engaging with your content.

To begin using your web analytics dashboard, follow the instructions below:

  • In your HubSpot Marketing BasicProfessional, or Enterprise account, navigate to Dashboard.
  • Click into the dashboard selection menu > select Web Analytics Dashboard under the HubSpot Dashboards section.

  • By default, your web analytics dashboard will contain and display the following reports: 
    • Sessions: This report shows the number of sessions over time, split out by new or returning visitors. A visitor is recognized as being new or returning using cookies.
    • Traffic Metrics: This report shows various metrics that give a high-level view of how visitors are interacting with your site.
    • Engagement Metrics: This report shows you how site visitors are engaging with your content.
    • Session Sources: This report shows sessions over time, split out by source.
    • New Visitors by Source: This report shows traffic from new visitors, broken down by source.
    • Views per Session by Source: This report shows how many pages visitors view in an average session, split out by traffic source.
    • Bounce Rate by Source: This report shows bounce rate (number of sessions with only one page view, divided by total number of sessions), split out by traffic source.
    • Device Type: This report shows the number of sessions, split out by device type.
    • Device Breakdown: This report shows the relative percentage of sessions from each device type.
    • Session Country: This report shows a breakdown of the top five countries your visitors are coming from.

Take a look below at some common questions about the web analytics dashboard.

There are new metrics I haven't seen in HubSpot before - what do these mean?

  • Sessions - A session is a series of analytics activities taken by a visitor to your website. Activities can include page views, CTA clicks, events, etc. A session expires after 30 minutes of inactivity.
  • View Rate - Number of page views per session.
  • Bounce Rate - Number of sessions with exactly one analytics event / total sessions.

What is a session and how is it different from a visit?

A session and a visit are two different ways to categorize groups of interactions a visitor has on your website. Specifically, a visit is counted when a visitor arrives on your website from a page outside your website. A session, however, is a more comprehensive way of grouping interactions. Sessions take into account interactions other than page views, such as events and CTA clicks. Sessions also have time-based expirations, whereas a visit does not.

How will sessions change the sources report?

As of November 2017, the sources report will display sessions rather than visits.