Analyze individual campaign performance

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. To review an AI-generated summary of your campaign performance, learn how to generate campaign insights using AI. .

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 reports 

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

1. In your HubSpot account, navigate to Marketing > Campaigns.
2. Click the name of the campaign.
3. In the upper left, you can filter your campaign performance 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.

Individual campaign reports 

Below are the reports displayed in the campaign's Perfomance tab. Each report presents different engagement data, split out by network. Learn m-ore about different campaign metrics. 

• Campaign goals: use the Total goal progress and Goal over time reports to measure the effectiveness and progress of a campaign's performance toward specific set goals. 
  • The metrics displayed in these report depend on the goals set when using the campaign goals tracker. 
• ROI: use this report to measure the effectiveness of a campaign's performance. The metrics displayed can vary based on your ROI settings. The last metric displayed depends on your account's subscriptions and metrics selected in the ROI settings. Learn how to configure and analyze your ROI report.
  • In the report, click the following number of the following metrics for more detail: campaign spend total, revenue, attributed revenue, associated deal value.

  • 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): use this report to review the campaign's revenue attribution. Learn more about the details and requirements for the revenue metric. When reviewing your revenue report: 
  • For attribution, the deal must be associated with at least one influenced contact.
  • The revenue is evenly spread across all the interactions leading up to a deal closing.
    • This number is based on interactions of associated contacts before deals are closed. 
    • The campaign gets credit for any interactions with assets the contact has interacted with.
  • The date range is based on the date the deals are closed.
  • This date range is limited to the last 3 years.
  • The deal must meet the following requirements to be included in a campaign.

• Revenue Attribution (Marketing Hub Enterprise only): use this report to review the campaign's revenue attribution. In this report, you can select the attribution models used. Learn more about attribution reporting and the different revenue attribution interaction types.
  • The data in this report does not include data from static lists or workflows.
  • The data in this report is based on interactions of associated contacts before deals are closed. Learn more about interaction types and how to customize them.
  • The deal must meet the following requirements to be included in a campaign.
    

• Influenced contacts (BETA): use this report to review the number of influenced contacts associated with the campaign. 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. Learn more about your influenced contacts. 

• Website traffic (BETA): use this report to review the number of sessions and new contacts associated with the campaign. When reviewing this report, you can use First touch or Last touch.
• Contact lifecycle count: use this report to review the count of influenced contacts per lifecycle stage. Learn how to analyze your Contact lifecycle count report.
  • This report is based on the current lifecycle stages, not the lifecycle stage when the contact was influenced.
  • The report will display both HubSpot's default lifecycle stages as well as any custom lifecycle stages. You can also filter the report to customize the lifecycle stages in the report. 
• Contact lifecycle cost: use this report to review 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.
  • The report will display both HubSpot's default lifecycle stages as well as any custom 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.
  • The Average cost per contact metric will display the average cost of all influenced contacts from the campaign across all lifecycle stages.
• Influenced contacts, new contacts and sessions: use this report to review a chart of the contacts or sessions attributed to the campaign.
• Asset reports: use these reports to review the performance of each asset or content type associated with the campaign. The report types will correspond to the assets associated to the campaign. 
• Traffic: use this report to review traffic to URLs containing the UTM campaign parameter in terms of views, visitors, and new contacts, broken down by source, such as paid search, organic social, or other campaigns. 
  • 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.

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. 

1. In your HubSpot account, navigate to Marketing > Campaigns.
2. Click the name of the campaign.
3. At the top, click the Performance tab. 
4. In the top right, click 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. 
5. 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.

1. In your HubSpot account, navigate to Marketing > Campaigns.
2. Click the name of the campaign.
3. At the top, click the Attribution tab. 
4. 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.
5. To select your attribution model, at the top of page, click the Attribution model dropdown menu and select an attribution model. 
6. 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.