We all want to be at the top of our game in our marketing efforts. You plan, create and execute your marketing campaigns over and over. But only through your post-campaign analysis will you know if it's truly a success or not. In this blog post, you’ll learn the ins and outs of how important analysing a campaign is and how to do it in HubSpot.
Let’s start with the what and the why of marketing.
What is a marketing campaign?
Marketing campaigns are the perfect way to reach your customers, clients, and leads through targeted efforts that secure those essential connections between business and customers or prospects. A campaign is usually composed of but not limited to content and SEO, print and digital advertising, organic, PPC (pay-per-click), email, and social media.
A crucial piece to your B2B strategy is to break through the noise by promoting yourself in the right way at the right time. A successful campaign will see the right ads pop up on a prospects computer screen at the correct stage in the buyer journey. For example, you don’t want to be asking them to give you a call about a product your company is selling right off the bat if they’ve only just heard about you!
A campaign is also a function in HubSpot.
As we have covered, a marketing campaign can have many parts and this is where the campaigns function in HubSpot can be your best friend. Rather than reporting on every stage of the campaign separately and stitching them all together in a presentation to your management team, HubSpot can do the heavy lifting, as long as you get your set-up right.
Ensure all elements of a campaign are associated with a unique campaign name and set this in HubSpot before you deploy each asset. This means that you will then be able to report on the efficacy of the total campaign at the end.
How do you analyse your campaign in HubSpot?
Let’s begin.
- In your HubSpot account, navigate to the dropdown in the top bar and select Reports>Analytics Tools
- On the following screen, you'll see multiple reporting options to choose from. You'll want to select the Campaign Analytics box
- Use the Date range and Frequency dropdown menus to filter the data to a specific time range
- This will filter the data in any tab you're in
- If you select a rolling date range, the data set will exclude the current day
*Please note: When the date range selected is equal to a week, or when the frequency is set to Weekly, the first day will be Sunday as a week in the report starts on Sunday by default.
The Graph
In the upper right of the chart, you can alternate the Style in the dropdown menu where you can choose between bar, column, and a line graph to view your data.
The Date and Frequency values can be changed with the separate drop-downs at the top of the screen. You have the choice to zoom in on your graph and compare the following metrics from your campaign data:
- Sessions
- New contacts first touch
- New contacts last touch
- Influenced contacts
- Closed deals
- Influenced review
We'll discuss the definition of each of these metrics in just a minute.
The Table
Scrolling down the web page, you'll see the second half of the campaign analytics tool displayed in a table. This breaks down the data further. Next to each campaign name you'll see several columns connected with that campaign e.g. New Contacts (First Touch), Influenced Contacts, Closed Deals, Influenced Revenue, and Sessions (the metric descriptions will be explained further down the page).
If you want to customise the metrics that appear in the table and add or hide columns that are of interest/relevance to you and what you are looking to analyse:
- Click Edit columns in the upper right corner
- In the dialogue box, select the checkbox for each metric you want to display in the table
- Click the X next to an attribute in the Selected columns segment to exclude it from the table
- Click Save to apply these changes
- To sort the campaign by that metric, click on the column header
- In the table below, click the checkbox next to your campaign to make it appear in the chart. You can also select multiple pages to compare against one another
- Click a campaign to view its details in a new tab
Tip: Do you have a lot of campaigns set up? Use the search tab to look for the campaign you need to see!
Please note: HubSpot only attributes data from assets or content to a campaign after the asset or content is associated with the campaign. Any metrics (e.g. new contacts) before the association will not be included in the campaign analytics.
Metrics
Influenced Revenue
- The total revenue of closed-won deals that are associated with influenced contacts but only influenced deals will contribute to this total
*This metric is only available for Marketing Hub Professionals only*
Influenced Deals
- The number of closed deals that have been won and connected with influenced contacts
Influenced Contacts
Measures the number of contacts (new and existing) that have engaged with elements of a campaign including but not limited to:
- They visit content associated with the campaign
- Their first-page view has a referral keyword associated with the campaign
New Contacts (Last Touch)
- The number of newly created contacts, associated with the campaign that led to their conversion
New Contacts (First Touch)
- The number of newly created contacts, associated with the campaign that brought them to your website for the first time
Sessions
- Measures traffic to website assets related to the campaign
There are many What, Why and How’s of a marketing campaign and the benefits speak for themselves but in summary, your company can use HubSpot data analytics as leverage for the next campaign, you’ll learn about the ideal customer profile and revise and implement change into your future campaigns to meet your goals.
Okay, now what?
Don’t forget to take a look at our other blog posts where you can expand your marketing knowledge even further and subscribe to our emails below to ensure you don’t miss out on the latest news and trends!
