Beginners' HubSpot Analytics - Which Marketing Activity Drives Sales?
Published onJun 5, 2017byJon Payne
Understanding which channels are responsible for sales leads, particularly for B2B or Professional Services businesses is much easier in HubSpot than it is in Google Analytics. Here's how to find the relevant data.
Log in to HubSpot
Navigate to Reports > Analytics Tools
Click on 'Traffic Analytics'
Tick "Include offline sources" above the graph
Sort the table below the graph by the New Contacts column.
The table should look something like this:
You can drill down into each source to investigate which HubSpot marketing activity drives sales and new contacts for your business. At Noisy Little Monkey, if we click on "social media" in this report, we see that Twitter drives the most new contacts for us and so we spend a lot of time engaging with our followers on that platform.
What's different to Google Analytics in this HubSpot report?
If this were a Google Analytics report, you'd think the "New Contacts" column showed the number of times a goal had been completed - and, in Google Analytics a single web visitor can legitimately trigger multiple goals (maybe they sign up for a newsletter, then download a whitepaper - that's two goals).
BUT this is HubSpot, so the number of New Contacts shown is the number of new unique contacts that are added to your HubSpot CRM. So, while one new contact might download multiple whitepapers and content offers, they'll only show up as one contact in this report. Much cleaner, much better.
Of course Google Analytics doesn't measure Offline Sources - it's ONLY a web analytics tool. HubSpot (because it ties directly to your CRM) shows how many contacts have been added from other sources that Google can't track - such as event attendees from an eventbrite integration, people who call on the phone, or maybe drop by the showroom (that you have added manually, obviously).
Normally only ecommerce businesses can attribute new customer numbers and revenue directly to a marketing channel, but HubSpot helps you measure the conversion from visit through to sales lead and finally to new customer. This gives you great insight on where to focus your marketing efforts.
But - don't turn off Google Analytics
Yes, HubSpot gives you some amazing data but Google Analytics remains incredibly useful. Don't delete it from your site - if nothing else you can use it to compare like for like data from the time since you installed it, and going forward. This way, you've got a secondary source of visitor data, and you won't neccessarily be tied in to your new favourite CRM vendor.