How to create an attribution report

Last updated: novembre 17, 2017

Applies to:

Marketing Hub: Pro, Enterprise

An attribution report is used to understand the journey someone takes from the first time they set foot on your website to the time they become a customer. This report will analyze the conversion path to see what contributed to someone converting. In order for you to be successful as a marketer, you need to understand all of the influences that drive conversions through the funnel, and an attribution report will help you pin-point what parts of the conversion path are the reason contacts convert.

Before you begin building your report, it's important to ask yourself what problem you want to solve. Do you want to see how many leads you have generated from your blog? Do you want to see what source is driving the most conversions? Once you've identified the goal of your attribution report, you can start building your report.

Attribution reports are currently only available for Enterprise HubSpot subscriptions. Professional subscription customers have access to a starter version of this reporting tool, where you can create reports by URL based on all interactions or the referral page that led to a conversion. If you are interested in upgrading your account to gain access to this feature, please contact your Customer Success Manager or begin your 30-Day Free Enterprise Trial.

The screenshots and details below are for the Marketing Enterprise version of HubSpot.


Navigate to Reports Home

From your HubSpot Marketing dashboard, navigate to Reports > Reports Home.

Create a new report

Once at Reports Home, you'll want to click the blue button to Create a new report.

Attribution Report

From the pop-up window, click on the Attribution Report section.

Next, you'll want to choose what type of Attribution Report you want to build. You have some choices here:

1. Start from Scratch:

2. Website Content & Blog Posts That Generate Leads

3. Most Converting Channels

4. Frequent Pages Viewed That Generate Leads

Under each option you can see a little bit more information about what information that report will be looking at.

For this example, let's choose to Start From Scratch and go through the process of building out a report with criteria you'd like to specify yourself. Ensure the radio button next to "Start From Scratch" is selected, then click Create Report.

Build your report

You're now in your new attribution report and have many options to choose from to create a report for your business. So let's go over each option you have and your choices:

  1. Choose a group of contacts to report on. You can choose to report on all contacts from your database, an existing list in your HubSpot database, or you can create a new list while you're here.
  2. Choose a conversion type and time period. Here you'll choose what date property you'd like to focus on in this report and in what time range.
  3. Choose an interacting scoring type. These options are going to make up the heart of your report as this is where you will be deciding how to report on interactions a contact had with your website prior to their conversion. You'll have the option to choose By URL, By Referrer, or By Source - you can only choose one of the three and each option will allow you to drill down into those interactions even more specifically (Last Touch, First Touch, etc.)
  4. Create your report: click this button when you've chosen all your appropriate options above.

Understanding the terms

When making a decision here on building your report, it's important to know what these terms means and exactly what choices you should be making when building your report. Take a look below at the definition of these terms and some use-case models:

All interactions/sessions – Weights each touchpoint equally

Use this model if your campaigns are supposed to maintain contact and awareness consistently throughout.

First touch – The first touchpoint.

Use this model if your campaigns are supposed to create initial awareness.

Last touch – The first touchpoint on the most recent visit.

Use this model if your campaigns are supposed to attract people after you have already created contact and awareness over time.

Last interaction – The last touchpoint.

Use this model if your campaigns are supposed to attract people at the moment of conversion.

First & last touch (by referrer or source) – The first and last page/source that referred contacts to your site.

Use this model if you value touchpoints that introduced visitors to your brand and final touchpoints that resulted in a conversion or sale.

Simple Decay – The last six touchpoints viewed with more weight on recent pages.

Use this model if you value touchpoints more that led up and included the conversion.

5. Viewing your report

Now that you have the criteria you want, let's go over the basic view of an Attribution Report.

1. Title: your report title is generated for you based on the criteria of your report. You can click on this area to change the title of your report if you want it to be something more specific.

2. Contacts assisted/Percentage of contacts assisted (%)/Attributions Score: this dropdown will allow you to choose which data you would like to display on the graph below.

3. Graph: this is where you will view your graph data as dictated by the above dropdown.

4. Breakdown: This report, since we decided to break it down by Source, shows you each source that assisted in contact creation, as well as each number of contacts in the source, % of contacts, and their attribution score (the value of a touchpoint leading to contact conversions).

5. Filter by table...: This looks at your table (part 4) and will let you breakdown the property even closer.

6. Edit report: Don't worry if you made a mistake in one of the options you chose for your report, you can click this button to go back and make a change.

7. Report Actions: this is where your other basic options are for using, sharing, re-creating, or deleting your report.

Email your report

Within your attribution report, you can email your report out to a specific contact (or number of contacts) with a small message and then set a frequency in which this report is emailed.

On the day specified within a schedule, these emails will be sent on that day at 5am EST.

Export your report

You can export a report by pressing the export button in the sidebar. The data from the report will be emailed to you as an excel or CSV file, depending on the number of rows. Any report over 64,000 rows will be emailed as a CSV.

Report Details

On the bottom right-hand side you'll also see your Report Details area. In this section you can see what criteria you based your list off of quickly, without having to go in to edit the report to see this data. Also, this shows you who last modified your report and when.

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