Is your marketing money converting to sales? If you’re not prioritizing conversion tracking in your inbound marketing strategy, it’s time to start. Conversion tracking lets you follow a lead all the way through to a purchase and learn what’s working before spending more money. With this valuable information, your marketing decisions can be more powerful and campaigns more effective. And in our experience, we’ve found that HubSpot as an all-in-one marketing software has some of the best tools around for gathering this data.
In this post, we’ll take a look at some of HubSpot’s conversion tracking tools and show you how they work to help maximize your ROI. But first, a marketing quote that reads like a dad joke:
“Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” – John Wanamaker, 19th C. businessman
The Challenge: It’s hard to tell which marketing dollars are contributing to sales
No business wants to say that any part of their advertising spend is wasted, but after working with many business owners, we know that “what’s working” and “what’s not working” can be blurry. We want you to have clarity, and that’s why we need to take full advantage of the conversion tracking tools available. (Though they can shift and change with new privacy policies.)
But what’s the best way to track conversions on your marketing campaigns? Glad you asked!
The Solution: Marketing software that tracks your customer’s journey
Thankfully, we do have something on Mr. Wanamaker in our 21st century world of digital marketing — we can track ads conversions directly to sales revenue.
Tracking links, code, cookies and Facebook pixels allow you to see what brought in your leads. And not only how they came in, but each piece of content they interacted with on their way to making a purchase. Sometimes these journeys take minutes, and other times they may take years (depending on type of sale, big or small).
A marketing software like HubSpot can help you pull all of this tracking information into one place and make sense of the data.
A look at HubSpot’s conversion tracking tools
When you use HubSpot’s marketing hub, you have access to powerful tracking and analytics tools. And you don’t even have to set up or think about most of them!
Let’s take a look at a few:
Ads Tracking Tools
When you connect your Facebook Business Manager account to HubSpot, you can take advantage of helpful ads tools. Although it’s not a replacement for the analytics capabilities in Facebook, HubSpot does a great job of rolling up the data from your campaigns into an easy-to-read format.
You’re also able to see ads interactions on individual contacts and pinpoint exactly which ad creative sparked their interest. With this data, you can create segmented lists for re-targeting or enroll contacts into follow up workflows.
Email Tracking Links
Since email is such a powerful tool in your inbound marketing campaigns, we want to point out the conversion tracking capabilities in HubSpot. The good news is that you don’t really need to think about them or intentionally add them. When you create and send emails in HubSpot, tracking data gets added automatically. This way, you get to focus on creating beautiful and engaging emails while HubSpot takes care of supplying the data you’ll need on the other end.
HubSpot’s campaign tool allows you to roll up the data from various channels that relate to the same initiative. You can see the number of sessions, new and influenced contacts, closed deals and influenced revenue gained from your:
- Facebook and Google Ads
- Landing pages
- Website traffic
With this tool, you can see the total impact of all of your efforts in one place. This is also the place where you can create tracking URLs for uses outside of HubSpot’s tools.
To use campaigns, create a new campaign and add the name and details. From there you’ll be able to add existing assets related to the campaign, plus connect any new emails, landing pages or social media posts you create in the future.
A note about conversion attribution models
As you are setting up your conversion tracking, it’s a good idea to think about how you’re going to give credit to each channel for the lead and sale. Attribution modeling is a way for marketing teams to demonstrate the value of their efforts in the sales process. Give that credit where it’s due!
There are many different attribution models you can use. Some give weight to the first piece of marketing that the lead encountered, some to the last campaign they touched before the conversion. Still others distribute the credit to all of the channels and touches in the journey. Whichever model you choose, it should paint the picture of what’s working in your marketing and why.
Check out this article from HubSpot for a deeper dive on attribution modeling.
Ready to dive deeper with HubSpot?
If you’d like some help setting up these conversion tracking tools on your HubSpot account, feel free to reach out to a Soulheart strategist here.
Are you interested in learning more about HubSpot? Let’s talk! Soulheart is a Certified Solutions Partner with HubSpot. We offer onboarding, consulting and inbound marketing services to help you make the most of your investment. We look forward to helping you reach your marketing goals!
As a Certified Solutions Partner, Soulheart can help your business grow and thrive using the powerful tools in this all-on-one marketing software. Our team of marketing experts can help you save time, further your mission, and skyrocket your business growth with HubSpot.