How To Define, Report On & Analyse The KPIs For Your Business In HubSpot
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The document outlines a workshop on KPIs and reporting in HubSpot led by an implementation specialist, focusing on key performance indicators that measure business progress. It emphasizes the importance of selecting relevant KPIs aligned with business goals, structuring reports effectively, and utilizing various reporting tools and visualizations available in HubSpot. Additionally, it addresses participant questions and provides examples of specific reporting tasks within the HubSpot platform.
How To Define, Report On & Analyse The KPIs For Your Business In HubSpot
- 2. About the speaker Implementation Specialist L2 @ HubSpot Implementation Specialists DACH: 6 by EOY Customer Success DACH: around 30 Favorite Tool: Reporting & Analytics Previous experience: https://www.outfittery.com/, Building new marketing channels LinkedIn: https://www.linkedin.com/in/marc-ollmann/
- 3. Today’s topic: KPIs & Reporting “How To Define, Report On & Analyse The KPIs For Your Business In HubSpot”
- 6. KPIs: Key Performance Indicators “Set of quantifiable measures to determine a company's progress in achieving its strategic and operational goals.”
- 7. KPIs Quote #1: “It depends, it's important to find the right KPIs for your business”
- 8. KPIs Quote #2: “What gets measured gets improved”
- 9. #lunchandlearnberspot KPI Examples - “Everything is measurable” CR CR CR CR CR CR CR CR CR CR CR CR CR CR CR CR CR
- 10. #lunchandlearnberspot ★ Average Basket Size ★ Length of Sales Cycle ★ CAC ★ Upsell/Cross Sell Potential pro Lead ★ Churn ★ CLV ★ NPS ★ View Count ★ Play Rate ★ Engagement ★ Social Sharing ★ Click-Through Rate ★ Conversion Rate ★ Feedback KPI Examples - “Everything is measurable”
- 11. #lunchandlearnberspot ● Choose KPIs That Are Directly Related to Your Business Goals ● Focus on a Few Key Metrics, Rather Than a Slew of Data Points ● Consider Your Company's Stage of Growth Choosing the right KPIs ● Identify Both Lagging and Leading Performance Indicators ● Understand That KPIs Are Different for Every Industry and Business Model
- 12. Reporting: Define and constantly develop an overview of
- 14. Let’s take a step back & zoom out
- 15. What do we want to achieve?
- 16. #lunchandlearnberspot ● Define a timeframe ● Define specific goal(s) ● What KPIs are direct indicators for these goals? ● What KPIs are supporting indicators for these goals? ● Setting up a reporting structure ○ Is there a default report from HubSpot? ○ If not, can I take a default HubSpot report as a basis and customize? ○ Can I create a custom report? ○ What other interesting reports could be found in the HubSpot library? Process
- 17. #lunchandlearnberspot ● Timeframe: Q4 ● Goal: Increase number of new contacts by 10% ● Direct KPIs: ● Supporting KPIs: Example Process Website traffic by channel, conversion rate Average number of clicks per social media post, number of conversion points on website, SEO rank
- 18. #lunchandlearnberspot ● Reporting structure ○ Look at the HubSpot default reports e.g. Traffic Analytics (Reports > Analytics Tools > Traffic Analytics) and evaluate how to... ■ ...increase number of sessions ■ ...increase CR of weakest channels Example Process
- 19. #lunchandlearnberspot ● Reporting structure (continued) ○ Customize HubSpot default reports e.g. Dashboard (Reports > Dashboards) ■ Marketing Performance (Potentially add goals to report) Example Process
- 20. #lunchandlearnberspot ● Reporting structure (continued) ○ Customize HubSpot default reports e.g. Dashboard (Reports > Dashboards) ■ Contacts created by day Example Process
- 21. #lunchandlearnberspot ● Reporting structure (continued) ○ Customize HubSpot default reports e.g. Dashboard (Reports > Dashboards) ■ Top landing pages by new contacts Example Process
- 22. #lunchandlearnberspot ● Reporting structure (continued) ○ Custom report e.g. Attribution ○ Further interesting reports in report library Example Process
- 24. - Clear goals - It depends - Less is more - Stage of Growth - Compare & Track
- 25. Q&A
- 26. #lunchandlearnberspot ● How do I get an overall view of website form fills / conversion when we use multiple forms on our sites? Question ● Traffic Analytics (Reports > Analytics > Traffic Analytics) ● Dashboard Reporting Library (Reports > Dashboard > Add new report) ○ Top Landing Pages by Submissions ○ Landing Page Performance ● Form Submission insights (Marketing > Lead Capture > Forms > Click on “Submission” number)
- 27. #lunchandlearnberspot ● Is there any way getting a view of google analytics goals / conversions within HubSpot? Question ● Not directly GA goals in HubSpot at the moment ● GA integration to see GA data in HubSpot (e.g. SEO Tool) ● GA integration to see HubSpot CMS data in GA
- 28. #lunchandlearnberspot ● I would like to know what AI plans there are that might help within the analytics tools Question ● Content Strategy ● Predictive Lead Scoring ● HubSpot Insights ● Duplicate Functionality ● Smart Content
- 29. #lunchandlearnberspot ● Have you seen any partners or clients that have used any interesting integrations for HS reports. Question ● Ads integration ● Vidyard integration ● Eventbrite ● Shopify & Ecom Bridge ● Any integration that passes data to HubSpot
- 30. #lunchandlearnberspot Question ● Blog performance broken down by source (YoY comparison if poss) ● Reports > Analytics Tools > Traffic Analytics -> Pages -> Blog Posts
- 32. Types of Reports in HubSpot
- 33. #lunchandlearnberspot Types of Reports • Portal Analytics: Specific to the customers domain and overall marketing strategy. Included in this group are traffic analytics, website analytics, campaign analytics
- 34. #lunchandlearnberspot Types of Reports • App Analytics: App analytics are specific to apps like email. Using individual app analytics is the best way to analyze results from the usage of those particular apps.
