Some basics to know before you keep reading: "Lead" can also refer to a Contact in HubSpot, and "List" refers to a Smart List in HubSpot.
When viewing your users’ activity in HubSpot, the Field Names on the contact profiles will look like: ItemType Viewed [Hub ID:XXXXX].
- ItemType will be replaced with something like Articles, Flipbooks, Videos etc.
- XXXXX will be the ID of the specific Hub that the user was viewing.
We do this just in case you have multiple Hubs that are being used to target different audiences.
In the example below, we're able to see that this user has viewed 29 Articles, 2 Flipbooks, 1 blog post, 3 Tweets, and 1 video.
In this example, 'Articles', 'Flipbooks', 'Photos', 'Posts', 'Presentations', 'Tweets' and 'Videos' are all the ItemType.
Lead Attribute Changes
This is the most straightforward way to report upon the Leads being generated or being updated from your Hub's Form CTAs.
When a user submits a Form CTA, a Lead can either be created or updated with the given information. This data is stored on the Contact’s profile. While there are a number of ways to report on this in HubSpot, it can be as simple as creating a new Contacts Report based on your Most Converting Offers. The process to do so is as follows:
- Click Create a new report;
- Click on Contacts Report;
- Click on Most Converting Offers; and
- Click Create report.
From there, all you have to do is run a Filter to find the Form CTA that has generated the most number of new Leads or submissions from existing Contacts.
Content Type Counting Attribute Changes
Reporting on the number of Hub Item views inside HubSpot will allow you to easily tailor workflows based on user activity.
When a Contact views a specific piece of content inside a Hub, a counter attribute is attached to the Contact’s profile based on the content type.
If the content being viewed was a video for example, a video counter attribute on the lead’s profile would change from 3 to 4 upon the fourth view of the video in the Hub.
The name of these fields is given in the format of “Videos Viewed [Hub ID:XXXX]”, where XXXX is your Hub ID.
Again, in the example below, we can see the values that will be updated in HubSpot as a user views more Hub content.
These fields are numeric, so when reporting on them in HubSpot you can set a filter to say where “Videos Viewed [Hub ID:XXXX]” is greater than 3, for example.
Conversion Type Attribute Changes
When a Contact interacts with an Item in various ways, these interactions are sent to HubSpot in the format of updating special contact attributes.
When a user views a Hub Item, the field uf_last_viewed_Item_id is updated on the Lead with the specific Item ID that was viewed. When a user fills out a Form CTA that is associated with a particular Hub Item (a Form CTA appearing on an Item page, or when your Form CTA links to an Item through the 'Link to Content' feature), the fields uf_conversion_Item_id and uf_conversion_item_title will be updated. These attributes can be reported on just like all other Contact attributes. This can be very useful if you've applied one CTA to several pieces of content but you're still interested in finding out what piece of content triggered the conversion.
In the example below, we have created a new Smart List in HubSpot to dynamically find everyone who has downloaded 'White Paper 1' through the use of the uf_conversion_item_id field (you could also just as easily use the uf_conversion_item_title to filter).
When setting up your own filters, make sure (as per the below screenshot):
- This field is set to Contact Property;
- This field is set to uf_conversion_item_id;
- This field is set to is equal to; and
- This field is set to the item ID for the item you wish to track.
Hub Page View Events
When a Lead views a page, this information is automatically sent to that Lead’s profile inside HubSpot.
To report on this information and understand which pages of your Hub have been viewed, set-up a filter on a Contact or List to specify that a Contact has visited the URL from your Hub that you wish to report on.
For example, if you wanted to find all Contacts who have visited a specific Item in your Hub, you would just need to create a Smart List based on visits to that specific Hub URL. As per the below screenshot, make sure:
- Field is set to Page View;
- This field is set to has visited (exact URL); and
- This field is the URL of the item you wish to report on.
Flipbook Page View Events
If you have enabled Flipbook Tracking capabilities, when a Lead or Contact views a Flipbook page, this information will be automatically sent to the Lead or Contact’s profile page in HubSpot.
HubSpot reports on Flipbook Page Views using “Events”.
For example, for a Flipbook with ID 1244 on which only the first page has been viewed, the event title is written in the format of Flipbook Page 1 Viewed - "Test Flipbook" (Flipbook ID: 1244, Hub Item ID: 1234).
To report on these Flipbook Page Views, add a Filter for a Smart List by selecting the “Event” filter. You can then choose the specific event you wish to create the filter for. To report on multiple pages, add more filters for each event (or page) you wish to track.
You can also view the pages a specific Contact has viewed by looking at the interactions on their Contact Overview page:
Submitted Form Event
When a Lead submits a Form CTA that is connected to HubSpot, a form submission will occur inside of HubSpot.
For HubSpot, a new form is created inside HubSpot for each new Form CTA that is created inside your Hub. To report on a submitted form, find the CTA ID in the CTA management screen of Hubs, head over to HubSpot, and create a new Event Report to report.
For example, in the screenshot below, we are:
- Tracking a Submitted Form event;
- Picking the CTA ID # we wish to report on from the dropdown;
- Adding optional Tags to the account; and
- Clicking Create report.
Instead of using the CTA ID, HubSpot also supports creating a Smart List Filter based on the submitted form's name as well.