Overview: Metric Builder for HubSpot Marketing (Website Pages)


How to access Custom Metrics and Metric Builder for HubSpot Marketing (Website Pages)

Navigate to  Metrics > Custom Metrics to access the Metric Builder for HubSpot Marketing. Click the green + New Custom Metric button and select your connected HubSpot Marketing Account from the Data Source drop-down list. Select the Website Pages button. 

Website Pages is a HubSpot Marketing add-on. If this add-on is not used in the HubSpot Account, Website Page data will not be returned from HubSpot's API. 

Metric Builder is available on the Professional and higher plans. Request a trial of Metric Builder by following these steps.

How to use the Metric Builder for HubSpot Marketing (Website Pages)

A) Data Source: This is the Data Source that the Custom Metric is syncing data from.
B) Metric: Select a Metric from your connected HubSpot Marketing Data Source, such as "Pageviews," "Avg Time on Page" or "CTA Clicks." 
C) Dimension (Optional): The Dimensions parameter re-categorizes the returned Metric value based on common criteria. For this Metric Builder,  Page Title and Page URL are Dimension options. If no Dimension is selected, the Custom Metric will store 1 aggregated Metric value for each Date Range. If Page Title or Page URL is selected as the Dimension, the Custom Metric will return a list of Metric Values split up by Website Page Title or Website Page URL. 

Pro Tip Add the word "by" in between the Metric and Dimension in order to determine an appropriate Custom Metric Name. From the Metric and Dimension examples outlined above, we could create the Custom Metrics "Pageviews by Page Title," "Avg Time on Page by Page Title," or "CTA Clicks by Page Title."   

D) Invert Metric (Optional): This checkbox should be selected if a lower Metric value indicates positive growth / performance (i.e., Unsubscribers, Cost per Conversion, etc.) Inverting the Custom Metric in Databox will make it so an increase in the Metric value will show a red percentage change color on a Databolock, while a decrease in the Metric value will show a green percentage change color on a Datablock.  
E) Filter by (Optional): Filters restrict the data that gets included in the Custom Metric. All data that is returned is tested against the Filter(s). Multiple Filters can be combined using AND / OR boolean logic. Filters can be set based on Page Titles or Metric Values. 
If the data synced from the Metric and Dimension fields meet the Filter specifications, the data is retained and included in the Custom Metric value. If the data synced from the Metric and Dimension fields don't meet the Filter specifications, the data is excluded from the Custom Metric value.
F) Preview data: After clicking Preview data, a Data Preview of the Custom Metric will be displayed. Daily Metric values are displayed in this section, along with the total Metric values for the Date Range in bold at the bottom. You can view the Data Preview for different Date Ranges by clicking on the drop-down list at the top of the Data Preview. 

If there is no data returned for the specified Date Range(s), no data will be displayed in the Data Preview. Only Website Pages with tracked data will be accessible through this Metric Builder. 

Pro Tip: If you don't know which Filters to put in place for your use case, use the Dimension + Data Preview to troubleshoot and get more insight into the data that is returned from your HubSpot Marketing Account for each field. Learn more here.

G) Custom Metric Name: Enter a name for your Custom Metric. This Custom Metric name will be available in the Designer after saving.
H) Save: Save your Custom Metric.

How to create a Custom Website Page Metric [Example]

In this example, we'll create a Custom Metric to return a list of the Average Bounce Rate split up by Page for our Website Pages that contain "Red" in the Page Title. 


  1. Navigate to Metrics > Custom Metrics
  2. Click the green + New Custom Metric button
  3. Select the appropriate HubSpot Marketing Data Source and the Website Pages button
  4. We will select Avg Bounce Rate from the Metric dropdown list, since we want to track the total amount of CTA Views per Website Page
  5. Since we want to split up the Avg Bounce Rate based on the Website Page, we'll choose Page Title as the Dimension
  6. Lastly, we want to restrict the Custom Metric to only retain data for Website Pages that have "Red" in the Page Title, so we'll add a Filter to the Custom Metric

    First, click on the  Advanced Options hyperlink to open the Filter section of the Metric Builder. Click on the Filter dropdown and select Dimension. Next, we'll set the  Dimension as Page Title the  Operator as Contains and enter Red in the  Value textbox.
  7. In order to accurately explain what this Custom Metric is reporting on, we'll name the Custom Metric  Avg Bounce Rate by Page Title (Red)
  8. Click Preview data to generate a Data Preview of the Custom Metric
  9. Once we confirm that these are the results we're looking for, we'll click Save to save the Custom Metric

How to add a Custom Website Page Metric to a Databoard


  1. Open the selected Databoard in the Databox Designer, or create a new Databoard.
  2. Drag and drop a blank Datablock onto the Databoard from the Visualization Library.
  3. Select the appropriate HubSpot Marketing Data Source from the righthand Datablock Settings panel. This must be the same HubSpot Marketing Account that was selected when creating the Custom Metric. 
  4. Select the  Custom tab at the top of the  Metric drop-down list. 
  5. Select the Custom Metric name to populate the Datablock.

Additional Information

  • If a Website Page has 0 Pageviews during the selected Date Range, the Website Page will not be visible in the Preview data.
  • Daily data is not available for Custom Metrics created through this Metric Builder. Because of this, you will want to view your Custom Website Page Metrics on a Visualization Type that does not necessitate granularity options. Line Charts and Bar Charts will not be good Visualization Types for this data, but Tables, Pie Charts, and Number Blocks will be.
  • "Page Title" refers to the Title of the Page on your Website, not the title of the Internal Website Page in your HubSpot Marketing Account.