Reports

What do my HubSpot statistics mean?

Last updated: February 4, 2016

There are a lot of statistical terms and metrics HubSpot uses throughout its applications. Below is a table that compiles all of these statistics, what tool you'll see them in, the source of this information, and some common examples of/questions regarding these statistics.

Tool

Statistic 

Definition 

Source of information 

Dashboard

Visits  The number of times your site has been reached from a referrer other than any sites entered in Reports Settings > Domains. This number should match the number of visits this month in Sources. The number resets every month.
Dashboard Leads The number of Contacts that converted for the first time this month.  This metric looks at when they first converted. This number should match the number of Leads this month in Sources without the Leads that have an Offline Source. The number resets every month.
Dashboard  Customers The number of Contacts that first converted this month who have become customers.  This metric looks at when they first became Contacts and will match the Customers number in the Sources Report.  This number should match the number of Customers this month in Sources without the Leads that have an Offline Source.  The number resets every month.
Page Performance Pageview  A Pageview is registered every time the tracking code loads on a page.  This number is NOT the same as Visits in Sources. Users navigating around your site will be incrementing page views, but not visits (unless he or she returns to your site from an external referrer).   The HubSpot tracking code.  Pageviews can be filtered out for a particular IP Address in Report > Report Settings. A URL will show up in Page Performance if the Tracking Code has ever fired on it.
Page Performance 

Keywords (Top Dashboard & Page Specific)

The number of keywords that your site ranks for. Page Specific keywords are the number of keywords that that page ranks for.  A calculation based on information from Search Engines APIs.  Report Settings > Target domain sets which subdomain will be crawled and has Keyword Information. 
Page Perfornance Inbound Links Number of Inbound Links detected from Referral Traffic in Sources combined with those detected in Moz.  You will see page specific inbound links under the Links Column.  Visits Referral Traffic reflected in Sources  & Moz.  This information should match the Links app.
Page Performance CTA% CTA Clicks / CTA Views * 100 This number is calculated with information from the CTA dashboard.  It is NOT (CTA clicks / Pageviews)
Page Performance

On-Page SEO  

On-Page SEO is all of the SEO information that our crawler picks up about a particular page.  This is what gives you the SEO recommendations and checkmarks next to the pages. A HubSpot crawler which is set by target domain in Report Settings populates that information.  A Page will show up in Page Performance will show up whenever there is a page view (tracking code has fired) or our crawler indexes the page.
Sources Visit 

Any time someone reaches your site from a referring source other than a domain added to your Reports Settings > Domains.  For example, if you have hubspot.com and blog.hubspot.com entered into Reports Settings > Domains, we would track visits only if it did not originate from hubspot.com or blog.hubspot.com.  We count a visit every time someone hits the site from a non-internal referrer, regardless of the time frame.  Google will only count a single visit if the visitor comes back to the site within a specific time period, which accounts for one of the differences between  our analytics.

 

Example:
If a visitor arrives at your site via Social Media in March, and Paid Search in April. we will count two visits. 1 in March under Social Media, and one in April via PPC.  

The HubSpot tracking code picks up on where the visit came from based on the referring site of the Tracking URL.  Our tracking code can pick up and segment the following tracking URL parameters: ?utm_source and ?utm_campaign.  The utm_source will define the Source category and the utm_campaign will define the more granular campaign segments within a Source.  For the criteria for how we bucket sources click here. There are other tracking URL parameters that are not reflected in the Sources report. Visits can be filtered out for a particular IP addresses in Reports > Report Settings.
Sources Visit-to-Contact

( Number of Contacts from a Source / Number of Visits * 100)

 

With regard to specific campaigns it is  ( Number of Leads from a Source & Campaign / Number of Visits from a Source and Campaign * 100) 

HubSpot calculates this percentage based on the number of Visits that are detected and the number of Leads that originally visited the site during this period. 
Sources Contacts The Number of Contacts that come from a particular source or a particular source and campaign.  Contacts are reflected during the time range that they first converted, but within the source category that they first visited.  This makes it possible, that during a given timeframe, to have 0 visits within a particular Source category, but 1 lead within that time period, because the lead will be reflected within the original lead source category.  

