Skip to content
Two people looking at session data
KristaAug 10, 20235 min read

What's Working? Tie Effort to Revenue With HubSpot Attribution Reports

In the business world, understanding the impact of your marketing and sales efforts is crucial to making informed decisions about where to invest your resources. This is where marketing attribution reporting comes into play. You're seeking to identify what's genuinely driving deals and revenue in your business to allocate your budget more effectively. HubSpot's attribution reporting can provide you with the insights you need.


Why Do You Need Attribution Reporting From HubSpot?

HubSpot Attribution Reporting is a strategic approach that enables marketers and sales teams to discern the influence of marketing activities on specific goals, such as purchases or sales. Rather than drowning in customer data, Attribution Reports streamline the analysis by employing pre-built models, helping you identify the channels and content that contribute most to your marketing objectives.


Better Decision Making Using Metrics.

With attribution reporting, you gain visibility into the effectiveness of various channels, including email, social media, organic search, paid advertising, and more. HubSpot employs a multitouch attribution model, which factors in all leads' interactions with your brand before converting.


Key Report Metrics for Better Decision Making.

Attributed Revenue: This reveals the revenue generated from closed-won deals attributed to interactions with specific content. It encompasses page views, form submissions, CTA, and email clicks.

Deals Influenced: The number of closed-won sales influenced by particular content.

Contacts Influenced: This metric signifies the number of contacts associated with closed-won deals who engaged with the content.


Start Effective Attribution Reporting.

Know What You Are Looking For.

Before beginning your analysis, it's crucial to set a clear intention. Think of attribution reporting like a compass — it can point you in the right direction, but only if you know where you want to go. Here are some common objectives that businesses may have:

  • Justifying Budget: If you're pushing for a larger marketing budget, you’ll want evidence to showcase how current expenditures drive conversions.
  • Evaluating Channels: If you're using multiple channels for marketing — from social media to paid ads to content marketing — you might want to see which ones are most effective in terms of ROI.
  • Assessing Campaign Performance: If you have several campaigns running, understanding which is performing best can help refine your strategy

When your objective is clear, your reports become more actionable. It’s the difference between seeing numbers and deriving actionable insights from your reporting.


Choosing the Best Model for Your Business’s Reporting.


Every attribution model offers a unique perspective on the buyer's journey. Choosing the most appropriate one for your specific objective ensures you're looking at the data in the most relevant way. Here's a quick guide:

  • First Touch: Best when you want to see which marketing efforts are generating awareness.
  • Last Touch: Perfect for identifying which final interactions are clinching the deal.
  • Linear: Use this when you believe every touchpoint is equally important and want to allocate credit evenly.
  • Time Decay: Ideal if you believe interactions closer to the final conversion hold more value.
  • U-Shaped: Use when you want to prioritize the beginning and end of a customer's journey but still value the middle.

It’s worth experimenting with different models and even comparing results. Over time, you may find that a combination of models provides the most comprehensive view of your business.


Don’t Be Afraid To Drill In.


Once you've set your objective and chosen an attribution model, it's time to deep-dive. HubSpot's Attribution Reports are designed for granularity, and here’s how you can make the most of it:

  • Segment Data: Break data down into categories like channels, campaigns, or even specific pieces of content. This will help you understand patterns and outliers
  • Compare and Contrast: Set timeframes and compare results. For example, how did Q1 compare to Q2? Were there any seasonal variations?
  • Ask Questions: Use the data to question your assumptions. If something seems off or too good to be true, delve deeper. Perhaps an external event affected a particular campaign, or a certain channel's algorithm changed.
  • Feedback Loop: Share findings with your team. Often, insights from Attribution Reports can be combined with qualitative insights from your team members to create a holistic picture.

Remember, data is only as good as the insights derived from it. It's not about how much data you have but how well you use it.


Empowering Decision-making With HubSpot Attribution Reporting Tool.

In a landscape where data-driven decisions reign supreme, HubSpot's Attribution Reports empower businesses like yours to tie marketing efforts directly to revenue. By implementing these strategies, you can glean insights that drive more intelligent allocation of resources and improved business outcomes.


Decoding the Customer Journey

HubSpot’s reporting provides a comprehensive view of the customer journey, from initial touchpoints to conversion. Businesses gain a deeper understanding of the interactions and channels that resonate most with potential clients. This clarity isn't just about numbers but the narratives behind those numbers. Manufacturers can personalize engagements, refine marketing approaches, and create meaningful relationships with potential clients by delving into the customer's journey.


Actionable Insights for Strategic Refinement

Attribution reporting does more than highlight effective channels; it illuminates the strategies driving success. This means businesses aren’t left guessing why certain campaigns outperform others. Instead, those businesses are equipped with actionable insights, such as which product features captivate the audience or which marketing messages drive engagement. These details enable businesses to be more agile, pivoting their strategies based on real-time feedback and ensuring resources are allocated to endeavors that truly matter.


Amplifying Business Growth

The power of data-driven insights extends beyond immediate strategy adjustments. When businesses leverage these insights, businesses position themselves for long-term growth. Using HubSpot's attribution reporting effectively translates to optimized marketing campaigns, efficient sales engagements, and increased revenue. It fosters a proactive business culture, where decisions are forward-thinking, risks are calculated, and growth strategies are built on tangible evidence rather than mere speculation.

For B2B manufacturers looking to thrive in today's competitive environment, HubSpot's attribution reporting isn’t just a tool — it's an indispensable ally in the journey toward business excellence.


One Step Closer: Start On Your Journey With HubSpot’s Attribution Reporting Today

HubSpot’s Attribution Reporting can offer profound insights for your business. Understanding and applying this data is crucial to maximize the value and increase ROI. For optimal results and a clear strategy mapping, consider an expert consultation. Let us help you get started, set up a free, no-obligation HubSpot consultation with us today.

Let's Talk HubSpot



Co-founder & VP, Client Services at TANK New Media.