Why do we 𝘭𝘰𝘷𝘦 these kinds of assignments?

Because connecting active campaigns to HubSpot is the best way to track marketing ROI.

You can see what strategies, channels, and specific tactics are turning into paying customers. Plus you can evaluate the points of conversion after prospects come to your website, app, or through the sales process.

Unfortunately, there can be a gap in putting marketing reporting and attribution into practice.

Many marketing teams, whether agencies or in-house, are experts at running campaigns. But they may not have the expertise to bring campaign data through a CRM like HubSpot.

That’s where Inflectiv comes in.

Here’s a quick primer on marketing attribution to get you started.

⚠️ Warning: it can be a bit tricky, plus you need a Marketing Pro subscription or higher to do it.

How to set up marketing attribution in HubSpot:

1️⃣ 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐘𝐨𝐮𝐫 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬: Ensure that all your marketing assets — emails, landing pages, forms, and ads — are tied to HubSpot campaigns. This will allow you to track the impact of each touchpoint as a group.

2️⃣ 𝐃𝐞𝐟𝐢𝐧𝐞 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐌𝐨𝐝𝐞𝐥𝐬: Choose the model that suits your business. For example, the linear model gives equal credit to all touchpoints. The U-shaped model emphasizes the first and lead-conversion interactions. Your model may change depending on your campaign. If you’re just starting out, zero in on the touchpoint(s) most important to you.

3️⃣ 𝐂𝐫𝐞𝐚𝐭𝐞 𝐀𝐭𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐑𝐞𝐩𝐨𝐫𝐭𝐬: To access a helpful wizard, navigate to Reporting > Reports > Create Custom Report and select Attribution. HubSpot then offers options to attribute campaigns by the creation of contacts, deals or closed revenue. My expert colleague Jessica McAulay doesn’t use the wizard and creates custom reports.

4️⃣ 𝐀𝐧𝐚𝐥𝐲𝐳𝐞 𝐭𝐡𝐞 𝐃𝐚𝐭𝐚: Use HubSpot’s reporting tools to view customer journey data and optimize your strategy based on the best-performing channels. Add them to dashboards to enable easy sharing and alignment among your team.

Make sure to regularly update and refine your attribution models to reflect changes in your marketing strategy and tactics.

If you’d like us to evaluate your HubSpot marketing reporting or help with attribution, hit us up!