How to analyze your landing page or website page performance

Last updated: June 8, 2018

Applies to:

Marketing Hub: Basic, Pro, Enterprise
In the analyze section of your page dashboard, you can review where your visitors are coming from and how they're interacting with your page. This can help you understand what your page did well and what you can improve in the future.

Navigate to your landing pages or website pages dashboard

In your HubSpot Marketing Hub Basic, Professional, or Enterprise account, navigate to Marketing > Website > Landing Pages or Website Pages.

HubSpot Help article screenshot

Choose a specific page to analyze

To dig further into analyzing a specific page, click on the name of the published landing page.


You'll be taken to the performance tab by default. This section shows you detailed metrics about your website such as views, form submissions, and new contacts or customers. You can analyze data over a specific period of time using the Date range dropdown menu at the top-left.

There are also detailed statistics about how visitors are interacting with your page:

Views - the number of times this page was loaded on a web browser.

Submissions - the number of form submissions on this page.

New Contacts - the number of new contacts created from this page.

Customers -the number of customers who originally converted on your website during this time frame and are currently in the lifecycle stage of customer.

Average Bounce Rate - measures the percentage of sessions that started on the page and did not move beyond that page.

Average Time On Page - measures the sum of all page view durations divided by the total page views. This calculation excludes exits.

Exit Rate - measures the percentage of views on this page that were the last in a session.

Entrances - the number of sessions for which this was the first page viewed.


Just below these metrics is a graph plotting one metric over time by source. Use the dropdown menu in the upper-left corner to select another metric to analyze here. You can use the Frequency dropdown menu at the top of the Performance tab to adjust whether data is plotted on a daily, weekly, or monthly basis. You'll notice that a breakdown of your stats appears when you hover your mouse over a specific point on this graph.


Each source is labeled at the top of the graph with a corresponding color bubble. This represents how the viewer came to your site originally. You can learn more about what each source type represents in this guide to analyzing sources data.

The sources data is also listed in a chart below this graph. Click on any of the sources listed in the Source column to drill down into more specific sources data. You can use the color checkboxes on the left side of this chart to add or remove sources from the data plotted in the graph above. chart-new-metrics

To view sources data for different metrics, or to change the available metrics in the chart above, click Switch columns in the upper-right corner.


Use the checkboxes on the left to select additional metrics. Up to seven metrics can be selected at any given time. You can click the X next to any metric in the Selected Columns on the right to remove a selected metric. You can also click any selected metric and drag it to reorder your columns. Once you've made your selections, click Save.

The columns you've selected here will be reflected on your sources data as well as the dropdown in the upper-left corner of the graph above.


On this tab, you can learn how to further optimize your current landing page. Click the Optimization tab to check out this information.

On the left-hand side of this area are a set of links to show you how you can optimize different aspects of your page. You're first taken to the On Page SEO section, which shows suggestions for improving meta description, your page title, internal links, and more.

  • Click on Ranked Keywords to see how many keywords from your keywords tool are ranking within the top 100 Search Engine results for this page.
  • Click on Inbound Links to see how many external URLs are being linked to your landing page.
  • Click on CTAs to see a list of Calls-to-Action that appear on your page and performance data for each.
  • Click on Internal Links to see how many of your own URLs are being linked to this landing page.

If you don't see data populating in the Optimization section, learn more about issues that can prevent HubSpot's tools from crawling your site.

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