Fill - Free fillable R1V1 Editable Worksheet Gettingt Know Marketing Hub Reporting PDF form

With that in mind, let’s go on a guided

scavenger hunt through your data!

HubSpot comes with a variety of analytics tools

and tool-speciﬁc reporting. This can help you

answer any of the questions you may have about

your content or your customers.

Getting to Know Your

Marketing Metrics

Successful reporting requires you to use

your data to answer questions.

At ﬁrst, it may seem like you’re reading and

writing in a completely different language. And in

some ways, you are. It’s a language of tables,

graphs, and insight. Like other languages, ﬂuency

in reporting likely won’t come overnight. It comes

with time and practice.

01 - Before You Get Started

Install your HubSpot tracking code on your site

Deduplicate your object data

Review HubSpot trafﬁc sources

02 - Reviewing Your Website Data

Purpose:

Identify top performing landing pages and blog posts

How:

This information is captured through your HubSpot tracking code.

Where to Start:

Navigate to your HubSpot trafﬁc analytics tool.

Analyze your landing pages:

• Which landing pages have the most views?

•

Which pages are converting best?

• How ar

e landing pages performing compared to benchmark

• How ar

e landing pages from each campaign performing compared to benchmarks?

• How ar

e landing pages from each campaign performing compared to benchmarks?

• Which landing pages ar

e doing the best in terms of converting new contacts?

Key Metrics:

Page View: A page view is counted when a page on your site is loaded by a

browser. HubSpot counts a page view every time the HubSpot tracking code is

loaded. If a single page is refreshed multiple times by the same visitor, each

refresh would count as its own page view.

Getting to Know Your Marketing Metrics

Notes:

Analyze your landing pages:

•

Which landing pages have the most views?

• Which pages are converting best?

• How are landing pages performing compared to benchmarks?

• How are landing pages from each campaign performing compared to benchmarks?

• Which landing pages are doing the best in terms of converting new contacts?

Analyze your blog posts:

•

Are your number of views headed in a positive direction or a nega

tive

dir

ection?

•

e you gaining or losing subscribers?

•

Are you meeting your goals in terms of adding new subscribers?

• Which of

you recent posts have done really well so you can give them an extr

boost on social or in email?

• Which topics seem to be r

esonating with searchers right now?

• Do the best conver

ting blog posts have anything in common?

02 - Reviewing Your Website Data Continued

Your landing pages likely aren’t the only asset driving trafﬁc to your website. Your blog

is the human angle of your business. It’s where you ﬁnd your voice. It’s where you

explore your audience’s issues and concerns. It’s where your business personality

increases the potential of how likeable your brand is. It’s what differentiates you from

your competition.

Getting to Know Your Marketing Metrics

Notes:

Getting to Know Your Marketing Metrics

03 - Reviewing Your Website Trafﬁc

Purpose:

Identify trends in your visitor's browsing behavior.

How:

This information is captured through your HubSpot tracking code

Where to Start:

Navigate to your HubSpot trafﬁc analytics tool.

Questions to consider when analyzing your trafﬁc:

•

What does your trafﬁc trend look lik

• Have ther

e been any recent drops or rises?

• Ar

e there any cyclical tr

ends?

• Wher

e is the majority of your trafﬁc coming from?

• Which channels pr

ovide the most engaged visitors?

• Wha

t is your converting source? Worst?

Key Metrics to Know:

• Sessions: All the interactions a visitor has across your site — including page views, form

submissions, CTA clicks, and more — until they have been inactive for 30 minutes or more.

• Bounce rate: the percentage of visitors who land on a particular page on your website

and then leave.

• Entrances: The number of sessions on your site that were initiated on a particular page.

• Exits: The number of sessions that ended on a particular page.

Notes:

Questions to consider when analyzing your trafﬁc:

• Wha

t does your trafﬁc trend look like?

• Have there been any recent drops or rises?

• Are there any cyclical trends?

• Where is the majority of your trafﬁc coming from?

• Which channels provide the most engaged visitors?

• What is your converting source? Worst?

Filter your pages by bounce rate:

• Which three pages have the highest bounce rate?

• How are visitors accessing these pages? Can you ﬁnd any trends in why visitors

might be immediately leaving your site and these pages?

• What is the content on the page? Is there anything currently on the page

encouraging users to leave?

• What are some areas where you could start optimizing to try to improve

bounce rate? For example, does the title align and properly set expectations

for the content seen on the page?

• Could a user easily access the rest of your website once they landed on this page?

