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HubSpot Reports: How to Analyse Website Behaviour by Job Role

Optimise user experience by job role by first understanding their interactions with your website.

Understanding how different audiences interact with your website is crucial for crafting targeted content and optimising the user experience. In HubSpot, you can leverage the "Job Role" property to analyse website behaviour trends across distinct segments within your organisation.

This guide will show you how to create a custom report in HubSpot that reveals how many times individuals with specific job roles visit various pages on your website.

Here's what you'll need before you start:

  • Existing contacts with "Job Role" property populated accurately.


  1. Within HubSpot, head to the Reports section.

  2. Click the "Create report" button and choose "Custom report" as the report type.

  3. In the report builder, choose "Contacts" as the primary data source. This allows you to analyse website activity associated with individual contacts.

  4. Now, it's time to define the metrics you want to track. Here are the key ones for website navigation analysis:

    • First Page Seen: This metric reveals the first page a contact viewed during their website visit.
    • Last Page Seen: This metric shows the final page a contact viewed before leaving your website.
    • Number of Page Views: This metric indicates the total number of pages a contact visited during their session.

Adding these metrics will provide a clear picture of a contact's website journey.

  1. To segment your data by job role, click on the "Group by" section and choose the "Job Role" property. This will categorise website activity based on the job role assigned to each contact.

  2. If you want to focus on specific job roles, you can utilise the "Filter" section. Here, you can choose the desired job roles to analyse their website navigation patterns.

  3. Finally, select the report format that best suits your needs. 

Analysing the results:

The report will display website activity data for each job role, showcasing:

  • The first page each job role typically lands on.
  • The common pages visited by each job role.
  • The average number of pages viewed by each job role.

By analysing these trends, you can gain valuable insights into how different audiences interact with your website. This information can be used to:

  • Tailor content to specific job roles.
  • Optimise website navigation for different user journeys.
  • Identify areas of your website that need improvement based on job role-specific behaviour.

By leveraging HubSpot's custom reports and the "Job Role" property, you can uncover valuable insights so you can make informed decisions to improve user experience.



Author: Bridget Reid 

Principal Marketer