Understanding Dashboard metrics

Last updated: January 19, 2017

Available For:

Marketing: Basic, Pro, Enterprise
Sales: N/A

When you first log into HubSpot, you are presented with your Dashboard. The Dashboard is the place to see the overall health of your marketing efforts, including your contacts database, landing pages, blog posts, and emails. As a marketer, you are responsible for overseeing the effectiveness of your campaigns, and the dashboard gives you a quick glance to see your metrics compared to the previous time frame or the same time frame in the previous year.

This article will discuss:

Marketing Performance

By default, the first report in your Dashboard is Marketing Performance. Here you'll see your total number of visits to your website, how many contacts were generated, and how many customers were generated within the specified time frame (this month to date by default). Note that customers appear in the month of first conversion, not the month that they became a customer. Because the customer count for previous months can continue to change as leads convert, the Customers section of this widget does not compare to previous time frames. See the diagram below, which shows the components of the Marketing Performance report:

  1. Visits - the number of times users have reached your site from an external source.
  2. Conversion rate of visits-to-contacts
  3. Contacts - the number of new contacts generated, during the given time frame.
  4. Conversion rate of contacts-to-customers
  5. Customers - the number of customers whose first conversion occurred during the given time frame.
  6. Graphical comparison of displayed time frame to previous time frame (please note that the customers graph does not compare to previous time frames).

If you're seeing downward trends in your conversions, you may want to review what was working well the previous month and compare that to the current month. Then you can change your content, language, calls-to-action, etc. to reflect what your visitors were engaging more with.

You can choose to include offline sources in your data by checking off the Include offline sources box in the top right corner of the report. If you include offline sources, this will count towards your contacts/customers data when applicable. If you're seeing different numbers than your colleagues, check to see if this checkbox is marked off in your view or your colleagues' view; this view is on a per user, per portal basis.

This is also where you will be able to set Goals for your marketing efforts based on whatever time comparison you've decided on. Click the Set Goals button to add your goals. Once your goals have been added, you'll be able to check the Show goal line checkbox to compare your current marketing performance data to your goals. 

Landing Pages

The next section on your Dashboard is your landing pages data. This pulls in the views, submissions, conversion rate, and new contacts generated numbers to show the overall performance of your HubSpot Landing pages for a particular time frame (keep in mind, these totals also include contacts generated by Website pages).

You'll also be able to see if your landing page performance has improved or not, by looking at the comparison numbers below each value. A green dotted line indicates an increase; red indicates a decrease. You'll be able to see the percent change from the compared time period, as well as the actual increase in value. 

You'll also see your landing pages with the highest page views in the Top Landing Pages widget, and the conversion rate percentage of each landing page. This allows you to analyze the landing pages that are creating the most conversions to see what kind of content and offers visitors are engaging with most. 

Blogging

In the blogging section, you will see the number of published blog posts for the time period selected, the number of views for those published posts, the number of email subscribers, and the number of RSS subscribers. This allows you to get an overview of the impact your blogging efforts have had. 

You'll also be able to see if your blogging performance has improved or not, by looking at the comparison numbers below each value. A green dotted line indicates an increase; red indicates a decrease. The report also indicates the percent change from the compared time period, as well as the actual increase in value. 

Here you'll also find the five blog posts within the chosen time frame that have received the most views. This allows you to analyze the content that has generated the most views to inform your content creation decisions going forward.

Emails

The email section of the Dashboard displays the number of emails that have been sent, the number of opened emails, the number of clicked emails (at least one link in an email has been clicked), and the click rate for the time period selected. Click rate is defined by the number of clicked emails divided by the number of sent emails. 

You'll also be able to see if your email performance has improved or not, by looking at the comparison numbers below each value. A green dotted line indicates an increase; red indicates a decrease. The report also indicates the percent change from the compared time period, as well as the actual increase in value. 

Please note that these email statistics do not include automated emails.

Here you'll also find your five top-performing emails based on click rate (number of clicked emails divided by the number of sent emails). This allows you to dig into more specific analysis of these emails to determine what content and/or offers your contacts are most interested in.

Contacts

Lastly in the default view, you'll see your Contacts information. Here you'll see your the number of new contacts, leads, marketing qualified leads, and customers for the time period selected. Other lifecycle stages (Subscriber, Sales Qualified Leads, Evangelists, Other) do not display here. Please note that contacts will appear in the lifecycle stage numbers for the time frame in which they first converted (i.e. if a contact was created last year and became a customer this year, they would be accounted for in the customer number for last year).

If you've selected All data within the time frame dropdown, you'll see the total cumulated numbers of contacts, leads, MQLs and customers. 

You'll also be able to see how your contact numbers have changed over time, by looking at the comparison numbers below each value. A green dotted line indicates an increase; red indicates a decrease. The report also indicates the percent change from the compared time period, as well as the actual change in value.  

The Contacts section also shows your top personas based on the share of contacts represented by each. This allows you to see which personas your contacts have self-identified with, or that you've assigned, the most. This allows you to better understand the potential and current customers that are engaging with your content. For more information on creating personas, check out this article

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