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    Analytics Blog Posts

    Learn how to measure the effectiveness of your marketing by reading these posts on analytics.

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    Google Gives Road Map to Retailers With New Analytics

    By Spencer Dunfee

    google-analytics-roadmap-ecommerce.jpg

    The more information a business has about its customers, the better that business can sell, right? It’s why marketers work so hard to develop buyer personas and then segment contact lists a million different ways—everything is designed to reach the customer exactly where they are and exactly when they’re ready to make a purchase.

    The problem, until now, is that data takes a long time to aggregate. You can’t know everything you need to know about a particular buyer the very first time he or she visits your ecommerce website. You need several visits, some onsite ... Read More

    How to Use Data to Create More Relevant Content

    By Rob Lons

    Content marketers don't just write, they write with purpose.

    While it may seem like a small distinction, it can mean the difference between wasting time and investing time in creating content that will deliver rankings, leads, and sales long after it's published. 

    Read More
    16 Captivating Data Visualization Examples

    By Ross Crooks

    Data can be very powerful. If you can actually understand what it's telling you, that is.

    It's not easy to get clear takeaways by looking at a slew of numbers and stats. You've got to have the data presented in a logical, easy-to-understand way.

    Enter data visualization. The human brain processes visual information better than it processes text -- so using charts, graphs, and design elements, data visualization can help you explain trends and stats much more easily.

    Click here to download our free guide to data visualization for more examples and tips. 

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    How to Reduce Your Website's HTTP Requests

    By Lindsay Kolowich

    Every time you surf the web, there's a whole world of technical stuff going on behind the scenes. Developers and engineers are usually the ones living and operating in that world, while some marketers -- especially those who aren't super confident in their technical expertise -- tend to shy away from it.

    But marketers need to have, at minimum, a general understanding of what's going on behind the scenes of their website.

    Read More
    Want to Grow Your SaaS Company? Track These 12 Marketing Metrics

    By Geoff Roberts

    Clearly defined and closely monitored marketing metrics are critical to the success of any SaaS company. Not only do they help measure the effectiveness of your marketing campaigns, but they also help diagnose risk and identify opportunities to accelerate growth.

    How do I know? I’ve spent the last six years of my professional life tracking a small list of SaaS marketing metrics very closely -- maybe even somewhat obsessively at times. 

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    12 Excel Formulas, Features & Keyboard Shortcuts Everyone Should Know

    By Carly Stec

    Ever find yourself elbows deep in an Excel worksheet with seemingly no end in sight? You're manually replicating columns and scribbling down long-form math on a scrap of paper, all while thinking to yourself, "There has to be a better way to do this."

    Truth be told, there probably is ... you just don't know it yet. Excel can be tricky that way. On one hand, it's an exceptionally powerful tool for reporting and analyzing marketing data. On the other hand, without the proper training, it's easy to feel like it's working against you. 

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    12 Marketing Metrics Your Boss Probably Doesn't Need to Hear About

    By Lindsay Kolowich

    When I first got started blogging, I would get really hyped up when people shared my posts on social media. "Look! People are tweeting out my blog post!" I'd tell my roommates giddily, holding up an open palm for what I thought was a well-deserved high-five.

    And then, something happened. One of my blog posts totally blew up on social compared to my average post. I'm talking over 20X the number of social shares I normally got on a post.

    Read More
    The Anatomy of a Shareable, Linkable & Popular Post: A Study of Our Marketing Blog 

    By Matthew Barby

    I've always had a love affair going on with data. Any campaigns that I've worked on in the past have revolved heavily around number crunching and analysis.

    So when I recently joined HubSpot, I decided to use my love of data to help us understand what our "winning formula" is for content that is heavily shared on social media, earns lots of links, and brings in tons of organic traffic. To say that the results have been interesting would be an understatement. 

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    The Essential Marketing & Sales Metrics Your Team Should Track

    By Rachel Sprung

    Every savvy marketer knows how important it is to track, test, and measure different metrics. It helps you figure out your baseline performance and ensure you're improving over time.

    But it doesn't make sense for every person on your team to track every single important metric individually. Each different role should be responsible for measuring and analyzing certain metrics over others, and then reporting on them to the rest of the team.

