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HubSpot Reports: How to use Customer Journey Analytics

Optimise your inbound marketing journey with HubSpot Customer Journey Reports

At the core of any effective inbound marketing strategy lies the creation of valuable content, designed to equip prospects with insights to overcome their challenges. This typically involves crafting blogs, whitepapers, eBooks, and various other assets. The game-changer in this scenario? Enter Customer Journey Reports, making it easier than ever to grasp how your inbound marketing efforts translate into new contacts over time.

In just a few steps I’m going to show you how to build your report to give you valuable insights into your prospect's inbound journey. 

Step 1 

  • In your HubSpot portal go to Report > My Reports
  • Create new report > Customer Journey Reports
  • Select data source: contacts

Step 2

  • From the list of properties on the left choose “Web pages”
  • And then “Pages visited” (it’s usually placed at the bottom of the list)
  • Drag this property into the Timeline section as a step 1
  • Filter this step based on a URL, then choose “contains any of”
  • Type in your domain with added /blog/. This clever filter ensures that your report now encompasses all the blogs nestled within your website. The journey is taking shape!

Step 3

Repeat the previous step, but this time, switch up the URL filter. Opt for something that encapsulates all your downloadable resources, such as /downloads/.

Step 4

As the third step in your timeline add “contact record created”, which you can find at the top of the list on the left. 




Step 5

The grand finale is here! Choose the perfect date range, run your report. Ta-da! 

From this report, you can learn:

  • What are the conversions between each step of a journey
  • The avg. the time it takes visitors from blog visit to the first form submission
  • The total number of contacts that went through that journey

Armed with this data, you can develop tactics to refine the journey, enhancing conversion rates at each step and strategically reducing the average time it takes for visitors to navigate through it. Your guide to success now holds a solid foundation of powerful insights!