April 29, 2024

How can I use HubSpot's analytics to improve our pay-per-click campaign's ROI?

Hubspot logo

Step 1: Access HubSpot's Analytics Tool

  • Log in to your HubSpot account.
  • From the main dashboard, navigate to the "Reports" tab.
  • Click on "Analytics Tools" from the dropdown.

Step 2: Dive into PPC Analytics

  • From the Analytics Tools section, click on "Traffic Analytics."
  • Navigate to the "Sources" tab to view all traffic sources, including pay-per-click (PPC).

Step 3: Filter PPC Traffic

  • In the Traffic Analytics overview, click on the "Paid Search" or any other specific PPC campaigns you have.
  • This will allow you to analyze metrics specific to your PPC campaigns.

Step 4: Review Key Metrics

  • Check the "Visits" metric to understand how many people are coming through the PPC campaigns.
  • Examine the "New Contacts" and "Customers" metrics to see how many of these visits are converting.

Step 5: Analyze the Cost Per Acquisition (CPA)

  • Use the data on the amount spent on the PPC campaign and the number of new contacts or customers to calculate the CPA.
  • A high CPA might indicate that you're spending too much for each conversion, which can eat into your ROI.

Step 6: Study the Conversion Paths

  • Go to "Contacts" > "Analytics" > "Attribution."
  • Here, you can see the different paths a user takes before conversion. Look for trends in how your PPC traffic behaves.

Step 7: Implement A/B Testing

  • Based on the data, think about the variables you can test in your PPC campaigns, such as ad copy, targeting options, or landing pages.
  • Set up A/B tests to understand what works best.

Step 8: Optimize Landing Pages

  • Ensure that your PPC traffic is directed to high-converting landing pages.
  • Use HubSpot's landing page analytics to understand bounce rates, time on page, and conversion rates.

Step 9: Adjust PPC Settings Based on Analytics

  • If certain keywords or ads are underperforming, consider pausing them or adjusting budgets.
  • Conversely, allocate more budget to high-performing keywords or ads.

Step 10: Monitor, Rinse, and Repeat

  • Regularly revisit HubSpot's analytics to monitor the performance of your tweaks.
  • Always be optimizing based on data to improve your PPC ROI over time.