- 35. #lunchandlearnberspot Types of Reports • Dashboard Analytics: Data sets are specific to contacts, companies, deals, activities “users,” tickets, and products. Dashboard reports are the best way to measure those objects.
- 37. #lunchandlearnberspot 4. Visualize your data Process 1. Define Data Sets you will report on 3. Filter data set using properties 2. Choose the properties you want to measure
- 39. #lunchandlearnberspot • Default properties where important information about your contact, company, deal, ticket, or product are stored • Properties can also be custom built by your customers to match their business needs • Leverage the correct data properties will help you be successful in the long run 2. Choose Properties to Measure
- 40. #lunchandlearnberspot • Filters are used define a more specific segment of contacts, companies, deals, activities, tickets, or products • Filters are based on properties and can be used similar to building a list • Common examples: • Filter by a date property: Create date this year • Filter by Industry: Industry equals Manufacturing • Filter by Deal Pipeline 3. Filter your Data Set
- 41. #lunchandlearnberspot • Choosing the correct visualization is the most important part of building your report • Business leaders want to see actionable data • Business leaders want to see reports that communicate a story • Part of visualizing the data correctly is ensuring data is organized in portal 4. Visualize your data
- 42. #lunchandlearnberspot Example Contacts added month and YTD by Original Source Data Sets Properties Filter Visualization (Chart Type) Contacts Create Date and Source Create Date This Year so far Column or Bar
- 43. #lunchandlearnberspot • Bar and column charts - compare data. • Line graph - reveals trends or progress over time and show different categories of data. Also, this type of chart allows us to see small or incremental changes in data. • Area graphs - also reveal trends and progress over time. • Pie and donut charts - shows a static number and how categories represent part of a whole. • Tables - show simple patterns and relationships; great to communicate both quantitative and qualitative data Tipp: Tell a story with your data
- 45. #lunchandlearnberspot ● Contacts that have downloaded more than 3 content offers and have not taken part in a webinar Task: Build the desired report. ● Contacts > Lists > Filters:
- 46. #lunchandlearnberspot ● Question: I would like to show MQLs / SQLs at a campaign (not whole company) specific level ● Answer ○ Create static list “A” from campaign tool ○ Create smart list with membership to list “A” and further criteria lifecycle stage MQL or SQL ○ Challenge: ■ What if lifecycle stage changes? ■ What if they have been MQL / SQL before? ■ -> Add property “Became a MQL or SQL after campaign start” Task: Build the desired report.
- 47. #lunchandlearnberspot ● Question ■ Eventbrite attendee reports ■ Identify repeat time wasters (book but don’t turn up…) ● Contacts > Lists > Filters ● Challenge: If they attend again data might be overwritten. Task: Build the desired report.
- 48. #lunchandlearnberspot ● Email reporting based on campaign inc open rate, click rate, best time/day Task: Build the desired report. ● Individual Email performance: Marketing > Email > Click Email > Performance ● Email comparison: Marketing > Email > Analyze Tab
- 49. #lunchandlearnberspot ● Count of opportunities (=deals) generated this year by first conversion (1/2) Task: Build the desired report. ● Cross-Object Report (Deals, Contacts)
- 50. #lunchandlearnberspot ● Count of opportunities (=deals) generated this year by first conversion (2/2) Task: Build the desired report. ● Attribution Report (based on lists of contacts that have a closed won deal)
- 51. #lunchandlearnberspot ● Number of activities per deal stage during the last quarter Task: Build the desired report. ● Cross Object Report (Deals & Activities)
- 52. #lunchandlearnberspot ● Conversion rates of contacts through all lifecycle stages Task: Build the desired report. ● Funnel Report
Editor's Notes
- #7: Investopedia
- #8: How do I choose the right KPI for my business?
- #9: Investopedia
- #12: Source: HubSpot Blog Lagging: Lagging indicators measure an output of something that has already happened. E.g. total sales last month. Leading: leading indicators measure inputs, progress and your likelihood of achieving a goal in the future. These type of metrics serve as predictors of what’s to come. E.g. website traffic & conversion rates
- #13: TESTING NEW TYPE
- #15: TESTING NEW TYPE
- #16: 4L Strategien
- #29: Source
- #32: 30 Minutes Reporting Workshop START
- #46: List vs Report