Monthly trend reports are vital for marketers who want to stay ahead of the curve, but are you using them effectively? Many marketers gather data but fail to translate it into actionable strategies. We’ll show you how to use HubSpot’s Marketing Hub to create monthly trend reports that drive real results.
Key Takeaways
- Configure HubSpot’s custom report builder to track specific metrics like website traffic, lead generation, and customer acquisition cost.
- Schedule automated monthly report delivery to key stakeholders, including department heads and executive leadership, by the 5th of each month.
- Use HubSpot’s AI-powered analysis tool, “Insights,” to identify emerging trends and predict future performance based on historical data.
## Step 1: Setting Up Your HubSpot Marketing Hub
First, ensure you have a HubSpot Marketing Hub Professional or Enterprise subscription. The reporting features we’ll be using are not available in the Starter plan. Once you’re logged in, navigate to the Reports section. You’ll find it in the main navigation menu under Marketing > Reports > Reports.
### Creating a New Report
Click the Create Report button in the upper right corner. You’ll be presented with two options: Dashboard and Single Report. For our monthly trend reports, we’ll focus on Single Report as it allows for more granular customization.
Pro Tip: Before diving into the report creation, take a moment to map out your key performance indicators (KPIs). What metrics are most important for your business? Website traffic, lead generation, conversion rates, customer acquisition cost (CAC), and customer lifetime value (CLTV) are common choices.
### Choosing Your Data Source
HubSpot offers various data sources, including Contacts, Companies, Deals, Marketing Emails, Website Analytics, and Custom Objects. For a comprehensive monthly trend report, you’ll likely need to pull data from multiple sources. Let’s start with Website Analytics. Select Website Analytics and click Next.
## Step 2: Configuring Your Website Analytics Report
Now, we’ll configure the Website Analytics report to track key website metrics.
### Selecting Metrics
On the left-hand side, you’ll see a list of available metrics. Drag and drop the following metrics into the report builder:
- Sessions: The total number of visits to your website.
- Page Views: The total number of pages viewed on your website.
- Bounce Rate: The percentage of visitors who leave your website after viewing only one page.
- Average Session Duration: The average amount of time visitors spend on your website per session.
- New Visitors vs. Returning Visitors: Segment your website traffic to understand how many new and returning users are visiting your site.
Common Mistake: Many marketers only track total website traffic without segmenting it. Segmenting by new vs. returning visitors, traffic source (organic, paid, social), and device type (mobile, desktop) provides a much clearer picture of website performance.
### Setting Date Ranges
In the upper right corner, you’ll see a date range filter. Select This Month to view the current month’s data. Then, click the Compare to checkbox and select Previous Month to compare the current month’s performance to the previous month. This is crucial for identifying trends.
### Adding Filters
To further refine your website analytics report, add filters. For example, you can filter by Page URL to track the performance of specific landing pages or blog posts. Click the Add Filter button and select Page URL. Then, enter the URL of the page you want to track.
Pro Tip: I had a client last year who was struggling with low conversion rates on their pricing page. By creating a filtered report specifically for that page, we were able to identify issues with the page’s design and messaging. After making some changes, we saw a 30% increase in conversion rates.
## Step 3: Building Your Lead Generation Report
Next, we’ll create a report to track lead generation metrics. Go back to Reports > Create Report > Single Report and this time, select Contacts as your data source.
### Selecting Lead Generation Metrics
Drag and drop the following metrics into the report builder:
- New Contacts: The total number of new contacts added to your HubSpot database.
- Contact Lifecycle Stage: Segment your contacts by lifecycle stage (e.g., Lead, Marketing Qualified Lead, Sales Qualified Lead, Customer).
- Source: Track where your leads are coming from (e.g., Organic Search, Paid Search, Social Media, Email Marketing).
- Conversion Rate: The percentage of website visitors who become leads.
### Using Calculated Properties
HubSpot allows you to create calculated properties to track custom metrics. For example, you can create a calculated property to track the Lead-to-Customer Conversion Rate. To do this, go to Settings > Properties > Create Property. Select Calculation as the field type and define the formula for calculating the conversion rate. If you’re in the early stages, this can really help with your early stage marketing efforts.
Expected Outcome: By tracking lead generation metrics, you can identify which marketing channels are driving the most leads and which ones need improvement.
## Step 4: Analyzing Customer Acquisition Cost (CAC)
Understanding your CAC is essential for determining the profitability of your marketing campaigns.
### Creating a Custom Report
Go back to Reports > Create Report > Single Report. This time, select Custom Report Builder. This allows you to combine data from multiple sources.
### Adding Data Sources
Add the following data sources to your custom report:
- Contacts: To track the number of new customers.
- Deals: To track the revenue generated from new customers.
- Marketing Activities: To track your marketing spend.
### Defining CAC Calculation
Use the custom report builder to calculate your CAC. The formula for CAC is:
CAC = Total Marketing Spend / Number of New Customers Acquired
You’ll need to create calculated properties to track both your total marketing spend and the number of new customers acquired.
Here’s what nobody tells you: CAC is not a static number. It fluctuates based on your marketing activities and the effectiveness of your campaigns. You need to track CAC on a monthly basis to identify trends and make adjustments as needed. Understanding this can help you stop wasting money on marketing.
## Step 5: Automating Report Delivery
Once you’ve created your monthly trend reports, automate their delivery to key stakeholders.