Example:
If someone visits a website in March via Paid Search, we count a visit under Paid Search in March.  If that person revisits in October via Referral Traffic and fills out a form, the visit is in October is counted under Referral Traffic, but the lead is counted in October (the month that the visitor converted) under Paid Search (the original lead source). 
The HubSpot tracking code picks up the original source of the visit which is associated with a cookie stored in the user's browser. Once again, it is important to reiterate that the Source is based on the visitors first visit, but the time period is based upon the first conversion. This number can include offline sources.
Sources Contacts-to-Customer

( Number of Customers from a Source / Number of Leads from that Source * 100)

 

With regard to specific campaigns it is  ( Number of Customers from a Source & Campaign / Number of Leads from a Source and Campaign * 100) 

We calculate this percentage based on the number of Customers and the number of Leads that originally visited the site during this period.
Sources Customers The Number of Customers that come from a particular source or a particular source and campaign.  Customers are reflected during the time range that they first converted to a contact, and within the Source category of their original visit.  The metric essentially tells you how many of your contacts that originally came from a source are now closed as customers. This makes it possible to have 0 visits within a particular Source category, but 1 contact and 1 customer within that time period, because the lead will be reflected within the original lead source category. Customers are pulled from your contacts database.  These are leads with a Lifecycle Stage of Customer.  This value can either be set manually, by a workflow, by import, by the API, or by an integration. 
Sources Visit-to-Customer 

( Number of Customers from a Source / Number of Visits from that Source * 100)

 

With regard to specific campaigns it is  ( Number of Customers from a Source & Campaign / Number of Visits from a Source and Campaign * 100) 

