How to analyze your Events Report

Last updated: January 13, 2017

Available For:

Marketing: Enterprise
Sales: N/A
The Events report is an advanced report that gives you insight into the anonymous visitors and the contacts that trigger your events. The events report is useful to analyze metrics surrounding event completion, what content assists in the event completion, and the first and last touch sources of your traffic.

Analyzing your Report

For every event that you create, an Event Report will get created in Reports Home. This event report links to the same report that you will find under Reports > Events. Use this report to check out:

Traffic Trends

Event Completions - the total number of times the event has been completed by anonymous visitors or contacts. Keep in mind that a visitor can complete the same event multiple times.

Contacts Created - the number of visitors who have completed the event and then later converted to into a contact in the same visit.

Customers Created - the number of existing contacts in your database who have completed the event and converted in to a contact in the same visit that are now closed as customers.

First Touch Sources

This report is broken down by Source Type and will show how your visitors who have completed the event first found your site. People represents the number of event completions for each source type.

HubSpot Help article screenshot

Last Touch Sources

The Last Touch Sources report is also broken down by Source Type but will show you how visitors who have completed the event found your site just prior to completing the action.  Last touch source is only available in the Events report. People represents the number of event completions for each source type.

Using these two views, you can track not only how a visitor finds you, but through what channel they re-engage with your business to complete a targeted action.

HubSpot Help article screenshot

Assists

We take the guesswork out of the picture by showing you which other events your visitors have completed and what content they have interacted with prior to completing the event. Now that you know what parts of your site have the largest positive influence in getting your visitors to complete a specific event, you can be confident when focusing your efforts on the more influential content. People represents the number of event completions assisted by a particular URL.

HubSpot Help article screenshot
Please note: the Events tool uses HubSpot's analytics pipeline to process its data, which can take 1-3 hours to display new data. It's possible that completions for Events may not show up immediately because of this delay.Read more about this here.

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