How to analyze your Call-to-Action (CTA) results

Last updated: August 15, 2018

Applies to:

Marketing Hub
Basic, Professional, Enterprise

A call-to-action (CTA) is an engaging button or link that you place on your website to drive prospective customers to convert to leads through landing page forms. There are many different types of CTAs. They range from offering a free download to linking to a document to enticing you to fill out a form.

There are many ways to analyze the results of your CTAs. You can:

  • create an A/B test (available for Professional and Enterprise customers only, read this guide to learn how)
  • see the number of clicks and views of your CTA
  • see the percentage of views that lead to clicks
  • see the percentage of clicks that lead to landing page form submissions


Read the following steps to learn how to analyze your CTA results.

Navigate to Calls-to-Action

In your HubSpot Marketing Basic, Professional, or Enterprise account, navigate to Content > Calls-to-Action.

Analyze results on the dashboard

The Calls-to-action dashboard provides you with metrics on your CTA's performance:

  • Preview: a visual preview of what each CTA looks like.
  • Name: the internal name of the CTA.
  • Views: the number of times your CTA has been seen by visitors.
  • Click rate: the percentage of views that lead to clicks of your CTA.
  • Clicks: the number of clicks the CTA has received.
  • Locations: the blog posts, emails, landing pages, or website pages the CTA is used on.
  • Last modified: the date that the CTA was last modified.

You can sort your CTAs by clicking the columns headers. While all metrics are useful, the click rate metric is usually the main gauge as to the effectiveness of your CTA at generating traffic to your landing page.

View chart performance and in-depth analytics

Click the name of a CTA in the dashboard to view its performance in a chart, as well as in-depth analytics.

Click the Show dropdown to select which metric (Views, Clicks, or Submissions) to display on your chart, and the Date Range dropdown to select the timeframe to view the CTA performance in.

Below the chart, you'll be able to view more in-depth analytics for your CTA. Click the down arrow next to the name of the CTA to view metrics broken down by the content it has had views on.
HubSpot Help article screenshot

Understanding the performance of CTAs on different content pages is critical in increasing click and submission rates. For example, a CTA may have a stellar performance on one page but not do well on another page. Being able to understand which content works with which CTAs gives marketers the insight to understand what drives conversions.

Please note: submissions cannot be accurately attributed to an individual page, so submission data is not recorded for each page URL. Submissions are rather reported globally for CTAs. 

View information about individual content pages

You can see which HubSpot-hosted content your CTA is embedded on by clicking the Locations number:

  • Blog posts
  • Emails
  • Landing pages
  • Website pages

How to tell if your CTA is performing well

To gauge the performance of your CTA, observe and analyze these two metrics:

Click rate

The click rate is the percentage of people who viewed the CTA who then clicked it. You can benchmark the click rate of a CTA against other CTAs and/or the historical performance of your CTAs. If your CTA has a higher click rate than your other CTAs, you can look into possible reasons behind the CTA's success.

For example, you may wish to determine whether it was the design of the CTA, the placement of the CTA, the offer itself, or a combination of all of these factors that helped contribute to the CTA's success. Comparing the performance of the same CTA on different content pages and with different placements, as well as conducting A/B testing (Marketing Professional and Enterprise accounts only), can help determine which factors are leading to a CTA's success.

Submission rate

The submission rate is the percentage of people who clicked the CTA who then submitted a form. Once again, you can analyze this CTA in comparison to other CTAs, or its historical performance, and try to identify what led to its success.

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