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Analyze individual campaign performance

Last updated: November 20, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Professional , Enterprise

View the performance of a single HubSpot campaign to measure its impact on contacts, deals, and traffic to your website. Learn more about the different campaign metrics available and how to analyze overall campaign performance.

Before you get started 

When reviewing your campaign's performance, please note the following: 

  • Campaign analytics, such as the metrics in the Overview report, are based on the assets associated with the campaign:
    • Asset data for these reports are only included after association. These metrics are calculated from the date and time the assets were associated with the campaign.
    • Asset data from prior to the association will not be included in these metrics. 
  • The metrics in the [name of asset] section reports will show historical data for each individual asset. These metrics are not dependent on the date and time an asset was associated with the campaign and will include data from prior to the association. 

Analyze campaign performance 

To analyze a campaign's performance, begin by navigating to the campaign you want to view:

  • In your HubSpot account, navigate to Marketing > Campaigns.
  • Click the name of the campaign.
  • In the upper left, you can filter your campaign data:
    • Contact attribution: select if new contacts should be attributed to the campaign via First touch or Last touch.
    • Date range: click the Date range dropdown menu to filter the data to a specific time range.

Below are the reports displayed in the campaign's Perfomance tab. Each report presents different engagement data, split out by network. Learn more about the requirements of different campaign metrics. To display a report in the table below, hover over the generateChart report icon.

Report Name  Metrics How to use the report 

Overview

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This report displays the following metrics: 

  • Sessions: the number of sessions to website assets associated with the campaign.
  • New contacts: the number of new contacts, attributed to the campaign that directed them to your website, based on the attribution model you selected associated with the campaign.
  • Influenced contacts: the number of unique contacts that engaged with one or more assets that are associated with the campaign. For example, they may have submitted a form to a page associated with the campaign. This includes both new and existing contacts.
 The Overview report displays an overview of the campaign's performance, any campaign goals will appear under the respective performance metric.

In the report, click the following number of the following metrics for more detail: 

 

ROI 

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This report displays the following metrics, this can vary based on your ROI settings. Learn how to configure and analyze your ROI report.

  • ROI: the ROI of your campaign, depending on your ROI calculation settings. ROI can be calculated with Revenue, Attributed Revenue, or Associated deal value. Learn how to configure and analyze your ROI report. 
  • Campaign Spend Total: based on your campaign spend items. 

The last metric displayed depends on your account's subscriptions and metrics selected in the ROI settings:

  • Revenue (Marketing Hub Professional only): the total revenue amount from closed-won deals associated with the campaign. Learn more about the revenue metric. 
  • Attributed Revenue (Marketing Hub Enterprise only): the total revenue amount from closed-won deals attributed to the campaign. This can vary based on the attribution model and interaction types selected. Learn more about the attributed revenue metric. 
  • Associated deal value: the sum of the total deal amount for all closed-won deals with revenue or attributed revenue. 
 The ROI report measures the effectiveness of a campaign's performance. 

In the report, click the following number of the following metrics for more detail: 

When analyzing your ROI report, the formula used to calculate your campaign's ROI is: 

((revenue, attributed revenue, or associated deal value - campaign spend total)/campaign spend total) * 100 

 


 

Revenue (Marketing Hub Professional only) 

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This report uses the following metrics. These metrics are only available in accounts with Marketing Hub Professional only:
  • Revenue: this revenue includes closed-won deals.
    • The revenue is evenly spread across all the interactions leading up to a deal closing.
    • The campaign gets credit for any interactions with assets the contact has interacted with.
  • Deals with revenue: the number of associated closed-won deals. This number is based on interactions of associated contacts before deals are closed. 
  • Associated deal value: the sum of the total deal amount for all closed-won deals with revenue.
  • Contacts with revenue: the number of associated contacts with closed-won deals, that have interacted with assets from this campaign.
 The Revenue report displays an overview of the campaign's revenue attribution. 

  • In the top right of the report, click the Date range dropdown menu and select a date range for your report.

    • The date range is based on the date the deals are closed.

    • This date range is limited to the last 3 years.

  • In the report data, you can click the amount or number to view the individual interactions that are related to your campaign. This data can be exported.
Learn more about the details and requirements for the revenue metric.

