Popular Use Cases: HubSpot Contact Performance

HubSpot Contact Performance includes Contacts, Lifecycle Stages, Lists, Custom Contact Properties, and more.

HOW TO REPORT ON

How to report on Contacts

IN THIS SECTION

  • Basic Metrics
  • Popular Templates
  • Basic Metrics to report on Contact Performance

    There are a variety of Basic HubSpot Marketing Metrics available in Databox that allow you to analyze your Contact Performance. This includes "New Contacts," "New Contacts by Source," "Total Contacts," and "Contacts Lost." 

    To view these Metrics in Databox, navigate to Metrics > Metrics Library and select HubSpot Marketing from the Data Source drop-down. Enter "Contacts" in the Search bar to view all Contact-specific Metrics. 

    Popular Templates to report on Contact Performance

    How to report on Lifecycle Stages

    You can use Basic or Custom Metrics to report on Lifecycle Stages from your HubSpot portal. However, it is important to note that these 2 strategies track Lifecycle Stage data differently. 

    IN THIS SECTION

  • Basic Metrics
  • Custom Metrics
  • How to report on Lifecycle Stages in a Pipeline/ Funnel
  • Popular Templates
  • Basic Metrics to report on Lifecycle Stages

    The Basic HubSpot Marketing Metrics that are available are all titled "New [Lifecycle Stage]," such as "New Leads," "New Opportunities," and "New MQLs." Data will only be returned through these Metrics if HubSpot's default Lifecycle Stages are used in your HubSpot portal. 

    To view a list of these Metrics, navigate to Metrics > Metric Library in Databox and select HubSpot Marketing from the Data Source drop-down. Type "New" in the Search bar to filter out all "New [Lifecycle Stage]" Metrics. 

    Add any significant Lifecycle Stage Metrics to your Metrics screen by hovering over the logo in the top right of the Metric block and clicking  + Add to my Metrics

    A Contact will be included in the "New MQL" Metric if they meet the following parameters:

    • The Contact was created during the specified Date Range
    • The Contact was marked as an MQL stage during the specified Date Range
    • The Contact is still marked as an MQL at the end of the specified Date Range (or at the current point in time if the Date Range is still ongoing)

    In HubSpot, the criteria are as follows: 

    Custom Metrics to report on Lifecycle Stages

    Custom Lifecycle Stage Metrics can be accessed using the Query Builder for HubSpot Marketing (Contacts). These Metrics are generally titled "Became a [Lifecycle Stage]," but since they are Custom Metrics you have the ability to choose any name you'd like. 

      Query Builder is available in Plus and Business Accounts. Agency Basic Accounts have access to Query Builder in the Agency Account only. Request a trial of Query Builder by following these steps.

    A Contact will be included in the "Became a MQL" Metric if they meet the following parameter:

    • The Contact was marked as an MQL at any time during the specified Date Range

    In HubSpot, the criteria is as follows: 

    Based on these parameters, you can expect the "Became a MQL" value to be higher than the "New MQLs" value for the same Date Range.

    How to report on Lifecycle Stages in a Pipeline/ Funnel

    You may want to report on Lifecycle Stages in a Funnel or Pipeline. In order to create the view you need, you must consider whether "New [Lifecycle Stage]" Metrics or "Became a [Lifecycle Stage]" Metrics should be used. 

    Using "New [Lifecycle Stage]" Metrics in a pipeline, like "New Leads" and "New MQLs," gives visibility into the current state of the pipeline. Further, using these Metrics can help highlight changes in your pipeline. 

    Using "Became a [Lifecycle Stage]" Metrics in a pipeline, like "Became a Lead" and "Became a MQL," is most valuable if you're interested in being able to view the conversion rate from 1 stage to the next. Since all Contacts who entered a new Lifecycle Stage are tracked by these Metrics, a pipeline populated with "Became a [Lifecycle Stage]" Metrics may have higher values than a pipeline populated with "New [Lifecycle Stage]" Metrics. 

    Popular Templates to report on Lifecycle Stages

    How to report on Lists

    You can use Basic or Custom Metrics to report on Lists from your HubSpot Marketing portal. 

    IN THIS SECTION

  • Basic Metrics
  • Custom Metrics
  • Basic Metrics to report on Lists

    Lists can be synced with Databox using the Basic Metric "Contacts by Smart List." This Metric will always display the total number of Contacts in the Smart List. Using this Metric, no historical Smart List data is initially available. 

    Custom Metrics to report on Lists

    In order to view the number of New Contacts who entered your List, use the Query Builder for HubSpot Marketing (Smart Lists).

      Query Builder is available in Plus and Business Accounts. Agency Basic Accounts have access to Query Builder in the Agency Account only. Request a trial of Query Builder by following these steps.

    Learn more about best practices when creating Smart Lists to sync data here

    HubSpot's API stores the total number of Contacts in the List. Specific Contact Properties are not available from the API. Learn more about how Net New List Contacts are calculated in Databox here

    How to report on Custom Contact Properties

    Custom Contact Properties are currently only accessible using Smart Lists within HubSpot Marketing. 

    To start tracking this data in a way that is accessible via HubSpot's API, create a Smart List with the Custom Contact Property set as the condition. This will make it so Contacts who are marked with the specified property are added to the Smart List. 

    The Smart List can be synced with Databox using the Basic Metric "Contacts by Smart List." This Metric will always display the total number of Contacts in the Smart List. Using this Metric, no historical data is initially available for the Smart List. 

    In order to view the number of New Contacts who entered the list, you can use the Query Builder for HubSpot Marketing (Smart Lists).

      Query Builder is available in Plus and Business Accounts. Agency Basic Accounts have access to Query Builder in the Agency Account only. Request a trial of Query Builder by following these steps

    Learn more about best practices when creating Smart Lists to sync Contact data here

    A separate Smart List must be created for every Custom Contact Property that you want to report on. This is because HubSpot stores the number of Contacts in a Smart List in their API, but not specific information on Contact Properties that would allow us to differentiate between Contacts on our own. 

    For example, if you use a Custom Contact Property to track the number of Contacts from each industry, you would need to create 1 Smart List for each industry. 

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