So. You've just finished your HubSpot onboarding and implementation. Congratulations!
...now what?
Once your HubSpot portal is ready to go and you've been handed the keys, you'll want to hit the gas and start cruising. But when you're so excited to just go, it's easy to blow through red lights and go over the speed limit, or get lost down a dead-end street. In the real world, that can end badly. In the HubSpot world, you might find yourself asking: what value am I even getting out of this investment?
To track the ROI of HubSpot for your organization, you need to look at the right metrics and KPIs. But just like trying to decipher a map, knowing what to look for can be hard if you have no idea where you're going.
As a HubSpot implementation expert, I have spent thousands of hours reviewing every possible tracking and reporting option. In this guide, I will explain the key metrics you should track so you can confidently know exactly what results you're getting from HubSpot. I will also show you what pre-built reports you can use to visualize those metrics.
Let's get started...
How to Track KPIs in HubSpot
1. Know What HubSpot Hubs You Have
HubSpot is an ecosystem of different tools, known as Hubs. There are different reporting options depending on the Hub(s) you've subscribed to. For example - revenue reports are generally only available with Sales Hub, while website metrics are generally only available with Content Hub.
Related Content: A No-Nonsense Guide to HubSpot Hubs
Before you can start tracking metrics, you'll need to know which Hubs you've subscribed to. It's easy to find that out in HubSpot:
- Log into your HubSpot portal
- After logging in, hover over your account name in the upper right.
- Click on "Account & Billing"
- Here, you will see a list of all Hubs you're subscribed to
Before you try to access any of the specific reports I suggest, you need to make sure you've subscribed to that Hub.
The good news is that most of the reports below should be accessible regardless of your Hub level - so that means that if you're on the Starter Platform you should still be able to utilize most of the following reports.
However, there may still be some that are only available at the higher HubSpot tiers. That's why I've tried to include several options to track the same metrics.
2. Know the Terms: Reports vs. Dashboards
You'll generally track metrics and KPIs in HubSpot using a combination of reports and dashboards.
Reports are tables, charts, or other data visualizations. Dashboards are used to gather multiple reports into one view.
I won't be going in-depth on how reports and dashboards work in HubSpot in this blog, but you can find tutorials for both on HubSpot's Knowledge base:
I just have two pieces of advice...
First: all of the reports listed in this article are pre-built reports. That means that if you follow the tutorial above on how to add a report from the report library and you have access to that Hub, you should be able to find the reports listed.
Second: I recommend making a separate dashboard for each team and/or Hub, versus one long dashboard. A common example is three dashboards: one for sales, one for marketing and one for customer service. This is a lot easier to read than a massive list.
Related Content: 15 Pre-Built Reports to Add to Your HubSpot Dashboard
Key Metrics to Track After Your HubSpot Implementation
Now that you know how to see your subscription level and the basics of reports, let's get into the meat: what metrics should you look at?
Generally, there are two broad buckets of KPIs you'll want to track: KPIs for your team(s) and KPIs related to your business. KPIs for your team include things like whether they are using HubSpot and whether the sales team is tracking tasks. KPIs related to your business include things like how much revenue comes in each month and what marketing effort is generating the most new contacts.
Below, I have a mixture of both types of KPIs. Each metric is sorted by the Hub it "belongs" to in HubSpot. This means that you will need a subscription to that Hub to access any recommended reports. However, that does not include our first category, CRM metrics. The CRM is included for free no matter what other Hub(s) you subscribe to.
So, with all that out of the way, let's dive in...
General/CRM Metrics
1. HubSpot Setup & Team Adoption
To get the most out of HubSpot, it's important to ensure your team is fully set up in HubSpot. This goes beyond just making sure that they've logged in, but also looks to see if emails and calendars are connected.
This also includes some CRM setup items as well, to make sure that you're keeping an eye on your contacts and how they're coming into your portal.
Recommended reports:
- Activity of Recently Created Contacts
- Target Accounts with No Decision Maker
- Contact Created Totals: All-time and by Week
- Contact Created Totals by Source
- Sales Email Tracked to Reps' Inboxes
2. Task Tracking
Another metric that you should absolutely track in HubSpot is task completion. This helps you identify what tasks team members are struggling with and if they are accurately updating their progress in HubSpot.
If you haven't experimented with tasks yet, I recommend checking out this guide from HubSpot: Keep track of your to-do list in HubSpot
Recommended reports:
- Team Activity Totals
- Tasks Incomplete Assigned to All Reps by Activity Date
- Tasks Incomplete Assigned to Me by Due Date
- Activity Leaderboard by Team with Type Breakdown
Sales Team Metrics
As a reminder: to track sales data you will need to have a subscription to Sales Hub.
3. Pipeline Sales Tracking
Sales managers often need visibility into their teams' actions. In HubSpot, you can track these valuable metrics without micromanaging your salespeople. You'll want to look at where deals are sitting in your pipeline, how long it takes to move them through the pipeline and the individual contributions of each salesperson.
Recommended reports:
- Contacts Created and Worked Totals with Deals Created and Won Totals
- Deals Open by Current Stage
- Deal Amount Average by Rep
- Call and Meeting Totals by Rep
- Deals in Sales Pipeline Stages by Rep
- Meetings Booked with Me by Activity Date
- Deal Closed Totals vs. Goal
4. Prospect Funnels and Completed Deals
In addition to looking at your teams' activities, you'll also want to track the activities of your prospects and closed deals. Use these pre-built reports to do just that. These reports will give you some insight into revenue, closed deals and your churn rate.
