Create a report with journey analytics
Last updated: November 27, 2023
Create a report with journey analytics to view the impact of every interaction a contact has with your business. With a journey report you can find out which touchpoints work best for attracting customers.
You can choose from two data sources when creating a journey report; Contacts (Marketing Hub Enterprise only) and Deals (Sales Hub Enterprise only).
- You can add up to fifteen stages and up to fifteen unique steps. For example, you could set fifteen stages and include five different steps in the first stage, second stage, and third stage for a total of fifteen unique steps.
- You can analyze up to three years of data or up to twenty million unique events. If the report is configured where there's more than 20,000,001+ events, the date range window will reduce to one month.
Create a journey report
- In your HubSpot account, navigate to Reporting > Reports.
- In the upper right, click Create report.
- In the Create reports from scratch section, select Customer Journey Reports.
- Select a data source.
- Contacts (Marketing Hub Enterprise only): select Contacts to measure how your content creates new contacts.
- Deals (Sales Hub Enterprise only): select Deals to measure how your content creates new deal opportunities.
- In the left panel, click and drag Steps to the Stage [X] section. Hover over the stage to view a description. You can add up to fifteen stages that lead up to a goal or conversion point.
- If filtering is available for the property you selected, you can configure your step by clicking the filter filter icon.
- Click the dropdown menu to select a property to filter by. Then, configure the filter and click Apply.
- Marketing email
- Marketing events
- Web pages
- To configure your journey report further you can add branches or make stages optional:
- To add a branch to a step, click and drag a Step to the Create a branch section. This will create separate pathways within a stage, this means that the contact or deal can complete either path and be included in the stage.
- To make a step optional, hover over the step, and select Mark stage as optional. This will mean that a contact or deal does not have to go through that specific stage in order to continue along the journey. If a contact or deal makes it to the last stage, they will be included in the total conversion rate. The first and last stage cannot be made optional.
Please note: if you add a branch to a step, the report will not aggregate contacts from the different branches in one step.
- When you have finished configuring your stage, click Run report to display your data in the right panel. Use the filters at the top of the panel to filter your data.
- Contacts (Contacts data source): view all contacts or filter by contact lists and properties.
- Deals (Deals data source): view all deals or filter by deal lists and properties.
- Date range: the dates the activities occurred. You can choose a Static or Rolling date range.
- In the top right, click Save report. Set the access permissions for the report, then click Save.
- In your report you can view the cumulative conversion rate and total conversion rate. Cumulative conversion rate includes contacts or deals that went through every stage. Total conversion rate shows how many contacts or deals got from the first stage to the final stage, but they could have skipped stages.
Cumulative conversion rate will equal total conversion rate if there are no optional stages or steps set in your report.
- Contacts or deals will only appear in the following step if their events follow the stages' order chronologically.
- Journeys reports count the unique number of contacts or deals that completed an event in the journey’s pattern, not the total number of unique events.
- The Include anonymous visitors option can only be applied for certain events. This means that, depending on the events selected in your journey report, some steps will include anonymized visitors and some will not.
Common property filters
The sections below highlight some of the most common property filters to use in your customer journey analytics report.
Ad campaign ID: populates the ad campaign that the ad interaction is associated with.
Ad network: populates the name of the network where the interaction occurred. (i.e. Facebook, Google, and LinkedIn.) Learn more about ad tracking in HubSpot.
Interaction type: populates which type of interaction occurred. An interaction can include either a site visit or a form submission..
Network placement: populates the different methods of publishing ads. For example, Facebook Messenger or Google Display Network.
Campaign ID: populates the campaign that the interaction is associated with.
Content ID: populates the content pages where the CTA is. For example, the name of a specific blog post or a specific landing page where a CTA is embedded will display in the dropdown menu.
CTA guid: populates the specific name of a CTA.
Deal stage: populates deal stage data from any of your pipelines.
Content ID: populates the content pages where the form is placed. For example, the name of a specific blog post or a specific landing page where a form is embedded will display in the dropdown menu.
Form ID: populates the specific name of a form.
Business units: filter by any of the business units you’ve set up in your account. Learn more about business units.
Email content ID: filter by the unique name of the marketing email.
Original URL: the specific URL a contact clicked in your email.
Event name: filter by the specific name of a webinar. This allows you to view which specific marketing events are generating the most interest, indicating which types of content you should be creating more of.
Origin: filter by two options; Online or in-person. Learn more about using marketing events.
Content page: populates the specific content pages where media has been embedded. For example, you could analyze a specific landing page where a video is embedded.
Meetings booked: measures when a contact books a meeting that is logged in your HubSpot account. This can occur through a meeting link or when a meeting is logged on a contact record.
Meeting outcome (only available when using meeting outcome changes step): allows you to take the journey a step further and specify the result of the meeting in the journey. You can see multiple meeting outcomes in a single stage by using branching.
Form ID: if a meeting link is connected to a form, you can filter to only include meetings that are tied to a specific number of forms.
Meeting owner: filter by a specific meeting owner. This is useful if you want to view how prospects and customers are flowing through specific reps, which can provide opportunities to see if a particular group of reps are yielding better results.
Meeting type: filter by Round Robin, Personal, or Group to view if one meeting type creates a higher conversion rate.
User ID: populates the name of the different users in your HubSpot account who are emailing prospects. Unlike sequence enrollment, a HubSpot user does not need to enroll a prospect into a sequence for this to count in the journey report, they only need the HubSpot sales extension to be installed in their email. This property allows you to see if a specific sales rep is driving higher engagement than others, allowing you to analyze what the rep may be doing differently.
Enrolled by user: populates the different users in your HubSpot account who are using the sequences tool to engage prospects.
Sequence ID: populates the unique sequences in your HubSpot account that reps can use to nurture prospects. A unique Sequence ID is generated each time a user enrolls a prospect into a new sequence.
Template ID: populates the name of templates that you have set up in your HubSpot account for users to nurture prospects.
Content ID: allows for a like-for-like comparison between any blog posts, landing pages, and more. You can analyze if a certain piece of content is resonating more with web visitors.
Advanced tracking code properties
Many properties are unique to your HubSpot account and require you to manually input the values. This is especially true for interactions that rely on the HubSpot tracking code.
Some of the most popular properties that require you to manually input values are listed below.
- Browser: allows you to filter based on a specific browser, like Chrome, Safari, Firefox, etc. You can view this data in the Traffic Analytics tool.
- Content type: allows you to choose a specific type of your website. For example, you can choose between blog posts, landing pages, website pages, and knowledge base articles. Learn more here.
- Country: allows you to filter on a specific country as defined by the International Organization for Standardization. For example, ‘US’ would filter to web traffic from the United States, while ‘DE’ would filter to web traffic from Germany. For a full list of country codes, reference the Alpha 2 column.
- Device type: allows you to filter on what type of device was being used when a visitor engaged with your brand. For example, you can use ‘desktop’ or ‘mobile’. Learn more about device types.
- Region: allows you to filter on a specific subdivision (e.g. a province or state) of a country as defined by the International Organization for Standardization. For example, ‘TN’ would filter to web traffic from the American state of Tennessee while ‘75C’ would filter to web traffic from the French metropolitan of Paris. View the full list of region codes from the United Nations Economic Commision for Europe.