About this process

  • Department: Client Delivery
  • Responsible: Project Manager
  • Accountable: Strategists
  • Consult: Head of Marketing
  • Inform: Client Delivery
  • Date created: 15/11/19
  • Date last updated: 15/11/19

Each month we pull the stats for clients into the campaign centres so that we can have a clear overview of progress towards goals and can flag any issues. Doing this well means that we can better serve the client and see more successes. 

Step 1 of the process

On the first working day of the new month, go to the KPIs tab in your clients campaign centre and fill in the column for the month that has just ended. 

Most sections are the same for every client, but you may find some that are different. If you are confused about these, speak to the lead strategist. Add a comment on the item’s row title so you remember next time. Here are some pointers on where to find some of the standard information we collect:

Make sure that you are looking at the data for the month that has just ended.

Website Conversion Rate

Reports>Analytics Tools>Traffic Analytics 

Website Visits

Reports>Analytics Tools>Traffic Analytics 

Website Visits for individual channels

Reports>Analytics Tools>Traffic Analytics 

New visitor sessions

Reports>Analytics Tools>Traffic Analytics 

You may need to ‘edit columns’ above the table in order to see this metric.

Session length

Reports>Analytics Tools>Traffic Analytics 

You may need to ‘edit columns’ above the table in order to see this metric.

Bounce rate %

Reports>Analytics Tools>Traffic Analytics 

Average Landing Page Conversion Rate

Dashboards>Marketing Dashboard>Landing Page Performance Report

If this report is not on the dashboard, add a report for it, it’s a standard HubSpot report.

Overview Email Open Rate

Marketing>Email>Analyze

Overview Email Click Rate

Marketing>Email>Analyze

Overview Email Unsubscribe Rate

Marketing>Email>Analyze

Blog Views

Reports>Analytics Tools>Traffic Analytics>Pages

This reports on individual views (could be 3 in one session, for example) so could be higher than website visits)

Blog Subscribers

There should be a list set up for the client, which says how many subscribers they have.

New contact submissions

Reports>Analytics Tools>Traffic Analytics 

New MQLs

This will vary per client as some have dashboards and others we will need to track this via lists. Check with the lead strategist.

New SQLs

This will vary per client as some have dashboards and others we will need to track this via lists. Check with the lead strategist.

Opportunities

This will vary per client as some have dashboards and others we will need to track this via lists. Check with the lead strategist.

MQL to SQL rate

This will vary per client as some have dashboards and others we will need to calculate this manually. Check with the lead strategist.

MQL to Customer rate

This will vary per client as some have dashboards and others we will need to calculate this manually. Check with the lead strategist.

Traffic from organic

Reports>Analytics Tools>Traffic Analytics 

% of traffic from organic

Calculate this using the data 

Traffic rank

Reports>Analytics Tools>Competitors

Note: The higher the number, the lower down the rankings so we want this to go down.

Traffic to *Cluster*

Marketing>Planning and Strategy>SEO>Look at sessions for the cluster you are looking at

Current campaigns

For these sections, we follow the key current campaigns. Go to the landing page, set the date range and pull the information from there. Make sure you add any new offers and mark N/A for any which have finished.

Social

Marketing>Social>Reports

Make sure that ‘all networks’ are selected

Step 2 of the process

Once you’ve added all the stats in, take a look at each row comparing the stats to the previous months.  Add a note to any cells that ‘stick out’ positively or negatively to provide some context as to why the spike/drop may have occurred. 

Step 3 of the process

Share your thoughts with the lead strategist in a short email so that they are aware of anything they should take a closer look at or anything which you think should be shared as a win with the client. 

 

Topics: Client Delivery Processes