Last month, I took a deep dive into the ways CEOs can track their marketing progress using HubSpot. I want to level with you though. As great as the notifications, reports, and alert are, my favorite way to see what's going on is to visit the dashboard.
Not just the default point of entry to your HubSpot portal, the dashboard is the headquarters for all the recent activity on your website. A quick glance can really tell you a lot a lot about what is going on with your marketing. If something jumps out at you (why did traffic jump on that date? why did that email do so poorly?) you'll soon find yourself on a search for more detailed reporting in HubSpot, but it's always good to start at the top.
The HubSpot Dashboard Top-to-Bottom
This is the bit at the top with your total contacts, leads, marketing qualified leads and customers. Unless you're one of those people who can remember what the nubmers looked like last time you looked, a quick glance will probably suffice!
Something that is interesting here is the persona activity and ratio. If you have more than one persona and you want to target one over the other, look to see what percentage of activity is precipitated by each. That will tell you if your content from the beginning of your HubSpot inbound journey until today is reaching your ideal potential clients.
The marketing performance section shows your activity and results by date range. Select your range from the drop-down box. You can easily compare one date range (such as the past 30 days) to the previous, or compare year-over-year numbers, which can be particularly gratifying if your inbound is on the right track!
Most of what you see is completely intuitive. Watch the progress over the period compared to the previous. But, see that grey triangle below the "Ahead 170.35%" line? That is your conversion rate. So, of the 4,258 visitors this site has received in the last 30 days, 1.93% of them became contacts.
Moving down from there, you can see that 1.93% as 82 contacts. Of those, zero became customers. What a great visual of how your funnel is working.
Fairly straightforward, this section gives you a look at how your landing pages are performing so far this month. The summary at the top combines the results for all your landing pages with the breakdown of your five most-viewed below. Here's how to interpret your summary:
- Views: How many people viewed all your landing pages.
- Submissions: How many people submitted their contact information on all your landing pages.
- Conversion Rate: The percentage of viewers who became contacts.
- New Contacts: The number of people who submitted a form on a landing page for the first time. A subset of Submissions, this does not include reconversions.
If you see that some of your landing pages are outperforming others, talk to your marketing team about how to make the most of it. Are your lead nurturing campaigns working well to build on that interest? Conversely, if some pages have a very low conversion rate, might a tweak to the messaging or image bring that up? It's worth discussing!
Next we come to your five most recent blog posts (side note - I do wish they would show the entire month's worth here). Take a quick look at which titles are getting the most views, comments and inbound links. Links are so important because when reputable sites link back to you, it gives Google a signal that this is good content, and your search engine ranking will improve. To get more information on which sites are linking to you, go to the pages report and look at blog posts. Then click through to view all the details.
This is great section to watch because it can give you ideas on follow-up blog post topics. If one title is doing really well, is there something else you could say about it - a part two, if you will? Or maybe, if it's an opinion piece you could feature the exact opposite opinion. If it's about a certain tactic, could you write about how to measure the success of that tactic, or perhaps tools available to implement it?
Finally, if you're sending emails to lists outside of your lead nurturing campaigns, you'll see a quick snapshot of their performance here. Unlike some other email providers, the HubSpot dashboard shows you click rate as the percentage of SENT emails that result in clicks, not as a percentage of opened emails.
If you just sent out an email about a sale or special event, you'll probably be looking at this section a lot!
There are so many ways to use HubSpot to track your marketing success, but often the best place to start is the dashboard. When you see anomalies, then you'll know where to look more closely - or what to ask your marketing team about!