How to analyze your list performance

Last updated: September 7, 2016

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Product: HubSpot Marketing
Subscription: Professional & Enterprise

Lists are meant to organize contacts into segments that make sense for your marketing efforts. When you compose lists, you're organizing contacts with similar properties so that you can further engage with these contacts in an appropriate way. Marketing databases decay at a rate of 23% a year so HubSpot has a feature within each list you create that will enable you to keep your contact list healthy and growing. List analytics show you how to your lists change over time, how engaged your contacts are with the rest of your marketing, and where your segment is in your marketing funnel. This analytics feature within each of your lists will make it easier for you to figure out why your key segments might be decaying and what you can do to improve their engagement. The instructions below will take you through the layout of your list analytics and how you might be able to understand the data provided.

As a marketer, what key questions will list analytics answer for me?

This feature is filling the gaps on some major marketing questions surrounding the contacts in your, such as:

  • How is my list growing?
  • What recent actions are these contacts taking with my marketing across channels? (ex: How many folks from this opened an email in the last 30 days? How many folks from this list engaged with us in social media in the last 30 days?)
  • Where did folks in this list come from?
  • Where are the contacts in this list in my marketing funnel?
  • Where in the world (literally) are contacts in this list from?

Navigate to Lists > choose your list

From your HubSpot Dashboard, navigate to Contacts > Lists. From the Lists Dashboard, click on the name of the list you'd like to analyze.

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Choose List Performance

At the top of your list, click on the tab for Performance.
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Analyze your list performance

At the top of your list performance, you'll see a graph that displays your list size over time. If you hover over a dot on the graph, it will show you the name of your list and how many contacts were in the list on that specific date. Today's date is always included as the data point furthest to the right so that you can see the current size of your list as well. 

HubSpot Help article screenshot

You can also filter this graph by date from the dropdown that appears on the top-right. By default, this graph will show you the Last 30 Days of your list size and how it's grown, but you can also view the Last 3 months or a Custom date range.

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Next to the date dropdown, there's a button to compare list. Click this button to compare your current list size over time to another list's size over time. This will change the graph below to show you the progression of both lists's growth over time in one place.

HubSpot Help article screenshot

Contacts breakdown and engagement

At the bottom of your list performance, you'll see a pie chart showing the percentage breakdown of list's contacts engagement with your website. This, by default, will show the original source of the contacts in the list. If you hover over a piece of the chart, you'll see the exact number of contacts in your list that came from each source.

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You can change the data that's shown in the pie chart to segment contact engagement by Source, Country, or Lifecycle Stage from the dropdown at the top-right.

HubSpot Help article screenshot

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