A quick tour of Sources

Last updated: January 13, 2017

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Product: HubSpot Marketing
Subscription: Basic, Professional, & Enterprise

When you first log into HubSpot, you're presented with your Dashboard. This displays the most top-level information, showing you, at a quick glance, your visits, contacts and customers, and your visible content (including emails). While the Dashboard gives you a high-level overview of site traffic and some other key metrics, the Sources Report gives you an in depth look at which channels are generating traffic on your site.

When you navigate to Reports > Sources, you'll see how the different channels to your website are performing. These channels include:

  • Organic search - visits from search engines
  • Referrals - visits from other websites
  • Social media - visits from Social Media sites
  • Email marketing - visits from email campaigns
  • Paid search - visits from pay-per-click ads
  • Direct traffic - visits from when a user reaches your site directly by typing in a URL
  • Other campaigns - an additional source that can be used for custom reporting, when you implement tracking URLs

Each source will be discussed in further detail in a later section in this guide.

When you have some data for the month, you'll see how each week performed and where your visits came from. Each color shown in the graph below is a different source: blue is Direct Traffic, yellow is Referral, green is Organic Search, and so on.

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Hover over each source to get more details about that specific source vs overall performance for the given week.

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Below the graph is a breakout of each source with the number of visits from that source, the number of new contacts generated from that source, how many of those new contacts are now customers. You can learn more about analyzing the Sources data here.

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You'll also see when the data was last updated. In this example, the data was last updated 2 hours ago. This information that populates in Sources often runs on a 1-3 hour delay, so if you don't see the numbers you think you should be seeing, double-check the Data last updated area of Sources, and check back later.

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Drill down into each source

From this report, you can drill down into each source to see additional information about visits from that channel, by clicking its name.

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Some sources allow you to break this down further by clicking on the particular sub-segment of your source data (i.e. social site, referral link, etc.) to get more detailed information. You will learn more about analyzing Sources data in a later section of this guide.

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Marketing Actions

You can make notes on your Sources dashboard to note what marketing actions you made on a particular date. Marketing actions are essentially markers that can be useful to correlate traffic trends with specific marketing efforts.

When you add a marketing action, you'll provide the date and description of the action. Optionally, you can include a URL associated with this action. For example, you may choose to associate the campaign's landing page URL.

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These actions display as little calendar icons with a checkmark under the given timeframe of that action.

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Click the marketing action icon to view all actions for the given timeframe.

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Trends and Suggestions

On the left side of your Sources Dasboard, you'll find a link to Trends and Suggestions. Here you can view the overall performance of each source for the previous week. Your highest increase for conversion by source appears first. For example, since Email Marketing displays a 50% increase from the week prior, this is the default view.

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You can change the source you're viewing trends for by selecting the All sources dropdown.

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Here you'll also be able to view the trends of visits or contacts by changing the All metrics dropdown to either option. Similarly, you filter to only show increasing or decreasing trends.

Changing views in Sources

In the main Sources Dashboard, you can change the way you view your data. By default, you start off seeing data for 'This month to date' for 'All domains' listed as a Primary domain in your Domain Manager, since content is published on these domains. The data is not cumulative but rather broken down by week, for visits to your site. By default, offline sources (contacts that are originally imported manually or via an integration) are not included and the visits-to-contacts rate is not turned on.

To customize the report, toggle the following:

    1. Date range
    2. Domains (hosted on HubSpot, selected as Primary in Domain Manager)
    3. Apply a specific report (discussed in A quick tour of reports section)
    4. Standard vs Cumulative
    5. Visits vs Contacts vs Customers
    6. Toggle on/off Offline Sources
    7. Toggle on/off contacts-to-customers rate
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Standard vs Cumulative

When toggling to the Cumulative graph, the data appears as a cumulative total for each source, based on visits, contacts or customers rather than broken down by day/week/month (dependent on selected time range.)

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Visits to contacts rate

Turning this setting on shows you on the graph a representation of the conversion rate against your sources. On the right side of the graph, the conversion rate scale is defined.

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If you change the view from visits to contacts, the option to show visits-to-contacts rate changes to show contacts-to-customers rate.

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And when changed to Customers, the option changes to visits-to-customers rate.

Saving as a report

If you've developed a preferred view that combines a particular timeframe, on a specified domain, with a standard or cumulative view, etc., you have the ability to save this data as a report. Below the graph you'll see a blue button to Save as report. This will be discussed in more detail in the next article, a quick tour of Reports Home.

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