Last updated: December 13, 2024
Available with any of the following subscriptions, except where noted:
Marketing Hub
Professional
,
Enterprise
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Use the campaign ROI report to measure the effectiveness of your campaigns. You can also configure your ROI calculation to determine how exactly you want to measure the effectiveness of your campaigns.
You can also further analyze your campaigns performance in the campaigns tool. Learn more about the different campaign metrics available in HubSpot. To further understand your campaign's effectiveness, learn how to analyze your campaign's performance.
Please note: when using this beta, the campaign Overview report will not appear. You can find the same metrics below the Revenue or Revenue Attribution reports, within the Influenced contacts and Website traffic reports.
Configure the calculation of your campaign ROI
Depending on your HubSpot subscription, you can configure the calculation of your ROI metric based on revenue, attributed revenue, or the total associated deal value.
To configure your campaigns ROI:
- In your HubSpot account, click the settings icon in the top navigation bar.
- In the left sidebar menu, click Marketing > Campaigns.
- If you have a Marketing Hub Professional subscription, select from the following options:
- Revenue: calculates ROI based on the total revenue amount from closed-won deals associated with the campaign. Learn more about the campaign revenue metric.
- Associated deal value: calculates ROI based on the sum of the total deal amount for all closed-won deals with revenue.
- If you have a Marketing Hub Enterprise subscription, select from the following options:
- Attributed Revenue: calculates ROI based on 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 campaign attributed revenue metric.
- Associated deal value: calculates ROI based on the sum of the total deal amount for all closed-won deals with attributed revenue.
- After configuring the calculation of your ROI, in the bottom left, click Save. The option selected will also display in your campaign ROI report.
Please note: you will need to consider the following if you've associated ad campaigns with your campaign:
- If you use a different currency for your associated ad campaign assets, your spending and budget will be automatically converted and shown using your campaign's currency.
- If no currency has been set for your campaign, your ad spending and budget will be converted to use your account's default currency.
- To ensure that campaign data is consistent when calculating and reporting on ad spend, budget totals, and campaign ROI, set up currency conversion in your account currency settings.
Analyze your campaign ROI
After publishing your campaign, you can analyze your campaign's ROI.
Understand your campaign ROI metric
The calculation of your ROI is dependent on your campaign spend total and budget. The formula used to calculate your campaign's ROI is:
((revenue, attributed revenue, or associated deal value - campaign spend total)/campaign spend total) * 100
The campaign ROI metric may appear differently in the following scenarios:
- The campaigns ROI will display a positive number, such as 25%, if the campaign spend total is less than the revenue, attributed revenue, or associated deal value.
- The campaigns ROI will display a negative number, such as -15%, if the campaign spend total is more than the revenue, attributed revenue, or associated deal value.
- The campaigns ROI will display as 0% if both the campaign spend total and the revenue, attributed revenue, or associated deal value, are set to 0.
- If the campaign ROI cannot be calculated, a - will be displayed and no value will appear. This can occur due to the following:
- If the campaign's currency conversion is missing.
- If the campaign spend total has been set to 0, but the revenue, attributed revenue, or associated deal value is greater than 0.
Analyze your campaign ROI report
To analyze your campaigns ROI:
- In your HubSpot account, navigate to Marketing > Campaigns.
- Click the name of the campaign.
- At the top of the Performance tab, analyze your campaign ROI report:
- ROI: the ROI of your campaign, depending on your ROI calculation settings.
- Campaign spend total: the total campaign spend, based on your campaign spend items.
- The last metric displayed in the report will be dependent on the metric used to calculate the ROI:
- Associated deal value: the total deal amount for all closed-won deals with revenue or attributed revenue.
- Revenue (Marketing Hub Professional only): the total revenue amount from closed-won deals associated with the campaign. Learn more about the campaign revenue metric.
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- Attributed revenue (Marketing Hub Enterprise only): the total revenue from closed-won deals attributed to this campaign. Learn more about the attributed revenue metric.
- To determine the attribution model used to calculate attributed revenue, in the top right of your Revenue Attribution report, click the Attribution model dropdown menu and select an attribution model. The selected attribution model will be referenced below the attributed revenue or associated deal value metric inside the ROI report. Learn more about different attribution models.
- To determine the attribution model used to calculate attributed revenue, in the top right of your Revenue Attribution report, click the Attribution model dropdown menu and select an attribution model. The selected attribution model will be referenced below the attributed revenue or associated deal value metric inside the ROI report. Learn more about different attribution models.
- Attributed revenue (Marketing Hub Enterprise only): the total revenue from closed-won deals attributed to this campaign. Learn more about the attributed revenue metric.
