How to analyze your blog post performance

Last updated: June 8, 2018

Applies to:

Marketing Hub
Professional, Enterprise
Legacy Marketing Hub Basic

Similar to analyzing your pages, HubSpot provides you with data on your blog and your blog posts' performance. The tool also allows you to:

  • See your blog's performance month over month.
  • Track which posts are generating the most leads.
  • Track your blog subscribers over time.
  • Determine which blog authors write the most traffic-generating posts.
  • See original source data for posts.
  • See how many contacts generated by a post are now customers.
  • See SEO suggestions from HubSpot for individual blog posts.


Follow these instructions to view blog traffic, subscriber counts, and analyze individual post performance.

Please note: for external posts, you can use the pages report (ReportsAnalytics ToolsTraffic Analytics) to track post performance and see SEO recommendations.

Navigate to Blog

In your HubSpot account, navigate to Marketing > Website > Blog.

HubSpot Help article screenshot

Analyze general performance

On the blog dashboard, navigate to the Analyze tab. Here you will see a month-by-month snapshot of your blog's traffic and subscribers. You can adjust the time frame to compare a month's traffic to historical data.

Identify top-performing posts

Below the traffic and subscriber charts, you can see a lists of your blog posts broken down by Most Recent Posts, Top Posts by Views, Top Posts by Click-throughs, and Top Posts by Conversions

Compare performance of published posts

To compare blog post performance, scroll to Most Recent Posts and click See All Posts.

Here, you can view metrics such as Views, CTA clicks, Click-through rates. You can sort posts by clicking on a column heading, and choose to filter posts by date range, author, and tags at the upper left. You can also adjust which metrics are available in the column view by clicking Switch columns.

View individual post performance

To drill into the performance for an individual post, navigate to the Manage tab, then click the name of the post.

Under the Performance tab, you'll see detailed metrics about your blog post. You can analyze data over a specific period of time using the Date range dropdown menu at the top-left.

Here's a summary of the statistics included on this page:

Views - the number of times this page was loaded on a web browser.

Submissions - the number of form submissions on this page.

New Contacts - the number of new contacts created from this page.

Customers -the number of customers who originally converted on your website during this time frame and are currently in the lifecycle stage of customer.

Average Bounce Rate - measures the percentage of sessions that started on the page and did not move beyond that page.

Average Time On Page - measures the sum of all page view durations divided by the total page views. This calculation excludes exits.

Exit Rate - measures the percentage of views on this page that were the last in a session.

Entrances - the number of sessions for which this was the first page viewed.


View traffic sources

Just below these metrics is a graph plotting one metric over time by source. Use the dropdown in the upper-left corner to select another metric to analyze here. You can use the Frequency dropdown at the top of the Performance tab to adjust whether data is plotted on a daily, weekly, or monthly basis. You'll notice that a breakdown of your stats appears when you hover your mouse over a specific point on this graph.


Each source is labeled at the top of the graph with a corresponding color bubble. This represents how the viewer came to your blog originally. You can learn more about what each source type represents in this guide to analyzing sources data.

The sources data is also listed in a chart below this graph. Click on any of the sources listed in the Source column to drill down into more specific sources data. You can use the color checkboxes on the left side of this chart to add or remove sources from the data plotted in the graph above.


To view source data for different metrics, or to change the available metrics in the chart above, click Switch columns in the upper-right corner.


Use the checkboxes on the left to select additional metrics. Up to seven metrics can be selected at any given time. You can click the X next to any metric in the Selected Columns on the right to remove it. You can also click any selected metric and drag it to reorder your columns. Once you've made your selections, click Save.

The columns you've selected here will be reflected in your sources data as well as the dropdown menu in the upper-left corner of the graph above.

Finally, at the bottom of the Performance tab you'll see a breakdown of engagement by device type based on whether the AMP or standard version of your blog was viewed.


Improve optimization

To improve your posts' organic search performance, you can see SEO recommendations under the Optimization tab. 

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