You might feel like you’ve only scratched the surface of what HubSpot can do with your data and reporting. Maybe you’ve done a great job of keeping up with tracking, but now it’s time to examine the data to identify trends and make more informed decisions about your business.
But how do you do that? Before we dive into best practices for reporting on HubSpot, let’s first understand the why.
In a customer-driven market, intuition and guesswork are no longer enough to stay competitive and grow quickly.
The data you track and collect helps you get to know your customers. From understanding what email content they’re most engaged with to examining website traffic and conversions from ads, you can use data to build customer personas.
The data reveals a customer’s interaction with your brand, and the analytics tools help to uncover a story. This can inform and help you create a strong buyer’s journey across your touchpoints.
You can better anticipate and meet your customers’ needs and offer a more personalized and seamless buying experience. Predicting customer behavior is one of the best ways to use data. This will make them more likely to become loyal customers and advocates for your brand.
You can also:
Now that you know why data is essential—let’s jump into the best practices to scale your growth and drive more revenue.
To increase the impact of HubSpot, start with organizing your “lists,” which is a tool to keep track of your contacts.
Lists aren’t just for marketing segmentation. They also:
As your contacts are updated and removed, keep them organized by using folders, which makes it easier to find contacts.
Dashboards are a way to organize custom and standard reports into a single view.
The great thing about dashboards is the ability to be tailored to the needs of different teams with the specific reports that are most relevant to them. For example, you could create a web and email performance dashboard for your marketing team or a sales productivity dashboard for your sales team. You can also embed external content on a dashboard to include data from outside HubSpot.
By creating the right dashboards for the right people, you can better understand how to communicate and act on the data and increase the likelihood that the dashboard will be well-received.
Reports from dashboards can be scheduled to be sent to your users regularly, or you can share them via email or Slack. This makes it easy to inform everyone of the latest data and trends. Here’s a quick checklist of dashboard best practices for HubSpot:
HubSpot custom reports allow you to dive deeper into your data. For example, you can use a custom report to further analyze your data, compare activities, and more.
Custom reports let you analyze various objects and integrations in one place. This means you can have all your data sources integrated quickly into one place. No more manually managing and updating confusing Excel sheets built from scratch to build a report from another software. Remember these best practices for creating custom reports:
To get started with creating a HubSpot custom report, you need four things:
Once you’ve created your HubSpot custom report, name and save it to your reports list or dashboard. You can also export it to keep it on your device.
Data visualization is key to telling a compelling story with your data. Throwing a bunch of graphs onto a dashboard will not be effective. Instead, you need to carefully consider how you lay out your data and weave it together into a narrative that is both informative and engaging. Share why you believe the results occurred and provide context for what happened at the time or factors that might’ve affected the outcome.
Even if your results are poor, present these findings with future actionable and meaningful improvements to make. Don’t just spin a narrative that suits your agenda.
Here are some tips for telling a data story effectively:
HubSpot also offers a robust set of standard analytics tools that show data on sources of traffic, contacts, and customers, lifecycle stage reports, and more. These reports allow you to track sales or service activity, understand which campaigns drive results, and track changes in your recurring revenue.
HubSpot also offers reports that come standard with each individual tool. For example, the following tools have reports that cover insights around common metrics, such as impressions, open rates, conversions, etc.
These insights can help determine which assets perform and drive traffic and conversions.
Here are details on each and how you can utilize the reporting that comes with it:
Your HubSpot CRM provides a comprehensive reporting solution to help you make better decisions for your business.
The only way to make better use of your data is to create dashboards in HubSpot, check it daily, and assess your reporting and analytics so you can see what needs improvement. Maybe you start with the pre-made dashboards, and as you get more familiar, make adjustments to fit your team’s needs. Remember to outline your goals so you can collect and analyze relevant data.
If you need more guidance, you may consider investing in training to onboard your team and other stakeholders. The Automation Company is HubSpot certified and can help you with this or any of your HubSpot needs. Reach out to us today.