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Understanding your traffic sources after setting up your HubSpot tracking

Last updated: March 30, 2017

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Product: HubSpot Marketing
Subscription: Basic, Professional, & Enterprise

Once you've installed the tracking code on your external website pages and any HubSpot pages have been published and recorded visits, you'll be able to go to HubSpot Sources to see all the data that's been captured from these pages. 

This article will review the Sources dashboard to show you what kind of data is being collected so you can begin to understand how your marketing is working, as well as what opportunities you have to enhance your marketing efforts.

Dive into your Sources dashboard

From your HubSpot Dashboard, navigate to Reports > Sources.

HubSpot Help article screenshot
This will bring you to your Sources Dashboard. At this point, to get a sense of all the data you've collected so far, it can be helpful to click on the first dropdown from the dashboard and choose All Time.
HubSpot Help article screenshot

This will change the graph and the sources below that to show you all data capture in that time period. Now you can begin looking

The breakdown of different sources

Underneath the graph you'll see the breakdown of all the different source categories.

You can click into a source to further drill-down into your traffic results, but here's a complete list of these categories and what they mean:

  • Organic Search: Discover the keywords and search engines that are bringing visitors to your site. Note that Google now encrypts most of their searches, if a keyword is not provided then you will see the term 'Unknown Keywords SSL'.
  • Referrals: See which external sites are sending the most traffic to your site through inbound links.
  • Social Media: Find out which social media sites are generating visits to your site.
  • Email Marketing: See which email campaigns and messages received the most clicks resulting in visits your site.
  • Paid Search: Find out how well your paid search ads are performing through the amount of traffic generated by ad clicks.
  • Direct Traffic: Determine how much traffic is generated by visiting your website directly (or with no referral source).
  • Other Campaigns: See which marketing campaigns (as defined by tracking URLs) are bringing visits to your site.
HubSpot Help article screenshot

Understanding how to refine your conversion path from Sources data

The sources categories will show you how many visits created contacts, which then created customers. Let's look at an example below and compare some of the higher traffic examples from this data:

HubSpot Help article screenshot

Organic, Referrals, and Social Media have the highest visits (besides Direct Traffic) in this example of data. It's important to look at, not just the visits, but the ratio of visits-to-contacts and visits-to-customers. If you're looking for a benchmark number for the visit-to-contacts ratio, anything between 1.3 to 3% is performing decently well.

The ratios here, despite the visits being really high, are actually very low. It's important to remember that, while it's great to get visits, it's vital to provide a conversion path for your visitors. There may be an opportunity in these channels to add more Calls-to-Actions or Forms to allow these visitors to become contacts easier.

You can also see there's a huge opportunity to utilize Social Media here to get more visits, which would hopefully lead to more contacts and customers. 

Have more questions on reading your Sources data?

If you're looking for more information on reading and understanding your Sources data, take a look at the articles below:

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