Use the sources report

Last updated: September 24, 2018

Applies to:

Marketing Hub
Basic, Professional, Enterprise

The sources report gives you an in-depth look at which channels are generating traffic to your tracked websites. Sources attributes the source of a visitor, contact, or customer based on how they arrived at your website the first time they were tracked through a click or a conversion. This guide will cover how to navigate the sources report, customize the report you need, and understand the data in each source.

To access the sources report: 

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Traffic Analytics


  • On the sources tab, you can analyze statistics and sources of the following metrics:
    • Sessions: 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. 
    • Contact conversion rate: the number of contacts divided by the number of visits for the selected time period.
    • New contacts: the number of new contacts created in HubSpot in the selected time period.
    • Customer conversion rate: the number of customers divided by the number of sessions for the selected time period.
    • Customers: the number of customers who originally converted on your website during this time frame and are currently in the lifecycle stage of Customer.
    • Bounce ratethe percentage of visitors to a particular website who navigate away from the site after viewing only one page.
    • New visitor sessions: the number of new unique visitors on your website.
    • New session %: the percentage of sessions that are from new users.
    • Page views/sessions: the average number of page views per session in the selected time period.
    • Avg. session length: the average duration of a visitor's website session.
  • Click the dropdown menu in the top-left corner to toggle toggle between a visualization of each different metric.

How is my traffic categorized in the sources report? 

Types of sources

HubSpot breaks down website traffic into the following source categories:

  • Organic search - visits from search engines
  • Referrals - visits from other websites
  • Social media - visits from social media sites
  • Email marketing - visits from email campaigns
  • Paid search - visits from pay-per-click ads
  • Paid social - visits from paid social ads campaigns 
  • Direct traffic - visits from users reaching your site by directly typing in a URL
  • Other campaigns - an additional source that can be used for custom reporting when you implement tracking URLs
  • Offline Source contacts and customers who originated outside of your website (manually added, imported, via API)

Different sources are displayed by color to illustrate the breakdown of traffic to your site. Each source is labeled with a corresponding color bubble directly above the chart. Hover over each source to see more details about that specific source in comparison with other sources during that time.

Below the graph is a detailed breakdown of each source. Click the source box to select the sources that you want included in your analytics so you can compare specific sources data side-by-side. click-source-checkbox

The sources report can display up to seven sources at a time in this chart. If you don't see the metrics you're looking for, you can click Edit columns and use the checkboxes to select the metrics you want to see.choose-column-properties

Drill down into each source

You can drill down into each source to see more detailed information about visits from that channel by clicking the source name

HubSpot Help article screenshot

In some source types, you can drill down even further by clicking on one of the specific sources (i.e. social site, referral link, etc.) to get more detailed information.

You can change the source you're viewing trends for by selecting or deselecting the checkbox next to that source in the table. The scale of the chart will adjust to fit the size of the metrics.

HubSpot Help article screenshot

Changing your view in sources

On the sources dashboard, you can change the way you view your data. By default, you'll see data for sessions this month to date for all of your tracked domains in HubSpot. 

To customize the report, click the following dropdown menus:

  • Date range
  • Frequency
  • Analytics views (filter by domains hosted on HubSpot and set as Primary in Domain Manager or custom analytics views)

You can modify the style of the chart by clicking Style in the upper-right corner and selecting to display your data in a bar chart or an area graph. 

HubSpot Help article screenshot

Create custom analytics views (Marketing Hub Professional and Enterprise only)

If you are a Marketing Hub Professional or Enterprise user and need to track multiple domains, subdomains, or groups of content and contacts, you can create custom analytics views to filter your data in the sources report. 

  • In your HubSpot account, navigate to Reports Analytics Tools
  • Select Traffic Analytics
  • Click the Analytics views dropdown menu. 
  • Select a view from the list or click Manage viewscreate-new-analytics-tracking-view
  • Hover over an existing view and click Edit.
  • To create a new view, click Add another view
    • Enter a view name
    • Select your analytics view properties:
      • Country - filters by the country of the visitor based on their IP address.
      • URL path - filters by the URL path of the page being viewed. The URL path comes after the '/' in a page URL. 
      • Website subdomain - filters by the subdomain of the page being viewed. You only need to include the subdomain of your target domain, such as www or blogIn the context of a session this will capture sessions that start on this subdomain.
    • Set your criteria then click Apply filtercreate-custom-analytics-view
    • Click And to add any additional properties, then click Save
  • In your sources report, click the Analytics view dropdown menu and select your new view. 
  • To delete a custom view, hover over the name of the view and click Delete. To restore the deleted view, locate the view in the Recently deleted views section then click Restore or Delete permanently. Views will be permanently deleted after 30 days

Please note: users can create up to 25 custom views in their account. 

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