#Unpacked EP 9: Analytics Tools

George: We are live, I'm super excited for this episode Remington because I feel like there's times unpacked where we've gotten into a topic and we knew immediately that we would grow more granular as we moved forward. I.e work flows, we know within minutes. This episode, by the way, even before we went live I'm like okay, this is going to be an overarching conversation and we can get more granular as episodes come our way. But today we are talking about the analytics tools inside of Hubspot and here's the thing, we kind of have to specify before we get going here because there's a lot of analytics tools, right? I'm not really talking about reports or customer reports, but I am sort of. I'm literally talking about a page, or we're literally talking about a page that you go to that is analytics tools and it has a plethora of tools on it that you can mess around with.

George: So, before we get started though Remington though, people should leave comments, people should ask questions, people should let us know if they have questions about the tools that we're going to cover. And Remington, you didn't know this was coming your way, but what emojis should they use today in the comments and why should they be using them?

Remington: The star faced emoji, you know the two stars over the eyes?

George: Oh yeah.

Remington: For like, that's amazing. And then let's use the report emoji, like the actual paper with a little [inaudible 00:01:56] on it.

George: Oh now see you didn't know there was chess emojis, I don't think I have ever in a day of my life used to report emoji, but today is the day of the rest of my life. So I'll have to use it moving forward. So Remington, let's dive into this. And by the way folks, this is a little bit different, you see I have a little bit of a different angle because I also have a browser window available ready to go to. So in a moments notice Remington and I could say, let's dive into the tool, I could do something like this, you're literally seeing, Remington is not at this moment he's still seeing [inaudible 00:02:41].

Remington: It's okay, it's all my head.

George: But, since I'm here, let me just go ahead and show everybody real quick, if I undo this check mark or minimize my screen, oh my goodness, yes that is Avengers Endgame right there, I'm just going to throw that out there. Okay let's get back to the actual stuff that matters.

George: So Remington, I had to do that, that was a nerdy moment for me just because, have you seen it yet?

Remington: I have.

George: Oh man there's so much goodness.

Remington: Did you?

George: I did, on Sunday we went.

Remington: Yeah Sunday we went as well and there was Game of Thrones right after that.

George: Don't talk about that yet.

Remington: No I'm not, I just didn't have much brain left and I don't remember hitting my pillow because I'm pretty sure, it might have been sheer exhaustion or it could have just been my brain was full and it just control, alt, delete. I was out.

George: Yeah, let me put it this way, I'm on season 7 episode 7, so I'm almost there.

Remington: Yeah hurry up bro.

George: I'm almost there. Okay so here's where I want to dive first, I want to talk about in the analytics tool of Hubspot, the fact that I complained a couple episodes ago about not being able to look at lists and report on lists anymore at a list level. Well okay, so let's dive in today and talk about contact analytics, because if you open up contact analytics, by default it shows all context. Now, what I love about the analytics tools and being able to go into contact analytics is [inaudible 00:04:24] if you can't go into a specific list. So you actually can measure lists in contact analytics and here's what's fun, you can get really nerdy with it. Meaning, I can go in here and, you know what I should just show the screen I don't know why I turned it off but I'm going to show the screen for a second.

George: And what I can do in here, is I can sort through life cycle stage and I can see anybody in a list what life cycle stage are they in, what country are they in, when was the create date, what source. And so some of these are super interesting to be able to see, like either all contacts or then going into this little drop down into specific lists. And again, now you can get very granular because you can almost use your list as the filtering device to then go in and hack and slice and dice this. I'm just going to say, that's for me, I had to say sorry Hubspot. I do see that I can do this. And plus there's other things you can do in reports and custom reporting that I now am aware of as well.

George: But if you don't have the reports add on or you're just trying to get some surface level good nuggets of data, going into the contact analytics in the analytics tools is definitely a good, smart place. What about you sir?

Remington: Yeah so I want to rewind a little bit, a lot of times we have the conversation, especially in sales process about Google analytics versus Hubspot, which one's better, which one has the fuller picture? And you know, really there's pros and cons to both, on all the sties we install or work on, we have both installed because there are key compelling things. Depending on how nerdy you want to get versus of course how much of a wholesome view you have. But the big thing for me is the website analytics and the traffic analytics, which sound like they would be the same, but they come from very different points of view.

Remington: So traffic analytics is all the different sources driving things to your website, whereas website analytics is very much the performance of said pages and how they're working. And you can segment down a lot of stuff, especially if you have Enterprise you can actually break it down by segments of your site. That's pretty cool.

