Potential customers can browse through dozens of pages and access a number of resources on your website. HubSpot advanced marketing analytics can help you determine which of this top of the funnel content is providing visitors with the information they desire before becoming a lead.
The first step in determining the path from visitor to lead is creating trackable events based on content on your website. These events will be used in the advanced marketing reports that guide your behavior-triggered lead nurturing efforts. Here’s how to get started:
To create an event, start by selecting "Advanced Marketing Analytics" in the "Analyze" dropdown menu.
Once on the "Advanced Marketing Analytics" page, simply click the "New Event” button to get started.
When creating a new event, you need to provide 5 pieces of information.
Before naming an event, determine the action. This will help you when you have to select the "Event Type.” Is someone simply visiting a page or are they clicking on a link?
Once the action is determined, use this naming convention for the "Event Name”:
ACTION | NAME OF ELEMENT/RESOURCE | LOCATION
HubSpot Advanced Marketing Analytics has 4 Event Types:
You’ll likely use "Visited URL” or "Clicked Element” for your first events. We recommend having the action in the "Event Name” match closely with the "Event Type.” This will help users find similar "Event Types” using filters.
If you are associating an event with a "Visited URL," you will simply cut and paste a URL into the URL field.
Advanced marketing analytics also allows you to track clicked elements anywhere on your website. This includes, but isn’t limited to:
To create a clicked element event, you’ll have to input a link "Identifier."
Start by opening your website in a new tab while logged in. You’ll apply a unique identifier to any linked element. This code will be inserted into the HTML "a" tag and appear as id="your-unique-link-identifier".
It is important that this code be unique, so we recommend using the following naming convention: location-name-of-element.
Copy this unique identifier before you save. Once you have saved the "Identifier” code addition on your site, go back to the browser tab where you are creating a new event. Paste the unique identifier code in the "Identifier” field.
When creating a new event, you can automatically enable a new report. For the first report, simply start with a "Lifecycle Summary Report.” You can build other reports later and those future reports will draw from data that is collected since the event was created.
The final step before saving your event will be adding tags. These tags are used just like blog tags, helping organize each event to easily find later. You should add 4 tags, following this convention:
Now save your event, and you’re done!
Once the event is created, you'll start accruing data. It does take time to gather enough information to make decisions on how to best serve website visitors, but start to analyze these events in reports after about one week to determine gaps. Are there other top of the funnel items that haven’t been logged? Are you starting to see patterns that require more information?
As you spend more time cultivating your advanced marketing analytics, you’ll be able to answer those questions and develop behavior-triggered lead nurturing campaigns that really provide potential customers with the content they need.