Analytics Tools

Analyze your page and blog performance in the website analytics tool

Last updated: July 15, 2020

Applies to:

Marketing Hub  Professional, Enterprise
CMS Hub  Professional, Enterprise

In the website analytics tool, you can analyze your HubSpot content’s performance with different metrics, such as bounce rate and average time spent on page.

Please note: the website analytics tool only analyzes content hosted on HubSpot through its website pages tool, landing pages tool, and blog tool. It does not analyze content hosted externally. Learn more about the traffic analytics tool, as it does analyze traffic that goes to your externally hosted content.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Website Analytics.
  • Use the Date range and Frequency dropdown menus to filter the data to a specific time range.
    • This will filter the data in any tab you're in.
    • A week in the report starts on Sunday by default, when the date range selected consists of a week, or when the frequency is set to Weekly.
  • In the upper left, click the Page types dropdown menu to filter the page type you want to analyze. By default, Landing pages will be selected.
    • You can select Blog posts, Landing pages, or Website pages. These are the different types of HubSpot content and can only be selected if your HubSpot account has access to the specific page type.
    • To further filter your content, click filter Filter [page type] to filter pages by different metrics.
      • For blog posts, you can filter by blog, blog author, language, and blog tag.
      • For landing pages and website pages, you can filter by domain and language.
  • Select the Include unpublished pages checkbox to include unpublished pages in your report. This may be useful if the content on any of your draft pages or posts was previously published and you want to retrieve the data for these pages.


  • In the upper left of the chart, click the dropdown menu and select the metric you want to view in the chart.
    • Page views: the number of times your page was loaded in a visitor's browser.
    • Submissions: the number of submissions on a HubSpot form on your page or blog post. This data does not include any custom forms (e.g., non-HubSpot forms, custom API forms).
    • New contacts: the number of new contacts created during the selected date range.
    • Customers: the number of customers whose first conversion occurred during the selected date range.
    • Submission rate: the number of submissions, as defined above, divided by the number of sessions for the selected date range
    • Contact conversion rate: the number of new contacts divided by the number of sessions for the selected date range.
    • Views to customer rate: the number of visitors who are currently in the lifecycle stage of Customer divided by the number of sessions for the selected time period. 
    • Entrances: the number of sessions on your website that started on this page.
    • Exits: the number of visitors who ended their session on your website after viewing this page.
    • Average time on page: the average time between the start and end of a page view.
    • Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
    • Exit rate: the percent of views on this page that were the last in a visitor's session on your site.
    • CTA views: the number of CTA views on this page.
    • CTA clicks: the number of clicks on a CTA on this page.
    • AMP views (blog posts only): a breakdown of how many times the AMP version of your blog post was viewed compared to the number of times it was viewed on a desktop.
    • CTA %: the conversion rate of how many visitors clicked on a CTA they viewed on this page.
  • In the upper right of the chart, click the Style dropdown menu and select the type of chart you want to use for analysis. You can select an area chart, column, line, or a combination of an area and line chart to visualize the data.


Below your chart, there's a table with detailed metrics for your analytics.

  • To customize the metrics that appear in the table:
    • In the upper right, click Edit columns.
    • In the dialog box, select the checkbox for each metric you want to display. You can only have a maximum of seven metrics at a time in your table.
    • Click the X next to a property in the Selected columns section to remove it from the table.
    • Click Save to apply these changes.
  • Enter search terms in the search bar to search for a specific page.
  • Click a column header to sort the pages by that metric.
  • In the table below, select the checkbox next to a page to include it in the chart. Select multiple pages to compare their impact.
  • Click a page to view its details in a new tab.

Export or save as report

You can also save the chart as a report in your reports list:
  • On the right, click Save as report.
  • In the dialog box, enter the Report name.
  • To add the report to a dashboard, click the Add to dashboard dropdown menu and select if you want to add it to an existing dashboard or create a new custom dashboard.
    • If you select Existing dashboard, click the Select existing dashboard dropdown menu and select the dashboard to add the report to.
    • If you select New custom dashboard, enter the Custom dashboard name and click the Visibility dropdown menu to select if the dashboard should be shared, shared but read only to others, or private to your own user.
  • Click Save & add.