Remington: So website analytics is probably one of my favorite areas because I'm nerdy so I start unpacking, like how is this page performing, why is the page read rate so low? Or those types of things, and then you can iterate and improve. But, it's an Enterprise feature again, but the website analytics side of it, you can filter down by a lot of different things. So by default you can filter by blog post, landing and website pages and if you don't know the difference between landing pages and website pages you should check out our CMS pages episode. Because we dig in super deep on that. But the blog post is pretty incredible because I think a lot of time underestimate how much traffic is actually being generated by their blog versus their main site.

Remington: So you can start to segment that down and of course, one of the things I think is super smart about Hubspot is they've got that 'save as report' button in the top right. So you could do all your filters and then save as a report and throw that on your main dashboard, it could be a really good symbol of how effective your site is.

George: Yeah, without a doubt.

Remington: So an example of that is we have all of our service pages, any pages that have service or start with service, we have those as a segment because we have Enterprise. And then we've saved that as a report so now we can look at what is our service page conversion rate? Rather than overall website conversion rate and that kind of thing, it can get lots of fun.

George: Yeah, so there are so many things right there that my mind wants to play with. One, when you mentioned Google Analytics and Hubspot it reminded me of this getting started with Hubspot video thing that I'm building out that's going to be in a special place, that we'll let you know about some day. Oh snap, I did it to you viewer.

Remington: [inaudible 00:08:43].

George: The reason I thought about that was because I go over Google Analytics and integrating that with Hubspot. But the other part I thought about was they seem like they'd be the same but there's a difference. I love in website analytics, since you drove down this road Remington, the fact that you can see new contact and customers inside of website analytics, inside of Hubspot. Which you can't really do inside of Google Analytics because it's not tracking, like John Smith or Suzy Jones or a lifecycle stage, per say. So I like that you can do that.

George: I also like in web analytics and a lot of these tools that you have the customizable columns so that you can either decrease or increase the data that you're looking at. Because, one of the things that I was watching today was [inaudible 00:09:35] from Hubspot Academy, one of the professors, talking about reporting. And over and over in this reporting track, not a certification but there's a whole conversation I want to have with people around that lately. But, it's a track and it's talking about reporting and it talks about making the data so it's not confusing and really in that, simplifying it so that you're solving one problem or answering one question at a time.

George: And so, by being able to filter down and then decrease or increase the columns to what you need to see, you're painting a true picture of what you're trying to answer with the data. Anyway, those are some other things that I love, specifically in website analytics, but also with just analytics tools in general.

George: Remington, what else do you got for us brother?

Remington: Yeah so I'm going to dig into that a little bit, talking about painting the picture, when you're thinking about your website pages and website analytics. There's a couple columns that you should add, so bounce rate. Bounce rate is one of those ones that ... I don't know that bounce rate is very actionable for most marketers. Sure you want a lower bounce rate, but it's almost a mystery and there's a lot of different things that compel or can make that happen. So what I do, is I usually remove bounce rate and add entrances and exits. So those two columns, so what an entrance is is anyone that came to that website as the first page in the session, and an exit is the last page in a session.

Remington: Because if someone pressed the back button and went back to another service page on my site, I don't necessarily have a problem with that. But if someone down right leaves our site on a certain page I want to understand why they bounced and didn't continue their journey.

George: Yeah.

Remington: So that's a really big one. And then overall, the time on page, especially if you're leveraging video, like we are at Impulse so heavy. You want to see that rate and especially if you slice that down by traffic. If you know that you got paid traffic going to your website and you're spending beaucoup bucks for that and they're spending three and a half seconds on your home page versus organic being two and a half minutes. Yep, you've got a traffic quality problem and you should stop paying for that traffic.

George: Yeah. So there's a couple things-

Remington: Sorry that was a rant.

George: No, it's all good. That's what we're here for right, just to unpack, we're unpacking our brain around these things. It's interesting Remington, the direction you went, entrances and exits. And by the way everybody, not everybody some people, think like exits is just a negative thing. Sometimes it's a very positive thing, like if they're exiting on a thank you page, that's what is to be expected. We gave them what they wanted, they're exiting, they're going to watch or listen or read or whatever that thing, use the template we gave them, whatever it is. A thank you page exit is not necessarily a bad thing.

Remington: Right.

George: If it feels like it's their end of ... Like if they've viewed 12 pages and they exit, maybe they're hungry, maybe they want to go take a nap because they learned so much from us, right?