We calculate this percentage based on the number of Visits that are detected and the number of Customers that originally visited the site during this period. 
CTA Dashboard CTA View  A CTA view is counted every time the Javascript loads on a website page.  Since email CTAs can not use Javascript, we count the view every time there is a request to load the image from the server.  CTA Javascript (webpage) or image load request to server (email).  This number is not affected by the IP filters in Report Settings.  We do not filter out the views, because a view is not based upon the Javascript Tracking Code. This means that when you are working on a page or email with a CTA on it, HubSpot counts that as a view.
CTA Dashboard Views to Clicks  CTA Clicks / CTA Views * 100 This number is calculated by the number of clicks / (CTA Javascript loads + CTA image request for email CTAs) * 100. 
CTA Dashboard CTA Click The number of times that a CTA is clicked. The CTA Javascript affixes a click tracking query string to the destination URL.  The email tool uses a proxy to add this type of query string.  We do this for all links in from our email tool to track their clicks. 
CTA Dashboard Clicks to Submissions  The number of times the Submit Button is clicked on a Landing Page that a CTA links to / the number of times that a CTA is clicked * 100. This number is calculated by the number of Landing Page form submissions / CTA Clicks * 100. 
CTA Dashboard Submissions The number of times the Submit Button is clicked on a Landing Page that a CTA links to. This is based on the number of times a submit button is clicked on a HubSpot Landing Page.
Landing Page Dashboard Pageviews Number of time tracking code loads on a HubSpot Landing Page. Tracking Code on Landing Pages.
Landing Page Dashboard Submissions  Number of times a form was submitted on a Landing Page. Number of times submit was clicked for Forms.
Landing Page Dashboard Submission Rate Number of Submissions on a LP / Number of Views * 100 Percentage of Submissions that result from a Landing Page. 
Landing Page Dashboard New Contacts Number of new Contacts that resulted from a Landing Page. Matches Contacts for people who are new Leads that converted for the first time on that Landing Page.
Landing Page Dashboard Contact Rate Number of new Contacts that resulted from a Landing Page / Number of Landing Page Views * 100. Percentages of new Contacts that resulted from Landing Page Views.
Competitors Marketing Grade  Score out of 100 that grades how well a site is being marketed. Proprietary score out of 100 that grades how well a site is being marketed. 
Competitors Traffic Rank Rank as compared to millions of other sites on the Internet. A lower rank is better. This number comes from third-party analytics company called Alexa.
Competitors Indexed Pages  The number of pages being indexed by search engines.  This number should essentially match a site:yourdomain.com search of Google.  Marketing Grader strips out the www., but if the customer has a 301 redirect back to the www. version we will only index their www. pages instead of all of their subdomains. Sourced from various search engines.
Competitors Linking Domains  Number of domains that link to your site as recorded by Moz.  This number will be different than Page Performance because it does not count Referral Traffic in Sources.   Moz.
Competitors mozRank A measure of link authority and popularity as measured by SEOmoz on a scale of 0-10. Moz.
Competitors Facebook Fans  Number of fans found for the Facebook page associated with the URL. The Facebook Page that you select in your Marketing Grader Report or by clicking the i icon to the right of the listing. The Facebook page must be public in order for us to access this information. This means there must not be an age restriction or country restriction set within the Business Page Settings.
Competitors Twitter Followers  Number of Twitter followers found for the Twitter account associated with the URL. Twitter page set within the Marketing Grader Report.
Email Sent The Number of Contacts that were sent the email after any ineligible contacts were filtered out (previous bounces and unsubs). (Total Number of Contacts on List - Ineligible Contacts on the List) = # Sent
Email Delivered How many emails were delivered into a Contacts inbox. # Sent - New Bounces =  Delivered
Email Opened  How many people opened the email.  There is a 1x1 pixel image that loads, and when that image loads, HubSpot counts it as an open.  This means that if someone opens an email, but does not display images, HubSpot does not count it as an open.
Email Clicked How many links were clicked in that email. This number is a total number of clicks.  If the same user clicks a link more than once it counts as 2 clicks. 
Forms Visit We count a form visit when the form loads on a page. This metric is form specific and will most likely not match Landing Page views. When the form loads on any page that it is on.
Forms Submissions  Form specific submissions. This is the total number of submissions of that form across all Landing Pages that it appears on.  Calculated from form data.
Forms Conversion Rate Form Submissions / Form Visits * 100 Calculated from form data.
Keywords Keywords Ranked in Top 3  Number of keywords that your Target Domain ranks in the Top 3 of search results. Google's API is used to determine where your keywords rank within the top 3 search results.
Keywords Keywords Ranked in Top 10 Number of keywords that your Target Domain ranks in the Top 10 of search results. Google's API is used to determine where your keywords rank within the top 10 search results.
Keywords Visits  How many visits via organic search you had after the user searched for this keyword. The HubSpot Tracking Code picks up how many visits you get from a specific referring Keyword. This number should match the past month in Sources. This is updated every 24 hours and shows the past thirty days.
Keywords Contacts How many Contacts via organic search you had after the user searched for this keyword.   The HubSpot Tracking Code picks up how many Contacts you get from a specific referring Keyword. This number should match the past month in Sources.  This is updated every 24 hours and shows the past thirty days.
Keywords Rank  Approximate rank in search results (will only show if under 100).  Google's API.
Keywords Monthly Searches  The monthly searches for the exact match of this keyword. The country selector affects this information. One of the main ways this data is gathered is from an installed plugin browser bar that tracks a sample of users browsers (think Nielson TV ratings boxes).  Google's numbers were generally higher.  Google Adwords will no longer match in Search Volume in Keywords.  SEMRush does not have global search capability, only country specific for search volume. 
Keywords Difficulty  How hard it will be to rank well for this keyword on a scale of 0-100. Any keyword with a difficulty above 70 is considered extremely difficult to rank for. When you're first starting out, you'll want to target keywords with low difficulty (between 0-40) and then work your way into medium difficulty keywords (40-60) when your site starts getting more traction, and so on.  Calculated based on the total number of results for a keyword.
Keywords CPC  Cost per click if you were to pay for a PPC ad.  Data provided by SEMRush for this calculation. 
Keywords Campaigns  Number of campaigns associated with this keyword. Based on how many campaigns these keywords have been added to.