    Read More
    Compounding Blog Posts: The Best Way to Grow Your Blog's Traffic [New Data]

    By Mimi An

    We've all dreamt about writing a blog post so good that it generates more and more traffic each month after it's published. Sounds like a pipe dream ... right?

    Turns out, this isn't a pipe dream after all. We recently found that there are unique blog posts in the archives of many business blogs that generate compounding traffic month over month and year over year.

    Read More
    Quality vs. Quantity: A 6-Month Analysis of the Age-Old Blogging Debate

    By Ginny Soskey

    The marketing industry has always been obsessed with the quality vs. quantity debate.

    Should you create more content of a lower quality or less content of a higher quality?

    In an ideal world, the answer would always be less content of a higher quality. You’d spend lots of time researching and writing every post, then when you published it, the whole internet would notice. Thanks to this unrivaled quality, every post would generate massive amounts of traffic and leads.

    Read More
    How to Use Analytics to Get a Promotion: 10 Metrics That'll Help Your Cause

    By Rachel Sprung

    The sad truth is this: You can work really hard, check all the boxes, come in early and stay late, and still not earn the promotion you want. What's missing? What do you need to do to actually show your boss you've earned it?

    An important part of justifying a promotion is showing your value through metrics. If you can tell a story to your boss using data -- your value in leads or revenue generated for the company -- then you'll make a much more compelling case for why you deserve a promotion.

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    How to Use Excel to Run a Blog Content Analysis

    By Rachel Sprung

    Have you ever poured your heart and soul into a blog post only to see it completely tank?

    It doesn't generate leads and barely sees any views, while that silly GIFs article that took you half the time and energy goes viral. Doesn't that drive you crazy?

    To gain a better understanding of their audience's interests -- and ensure that their content is actually resonating -- smart marketers are turning to the performance numbers of existing content to inform their strategy. 

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    10 Things to Double-Check Before You Begin Your Next Campaign Analysis

    By Rachel Sprung

    I've made my fair share of analytics mistakes in the past. In fact, I even wrote an article about it so that you don't have to learn them the hard way too. 

    And while I knew it would be helpful to address the mistakes people commonly make during their analysis, I realized that list left out the things that you can mess up before your analysis even begins. I'm not talking about how you analyze your information, but rather how your marketing software gathers the data in the first place.

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    How to Answer 11 Common Marketing Questions Using Analytics

    By Rachel Sprung

    When it comes time to assess your marketing efforts, it's not uncommon for you to run into a ton of questions.

    How are your contacts trending month over month? Was the time you spent creating social media graphics for that campaign worth it? And what about your email marketing efforts? How are those stacking up against your paid initiatives? 

    Read More
    How to Create a Traffic & Leads Waterfall Chart to Track Your Marketing Progress

    By Mike Volpe

    Being able to consistently hit your website's traffic goal and provide the right number of quality leads to your sales team are two of the most crucial responsibilities of a marketing team.

    But without the right tools in place, you could have wild variations in the number of visits or leads you actually generate. At the end of a month or quarter, you could end up way ahead or (more likely) way behind your goal.

    Read More
    5 Email Marketing Metrics You Should Be Tracking (But Probably Aren't)

    By Bella Wu

    When it comes to analyzing the performance of an email marketing campaign, many marketers turn to opens and clicks as a means of measuring success. And while these fundamental metrics are important to note, there are actually a lot more to consider. The keyword here being "a lot."

    In fact, the wealth of data available to the modern day marketer can be super overwhelming.

    Read More
    5 Ways Marketing Can Help Sales Through a Tough Month

    By Mike Volpe

    A company won’t survive if it doesn’t meet its revenue goals. That’s why revenue isn’t just the sales team's problem -- it’s every department’s problem. An effective marketing team will set up the sales team for success by generating valuable leads and nurturing them until they’re ready to be passed to sales reps.

    But the partnership doesn’t end there.

    Read More
    Building Buyer Personas? Here Are 5 Insightful Reports You Should Pull

    By Kelli Simpson

    Building buyer personas can be tricky -- you need a delicate balance between quantitative and qualitative data to get something that's accurate and useful. You also have to know which information out of all the data in your CRM, marketing automation, and customer support systems will actually be helpful -- and which could steer your marketing astray. 