Remington: Yeah.

George: So the mindset around the data and the things ... Now here's what's interesting, you said you usually hide bounce rate?

Remington: Yeah.

George: And I'm the opposite because I love to see bounce rate, because bounce rate to me, I tie that to a content situation, right? So I like to look at bounce rate because immediately if I see there's a high bounce rate there's a couple things I do. One, I go and look at my meta-description because I want to see if the meta-description, especially specific to organic let's use organic as an example in the story I'm telling ... I'm going to look at my meta-description and I'm going to say, how well does the meta-description tell the micro story of the macro content on the page? And if it's piss poor to unbelievable or it doesn't exist then I'm going to rework that meta-description and I'm going to watch over the next two weeks to 30 days and see if that lowers my bounce rate.

George: Because now, people think they're going to get this and yes they get this, versus they think they're going to get this and, no they don't get it at all. The other piece that I immediately look at when I see a high bounce rate is I go to that page and I say, is there a teaser video, is there a hero video that people can hit play on and they can watch? Is it 30 seconds, 45 seconds, a minute and a half, man I'm ... Anyway, if there's no video then I'm immediately going with the strategy of, let me get a video on this page that helps tell the story of what people are going to see.

George: The other thing, I'm going to immediately look and make sure that our clients have used headings, H2's right? Because here's another way that you can get people to stay on the page longer, is interact with the actions that they're taking. And the actions that 90% of people when they go to blog articles or pages do is they scroll down, and if you can catch them with those sub heads then they're likely going to read a paragraph or two. Now you're not in a high bounce rate.

George: So meta-descriptions, videos, headings and by the way, another piece that you might implement if you see a page with a high bounce rate is a table of contents. Because now you can catch them before-

Remington: [inaudible 00:14:53].

George: Yeah, right because now you can catch them before the scroll. So now you've got video before the scroll, table of contents before the scroll, you got headers in the scroll and you've got a dope meta-description. And why did you do that? Because you saw the page had a bad bounce rate.

Remington: Yeah, no that's true. So sometimes in my experience, I've seen high bounce rates on pillar pages. Which don't mean necessarily that the pillar page is bad, but what it does mean is that there isn't an obvious next step. So to your point, it might be content but it could also be like, oh that was the end of the road. Like we have a pillar page that has a four minute page view time, average. But a higher bounce rate and it's because a lot of that is the end of the road in regards to resource, like it's the ultimate guide.

Remington: So that bounce rate might be higher, but the ones that don't it also has the highest conversions on most of our pages. That could just be, I got my guide and I'm good, peace. You know? So make sure ... Where I'm going with that is you've got to compare some of these metrics against each other and not just blindly follow one. I think that's the big lesson.

George: Yeah I think it's almost metrics and actions, right? So for instance, we're talking about pillar pages and one of the things that I've seen some people do Remington that I think is cool but scares the crap out of me. Is they'll put the little bar across the top and they'll say something like, "take it with you", and then they'll give you a download button and you can download that pillar page as a PDF. Which is cool, it's a great user experience, however, if I come to the site and I see that and I decide not to read it on page but I hit that, now I'm there for 10 seconds before I have all the content. And now if 50% of my audience just goes ahead and takes it with them in a PDF form, I look at this page and go well this page is horrible.

Remington: Right.

George: Because I'm looking at the data, I'm not looking at the actions. Now if I go and I compare that and go, oh well we've got a 50% bounce rate but one out of every two people hit that download link, page is awesome.

Remington: Right, yeah.

George: Page is amazing.

Remington: They're just hitting the back button when they're done.

George: That's it, exactly.

Remington: Yeah that's a really good point, so trust your analytics but make sure you're also keeping that context. It can be a trap if you're only looking at one thing, hence why we also like Google Analytics. So another filter I like for website analytics, we can hang out over here for a little bit longer, is the ability again to filter by language. So if you've got traffic that's the wrong language and they're going to other pages on your site that may or may not have those multilingual, that multilingual approach to them. You could have really high bounce rates and you might not know how to prioritize that content first.

Remington: And so the website analytics, again I believe this is Enterprise that has those extra filters, but the language filter is a huge opportunity. Because you could filter your pages by, you know, whether they're Spanish or French, or English obviously. I say obviously but, we have a worldwide audience, so whatever, sorry.

