Create a report with customer journey analytics
Last updated: May 25, 2023
Available with any of the following subscriptions, except where noted:
|Marketing Hub Enterprise|
Create a report with customer 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 add up to seven stages.
up to ten unique steps. For example, you could set seven stages and include two different steps in the first stage, second stage, and third stage for a total of 10 unique steps.
- You can analyze up to two years of data or up to fifteen million unique events.
Create a journey report
- In your HubSpot account, navigate to Reports > Reports.
- In the upper right, click Create report.
- In the Build from scratch section, select Journey Reports.
- In the left panel, click and drag Steps to the Stage [X] section. You can add up to seven 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.
- 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 Add a branch section. This will create separate pathways within a stage, this means that the contact can complete either path and be included in the stage.
- To make a step optional, click the verticalMenu menu icon, and select Mark stage as optional. This will mean that a contact does not have to go through that specific stage in order to continue along the journey. If a contact makes it to the last stage, they will be included in the total conversion rate.
Please note: the first or last stages cannot be marked as optional.
- 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: view all contacts or filter by contact lists and properties.
- Date range: the dates the activities occurred.
- 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 that went through every stage. Total conversion rate shows how many contacts 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 will only appear in the following step if their events follow the stages' order chronologically.
- Journeys reports count the unique number of contacts that completed an event in the journey’s pattern, not the total number of unique events.
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.
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.
Email content ID: allows you to see if certain headlines, copy, content, and offers resonate better than others. This is useful if you’re measuring A/B test performance or if you have multiple nurturing campaigns.
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.
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.
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