How to Use Customer Journey Analytics to Prove Marketing ROI

Learn how to use Customer Journey Analytics in HubSpot in three different ways.

Understanding the journey your leads and customers take is crucial to optimising your marketing and sales efforts.

Without clear insights, it's challenging to pinpoint what's working and what's not, which can lead to missed opportunities and wasted resources. For businesses with HubSpot’s Marketing Enterprise, customer journey analytics offer a powerful solution to these pain points.

This guide will walk you through how to use customer journey reporting to track various interactions effectively and derive actionable insights.

• How is my campaign influencing revenue?
• How effective is my [demo/webinar/BOFU] form in bringing in closed-won deals?
• How many prospects are getting influenced by marketing?

How is my campaign influencing revenue?

1. Click on the Reports section under Reporting and Data.
2. Select Customer Journey Reports from the options available. You will see two options: Contacts and Deals.
   1. Contacts reports provide more options and cover various touchpoints tracked by HubSpot.
   2. Deals reports focus on the progression through deal stages.
3. Click on Contacts and then hit Next.
4. On the left-hand side, find and click on Marketing Campaign Influences. Drag to the first stage column.
5. Filter this stage based on the marketing campaign name.
   1. Click on Add Filter.
   2. Set the filter to Marketing Campaign Name is equal to your specific campaign name.
   3. Apply the filter.
6. Drag Deal Record Created to the second stage column.
7. Drag Closed Won Deals to the third stage column.
8. Set the date range to view data for the desired period, such as the last 365 days.
9. Click to generate the report and see the results.

Top tip: This is the bare minimum in steps and you could expand this to include whether or not sales reached out to them. 

How effective is my [demo/webinar/BOFU] form in bringing in closed-won deals?

1. Follow steps 1-3 of previous example

2. Drag Form Submission into the first stage column and filter by the exact form name you need.

3. Drag sales email send to the next step or 
4. Drag Deal Record Created to the third stage column.
5. Drag Closed Won Deals to the fourth stage column.
6. Adjust the date filter to view data for the desired period, such as the last 365 days.
7. Click to generate the report and see the results.

How many prospects are getting influenced by marketing?

1. Click on the Reports section under Reporting and Data.
2. Select Customer Journey Reports from the options available. You will see two options: Contacts and Deals.
   1. Contacts reports provide more options and cover various touchpoints tracked by HubSpot.
   2. Deals reports focus on the progression through deal stages.
3. Click on Contacts and then hit Next.
4. On the left-hand side, drag Deal Record Created to the first stage column.
5. Find and click on Marketing Campaign Influences. Drag to the second stage column.
6. Filter this stage based on the marketing campaign name.
   1. Click on Add Filter.
   2. Set the filter to Marketing Campaign Name is equal to your specific campaign name. Add as many breakdowns as you want, for this example i'm comparing three different campaigns.
   3. Apply the filter.
7. Drag Closed Won Deals to the third stage column.
8. Set the date range to view data for the desired period, such as the last 365 days.
9. Click to generate the report and see the results.

By leveraging customer journey analytics in HubSpot, you can so many insights into how your marketing efforts are driving revenue, the effectiveness of specific forms or touchpoints, and the overall influence of your marketing campaigns - so go and have a play!

Author: Bridget Pyne 

Marketing Manager