Filtering pages by their entrances:

• What is the purpose of each of these pages?

• Are any of these pages related to content offers? If so, which campaigns are

those content offers associated with?

03 - Reviewing Your Website Trafﬁc Continued

Getting to Know Your Marketing Metrics

Notes:

Filtering pages by their entrances:

• What is the average time spent on each page?

• What is the total page views to entrances ratio for your top pages?

• Are there any CTAs on these pages? If so, what is the CTA click-through rate?

If not, why not?

Monitor your page’s exit rate:

• What is the purpose of each of these pages?

• Are any of these pages related to content offers? If so, which campaigns are

those content offers associated with?

03 - Reviewing Your Website Trafﬁc Continued

Getting to Know Your Marketing Metrics

Pro tip:

Pages with a high entrance rate can set the tone for your website and act as your ﬁrst opportunity to

build trust and empower your visitors. If you're noticing people are coming to these pages and

anapest staying, think about how you can start to optimize different elements on the page to better

align with the needs of your visitors.

Pro tip:

Exits aren’t always indicative of a poorly performing page. If you think in terms of conversion paths

where a visitor submits a form on a landing page and is taken to their content offer on a thank

you page, a high exit rate on those thank you pages would be expected. After all, your visitors are

likely off to enjoy their exciting new content offer.

Notes:

Monitor your page’s exit rate:

• What is the purpose of each of these pages?

• Are any of these pages related to content offers? If so, which campaigns are

those content offers associated with?

Getting to Know Your Marketing Metrics

New to UTM parameters? Tools like HubSpot's tracking URL builder can be a great

way to generate links containing UTM parameters. This information is then bucketed

into your Sources report in HubSpot.

Questions to ask when reviewing your source data on HubSpot:

• Which sources are generating the most sessions?

• Which sources are generating the newest contacts or new customers?

• Which source did you use in your most recent marketing campaign? Did the

results hit your goal?

Notes:

04 - Reviewing Your Source Data

Purpose:

Identify where visitors are coming from before visiting your site.

How:

This information is captured through your HubSpot tracking code

and UTM parameters found within a visitor's URL when they ﬁrst land on your site.

Key Concepts to Know:

UTM Parameters: UTM tags you can add to the end of the URLs of your marketing or

promotional efforts. When your URL, appended with UTM parameters, is visited, it allows

analytics software to track information, such as how visitors are coming to your site and if

they're interacting with any content associated with a campaign.

The Five UTM Tags Are:

• Source: Used to show which site the visitors are coming from.

• Medium:

Used to show which marketing channels ar

bringing the visitor to your site.

• Campaign: Used to identify which campaign the promotion is

associated with.

•

Term: Used to manually identify paid keywords you'r

targeting with your campaign.

•

Content: Used to identify the e

xact element on your ad or

promotion that was clicked. This is often used for

optimization purposes.

Notes:

04 - Reviewing Your Source Data Continued

Getting to Know Your Marketing Metrics

Questions to ask when reviewing your source data on HubSpot:

• Are there any sources that are performing above or below your expectations?

Why do you think that is?

05 - Reviewing Your HubSpot Engagement Data

Purpose:

Identify how visitors are engaging with your website or content assets

Analyzing your HubSpot ads tool:

• How many ads ar

e you curr

ently running?

•

Are these paid search or paid social ads?

• Which ads have led to the highest click

s to contacts conversion ra

tes?

• Have paid social or paid se

arch ads led to grea

ter ROI?

Engagement metrics in the HubSpot Ads tool:

• Impressions: the number of times an ad is viewed once by a visitor or displayed once on a

web page.

• Clicks: the number of times an ad is clicked by a visitor.

• Spend: the amount of money spent on a particular ad.

• Clickthrough Rate (CTR): the ratio of users who click on a speciﬁc ad to the number of

total users who viewed it.

Notes:

05 - Reviewing Your HubSpot Engagement Data Continued

Getting to Know Your Marketing Metrics

Analyzing your HubSpot ads tool:

•

What type of content offers were linked to the best performing ad? What stage of

the

buyer's journey do those align with?

06 - Reviewing Your Email Data

Purpose:

Boost conversions and revenue by reviewing subscribers and customers engaging with your email.

Questions to ask when using the HubSpot email tool:

• How many emails wer

e deliver

ed and opened this month?

•

Are there any “problem” emails, or ones that are performing poorly,

based on the

goals you’ve set?

•

Which email campaigns are most popular with your audience?

• Ar

e open ra

tes going up or down?

