Analyzing ROI and performance

Back in the day, marketing ROI was extremely hard to measure. How did we ever know that because of a billboard posted on a freeway, X amount of leads were generated that converted to Y amount of revenue? It was virtually impossible. However, today, with digital marketing, where every click, visit, and page view can be measured, it has become of paramount importance to justify your marketing spend.

HubSpot's Analytics tool provides you with built-in reports that are already automatically generated for you within the portal. At your disposal, you have many ready-made reports. Let's take a look at a few of them, as follows:

• Website Analytics: This report focuses on your website pages (if they are hosted on HubSpot, landing pages, and blog pages). In the following screenshot, you can see an example of a Website Analytics report:

Figure 1.36 – Website Analytics

• Traffic Analytics: This report breaks down the various sources of your traffic and gives you a traffic overview of your website pages (even if your website is not hosted on HubSpot) and topic clusters if you are using the SEO tool. In the following screenshot, you can see an example of a Traffic Analytics report:

Figure 1.37 – Traffic Analytics

• Contact Analytics: This report shows you how many contacts and which contacts came from various sources. In the following screenshot, you can see an example of a Contact Analytics report:

Figure 1.38 – Contact Analytics

• Campaign Analytics: This report shows you a summary of which contacts came from individual campaigns. In the following screenshot, you can see an example of a Campaign Analytics report:

Figure 1.39 – Campaign Analytics

• Sales Team Productivity: This report gives exactly what it says—it shows you which team members are closing the most deals, having the most meetings, making the most calls, sending the most emails, and so on. In the following screenshot, you can see an example of a Sales Team Productivity report:

Figure 1.40 – Sales Team Productivity

• Sales Content Analytics: This shows you which sales assets are performing the best in terms of templates, documents, and sequences. In the following screenshot, you can see an example of a Sales Content Analytics report:

Figure 1.41 – Sales Content Analytics

At the same time, if you don't find a report that you are looking for, you can build your own custom reports using any of the objects available to you, such as contacts, companies, deals, tickets, and even activities. Additionally, you can create funnel reports as well as attribution reports (if you have the enterprise version).

And last but not least, you can use dashboards to organize your reports more visually so that you can view at a glance the performance of your marketing or sales activities, as well as use this format for meeting updates. One of the most valuable features of this dashboard is the ability to send automatic updates to your management team by email so that it takes one more task off your plate.

I know that was a lot to digest, so in Chapter 11, Proving That Your Efforts Worked Using These, we have covered everything you will need to know about building reports in HubSpot.