HubSpot Website Analytics: Understand Your Traffic and Improve Engagement

You run a business, and your website is your main point of contact with potential customers. You’ve spent time and money on marketing but are unsure if it’s working.?

Traffic is coming in, but are visitors engaging?? Are they converting into leads?? Or are they leaving without taking any action?

Without the correct data, you are making guesses instead of informed decisions. HubSpot Website Analytics gives you a real-time view of how visitors interact with your site. It tells you:

• Where your traffic comes from – Are people finding you through search, social media, or paid ads?
• How users behave on your site – Which pages they visit, how long they stay, and where they drop off.
• What’s driving conversions – Which forms, CTAs, and landing pages turn visitors into leads?

With this information, you can stop relying on assumptions and start making data-driven decisions. You’ll know what’s working, what needs improvement, and how to optimize your website for better results. Let’s explore how HubSpot Website Analytics works, its features, and how to use it effectively to grow your business. Let’s dive in.

Features of HubSpot Website Analytics

Below is a list of its key features and how they can benefit your business.

Traffic Analytics

HubSpot’s Traffic Analytics Dashboard gives you a clear view of how visitors find and interact with your website. This section helps you understand where your traffic comes from and how it changes over time. Essential metrics available:

Total Visits – The total number of times people land on your website.

New vs. Returning Visitors – Tracks how many visitors are first-time vs. how many are coming back.

Traffic Sources–

• Organic Search – Visitors who find you through search engines.
• Direct Traffic – Visitors who type your website URL directly.
• Referral Traffic – Visitors coming from other websites linking to yours.
• Social Media Traffic – Visitors who land on your site through platforms like Facebook, LinkedIn, or Twitter.
• Paid Traffic – Visitors from paid ad campaigns, such as Google Ads or Facebook Ads.

This data helps you identify which channels drive the most traffic and where to focus your efforts.

User Behavior Insights

Understanding how visitors interact with your website is key to improving their experience. HubSpot provides insights into user behavior, allowing you to see what’s working and what needs improvement. Important metrics are:

Bounce Rate – The percentage of visitors who leave after viewing only one page. A high bounce rate may indicate poor user experience or irrelevant content.

Time on Page – The average time users spend on a particular page. Longer times generally indicate engaging content.

Exit Rate – The percentage of users who leave from a specific page, helping you pinpoint problem areas.

Conversion Tracking amp; Attribution

Traffic alone doesn’t tell the whole story—you also need to track how many visitors take meaningful actions, like filling out a form or clicking a CTA. HubSpot’s analytics allow you to track conversions and understand what drives them. Essential metrics include:

Form Submission Tracking – Measures how many visitors complete forms on landing pages.

Conversion Rate Measurement – Tracks the percentage of visitors who take a desired action, such as signing up for a newsletter or requesting a demo.

CTA Performance Tracking – Monitors how well your call-to-action buttons perform and which drives the most conversions.

These insights help you determine which pages, campaigns, and traffic sources are most effective in driving conversions.

SEO and Content Performance Analytics

To improve your website’s visibility, HubSpot provides SEO and content analytics to track how well your pages rank on search engines and how your content engages visitors. Essential metrics and insights:

• Keyword Tracking & Rankings – See how your target keywords perform on search engines.
• Content Engagement Metrics – Measure blog views, shares, and comments to see which content resonates most with your audience.
• Lead Generation Impact – Understand how blog posts and web pages contribute to lead generation by tracking form fills and conversions.

SEO Optimization Recommendations

HubSpot also provides SEO suggestions, helping you optimize your content for better rankings. It highlights missing or duplicate meta descriptions, as well as page load speed issues. And internal linking opportunities.

Device and Demographic Analysis

HubSpot’s analytics allow you to see how different audience segments interact with your website, helping you tailor the experience for various users. Important insights:

Device Breakdown—See what percentage of your visitors use mobile, desktop, or tablet devices. If most of your traffic comes from mobile users, you may need to optimize your site for mobile-first experiences.

Geographical Data – Identify where your visitors are coming from. This is useful for targeting content, running localized campaigns, or identifying emerging markets.

Demographics & Behavior Trends – While HubSpot does not provide as much demographic data as Google Analytics, it offers insights into how different audience groups interact with your content.

Integration with CRM and Marketing Tools

Every time a visitor interacts with your site, HubSpot can log that data in its CRM, allowing you to see which page leads have viewed before converting. If you run email campaigns through HubSpot, you can track how recipients interact with your website after clicking an email link.

Your sales team will gain valuable insights into what content and pages influence potential customers by tracking visitor behavior from the first interaction to the final sale.

It helps you see the full customer journey, from the first visit to the final purchase. It allows you to personalize follow-ups based on user behavior and provides data-driven insights for refining marketing strategies.