Remington: So that's a big thing and I'm a huge fan of rolling 30 and 90 days, like if you're looking at stuff, don't make decisions on this month today because if it's the seventh of the month, you're not taking an accurate picture about what's going on. Make sure you're looking at a rolling date range, so that you've got the good data.

George: Yeah so I'm going to dip off of-

Remington: [inaudible 00:18:30].

George: Website analytics because literally we have eight minutes left of this episode, it's amazing. We'll blame Endgame at the beginning but it is what it is. I also like that in the analytics tools you have the ability to go and look at links, right? Now here's what's fun about Hubspot, there are places where they have redesigned the tool and there are places that look like it's till the original code from like 2000-

Remington: Like old faithful.

George: Yeah, so if you want, if you want to go down memory lane and you want to see what the tool used to look like a little bit ... Competitors by the way is one of those other places where it's like, the Grand Canyon and this is old faithful we'll call it. You can go to links, and I like going into links because you really should be paying attention to who is giving you traffic. By the way, it's still one of those pages that has the sidebar that has tips and tutorials in it, so you can literally go to link building 101 and it'll take you there.

Remington: I miss those days.

George: Yeah, right? So here's what's fun though, is you can see the authority, you can see the domain, you can see the amount of links, the visits, the context, the customers. The first link and the last activity of people that are sending you traffic. Now why do I like that? Why is it important to me? By the way, I thought this would happen in this episode, everything that Remington and I have pretty much said has also leaned into a strategy. And we haven't done that on purpose, but that's how our brains work. So I want to see where we're getting traffic from, I want to see who's linking to us, because that's the beginning of a partnership or a relationship.

George: So if I come in here and I look and I see there's, you know, x, y, z company because we'll just keep it nice and vanilla here. And they've sent me a butt ton, real measurement there, a butt ton of traffic, a lot. I'm then going to be more available or open to, hey let's create a piece of content together, let's create a video together, let's interview you let's get you on our website as well. Because hey, we're getting this traffic from you, you scratch my back I'll scratch yours.

George: And so I love that, but also I love being able to see people who are linking to us who have a piss poor authority rank. Because you can go into, and remember we talked about Google Analytics but you can also integrate Google Search Console and you can say, hey [inaudible 00:21:25] that link. Because what I don't think marketers do enough in a lot of places, is delete the stuff that-

Remington: Technical SEO.

George: Well the stuff that isn't working, right? Like technical SEO in this standpoint meaning, if it's under a certain percentage rate, [inaudible 00:21:40] it and let it be all good stuff. And get rid of the crap. Same concept, back to Hubspot Academy, I was watching the social media track not a certification, that's twice in this episode that I've mentioned that by the way. Maybe something is on my mind. And the conversation was also being had about people who aren't willing to delete bad YouTube videos. However, one bad YouTube video could be like pulling your channel down because it's the one that everybody is leaving on and now you're not getting as much watch time as you could if they would continue to watch other videos.

George: Anyway, I digress, we're talking about links. So I'm looking for people that are sending me a lot of traffic because I want to partner or have a relationship with them. I'm looking for links that absolutely suck because I want to [inaudible 00:22:26] in my Google Search Console. Anyway I love that about traffic analytics.

Remington: Yeah so going back to the traffic analytics standpoint, I think referrals is something I don't hear a lot of marketers talking about. So it's similar to your point in regards to links, but referrals we see a heck of a lot of source and you could move your filter to contacts and just view the contacts over time. The timeline is super valuable in referrals, like for instance, we just did an article on Drift versus Hubspot and Drift shared it. Well there's a spike in contacts and also traffic, but we were able to see what day that was and where it came in because that traffic skewed the analytics a little bit in regards to where stuff was coming in. But it was like a one day hit.

Remington: So if you're going through and you're trying to look and dig in, you know, it's real important to look at that day over day. Hence my rolling 30 that I'm a big proponent of, you want to be able to look at that and understand, wow why did we just get a spike now? And that kind of thing. So the referrals is huge, look at where your contacts are coming from, you may also find, especially with that [inaudible 00:23:42] strategy that George was talking about, you may also find that some of those crappy links are giving you crappy leads. And so there's something you could do there, especially with smart content. Because if you got a lot of traffic coming in from a source, you should start thinking about smart content and the reports are really the answer to finding that info.

George: Yeah, it's funny because Remington out of everything you just said by the way, I heard you say a one day dip?

Remington: Right.

