HubSpot helps you answer questions about how well your web content performs using Content Tool Dashboards and Custom Reports. These customizable dashboards and reports will ultimately help you understand your best sources for leads. There are different dashboards for Site Pages, Landing Pages, Blog or Content/Email. Custom Reports, found by clicking the "Reports" tab, help organize your contact information. The following details explain how to use these Hubspot tools.
Landing Page Performance
You can study an overview of your landing page performance by clicking "Content" then "Landing Pages." This overview provides stats on views, submissions, new contacts and customers. The data can easily be shared with other team members. It will help you determine your most effective landing pages and how they compare with other marketing channels. While all Hubspot customers have access to dashboards for Blog and Email, the Site Page dashboard can only be used by COS customers who host a full site.
Email Performance
The Email Dashboard is designed to help you determine how well your content generates email response. It will tell you how many of your visits came from email traffic. From this data you can also determine the quality of leads that the content attracted through the sales funnel. It will give you an idea on whether or not your best leads come from followers who have engaged the most through email communication. This analysis can help evaluate and fine tune your subject line strategies. Another powerful feature is "Email Comparison," which allows you to compare the performance results of any two emails side by side with graphs and stats.
Blog Response
When you navigate from "Content" to "Blog" you will see the dashboard that displays stats about your blog. It will give you month-over-month stats and provide access to your content. Go to "Published" in the left menu to see your live posts or search for blogs. This section will display total views and your CTA click percentage.
Questions for Custom Reports
Custom Reports are available through Hubspot's Enterprise Subscription. They include Contacts Reports, Companies Reports and Attribution Reports. Here are some of the most important questions that these reports will answer:
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How did specific target followers use the content?
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Did the content meet sales and revenue goals?
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How many leads has the blog attracted?
Impact of Content on Income
While the Landing Pages Dashboard can only tell you so much about user intent, Custom Reports allows you to calculate the value of recent deals so that you can compare month to month performance viewing a graph. Underneath the graph is a table that gives a sum and an average for the deals. Ultimately, the "Sum" reveals how an offer affected the business. This data can be found by going to "Reports Home" then clicking "Create a New Report" then "Companies Report." You can then analyze the contacts who downloaded a specific offer and how many led to conversions.
Measuring Leads from Blog Posts
By using the Attribution Report from your Custom Reports, you can get a better picture of blog performance than what your Blog Dashboard indicates. From the Reports Home click "Create a New Report" then "Attribution Report." You will then see a page that displays a colorful chart followed by a section that lists your blog URLs. It will give you data on the number of leads that viewed each page immediately before a conversion.
Dashboards vs Reports
Dashboards will provide you with basic data that you can quickly use for market analysis. Reports are designed for exploring deeper data that give you a bigger picture of your content's effectiveness.
For more tips on how to utilize the many features of HubSpot, check out our blog or contact us for more information!
