One of the most important things a marketer can do is track the metrics of their marketing activities and report on them. These reports help to show value, reasoning, and results to team members, managers, and board members. While those outside of the marketing department may not always understand what you do, you can at least show them the results of your efforts and how that relates to sales and the bottom line of the company.
If you are new to using HubSpot, a best-in-class Inbound Marketing software, you should be aware of the myriad of reports you can put to use in your dashboard. And each report can be easily adjusted to reflect the exact time frame that you desire–daily, monthly, yearly, quarterly, rolling date ranges, custom date ranges, etc. Once you have your report dashboard the way you want it, then it's easy to show or send others the metrics that you want them to see.
Recommended Reports for Your Marketing Metrics
To cover the basics of your Inbound Marketing activities, we recommend adding the following metrics to your HubSpot dashboard:
- Website Traffic Sessions
- Website Traffic Metrics
- Website Page Visits
- Blog Performance
- Email Performance
- Social Media Clicks by Network
- Social Media Interactions by Network
You have to be blogging, emailing, and posting on social media for all of these reports to make sense for your company of course. We'll talk about each of these in a little more depth, then go over a few reports that you may want to add in other circumstances.
Website Traffic Sessions by Source
This report is probably the one you will pay attention to the most, if your goals include driving traffic to your website to subsequently increase lead quantities and conversions. It's nice because it shows all the sources of your web traffic:
- Organic Search (coming to you from people searching on search engines)
- Direct Traffic (people who typed in your URL, or have it bookmarked)
- Social Media (people who clicked on your links in your social posts)
- Email Marketing (people who clicked on your links in your emails)
- Referrals (people who clicked on a link to your website that is listed on another website)
You can also toggle any of those options on and off.
Website Traffic Metrics
This report is useful to see increases or decreases in traffic over a certain time period, as a percentage. And if you are interested in how many visitors are using mobile, it also gives that data here.
Website Page Visits and Blog Performance
These reports are exactly what they sound like: they show you the number of visits to certain pages on your website, as well as session length, and bounce rate. You can also add a report just for your HubSpot-created landing pages in order to track their performance.
Watch the performance of your most recent emails and quickly measure if your number of sent emails, open rates, and click rates are increasing with each email.
The social media reports show what you would expect: clicks and interactions, by each of your channels. To dive down into the metrics behind specific posts that you scheduled through HubSpot, you'll need to view this from the Marketing Tab, Social dropdown. There you will find more detailed data on your social media activity including: Audience, Published Posts, Shares, Impressions, and Top Posts.
In the HubSpot Report Library you can search by report type if you are looking to depict your data in a certain way. You can filter the reports by:
- Team or rep
- Trends over time
The HubSpot Report Library contains reports in categories such as Ads, Contacts, Sales Deals, Revenue, Social Media, Website Traffic, and many more. You can search through these and add new reports to your main dashboard any time. If you are working on a campaign for instance, you might add different data to track it. Or, if your sales team wants to track their prospects, deals, and revenue generated from deals, that report is available too. This would be especially fun if your sales reps were competing and were watching their numbers closely. Some of the other report types include:
- Website Visits by Country
- Website Visits by Device Type (Desktop or Mobile)
- Sales Rep Meetings, Tasks and Activities
- Sales Pipeline
- Tickets (support tickets)
How to Build Your HubSpot Dashboard
To build your custom dashboard in HubSpot go to the Reports tab, Dashboards, and then click the button in the upper right to Add Report. This will take you to the Report Library where you can choose which types of reports you would like to view, and if you want to add one to your dashboard you click Save Report, and choose the dashboard to which you want it assigned. HubSpot allows you to have multiple dashboards so you could have one for Marketing, one for Sales, one for Support, etc.
Interested in what HubSpot reporting can do for your marketing metrics?
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