Analyze individual content performance

Analyze the performance of individual pages, posts, or case studies to view how visitors engage with your content. 

For example, Sprocket Supply Co., an ecommerce company selling sustainable office supplies, publishes a landing page for a bulk-order promotion. A marketer reviews the page's performance by source, and sees that organic search sends the most visitors, but paid social has the highest form submission rate. The marketer then reallocates ad spend toward paid social. 

To see overall performance for a specific domain, review your marketing dashboard reports or analyze performance for all pages or posts. Users in a Marketing Hub Professional or Enterprise account, or a Content Hub Professional or Enterprise account, can also create custom reports in the website analytics tool. 

View performance for individual content

On the Performance tab, view metrics such as page views, form submissions, new contacts, and bounce rate, broken down by traffic source. If your content includes smart content rules or videos, you can also review how that content performs. 

1. Navigate to your content:

   • Website Pages: In your HubSpot account, click More, then navigate to Content > Website Pages. If More doesn't appear in your account, navigate to Content > Website Pages directly.
   • Landing Pages: In your HubSpot account, click More, then navigate to Content > Landing Pages. If More doesn't appear in your account, navigate to Content > Landing Pages directly.
   • Blog: In your HubSpot account, click More, then navigate to Content > Blog. If More doesn't appear in your account, navigate to Content > Blog directly.
   • Case Studies: In your HubSpot account, click More, then navigate to Content > Case Studies. If More doesn't appear in your account, navigate to Content > Case Studies directly. 
2. Hover over the content and click Performance.
3. On the Performance tab, click the Date range dropdown menu and select a date range (e.g., This week). To update the frequency, click the Frequency dropdown menu and select a frequency (e.g., Monthly).

Review the content metrics summary

• Page Views: the number of times this content was loaded on a web browser.
• Total Form Submissions: the number of form submissions on this content.

Please note: submissions from an embedded scheduling widget will be reflected in Total Form Submissions, but not New Contacts. 

• New Contacts: the number of new contacts created from this content.

• New Customers: the number of customers who originally converted on this content and currently have the Customer lifecycle stage.

• Average Bounce Rate: the percentage of sessions that started on this content and didn't move to another page on your site.

• Time Per Page View: the total time visitors spent viewing this content, divided by the total number of views. This calculation doesn't include visitors who left the site after viewing only this content.

• Exits Per Page View: the percentage of sessions that ended after viewing this content.

• Entrances: the number of sessions where this was the first content viewed.

Please note: accounts with Marketing Hub Enterprise have revenue attribution data based on interactions from contacts associated with closed won deals.

Views and submissions from excluded IP addresses or referrers won't be displayed in the totals. 

Analyze the data visualization chart

Below the content metrics summary, the chart plots one metric over time, broken down by source. Each source is labeled at the top of the chart with a corresponding color. Each source type indicates how a visitor started their session on your content. 

To customize the chart:

• To view a different metric, click the dropdown menu in the upper left and select a metric.
• To view a breakdown of a data point, hover over a specific point on the chart.
• To change the chart style, click the Style dropdown menu and select a style (e.g., Column).

Review the source table

Below the data visualization chart, the table shows data for each source.

• To remove a source from the chart, clear the checkbox next to a source.
• To drill down into a source's data, click the source in the table.

1. At the top of the table, click Edit columns.
2. In the dialog box, select the checkboxes next to the metrics you want to include. Select up to seven metrics at one time.
3. To remove a metric from the Selected Columns section, click the X next to its name.
4. To change the order of your metrics, click a metric and drag it into position.
5. Click Save.

View engagement type (blog posts only)

If you've turned on the AMP version of a blog post, the Engagement Type chart compares how many visitors viewed the AMP version on their mobile device with how many visitors viewed the standard version on desktop.

View video analytics

If you've added videos to your content, Video views and Video retention reports will be available. To view video data for A/B tested pages, click the Variation dropdown menu and select a variation. Video data can't be combined for multiple variations. 

View optimization recommendations

On the Optimization tab, view recommendations for improving how your content appears in search engine results. 

1. Navigate to your content:

   • Website Pages: In your HubSpot account, click More, then navigate to Content > Website Pages. If More doesn't appear in your account, navigate to Content > Website Pages directly.
   • Landing Pages: In your HubSpot account, click More, then navigate to Content > Landing Pages. If More doesn't appear in your account, navigate to Content > Landing Pages directly.
   • Blog: In your HubSpot account, click More, then navigate to Content > Blog. If More doesn't appear in your account, navigate to Content > Blog directly.
   • Case Studies: In your HubSpot account, click More, then navigate to Content > Case Studies. If More doesn't appear in your account, navigate to Content > Case Studies directly. 
2. Hover over the content and click Performance.
3. Click the Optimization tab.

If you've turned on the Google Search Console integration, view more detailed information from Google about how your content performs for specific search terms. Learn more about viewing SEO recommendations in HubSpot. 

Please note: if data isn't populating in the Optimization tab, learn more about issues that can prevent HubSpot's tools from crawling your site.

Analyze smart content performance

On the Smart Content tab, accounts with access to smart content will display analytics for how the smart content performed compared to the default content. This tab will only appear for pages or posts with published smart content. 

1. Navigate to your content:

   • Website Pages: In your HubSpot account, click More, then navigate to Content > Website Pages. If More doesn't appear in your account, navigate to Content > Website Pages directly.
   • Landing Pages: In your HubSpot account, click More, then navigate to Content > Landing Pages. If More doesn't appear in your account, navigate to Content > Landing Pages directly.
   • Blog: In your HubSpot account, click More, then navigate to Content > Blog. If More doesn't appear in your account, navigate to Content > Blog directly.
   • Case Studies: In your HubSpot account, click More, then navigate to Content > Case Studies. If More doesn't appear in your account, navigate to Content > Case Studies directly. 
2. Hover over the content and click Performance.
3. Click the Smart Content tab.
4. To change the time frame for this report, click the Frequency dropdown menu at the top of the page and select Daily, Weekly, or Monthly. 
5. To see a different metric in this report, click the dropdown menu in the upper left and select a metric.

The table below the chart displays how visitors engaged with your content based on whether a smart content rule was applied. This breakdown doesn't include source data.

Please note: smart content reporting isn't available for global smart content.