Metrics within the HubSpot email tool:

• Open rate, which is the percentage of people who opened your email out of the people

who were delivered your email.

• Click rate, which is the percentage of people who clicked a link in your email out of the

people who were delivered your email.

• Deliverability results, which is the number of successful deliveries, bounces, unsubscribes,

and spam reports. Clicking any of these metrics leads to a detailed breakdown of r

ecipient

data in the recipients tab.

Notes:

06 - Reviewing Your Email Data Continued

Getting to Know Your Marketing Metrics

Questions to ask when using the HubSpot email tool:

•

What are your best performing emails in terms of clickthrough ra

tes?

• Do your best performing emails have anything in common?

07 - Reviewing Your CTA Data

Purpose:

Determine which CTAs are spurring visitors to take a step

Questions to ask when using the HubSpot CTA tool:

•

Where is each of your CTAs loca

ted?

• Does the most click

ed CTA feature a picture?

• Wha

t color is it? What is the te

xt being used?

• Wher

e on the page is the most clicked CTA

placed?

Metrics within the HubSpot CTA tool:

• Views: the number of times your CTA has been seen by visitors.

• Click rate: the percentage of views that led to clicks on your CTA.

• Clicks: the number of clicks on the CTA.

• Locations: the blog posts, emails, landing pages, or website pages the CTA is used on

Notes:

07 - Reviewing Your CTA Data Continued

Getting to Know Your Marketing Metrics

Questions to ask when using the HubSpot email tool:

• Is the most click

ed CTA used in multiple locations?

• What are the top three things you think could be improved with the least clicked CTA?

08 - Reviewing Your Forms Data

Purpose:

Identify which forms are collecting data from your visitors most effectively.

Questions to ask when using the forms tool:

• Which forms ar

e converting at the highest rate? How many pages do they appear on?

• What types of information are your best converting forms asking for? What stage of

the buyer’s journey are they targeting visitors?

• Where do the forms that are converting the least appear?

Metrics within the HubSpot forms tool:

• Views: the total number of views of all the pages your form appears on.

• Conversion rate: the total number of all-time submissions divided by the total number

of all-time views for the form.

• Submissions: the total number of times the form has been submitted across all

your pages.

• Total form submissions over views: the total number of form submissions compared to

form views.

Notes:

08 - Reviewing Your Forms Data Continued

Getting to Know Your Marketing Metrics

Questions to ask when using the forms tool:

• How do they compar

e to your forms that are conver

ting best?

09 - Wrap Up

This is by no means an exhaustive list of questions, but it's a good primer for the types

of insights you'll ﬁnd within your forms tools and Marketing Hub as a whole.

Whether in a meeting or over an email chain, take time to review these important

metrics with your team.

Start High Level:

While every business will likely review something different depending on their

business model, here are some ideas for you:

• Leads waterfall

• Sales waterfall

• Volume of Marketing Qualiﬁed Leads (MQLs)

• Paid vs. organic leads breakdown

• Website Trafﬁc

The point of reviewing these metrics is that they’re what you’re measured on as an

overall marketing team. And if you don't all know how you’re faring as the month

progresses, individual contributors can't do anything to step up and help your team' s

numbers improve.

Review your goals:

You know those marketing metrics you decided to measure and review in the ﬁrst

section? The ones that noted your team's progress throughout the month? Now's the

time to see whether you hit your goals or not! If you hit your goals, do two things:

celebrate, and explain exactly why you hit those goals. That second one is critical.

Someone should explain what marketing activities strongly contributed to you hitting,

say, your leads goal. That way you can repeat those activities this month!

Get Nitty Gritty:

Review of the projects each employee (or if you’re a larger marketing department,

each team) worked on last month, plus the results they've seen.

Notes:

Getting to Know Your Marketing Metrics

09 - Wrap Up Continued

Get Nitty Gritty:

The beneﬁts of this type of review are:

• Keeps everyone accountable knowing that each month they need to stand up

in front of their colleagues and explain just what they do all day.

• Everyone gets to learn from what everyone else worked on and become

generally better marketers.

• Helps everyone identify how individual teams are faring, and what projects

they’re doing to improve their own metrics

For example, if you have a social media team, this is their opportunity to report on

the success of every single social network they manage. How is their reach faring?

How much trafﬁc are those networks sending to your site? How many leads are

being generated? Why are some networks more successful than others? Because

your weekly meetings focus on more high-level, team-based metrics, a monthly

meeting is a good opportunity to do a deep dive into the channels and metrics that

enable the entire team to meet its goals.

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