Revenue Attribution (Marketing Hub Enterprise only) 

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This report uses the following metrics: 

  • Attributed revenue: the total amount from closed-won deals attributed to the campaign. 
  • Deals with attributed revenue: the number of associated closed-won deals. This number is based on interactions of associated contacts when deals are closed. Learn more about interaction types and how to customize them. 
  • Associated deal value: the sum of the total deal amount for all closed-won deals with attributed revenue.
  • Contacts with attributed revenue: the number of associated contacts with closed-won deals, that have interacted with assets from this campaign.
     
 The Revenue Attribution report displays an overview of the campaign's revenue attribution. 
  • In the top right of the report, select an attribution model.
  • In the report data, you can click the amount or number to view the individual interactions that are related to your campaign and the closed deal revenue attributed to each interaction. This data can be exported or saved as a report. 

When analyzing your revenue attribution report, do note that:

  • The data in this report does not include data from static lists or workflows.
  • If you've associated an A/B test email, only data from the winning variant will be included.
Learn more about attribution reporting and the different revenue attribution interaction types.

 

Influenced contacts (BETA)

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This report uses the following metrics: 

  • Influenced contacts: the number of unique contacts that engaged with one or more assets that are associated with the campaign. This includes both new and existing contacts.
 The Influenced contact report displays the number of influenced contacts associated with the campaign.

In the report, click the following [number of influenced contacts] to review your influenced contacts in more detail

Website traffic (BETA) 

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This report uses the following metrics: 

  • Sessions: the number of sessions to website assets associated with the campaign.
  • New contacts: the number of new contacts, attributed to the campaign that directed them to your website.
 The Website traffic report displays the number of sessions and new contacts associated with the campaign.
  • In the top right of the report, select First touch or Last touch.
  • In the report, click the [number of new contacts] to additional details of new contacts associated with the campaign.
    • From the Asset type tab, review the assets that resulted in new contacts.
    • To review the list of new contacts, at the top, click the Contact tab. 
    • To create a static list of these contacts, click Use in List. 
    • To export the contacts, click Export contacts. 
    • To save the data as a new report, click Save as report. 

Contact lifecycle count (BETA)

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This report uses the following metrics: 
  • Count of contacts: the number of contacts currently in a lifecycle stage. This is based on the current lifecycle stages, not the lifecycle stage when the contact was influenced. 
  • Lifecycle stage: the different lifecycle stages in your account. The report will display both HubSpot's default lifecycle stages as well as any custom lifecycle stages. 
 The Contact lifecycle count report Use displays the count of influenced contacts per lifecycle stage. Learn how to analyze your Contact lifecycle count report.
  • To customize the lifecycle stages in the report:
    • In the top right of the report, select the filter icon.
    • By default, all lifecycle stages will appear. Select the checkboxes next to the lifecycle stages to include in your report.
  • To review a list of contacts in that lifecycle stage, hover over the report and click the [lifecycle stage] bars.

Contact lifecycle cost (BETA)

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This report uses the following metrics: 
  • Lifecycle stage: the different lifecycle stages in your account. The report will display both HubSpot's default lifecycle stages as well as any custom lifecycle stages. 
  • Cost per stage: the total cost of influenced contacts per lifecycle stage.
  • Cost per contact: the cost of each influenced contact per stage. 
  • Campaign spend total: the total campaign spend in the campaign's currency.
  • Average cost per contact: the average cost of all influenced contacts from the campaign across all lifecycle stages.
 The Contact lifecycle cost report displays the cost per lifecycle stage based on the count of influenced contacts and your campaign's spend. .

Learn how to analyze your Contact lifecycle cost report.

Contacts and Sessions 

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This report uses the following metrics: 
  • New contacts: the number of new contacts, attributed to the campaign that directed them to your website, based on the attribution model you selected associated with the campaign.
  • Influenced contacts: the number of unique contacts that engaged with one or more assets that are associated with the campaign. This includes both new and existing contacts.
  • Sessions: the number of sessions to website assets associated with the campaign.
 This report shows a chart of the contacts or sessions attributed to the campaign. Hover over a data point in the report to view a breakdown of metrics.
  • In the top left of the chart, click the dropdown menu and select new contacts, contacts, or sessions.
  • In the top right of the chart, click the Frequency dropdown menu and select daily or monthly.

Asset reports 

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The metrics in each report vary depending on the asset or content type associated with the campaign. 