### Scheduling Report Delivery
In the upper right corner of each report, click the Actions button and select Schedule Email. You can schedule the report to be delivered on a recurring basis (e.g., the first Monday of each month).
### Customizing Email Notifications
Customize the email notification to include a brief summary of the report’s key findings. This will help your stakeholders quickly understand the report’s main takeaways.
Pro Tip: We set up automated monthly reports for our sales team, summarizing lead sources and conversion rates. This helped them prioritize their outreach efforts and close more deals. It took some initial configuration, but saved everyone hours each month.
## Step 6: Using HubSpot Insights for Trend Analysis
HubSpot’s “Insights” feature, found under Reports > Insights, uses AI to analyze your marketing data and identify emerging trends.
### Exploring Pre-Built Insights
HubSpot offers several pre-built insights, such as:
- Website Traffic Trends: Identifies trends in website traffic, such as spikes or dips in traffic from specific sources.
- Lead Generation Trends: Tracks trends in lead generation, such as changes in conversion rates or lead quality.
- Customer Acquisition Trends: Analyzes trends in customer acquisition, such as changes in CAC or customer lifetime value.
### Creating Custom Insights
You can also create custom insights to track specific trends that are relevant to your business. For example, you can create an insight to track the performance of a specific marketing campaign or the impact of a new product launch.
Editorial Aside: Don’t rely solely on AI-powered insights. While they can be helpful, they’re not a substitute for human analysis. Use your own judgment and experience to interpret the data and develop actionable strategies. This is especially true if you’re trying to win with AI in marketing.
## Step 7: Reporting on Social Media Trends
Social media is a critical component of any modern marketing strategy. HubSpot’s Social tool provides valuable insights into your social media performance.
### Accessing the Social Reports
Navigate to Marketing > Social > Reports. Here, you’ll find pre-built reports on your social media engagement, reach, and audience growth.
### Key Social Media Metrics
Focus on these key metrics:
- Reach: The number of unique users who saw your content.
- Engagement: The number of likes, comments, shares, and clicks your content received.
- Audience Growth: The rate at which your social media following is growing.
### Integrating Social Data into Your Monthly Report
Summarize the key findings from your social media reports in your monthly trend report. Highlight any significant trends or changes in your social media performance.
Case Study: A local bakery, “Sweet Surrender” near the intersection of Peachtree and Roswell Road, was struggling to attract new customers through social media. We used HubSpot’s social reports to identify that their Instagram engagement was low compared to their Facebook engagement. We shifted their social media strategy to focus more on Facebook, resulting in a 20% increase in website traffic from social media within two months. For a more holistic view, consider a marketing SWOT analysis.
By following these steps, you can use HubSpot Marketing Hub to create monthly trend reports that provide valuable insights into your marketing performance. Remember to regularly review your reports, identify emerging trends, and adjust your strategies accordingly. The goal is not just to collect data, but to use it to make informed decisions that drive real results for your business.
## Step 8: Benchmarking Against Industry Standards
It’s not enough to just track your own performance. You need to benchmark your results against industry standards to see how you stack up against the competition.
### Using Industry Reports
Refer to industry reports from sources like the IAB ([Internet Advertising Bureau](https://www.iab.com/insights/)) and eMarketer ([Insider Intelligence](https://www.emarketer.com/)) to get a sense of average performance metrics for your industry. A recent IAB report found that digital ad spending increased by 12% in the last year, indicating a growing market for online advertising.
### Comparing Your Results
Compare your key performance indicators (KPIs) to the industry averages. Are you outperforming your competitors, or are you falling behind? Identify areas where you can improve your performance to better compete in the marketplace.
Common Mistake: Ignoring industry benchmarks can lead to a false sense of security. You might think you’re doing well, but you could be significantly underperforming compared to your competitors.
Ultimately, the value of monthly trend reports lies in their ability to inform strategic decision-making. By consistently monitoring your marketing performance and adapting to emerging trends, you can maximize your return on investment and achieve your business goals.
How often should I update my monthly trend report template?
Review and update your report template quarterly to ensure it still aligns with your business goals and industry trends. New metrics may become relevant, or existing ones may need refinement.
What if I don’t have a HubSpot Marketing Hub subscription?
While this tutorial focuses on HubSpot, many other marketing automation platforms offer similar reporting features. Explore options like Marketo, Pardot, or ActiveCampaign. You can also use Google Analytics and create reports manually.
How do I present monthly trend reports to executives?
Keep it concise and focus on the key takeaways. Use visuals like charts and graphs to illustrate trends and highlight areas of success or concern. Avoid technical jargon and focus on the business impact of your findings. A one-page summary is often sufficient.
What are some common pitfalls to avoid when creating monthly trend reports?
Common pitfalls include focusing on vanity metrics (e.g., social media followers), failing to segment your data, and not taking action on the insights you uncover. Make sure your reports are actionable and aligned with your business goals.
How can I improve the accuracy of my monthly trend reports?
Ensure your data is clean and accurate by regularly auditing your marketing database and implementing data validation rules. Use UTM parameters to track the source of your website traffic and leads. Double-check your calculations and formulas to avoid errors.
Don’t just passively observe the data – use it to actively shape your marketing future. Commit to implementing at least one change based on your next monthly report, and watch your results improve. If you need funding to get started, make sure you future-proof your marketing and get funded.
