How to analyze a campaign in HubSpot

Last updated: September 27, 2017

Once you've associated some content with a campaign and let the campaign run its course, you'll be ready to review the results of your campaign. It's time to analyze what worked and what needs tweaking to achieve better results next time.

Follow these steps to analyze the results of one of your HubSpot campaigns. 

Go to the campaign that you want to analyze

From your HubSpot Marketing Dashboard, navigate to Productivity Campaigns.

On the Campaigns dashboard, click on the campaign that you want to analyze. For this exercise, we'll check in on the 2013 Inbound Launch campaign.

Clicking on the campaign will take you to the campaign overview screen.

Analyze the campaign overview

The campaign overview page provides a quick summary of how the campaign performed by rolling up the metrics from individual pieces of content into aggregate metrics. For an overview of the metrics on the top of the screen, read this article.

You can also check your results against the goals you set when you created your campaign. In this example, there were 21,302 visits out of a goal of 25,000. Check to see how the number of visits compares to the amount of landing page visits, blog post visits, other sources, etc.

The Visits, Contacts, and Customers numbers at the top of the Campaign overview are calculated a little differently than most of the other metrics in HubSpot. These metrics are a simple sum of the numbers in the table below, which means that some visits, contacts, and customers may be counted twice.

For example, if a contact visits a landing page tied to a campaign from a link in an email also tied to that campaign, their visits will be counted twice: once for visiting the landing page linked in the email and again for visiting your site directly from the email.

For more information on these metrics, check out this article

Analyze landing page performance

When you're analyzing how your landing pages performed in a campaign, first check to see if your visitors were successfully converted into contacts and customers through the campaign. If you didn't gain any contacts from a campaign, that probably means that the offers associated with the campaign didn't really resonate with your visitors. While disappointing, this is still valuable information. Now you know you'll need to try different offers the next time you create a campaign for this audience.

If the landing pages generated contacts but did not generate customers, you'll want to reevaluate the nurturing and follow-up process that you established for this campaign.

If the aggregate metrics look okay, it's time to review the detailed metrics for your campaign's landing pages. Click on the number of Landing Pages to access a more detailed view.

The detail screen shows you which of your landing pages performed better than others in the same campaign. Check to see which offers carried more weight and which offers didn't help you reach your goals. Look specifically at the conversion rate of visits into contacts and contacts into customers to find your successful landing pages. In the next campaign you create for this audience, you'll want to create more offers that are similar to the ones that worked and experiment with new offers to replace the ones that didn't work.

This dashboard will show you visits, specifically, and if you're not sure how this is different to views, take a look at this help article.

Analyze CTA performance

After you've reviewed the metrics for landing pages, you'll want to look at the aggregate metrics for the CTAs associated with the campaign. You'll want to view CTA Clicks here so that you know whether the CTA design and offers were appealing to your audience.

If you didn't see good conversion with your landing pages but saw a high number of CTA clicks, it would be an indication that the offers were appealing, but the landing pages didn't deliver on the promise of the CTA. If the CTAs don't link to a landing page with a form, then you would not see submissions here. You'll always want to include CTAs in your campaigns that link to a landing page with a form.

In this case, neither CTA variation led to any immediate submissions because they didn't link to a landing page with a form. You can also see that the Attend Inbound 2013 CTA had more clicks than the Come to Inbound 2013. You can click on the Call-to-Action Text for any given CTA and see a preview of the CTA. This will help you decide which visual elements of the CTA might have contributed to its success in the campaign.

Next, you'll want to look at the performance of the emails you sent as part of your campaign.

Analyze email performance

If you see a good ratio of emails opened to emails sent, then your subject lines were successful. If you don't see a good ratio in emails opened to visits to a link in the email, then it could mean that the content of your emails did not resonate with recipients, you did not include the right links, or you didn't link to a page that has a HubSpot tracking code properly installed on it.  

Review the same metrics for the individual emails in the campaign as you reviewed in the earlier steps. Click on the email name to see the detail page for the email where you can review the contents of the email and dig deeper into the performance of each email.

If you include an automated email in your campaign, you will not see it appear in the campaign metrics if the publish date of the automated email is before the start date of your campaign. See this article for more on why your content may not appear in the campaign metrics.

Analyze blog post performance

After reviewing email metrics, take a look at how the blog posts associated with this campaign performed. Review how many views resulted in clicks.

Review the performance of each individual post. The CTAs in the blog post that resulted in the most clicks, and therefore a higher conversion rate, are the most successful. For those that you want to improve upon, take a look at the visual layout of the CTA itself and where it is positioned in the post, and compare them to the successful CTAs and their positions. Review the relationship between the CTA copy and the content of your blog post to make sure that the CTA is relevant.

Analyze social message performance

Examine which social media channels led to the most click-throughs to the other content associated with the campaign. If your campaign was meant to engage a specific persona or lifecycle stage of contact, you'll immediately be able to see which channel was most effective. Keeping track of these metrics across all of your campaigns should influence your overall social media strategy.

You can then easily see which messages helped your campaign the most by looking at the associated social media network and the number of clicks a message received.

You can also filter by individual social platforms from this area.

Analyze keyword performance

Check the number of keywords that you are tracking in your Keywords tool that are associated with the campaign, and observe the amount of traffic, contacts and customers that those keywords have led to.

Check the performance of specific keywords on this screen to see if any have led to the generation of visits, contacts, or customers.

Analyze pay-per-click performance and other sources

If you ran any pay-per-click (PPC) advertisements for this campaign, you'll be able to see the number of PPC keywords that helped drive the success of your campaign here.

If you created any tracking URLs for the campaign with something other than one of HubSpot's standard sources, you'll be able to see the results in the Other Source section of the campaigns overview.

Analyze workflow performance

HubSpot Professional and Enterprise customers can examine the success of any workflows associated with a campaign.

You can click on the workflow link to be taken to the Workflows overview screen.

As you can see, there may be some aspects of your campaign that are very successful, while others are not. It is important to remember what worked on a particular audience, as you begin planning your next campaign.

You can view and compare even more data from your campaigns in the campaigns analytics tool now available in beta for all Marketing Basic, Professional, and Enterprise customers. Find out more about the campaign analytics tool here.

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