Setting Up HubSpot Website Analytics

Before analyzing data, you need to set up your HubSpot analytics properly.

Step 1: Access the Analytics Dashboard

Log in to your HubSpot account. Navigate to Reports > Analytics Tools. Click on Traffic Analytics to view website performance.

Step 2: Install the HubSpot Tracking Code

The tracking code is already built-in if your website is hosted on HubSpot CMS. If you use an external website (WordPress, Shopify, etc.), you need to add the HubSpot tracking code manually:

Go to Settings > Tracking & Analytics > Tracking Code. Copy and paste the code into your website’s <head> section. Save and publish changes.

Step 3: Integrate with Other Tools

HubSpot works best when integrated with other platforms:

• Google Analytics – For deeper user insights.
• Google Search Console – To track SEO performance.
• Ad platforms (Facebook, Google Ads, LinkedIn Ads) – To measure campaign effectiveness.

Once set up, HubSpot will start collecting data, allowing you to analyze traffic, engagement, and conversions.

Step 4: Tracking Conversions and Marketing Campaign Success

Go to Reports > Analytics Tools > Traffic Analytics. Navigate to Forms or CTAs to track conversion rates. Set Goals to measure specific actions (e.g., form submissions, demo requests, downloads).

Use A/B testing to compare different CTA designs and placements. Keep CTAs clear and compelling with action-oriented language. Ensure landing pages have a simple layout, relevant content, and fast loading time.

Step 5: Utilizing Custom Reports amp; Dashboards

Go to Reports > Reports Home. Click Create Report and choose the type of report you want (traffic, conversions, sales). Select the metrics you want to track (e.g., website visits, lead sources, form submissions). Customize filters based on time range, traffic source, or campaign type. Save the report and add it to your dashboard for easy access.

Schedule weekly or monthly reports to be emailed to your team. Use data visualizations (graphs and charts) to make reports easy to interpret. Adjust your marketing strategy based on real-time insights.

Best Practices for Using HubSpot Website Analytics

To get the most out of HubSpot Website Analytics, follow these best practices:

Regularly Review and Analyze Data

Check your analytics dashboard at least weekly to spot trends. Compare performance over different periods (week, month, quarter). Identify spikes or drops in traffic and investigate the cause.

Set Clear Goals and KPIs

Define key performance indicators (KPIs) such as conversion rates, bounce rates, and traffic sources. Align analytics with business objectives, such as increasing leads or improving engagement. Track progress and adjust marketing strategies based on data insights.

A/B Test Landing Pages and CTAs

Experiment with different headlines, layouts, and CTA placements. Track which version gets more clicks and conversions. Optimize based on real data rather than assumptions.

Use Segmentation for Deeper Insights

Filter traffic by source, device, and location to see where the best visitors come from. Analyze new vs. returning visitors to understand engagement. Segment leads based on behavior to personalize follow-ups.

HubSpot Website Analytics vs. Google Analytics (GA4) – Which One Should You Use?

Use HubSpot Website Analytics If You Want To

• Track Marketing Campaign Performance – Monitor traffic from email, social media, and ads within HubSpot’s ecosystem.
• Measure Lead Generation & Conversions – Track form submissions, CTA clicks, and how visitors interact with your website.
• Integrate with HubSpot CRM – Automatically link website activity to customer records and track the sales journey.
• Get Simple, Pre-Built Reports – Access user-friendly dashboards without complex configurations.
• Align Sales & Marketing Data – Understand how website visitors move through the sales funnel and convert into leads.

Use Google Analytics If You Want To:

• Analyze Detailed Visitor Behavior – Track page views, session duration, bounce rates, and engagement metrics.
• Monitor Traffic Sources with More Customization – Get granular data on organic, direct, referral, and paid traffic with deeper insights.
• Track eCommerce Performance – Measure transactions, revenue, and customer purchase paths.
• Customize Reports & Dashboards – Build advanced, tailor-made reports using filters and segments.
• Use AI-Powered Insights & Predictive Analytics – Leverage machine learning to detect trends and forecast user behavior.

Use Both If You Want a Complete Picture

• HubSpot for Marketing & Lead Insights – Understand how visitors engage with your content and convert it into leads.
• Google Analytics for Advanced User Behavior & Traffic Analysis – Get deeper insights into visitor behavior, retention, and eCommerce.
• Integrate Both for Maximum Impact – Sync HubSpot with Google Analytics to combine marketing, sales, and website data for better decision-making.

Are You Using Your HubSpot at Its Full Potential?

As a HubSpot Diamond Solutions Partner, INSIDEA is uniquely positioned to help you unlock the full potential of your HubSpot investment. Begin with a free, comprehensive audit of your HubSpot portal and discover the various features and tools waiting to transform your business operations.

Get your free portal audit today!

You can also book a meeting with HubSpot experts to explore how INSIDEA can help you with your upcoming projects.