Recommended reports:- Closed Revenue by Month with Deal Total and Closed Revenue Breakdown
- Deal Closed Totals vs. Goal
- Deal Revenue Forecast by Stages
- Sequence Enrolls, Opens, and Clicks by Month
- Call and Meeting Totals by Type
- Churn Subscriptions
Marketing Data
Remember: to track marketing data you will need a subscription to Marketing Hub.
5. KPIs for Marketing Efforts
When tracking marketing KPIs, you'll be looking for data around each specific effort. How many leads are coming in through online ads? What kind of engagement am I getting on social media? How many views do my blogs receive? There are a number of pre-built reports you can add. Mix and match depending on your specific marketing efforts.
Recommended reports:
- Blog Post Total Views and Bounce Rate
- Blog Posts by Most Total Views
- Email Sent, Opened, and Click Totals by Email Send Date
- Landing Page Total Views and Form Submissions
- Social Interactions by Network
- Ad Campaigns with Cost per Click
- Ad Campaigns with Cost Per Contact
- Ads Attributed Customers by Social Network
6. MQL to SQL Rate and Conversion Rate
Knowing what your marketing efforts are yielding is step one. The next step for tracking ROI is looking at the conversions from your marketing efforts. I recommend looking at how many marketing-qualified leads (MQLs) are turned into sales-qualified leads (SQLs), as well as how many contacts overall are converting into customers and from what efforts.
Recommended reports:
- Contacts Most Recently Created by Source
- Marketing Qualified Lead Totals by First Conversion
- Average Time to Convert Created Contacts into Deals by Source
- Average Time to Convert Created Contacts into Closed Deals by Source
- Closed Deal Revenue Amount by Source Over Time
- Contact Totals by Source with Lifecycle Stage Breakdown
Website Metrics
You will need a subscription to Content Hub to track your website data in HubSpot. If you have your website built on another tool like WordPress or Magento, you may be able to track some of the metrics below using an integration into HubSpot. That involves too many variables to address here, but if you have any questions you can always reach out to one of our HubSpot experts for a no-obligation chat.
If you prefer to track website performance in Google Analytics, we also have a guide on what metrics to track in Google: The 10 Most Important Website Metrics to Track in 2024.
7. Performance Indicators
Key to understanding how your HubSpot website is functioning is by looking at key performance indicators. Is it loading quickly? Are users leaving right away? Look for these sorts of indicators to make sure your site is performing as well as it should be. Don't just do this once - set up reports on a dashboard so you can spot errors as they pop up.
For site performance reports, you'll want to go to a different section of HubSpot than the rest of the recommendations. Follow this guide: Analyze SEO performance
8. User Behavior
Once you've started tracking users' ability to access your website, you also want to look at what and how they are interacting with your site. Just note that with updated privacy laws, you may not be able to fully track all activity for every visitor. However, I still recommend looking at these reports as they show overall trends.
Recommended reports:
- Website Visit, New Contact, and Customer Totals by Day
- New Visitor Session Totals by Day with Source Breakdown
- Session Totals by Day with Source Breakdown
- Session Totals with Percentage of New and Mobile Sessions
- Website Visitor Session by Device Type
- Website Visitor Engagement Rates
- Contacts with Recent Website Visits by Total Number of Sessions
- Average Session Duration by Session Date with Source Breakdown
Service Team Metrics
Remember - you will need a subscription to Service Hub to track customer service metrics.
9. Customer Service KPIs
It's important for managers to track the performance of their team. With HubSpot, you can see activities by team and by individual rep. You'll want to look at response rate and time, how long it takes to close a conversation and your customers' feedback.
Recommended reports:
- Ticket Average Time to First Response Time with Time Comparison
- Average Time to Respond
- Ticket Closed Totals by Rep
- Customer Loyalty Score (NPS) Over Time
- Feedback Survey Response Totals
- Tasks Incomplete Assigned to All Reps by Activity Date
- Ticket Response Totals by Rep with SLA Breakdown
10. Capacity Metrics
Capacity management is always critical for customer service teams. Use some of the pre-built reports in HubSpot to help identify bottlenecks and excessive load. This will also show you areas that could be optimized: are your reps replying within your SLA but aren't able to close tickets quickly? Are your customers asking the same repeat questions that could be a knowledge article? Look for these insights and more.
Recommended reports:
- Ticket Totals by Status
- Ticket Totals by Source
- Ticket Totals Over Time
- Email Conversation Totals Over Time
- Most Viewed Knowledge Articles
- Ticket Closed Totals vs. Goal
- Ticket Average Time to Close
- Ticket Average Time to First Response Over Time
Now that your HubSpot is ready to be used, you should start using it! But I would also recommend building dashboards with the metrics I've shared above. In the excitement of a new tool, it's easy to skip some of the final setup, like reporting. As someone who is called in to fix portals after the fact: trust me, it's much easier to set up these reports early and keep an eye on your metrics.
You do not want to be in the position a few months down the line where management is asking you what exactly you're getting out of this investment in HubSpot, and you can't provide a clear answer. The metrics I've shared above will give you evidence to point to optimized productivity, improved marketing attribution, increased revenue and more.
HubSpot CRM Implementation, Onboarding, CMS Design and Marketing
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That’s Scalable Growth.
But you can’t scale across a thousand scattered post-it notes, Excel files, and disorganized systems. You need one powerhouse system for all your teams.
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BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.
