Use attribution reporting to see the interactions that your contacts have along their customer journey. You can then use different attribution models to attribute credit to assets and interactions in a way that makes sense for your business.
Below, learn about the types of attribution reports available in HubSpot, and how to approach attribution reporting in general.
Types of attribution reports
You can create three types of attribution reports in HubSpot, each one measuring a different type of conversion:
Contact create attribution reports can help you understand which marketing efforts result in the most new contacts.
Deal create attribution reports can help you understand which marketing efforts result in the most new deals (Marketing Hub Enterprise only).
Revenue attribution reports can help you understand which marketing efforts result in the most won revenue (Marketing Hub Enterprise only).
Creating all three types of attribution report can give you a full view of the impact of your marketing efforts. If your business operates with a funnel model, you can think of contact create, deal create, and revenue attribution reports as the top, middle, and bottom of your funnel, respectively.
Create a report
In your HubSpot account, navigate to Reports > Reports.
In the upper right, click Create custom report.
In the left panel, select Attribution.
In the right panel, view the available sample revenue attribution reports in the Contact create, Deal create, and Revenue sections.
To base your report on a sample report, select the Sample report.
To start your report from scratch, select Create a new report from scratch.
In the top right, click Next. You'll then be redirected to the report builder.
At the top of the report builder, click the pencil icon to name your report.
Next, configure the report.
Configure the report
In the left sidebar, configure the report's chart type, attribution model, and dimensions.
To select the report visualization, click the Chart type dropdown menu, then select a chart type. Learn more about chart types.
Please note: the Donut, Pie, and Summary chart types can only be selected when using one attribution model or dimension.
Define how you want to attribute credit to different types of interactions by clicking the Attribution model dropdown menu, then selecting one or more models.
If you select more than one model, each model and its associated credits will be displayed separately in the chart. Learn more about attribution models and how they give credit to different types of interactions.
Select how you want to assign conversion credits by clicking the Dimensions dropdown menu, then selecting a dimension. You can add another dimension to the report by clicking Add another dimension. Below is an abbreviated list of the available dimensions. For full details, view the attribution reporting reference guide.
Asset dimensions: assign conversion credits to the assets that a contact interacted with along their journey, such as landing pages.
Deal dimensions: assign conversion credits by the attributes of associated deals.
Interaction dimensions: assign conversion credits by the interactions that occurred along a contact's journey.
UTMdimensions: assign conversion credits by the UTM parameters present in the URL where an interaction occurred.
Other dimensions: assign conversion credits by other dimensions, such as ad keywords, CTAs, and social posts.
Next, set up report filters.
Add report filters
In the left sidebar, set up any additional filters for the report.
Contact create attribution reports only:
Contact create date: limit the report data to a specific date range where a contact was created. If you select a date filter containing a Week, the week starts on Sunday.
Lifecycle stage & date: limit the report data to a specific lifecycle stage and the date that the lifecycle stage changed.
Contact lists: limit the report data to specific contacts or specific contact lists.
Lifecycle stage: limit the report data to contacts that are currently in specific lifecycle stages.
Deal create attribution reports only:
Deal create date: limit the report data to a specific date range where a deal was created. If you select a date filter containing a Week, the week starts on Sunday.
Deals: limit the report data to only include specific individual deals.
Revenue attribution reports only:
Deal close date: limit the report data to a specific date range where a deal was closed won with revenue. The revenue from the deals closed within that date range will be included in the chart's data. If you select a date filter containing a Week, the week starts on Sunday.
Asset types: limit the report data to only include deal revenue associated with interactions that occurred on specific types of assets (e.g., website pages).
Campaigns: limit the report data to only include deal revenue associated with specific campaigns.
Interaction sources: limit the report data to only include deal revenue associated with interactions that came from specific sources (e.g., organic search).
In addition to the default filters, you can add a custom filter by clicking + Add filter.
After building your report, you can either save it to your HubSpot account or export it.
Save or export the report
Once the report is set up, save it to your reports list, dashboard, or export the data from HubSpot.
To save the report to your reports list or a dashboard:
In the upper right, click Save. To save your report as a copy, click Save as.
In the right panel, enter the report name into the Report name field.
Select where you want to save the report to:
Don't add to dashboard: the report will be added to your reports list.
Add to existing dashboard: the report will be added to an existing dashboard. To select the dashboard to add the report to, click the dropdown menu.
Add to new dashboard: the report will be added to a dashboard you'll create. Enter the dashboard's name, and select its visibility.
In the bottom right, click Save.
You can also export a report to take your data offline:
In the upper right, click Export.
In the dialog box, enter the name of the export, then select the File format that you want to save the report as. Click Export. The file will begin processing, and you'll receive a notification once the report is available for download.
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