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Analyze your campaign performance

Last updated: June 9, 2022

Applies to:

Marketing Hub Professional, Enterprise
Legacy Marketing Hub Basic

View the performance of a single HubSpot campaign to measure its impact on contacts, deals, and traffic to your website. You can also analyze the overall effectiveness of your campaigns in your analytics tools.

Analyze the effectiveness of your campaign with campaign attribution reports. Learn more about using campaign attribution reports

Please note: HubSpot will only attribute asset data to a campaign after association. Campaign analytics, such as the Overview report, will not include any metrics prior to the association. However, these metrics can still display in the individual asset's data within the Performance tab.

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 you want to view or edit.
  • In the upper left, you can filter your campaigns:
    • 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.
  • The first report shows an overview of the campaign's performance, any campaign goals will appear under the respective performance metric. Each campaign metric has its own criteria, learn more about campaign metrics
    • Sessions: the number of sessions associated with the campaign.
    • New contacts: new contacts based on the attribution model you selected associated with the campaign.
    • Influenced contacts: 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.
    • Closed deals: number of closed deals associated with new or influenced contacts that are associated with the campaign.
    • Influenced revenue (Marketing Hub Professional only): the total amount from closed won deals that are or have been associated to contacts who have been influenced by the campaign.
    • Attributed revenue (Marketing Hub Enterprise only): the amount from closed won deals attributed to the campaign using a linear attribution model. You can click the amount to view the individual interactions that are related to your campaign and the closed deal revenue attributed to each interaction. 

Please note: not all interaction types are used for revenue attribution. For example, marketing email opens do not count toward attributed revenue, only marketing email clicks. Learn more about revenue attribution interaction types.

  • The second 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 to view either contacts or sessions.
    • In the top right of the chart, click the Frequency dropdown menu and select to view the report at a daily or monthly frequency.
    • By default, contacts are split by new and influenced. To view only influenced contacts in the report, clear the Split by new and influenced checkbox.
    • By default, sessions are split by source. To view total sessions in the report, clear the Split by source checkbox.

  • The next section shows the performance of each asset or content type associated with the campaign. To collapse or expand all the asset or content type reports, click Collapse all or Expand all. You can also collapse or expand an individual report by clicking it.
  • The metrics in each report vary depending on the asset or content type. To view more detailed performance information, click the name of an asset or piece of content.

  • The Traffic section shows 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 other campaigns traffic further broken down by source and medium, click Other campaigns.


Compare individual campaign performance

After you've published several campaigns in HubSpot, you can compare performance data between specific campaigns to see which ones drive the most engagement.

To compare your campaigns:

  • In your HubSpot account, navigate to Marketing > Campaigns.
  • In the top right, click Compare campaigns.
  • Click each Campaign dropdown menu, then search for and select a campaign that you want to analyze.
  • Click Add campaign to include an additional campaign to compare side-by-side with your original two posts. You can compare up to five campaigns at a time. Scroll down to compare performance data for the assets included in the campaigns. For example, you can compare the marketing email click data between two campaigns.
  • To filter the campaign data by date, click the Date range dropdown menu and select a preset date range or select Custom date range to set your own. 

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