Marketing & Sales Automation Blog Articles

Lead Attribution with HubSpot: Part 3 – Custom Lead Source Reports

In this final installment of our HubSpot Lead Attribution video series we show you how to apply what you’ve learned in Part One – Default lead Sources and Part Two – Custom Master Lead Source so you can create a custom HubSpot lead source report.

Set up Custom Lead Source Reports

Once you’ve set up the values for your Lead Attribution model, you can quickly turn this information into valuable reporting. HubSpot helps you create a variety of dashboards to visually review the lead sources for new contacts so you can see and track how those channels lead to closed won revenue.

Watch this video to learn how to turn all of this lead source tracking work into custom reporting to help you easily identify your top marketing channels.

[Video Transcript] Now that you know how to accurately capture your master lead source data, let’s look at some of HubSpot’s reporting functionality. I’ve already gone ahead and created a dashboard for master lead source with two individual reports for new contacts by source as well as closed won revenue by source. Let’s drill into each of these individually to see how they’re set up.

Hovering over the Actions menu, I can click on edit to be taken to this individual reports settings page. By default, it will load the visualization tab, but let’s get the data tab first. From here, you can add or remove the various properties you’d like to be made available as part of this report. I’ve chosen master lead source. In addition, you can add or remove filters to make this report more specific to your use case. I’ve set the create date to this year so far and I’ve also set it to only look at those values when master lead source is null. Clicking back into the visualization tab, you can see you have the options to choose from several different chart types as well as configure the bar chart and how it displays. I’ve already set it up to look at master lead source as measured by “count of contacts”, however, I’d like this information to display in color format. So I’ll go ahead and change that now. Scrolling down the page you’ll also see we have a nice roll-up summary of the master lead source values as well as their total count of contacts. In this particular example “web lead” is the top performing master lead source for new contact creation and 2018.

I’m happy with the way this report looks so I’ll go ahead and save it to return to my dashboard. Let’s also look at closed one revenue by source. Again, I’ll click Edit from the actions drop-down to be taken to that individual report settings page. From the data tab, you can see I’ve added master lead source as well as total revenue as properties for this particular report. On the filters tab, you’ll also see we’re looking at this year so far from a create date perspective for those values where a master lead source is known and we’re filtering off of any opportunity stage that has been marked as closed one.

From the visualization tab, you can see, again, that it will be better to render this as a column format chart type displaying master lead source as measured by total revenue. Scrolling down this page, You can see “web lead” is the best performing channel followed by “software advice” and “paid search”. I’m happy with the way this data is rendering so I’ll go ahead and save this report to add it to my overall dashboard. So now I’ve shown you just two ways that you can easily build custom reports to show off your new master lead source data. What other reports are most critical to your organization?

If you feel like you need a deeper dive or you want more information on your company’s top lead sources get in touch a SmartAcre® today!

Armed with these dashboards, you’ll know which channels are driving new leads and revenue and you can use this data to prioritize and focus future marketing efforts.

Start Tracking Leads in HubSpot

A lot of businesses aren’t aware of just how much data HubSpot tracks and how you can turn that information into highly actionable business intelligence. In fact, almost half (42%) of respondents to HubSpot’s State of Inbound 2018 Report indicated their top priority for 2019 was proving the ROI of marketing activities. Use these tips to get going on your new Lead Attribution model. Help your business grow by investing in the marketing channels that are delivering results.

If you’d like to learn more about how to implement your own personalized lead attribution model contact one of our HubSpot Specialists!