George: A one day dip. Marketers that watch this now, are watching it now or watch it historically, do you know when you've had a one day dip? I'm just throwing that out there because fundamentally that's a mindset and I think it's a really great lesson for this episode because we're talking about data. Like do you know three hours in that today is not the same as yesterday? Do you know tomorrow that yesterday was great or crappy or is it week, or month, or quarter? Like when are you looking at traffic analytics? On a weekly basis, daily basis, right? So I think that's amazing.

Remington: Yeah a company that bobs, pivots and weaves based on data that's right, is going to see much more success if it's on a daily cadence rather than a weekly. And weekly instead of a monthly and monthly instead of quarterly, and a quarterly instead of a yearly. If you're only looking at your analytics on a quarterly basis, you've got four opportunities to improve it that year. But Impulse, we've got 52 weeks at a minimum and then we've got a whole heck of a lot of days in between.

George: Yeah, our boy Dan [inaudible 00:25:32] put a comment in here that says, I've come to love the rolling 30 days. Yeah without a doubt, Dan you're going to come to love the rolling one day, because now with Mr. Remington that's how we roll at Impulse Creative. Remington it is 4:59, we literally have one minute, what's weird is we did strategy along the way but if you were, aha I got you before you got me by the way. If you were to sit down with a marketer and tell them three things that they should be doing without a doubt in the traffic analytics tools, what would those three things be? Go.

Remington: Yeah so, in the traffic analytics tools it's more like reports that we'd be pulling from. The number of companies that are being generated from your certain sources, I think is big. Because a lot of times companies, like [inaudible 00:26:27] thinks in companies in a lot of cases, not contacts. But yet, contacts are what a lot of the reporting is on so I think that's a big one.

Remington: Second, would be the segmenting out your traffic so that you've got your website analytics, like in general. And then you've got a more focused beam of attention around, we'll just say higher than 10 pages.

Remington: And then the third would be to understand those referral sources and key into those conversion rates. Because that could be ultra compelling in understanding what's going on, day to day, week by week, month by month.

George: I love it, so here's what I would tell you. Go into the traffic analytics, get views that you like, things that you want to see, add them to your dashboard. Then from there, and maybe it's custom dashboards, right? Because everybody has a marketing dashboard, everybody has a sales dashboard, everybody has, oh do you have a service dashboard? I don't know if you do yet or not, but have you created a specific ... I know you've got a web analytics one, but have you created a specific one for things that you're trying to see and learn? Get there, add it to the dashboard.

George: And then here's what I'm going to say, make it so it email you those dashboards so that you see those reports so that you don't get busy and you don't forget. Because if you're not measuring it, it don't make sense. By the way, we barely scraped the ... Like we didn't even land yet.

Remington: This is worse than work flow, well better, but yeah we should say that we're going to come back to reporting on Thursday with a little more specificity. Or maybe the week after that, I don't know.

George: Yeah maybe Thursday, maybe week after that, because listen we didn't touch events, we didn't touch sales content analytics, we didn't touch campaign analytics. Which I think some marketers treat as the red headed step child for some reason, I don't get it.

Remington: Let's do events, let's do a half hour on events, challenge accepted.

George: Oh snap, okay. Hubspot events.

Remington: Next week.

George: Here's the problem with that, if you're watching this and you're a professional user, I don't know what to tell you.

Remington: I don't know, there might still be some events we can use.

George: Yeah other than you could probably watch so that you know what you could do and then beg to get money for an upgrade, I don't know what to tell you with that.

Remington: So I think we could hit events on a couple of different ways, so for our people who are not Enterprise users, there are some events that you can use that are not necessarily Hubspot events but could be very compelling ones. And then there are of course Hubspot Enterprise events which are significantly more custom.

George: Are we-

Remington: I'd love to see if we could unpack that.

George: So, we're literally unpacking Hubspot, but not going to be all the way in Hubspot is what I hear?

Remington: No it's all going to be in the Hubspot portal.

George: Oh okay.

Remington: It's still going to be events, just not #Hubspot events.

George: Now I'm curious. So folks hey, leave a comment, leave your questions make sure you use those emojis, we like to see them in there.

Remington: Yeah.

George: Dude it went so quick, we're already four minutes after.

Remington: Went too fast, yeah if you have questions about reporting and you want us to do a follow up episode, give us a subsection of the reporting features that are available, or analytics tools, and tell us what you want us to spend a half hour unpacking. We'll make it happen.

George: We will unpack that junk, hey as always I'm @Georgebthomas he is ...

Remington: Remington Beg.

George: And we're telling you today to go out into the world and do some happy Hubspotting.

Remington: Later.