 This section displays the performance of each asset or content type associated with the campaign.
  • To collapse or expand an individual report, click the name of the report. 
  • To collapse all asset or content type reports, click Collapse all.
  • To expand all asset or content type reports, click Expand all. 
  • To view more detailed performance information, click the name of the asset or content.

 

Traffic 

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This report uses the following metrics: 
  • Views: the number of views to website assets related to the campaign.
  • New visitor sessions: the number of new unique visitors on your website.

    • A visitor is someone who visits your site, tracked by the cookie placed in their browser by the HubSpot tracking code installed on your site.

    • A single visitor can have multiple sessions and page views to your site.

  • Contacts (first touch): the number of newly created contacts, attributed to the campaign that directed them to your website for the first time.
 This report displays traffic to URLs containing the UTM campaign parameter in terms of views, visitors, and new contacts, broken down by source.
  • To view paid search traffic further broken down by search term, click Paid search.
  • To view organic social traffic further broken down by platform, click Organic social.
  • To view other campaigns traffic further broken down by source and medium, click Other campaigns.

From this report, you can also review your tracking URLs and create new ones:

  • To view your existing tracking URLs, in the top right, click View tracking URLs. 
  • To create a new tracking URL, in the top right, click Create tracking URL.

Export your campaign performance details

Share your campaign performance data externally by exporting the selected campaign's performance details.

After exporting your campaign performance details, the exported file will be sent to your default user email and will appear in the notification center. To receive this file, you must turn on your user notifications. 

  • In your HubSpot account, navigate to Marketing > Campaigns.
  • Click the name of the campaign.
  • At the top, click Actions and select Export.
    •  File format: choose to export the data in a csv, xls, xlsx, or an image PDF format. 
    • Export: choose to export all available campaign performance data or only specified data.
      • Include all available data: export all available campaign performance data for the campaign.
      • Include only selected data: export only specified campaign performance data. In the Export options section, select the checkboxes next to the data type that you want to export. 
    • Attribution model for revenue attribution: if you have a Marketing Hub Enterprise. subscription, select the attribution model for the revenue attribution report. 
  • After configuring your export, click Export. 

Analyze campaign attribution

In each campaign, you can review the new contacts, deals, and deal revenue generated by the campaign's assets.

  • In your HubSpot account, navigate to Marketing > Campaigns.
  • Click the name of the campaign.
  • At the top, click the Attribution tab. 
  • To configure your report dates, at the top of page, use the date picker to select a date range or set specific dates. When filtering your campaign attribution by date, do note the following: 
    • New contacts and deals are measured by the date of creation, not of the interaction. Similarly, filtering a revenue report by date will include deals that have been closed within the date range.
    • By default, reports are filtered by All data, which includes all data up to the current date. To include future dates in a report, manually set the date range to include those dates.
  • To select your attribution model, at the top of page, click the Attribution model dropdown menu and select an attribution model. 
  • To select your attribution data, in the top left, select Contact create, Deal create, or Revenue.
    • Contact create: measure how effective the campaign’s assets are at generating new contacts. When a visitor interacts with a campaign asset and is later created as a contact, the interaction will receive credit for the contact being created. Learn more about building contact create attribution reports.
    • Deal create: measure how effective the campaign’s assets are at generating new deals. When a contact interacts with a campaign asset and a deal is created and associated with the contact, the interaction will be attributed to the deal being created. Learn more about building deal create attribution reports. If a deal is not appearing in the report, review the requirements for deal data to appear in a campaign. 
    • Revenue: measure how effective the campaign’s assets are at generating revenue from closed deals. When a contact interacts with a campaign asset and a deal that’s associated with the contact is closed, the interaction will be attributed for generating the deal’s revenue. Learn more about building revenue attribution reports.


  • To save a chart from the attributions page as a report in your reports list:
    • On the top right of the chart, click Actions > Save as report.
    • In the right panel, enter the Report name.
    • Select a radio button to confirm whether you'd like to add the report to a dashboard:
      • Don't add to dashboard: HubSpot won't add the report to any of your dashboards, but will save the report to your report library so you can use it later.
      • Add to existing dashboard: you can select an existing dashboard to add the report to.
      • Add to new dashboard: you can create a new custom dashboard and add the report to the new dashboard. Click next, then enter a dashboard name and select a visibility option.
    • Click Save & add.

 
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