    How can you be sure that you’re focusing on the right data to build out your buyer personas?

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    HubSpot & Salesforce Sign a Partnership Pact Through 2020

    By Brian Halligan

    I’m thrilled to announce that HubSpot has renewed our ISVForce relationship with Salesforce.com through 2020. This is great news for HubSpot, HubSpot’s customers, Salesforce, and Salesforce’s customers.

    Nearly 20% of HubSpot marketing software customers use Salesforce.com’s CRM product. We have spent many many many calories over many many many years building a great integration experience for our joint customers, and we have over 500 5-star reviews on the Salesforce App Exchange to prove it. These customers, as well as future joint customers, will be able to continue to leverage this integration.

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    9 Free Microsoft Excel Templates to Make Marketing Easier

    By Carly Stec

    Many of us can recall a time in high school when we were sitting in math class and thinking, "When am I ever going to use this stuff in the real world?"

    And then we suddenly find ourselves in the real world, only to realize that numbers actually do play a pivotal role in what we do -- especially in digital marketing.

    Read More
    Marketing Investment Benchmarks: What Are Companies in 4 Big Industries Spending?

    By Ritika Puri

    In an ideal world, marketers would have limitless budgets to invest in experimental initiatives and new programs. After all, the customer acquisition and retention landscape is evolving faster than ever. To see what works, it’s crucial to find new opportunities and test new waters. 

    The challenge, however, is that marketing budgets are often limited around what’s "proven" to work -- which tends to look different from company to company.

    Read More
    Demand Generation Benchmarks & Trends: Software Marketer Edition

    By Ritika Puri

    The marketing formula seems simple: Attract audiences, engage prospects, convert leads, and facilitate retention. One of the biggest "wins" you can achieve is the ability to connect your disparate initiatives into a scalable, predictable demand generation engine.

    But when you’re in the trenches, you know this process is easier said than done. Marketers, immersed within their organizations, frequently lack access to industry data.

    Read More
    9 Highly Reputable Resources for Compelling Marketing Stats

    By Bill Faeth

    If you’re in the business of content marketing, there is a 100% chance you need marketing statistics.

    Statistics lend authority and weight to your blogs, ebooks, and social media posts. Using accurate data in your original content is powerful way to communicate that you’ve done your research. However, not all statistics are worth citing. Your research could have a negative effect on your online reputation if you fail to verify the source, accuracy, or recency of the statistic.

    Read More
    8 Myths People Believe About Analytics (But Shouldn't)

    By Rachel Sprung

     

    When many people start diving into their marketing analytics, they're nervous. Maybe they're new to the technology, so they're worried about it being too complex and confusing to use. Maybe they haven't analyzed their marketing before. Maybe math was never their strong suit. Or maybe they're just worried about messing something up.

    It doesn't have to be this way.

    Read More
    How to Analyze Your Blog Posts: A Beginner's Guide

    By Rachel Sprung

    How do you decide which topics to write about on your blog to attract the most traffic and leads? What about which types of blog posts to write? How many to publish in a week? How to promote them?

    These are just some of the questions you might have when creating your blog strategy -- and knowing a thing or two about your top performing blog posts will help you find the answers.

    Read More
    10 Analytics Mistakes I Learned the Hard Way (So You Don't Have To)

    By Rachel Sprung

    Have you ever spent a big chunk of time analyzing your marketing data, only to realize partway through that you didn't approach the analysis correctly? This happens to me from time to time, and trust me -- I know how frustrating it can be. I find myself wishing I could go back in time and warn my past self about the mistake so I could avoid losing all those hours.

    Trial and error is the nature of analysis, though.

    Read More
    How to Add a Secondary Axis to an Excel Chart

    By Rachel Sprung

    Have you ever wanted to create a single chart for two different (yet related) pieces of data? Maybe you wanted to see the raw number of leads you're generating from each channel and what the conversion rate of the channel is. Having those two sets of data on one graph is extremely helpful to picking out patterns and identifying full-funnel trends.

    Read More
    How Often Should Companies Blog? [New Benchmark Data]

    By Lindsay Kolowich

    "Blog early, blog often." 

    In the inbound world, these are words to live by. After all, blogs help businesses attract new website visitors and convert them into leads. Each time you publish an original blog post, you're creating a new opportunity to get found in search engines, get shared on social media, get linked to by other sites, and get a new person to interact with your company.

