Analyze performance across campaigns in Marketing Studio

Analyze your campaign performance to measure the overall effectiveness of your campaigns. Instead of navigating between tools and different pages, analyze a comprehensive overview of data across your different campaigns in one tool.

You can also analyze individual campaigns in the campaigns tool. Learn more about the different campaign metrics available in HubSpot.

Before you get started

• This tool replaces the existing campaign analytics tool. To access legacy campaign analytics, search for campaign analytics in the global search bar.

• The associated interaction types for your assets must be turned on in your revenue attribution settings. If not, the attribution reports will not populate. Learn how to manage your attribution reporting settings. 

Review your campaign insights

From your campaigns Overview tab in Marketing Studio, review AI-generated insights on your campaign performance, as well as the performance of your campaign pipeline, and any customer engagement with your campaigns in the last 30 days. 

1. In your HubSpot account, navigate to Marketing > Marketing Studio.
2. In the top left, review your campaign AI insights. To view all insights and recommended next steps, click View all. All campaign insights will appear in the right panel.
   
   

3. To review an insight and corresponding recommendations, click on the specific insight. 
   • To review the full details of a recommendation, click Review. 
   • To review a recommendation in the campaign canvas, click the downIcon dropdown icon and select Open in canvas. You'll be automatically directed to the Marketing Studio canvas editor with the corresponding asset card highlighted. 
   • To assign a recommendation as a task to another user, click the downIcon dropdown icon and select Assign. 
   • To dismiss a recommendation, click the downIcon dropdown icon and select Dismiss.

• • If you've completed a recommendation, click the downIcon dropdown icon and select Mark as applied.
    
    

4. In the contact engagement section, review a summary of customer activity, such as opened marketing emails. To view the customer activity in detail, click on the arrow icon. 
5. In the Campaign pipeline report, review the count of influenced deals across all campaigns. To toggle between the reports, at the top, click Deals created or Deals closed won. 

Analyze your campaign performance

1. In your HubSpot account, navigate to Marketing > Marketing Studio.
2. At the top, click the Analyze tab. 
3. At the top, you can filter your campaigns. Select from the following filters:
   • Campaign: select the campaigns that you want to include in the campaign performance report data.
   • Date range: filter the data to a specific time range. This will filter the data for any tab displayed. If you select a rolling date range, the data set will exclude the current day.

4. • Attribution model (Marketing Hub Enterprise only): select the attribution model for your reports. Learn more about the different attribution models available. 
     
     

Campaign reports

The Analyze tab is organized into the following sections: 

• Topline metrics: review topline metrics for the selected campaigns, such as revenue, ROI, influenced contacts, leads generated, total spend, and contacts with attributed revenue. In this section, you can also review a AI generated summary for the performance of your selected campaigns. 
• Build awareness: the following reports track your campaigns' efforts when building awareness. 
  • Campaign brand visibility: review a percentage score on how often your brand appears in answer engine responses across tracked prompts.
  • Campaign asset citations: review which assets drive the most citations for your tracked prompts.
  • Contacts influenced: review the count of influenced contacts generated by the select campaigns.
  • Contacts influenced by source: review which sources drive the count of influenced contacts. You can review this report by the following source types: interaction source, asset type, or region. 
• Generate and convert contacts: the following reports track your campaigns' efforts in generating and converting contacts. 
  • Contact conversion path: review all touchpoints to determine the journeys that prospects take through your campaign. You can choose from the following: contacts influenced, email flow, form flow, and ads flow. This report will also include an AI summary of the contacts' conversion paths for the selected campaigns.
  • Assets contributing to pipeline: review the contacts created, deals created, or revenue attributed to each asset type across selected campaigns. 
  • Interaction source contributing to pipeline: review contribution by interaction source (first-touch channel) for the selected date range and metric. You can choose from
• Influence deals: the following reports track your campaigns' efforts in influencing deals. 
  • Influence deals summary: review key metrics for the deals influenced by the selected campaigns. This includes the overall associated deal value, the count of closed won deals, average deal size, and average interaction per deal. 
  • Attributed revenue by campaign: review the attributed revenue by each campaign to determine which campaigns are contributing the most revenue to closed deals.
• Return on spend: the following reports track your campaigns' returns on spend to determine the effectiveness of your campaign. 
  • ROI over time: review your campaign ROI over time, using attributed revenue models and campaign spend line items. Learn more about setting up your campaign ROI. 
  • Attributed revenue vs spend: review your attributed revenue compared with spend. This report is grouped by campaign.

• Asset performance: review the performance data for each asset, organized by asset type.
  • To filter by asset type, at the top of the section, click the [asset type] to filter by that specific asset. For example, to review only the performance of landing page assets. 
  • To review more details about each asset type, click the [asset] to expand the section.
  • To review details for all asset types, in the top right, click Expand all.
  • To minimize all sections, in the top right, click Collapse all.