Reports

Analyze your site traffic with the traffic analytics tool

Last updated: November 11, 2019

Applies to:

Marketing Hub  Professional, Enterprise
Legacy Marketing Hub Basic

Your site traffic is measured by Hubspot, and you can analyze the data with the traffics analytics tool. The data is collected through the tracking code on your site.

If your site is created in HubSpot, the tracking code is automatically installed. If you have an external site, ensure you install the tracking code to your site.

Analyze your traffic sources with the Sources tab

The Sources tab shows where your visitors are coming from (i.e., how visitors found your site). Learn more about the sources defined by HubSpot.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Traffic 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.

  • Below the tabs on the left, you can click the Analytics views dropdown menu to select a view that filters the traffic source data. Learn how to customize an analytics view.
  • Select the Include offline sources checkbox to include contacts that were added through offline means, such as through an import.

Sources chart

The chart shows the metric you selected split into the different sources in the date range you selected.

  • In the upper left of the chart, click the dropdown menu and select the metric you want to view in the chart. By default, Sessions will be selected. Learn more about these metrics below.
  • 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, a column chart, a line chart, or a combination of an area and line chart to visualize the data.
  • To view a specific source's data in the chart, select the checkbox next to it in the table below. You can select multiple sources to compare their impact.

Sources table

The table shows you the metrics based on each source.

  • 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. Learn more about the metrics below.
    • Click the X next to a property in the Selected columns section to remove it from the table.
    • Click Save to apply these changes.
  • Click a column header to sort the pages by that metric.
  • To drill down further into the source data, click the Source you want to analyze. Learn more about what the drill down data could mean.

Analyze traffic to your topics with the Topic clusters tab

The Topic clusters tab shows you the traffic data in terms of the topic clusters you've created.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Traffic Analytics.
  • Click the Topic clusters tab.
  • 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.

Topic clusters chart

  • In the upper left of the chart, click the dropdown menu and select the metric you want to view in the chart. By default, Sessions will be selected. Learn more about these metrics below.
  • 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, a column chart, a line chart, or a combination of an area and line chart to visualize the data.
  • To view only a specific topic's data in the chart, select the checkbox next to it in the table below. You can select multiple topics to compare their impact.

Topic clusters table

  • 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. Learn more about the metrics below.
    • Click the X next to a property in the Selected columns section to remove it from the table.
    • Click Save to apply these changes.
  • Click a column header to sort the pages by that metric.
  • To drill down further into a topic's data, click the topic name, then click a subtopic name to view data for individual pages associated with that topic.

Analyze your content's performance with the Pages tab

The Pages tab shows your content's performance using key traffic metrics. By default, you'll see data for all of your pages.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Traffic Analytics.
  • Click the Pages tab.
  • 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.

  • To filter your data based on page type, click the Page types dropdown menu in the upper left.
  • You can select Blog posts, Landing pages, Website pages, or Knowledge articles to filter the data to that specific page type. These are the different types of HubSpot content and can only be selected if your HubSpot account has access to the specific page type.

Please note: the Pages tab shows historical data for every URL that has ever been crawled or received a view. If a page is removed or redirected, it will still remain in the traffic data to maintain the integrity of the analytics data. No pages can be removed.

Pages chart

  • In the upper left of the chart, click the dropdown menu and select the metric you want to view in the chart. By default, Page views will be selected. Learn more about these metrics below.
  • 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, a column chart, a line chart, or a combination of an area and line chart to visualize the data.
  • In the table below, select the checkbox next to a page to include it in the chart. Select multiple pages to compare their impact.

Pages table

  • 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. Learn more about the metrics below.
    • 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.
  • Click a page to be directed to its details.

Analyze your traffic with the UTM Parameters tab

The UTM Parameters tab allows you to analyze traffic data in terms of the UTM parameters in the URLs that your visitors are using to access your site. This includes analyzing any manual tracking URLs you've created.

  • In your HubSpot account, navigate to Reports > Analytics Tools.
  • Click Traffic Analytics.
  • Click the UTM Parameters tab.
  • 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.

  • To analyze a specific UTM parameter, click the UTM Parameter dropdown menu in the upper left and select the type of parameter. By default, Campaign will be selected.