    Read More
    Want to Learn Marketing Analytics? Start With These 9 Great Resources

    By Rachel Sprung

    I've been interested in data and analytics for a long, long time. As a ten-year-old, I remember creating Excel spreadsheets with my dad for his annual Fantasy Football pool. By the time I was 16, I was building Pivot Tables with my cell phone bill to figure out who I texted the most. (I promise I had other hobbies.)

    Since then, I've learned how much more there is to data analysis besides Pivot Tables and Excel. There's a whole world of analytics out there -- and I've barely scratched the surface.

    Read More
    Rethinking CRO: How Remarketing Can Unlock Higher Conversion Rates

    By Larry Kim

    If you're serious about improving more conversions, you need to start thinking of conversion rate optimization (CRO) differently. CRO isn't just about making small adjustments to a landing page to get 5% more conversions. But if you've tried moving page elements around, tested variations of your copy, and optimized your form, but still aren't seeing meaningful conversion gains, don't worry -- all is not lost.

    Read More
    An Introductory SQL Tutorial: How to Write Simple Queries

    By Rachel Sprung

    Ever heard of the computer language called SQL? You may have heard about it in the context of data analysis, but never really thought it would apply to you as a marketer. Or, you may have thought to yourself, "That's for the really advanced data users. I could never do that."

    Well, you couldn't be more wrong! The most successful marketers are data-driven, and one of the most important parts of being data-driven is being able to collect data from databases quickly.

    Read More
    10 Analytics Red Flags All Marketers Should Look Out For

    By Gregg Crystal

    In the new Digital Age, Marketers are constantly bombarded with a sea of information. One of the first questions most new HubSpot users ask is "What report should I be viewing?" and "What data matters most?"

    While every company is different and every campaign as well, there are some tried and true analytics that every Marketer should be looking at. If these numbers start to look bad, it's a clear sign that something has gone wrong and your digital presence may not be performing as it should be.

    Read More
    How Reporting on Revenue Can Improve Your Relationship With Sales

    By Rachel Sprung

    Most marketers are concerned about building a strong relationship with their sales team. After all, the marketing team is supposed to generate leads and assist the sales team in closing deals for the company. To make all of that happen, these teams need to have a good relationship.

    But any marketer can tell you that there can be tension between the marketing and sales teams. It could happen for many reasons -- the leads number could be down, the quality of leads could be down, or there could simply be clashing team priorities (among other things).

    Read More
    How to Use Excel: 14 Simple Excel Shortcuts, Tips & Tricks

    By Rachel Sprung

    Sometimes, Excel seems too good to be true. All I have to do is enter a formula, and pretty much anything I'd ever need to do manually can be done automatically. Need to merge two sheets with similar data? Excel can do it. Need to do simple math? Excel can do it. Need to combine information in multiple cells? Excel can do it.

    Read More
    How to Use Analytics to Make Smarter Marketing Decisions [Free Webinar]

    By Rachel Sprung

    Every marketer needs data. You need data to show your boss the value of your work. You need data to determine if a campaign is running smoothly. You need data to make decisions about what you should continue working on -- and what you shouldn't.

    But that doesn't mean every data point you can get your hands on is important to track. With only so much time in the day to measure your marketing performance, what pieces of data should you actually be monitoring? What are some of the vanity metrics that you don't really need to track?

    Read More
    5 Pointless Marketing Metrics You Can Stop Tracking Today

    By Rachel Sprung

    In life, many people believe that more = better. More traffic, visitors, and customers? Yep, that's better. More time in your day to do the things you love? That's better. More collaboration between Sales and Marketing? That's definitely better.

    But in many areas of marketing, more doesn't always mean better.

    Read More
    57 Basic Marketing Analytics Terms Everyone Should Know

    By Rachel Sprung

    When you create a report or analyze your marketing metrics, does it ever feel like you are reading another language? There are tons of terms to describe what you're looking at, and often, the terms sound very similar to each another. Never mind when you start using several different analytics platforms, you'll find different terms for the same metric. 

    In the midst of analyzing your marketing, decoding the terminology you're coming across should be the last thing you spend energy on. 

    Read More

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