Unlock the full potential of your HubSpot campaign analytics with our in-depth guide. Learn how to track the customer journey, overcome CRM limitations, and enhance your marketing strategy with Attribution IQ for improved ROI and smarter decision-making.
Are you struggling to get the hang of HubSpot Campaign analytics?
We get it. With so many updates, tutorials, and tips out there, it's easy to feel lost.
Don't worry, though. If you're looking to enhance your campaign analytics and track your marketing campaign ROI, you're in the right place.
Let’s dive in and make the most of your marketing budget together.
In this post, we’ll cover:
HubSpot is a well-known platform designed to boost sales and business growth. It offers solutions for CRM, marketing, sales, and customer service.
Hubspot includes five key areas:
Marketing Hub: Helps you run and track marketing campaigns, making it easier to attract and engage customers.
Sales Hub: Provides tools to help sales teams work more efficiently and close deals faster.
Service Hub: Focuses on customer service, ensuring you can keep customers happy and loyal.
CMS Hub: A content management system that lets you easily manage your website's content.
Operations Hub: Helps streamline business operations by integrating and automating various processes.
In the middle of these ‘hubs’ is the HubSpot Campaign Analytics tool.
With Campaign Analytics, you can identify what parts of your marketing are effective and what might need changes, helping you adjust to improve your results. While it's a fantastic lead-tracking tool, it quickly gets expensive for its more advanced features.
But that doesn't mean that attribution is out of reach. With HubSpot Campaign Analytics, you can see how each component of your campaign contributes to your overall goals, helping you to understand what's working and what might need adjustment.
If there's one thing HubSpot does well is help track and understand customer interactions with your brand. To do this, they have a variety of features that can assist:
Lead Evaluation: This feature in HubSpot helps you rate customers based on how they interact with your business, helping you focus on those most likely to buy from you.
Email Campaign Tracking: HubSpot's email tool helps you keep an eye on who opens your emails, clicks on links, and makes purchases.
Performance Insights: With HubSpot, you get detailed reports on your marketing activity, like how many people visit your website, how many make a purchase, and how they behave on your site.
Marketing Automation: This feature allows you to automate certain messages based on how customers behave, ensuring they receive the right message at the right time.
Improving Conversion Rates: By analyzing how customers move through your sales process, you can spot and fix any issues, making it easier for them to buy and increasing your sales.
While CRM analytics, like those offered by HubSpot, provide valuable insights into customer interactions. There are certain limitations that are important to recognize:
Understanding the customer's journey is complex because it involves many steps. Identifying which specific action — whether it's a specific channel, campaign, or keyword—that led to a conversion is often difficult.
It's a bit like trying to trace back a conversation to figure out exactly what made someone decide.
Although digital analytics can track a lot of online activity, they might not capture everything, especially offline interactions or when a customer uses multiple devices. As a result, you might only be seeing part of the customer's journey, which might not give us the complete picture we need.
Understanding which keywords or campaigns are driving sales changes the game entirely. However, customer journey analytics might not always provide the deep dive into these specifics that we require. It's similar to knowing your team is scoring but not knowing which players are making the goals.
We all know that running targeted ad campaigns and using specific keywords to draw people to your website is an important step. We love the planning and creating of these campaigns, deciding where to spend your budget on keywords can be quite nerve-wracking.
It can feel like a gamble if you're not sure how well each keyword will perform in bringing in sales. Many times, marketers struggle with not knowing the true return on investment (ROI), not tracking the return on ad spend (ROAS) properly, and making guesses on which keywords might work best.
A simple way to solve this issue is to use lead attribution software like Attribution IQ. This software links your ad campaigns and keywords with the way customers interact with your website, giving you a clearer idea of what the money-makers are. Attribution IQ integrates with your Hubspot analytics to upgrade your current flow and add more value to the data by showing you exactly what keyword drove the most leads and how much it cost you.
With this integration, you see the entire picture of your customer's online behavior, every click, every submission, and every email. This is how you’ll make even smarter decisions that can lead to better results and more sales.
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