UTM Parameters chart

  • In the top left corner of the chart, click the dropdown menu and select the metric you want to view in the chart. By default, Session will be selected. Learn more about these metrics below.
  • To change the chart visualization, click the Style dropdown menu and select the type of chart you want to use for analysis. You can select an area chart, a column chart, a line chart, or a combination of an area and line chart to visualize the data.
  • In the table below, select the checkbox next to a UTM parameter to include it in the chart. Select multiple UTM parameters to compare their impact.

traffic-analytics-utm-parameters-chart

UTM Parameters table

  • 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. Learn more about the metrics below.
    • 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 UTM parameter.
  • Click a column header to sort the UTM parameters by that metric.
  • Click a UTM parameter to view the specific source where the visitor came from with the UTM parameter.

Metrics in the traffic analytics tool

Sources, Topic clusters, and UTM Parameters metrics

  • Sessions: a series of analytics activities taken by a visitor to your website.
    • Sessions are not only page views, but include activities such as events and CTA clicks. 
    • Sessions expire after 30 minutes of visitor inactivity
    • New sessions begin when a visitor returns to the site after 30 minutes of activity or with a new session campaign (e.g., the visitor returns to the site from a different traffic source).
    • If a visitor prevents cookie tracking by using an extension or opting out of your cookie policy, and then submits a form, HubSpot will attempt to infer the context of the submission to more accurately record its source, usually through UTM parameters.
    • Example scenarios of a session:
      • Scenario 1
        • A visitor finds your site through organic search.
        • They leave and only return to their computer after two hours. They continue to explore your site that was open in their browser and clicks a CTA.
        • The first session expired during the two hours of inactivity and a second session was logged with a new source of direct traffic.
        • This counts as 2 sessions, each with a different source. The first is organic search, and the second will be direct traffic.
      • Scenario 2
        • A visitor has an adblocker installed in their browser to block cookies. HubSpot will be unable to track their page views.
        • They access a landing page through a marketing email and submit a form.
        • Through UTM parameters, HubSpot is able to attribute this to the email source.
      • Scenario 3
        • A visitor finds a site via organic search, then leaves the website.
        • Within 30 minutes, the visitor goes directly back to the website.
        • This is counted as 1 session as the visitor returned within 30 minutes. The source is organic search.
  • Contact conversion rate: the number of contacts converted through a form divided by the number of sessions for the selected time period.
  • New contacts: the number of new contacts created during the selected time period.
  • Customer conversion rate: the number of new contacts created in the selected time period that eventually became a customer divided by the number of sessions in the same selected time period.
  • Customers: the number of customers who originally converted on your website during this time period and are currently in the lifecycle stage of Customer.
  • Bounce rate: the percentage of visitors to a particular website who navigate away from the site after viewing only one page.
  • New visitor sessions: the number of new unique visitors on your website.
    • A visitor is someone who visits your site, tracked by the cookie placed in their browser by the HubSpot tracking code installed on your site.

    • A single visitor can have multiple sessions and page views to your site.

  • New session %: the percentage of sessions that are from new users.
  • Page views/sessions: the average number of page views per session in the given time range.
  • Avg. session length: the average duration of a visitor's website session.

Pages metrics

  • Page views: the number of page views recorded in the designated time period. HubSpot counts a page view every time the HubSpot tracking code is loaded on a browser. Example scenarios of page views:
    • Scenario 1
      • A visitor searches Google and accesses your site at www.website.com.
      • This will count as one page view for www.website.com.
    • Scenario 2
      • A visitor goes to your Twitter account and clicks a link to your blog at blog.website.com.
      • In your blog, they click a link in the menu to view your main site at www.website.com.
      • This will count as two page views, one page view bucketed under blog.website.com and one page view for www.hubspot.com.
  • Entrances: the number of times that a page was the first one viewed in a session.
  • Exits: the number of times that a page was the last one viewed in a session.
  • Time on pagethe average amount of time spent on a page. This is calculated by taking the sum of all page view durations divided by the total page views. This calculation excludes exits. 
  • Bounce rate: the percentage of sessions that started on a page and did not move beyond that page. 
  • Exit rate: the percentage of views on a page that were the last in a session.
  • CTA views: the total number of views for all calls-to-action on the page.
  • CTA clicks: the total number of clicks on all calls-to-action on the page.
  • CTA Rate: percentage of page views resulting in a call-to-action click. This is calculated by taking the sum of all CTA click-through rates (percentage of views that resulted in a click) divided by the total number of CTAs on the page.

Export or save the data as a report

In each tab, you can export the data:
  • On the right, click Export to export the data.
  • In the dialog box, enter the Name of your file and click the File format dropdown menu to select a format. Click Export.
  • The export file will be sent to your email address and can be downloaded in your notification center, accessed by clicking the notification icon in the top right.
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.