Brian Cliette

Step-by-Step Guide: Tracking Website Traffic with HubSpot Analytics

If you’re like me, you know the importance of tracking website traffic. It’s the key to understanding your audience, improving your content, and boosting your online presence. And when it comes to web analytics, HubSpot is a tool I swear by.

HubSpot Analytics is a powerful platform that offers deep insights into your website’s performance. But how exactly do you track website traffic using this tool? It’s simpler than you might think. In this article, I’ll walk you through the process, step-by-step.

Whether you’re a seasoned marketer or a newbie, HubSpot Analytics can level up your website tracking game. So let’s dive in and unlock the secrets of your website traffic.

Why Tracking Website Traffic is Important

Knowing your audience and their behavior is vital for any website’s success. It’s the cornerstone to improving your content, refining marketing strategies, and expanding your online presence. So how can you accomplish this? By tracking website traffic. Here’s why it’s an essential practice for every webmaster or business owner.

If you’re interacting in an online space, you’ll want to know how many visitors are coming to your site, what channels they’re coming from, and which pages they’re favoring. You need this information to understand where your audience is coming from and where you could be reaching out more effectively. Are users finding you via search engines, social media, or direct links? By uncovering the prominent channels, you can cater your marketing strategy to those specific areas.

The next piece of the puzzle involves the behavior of your site visitors. It’s not enough to bring them in; we need to be mindful of what they do once they are there. Are they browsing multiple pages or are they bouncing off after seeing just one? The answers can lead to deep insights about user engagement and site usability.

In addition, tracking website traffic helps to measure the success of SEO efforts. Once you’ve implemented SEO strategies, it’s necessary to monitor the traffic to see if those tactics are working. If you’re seeing an increase in organic traffic, it’s a good sign that your SEO is working. Alternatively, a decrease might indicate that you need to revise your strategies.

Last but not least, understanding audience demographics is another valuable aspect of traffic tracking. Knowing the geographic region, age, gender, and preferences of your audience allows you to create more targeted content and campaigns. This information forms the foundation of a sleek, user-centric website that keeps visitors coming back for more.

So, tracking website traffic is not just a number game; it’s about extracting valuable insights to sharpen your strategies across all fronts. It’s a continuous process that requires dedication and refinement. And, with the help of tools like HubSpot Analytics, it becomes a whole lot more efficient.

Introduction to HubSpot Analytics

Making sense of website traffic can sometimes feel like trying to drink from a fire hose. But it doesn’t have to be that way – not with a powerful tool like HubSpot Analytics. So, let’s dive in and take a closer look at this invaluable resource.

As an expert in this field, I gotta tell you, HubSpot Analytics is more than just a typical analytics tool. It’s an all-in-one inbound marketing and sales platform. And it’s designed to help businesses attract visitors, convert leads, and close customers. The pie-in-the-sky goal? To optimize every step of your customer’s journey.

The key thing to remember about HubSpot is it’s incredibly user-friendly, even if analytics aren’t usually your cup of tea. Imagine taking all the complicated, techie jargon out of website analytics. Yep, that’s HubSpot for ya.

Instead of putting you in the deep end with a bunch of numbers and data, it gives you clear, understandable insights into how your content is performing. This means you’ll be able to figure out what’s driving traffic to your site, where it’s coming from, and what content is resonating with your audience.

And in this age of personalized marketing, HubSpot Analytics takes it a step further, allowing you to track individual user behavior. You can see how often someone visits your site, what pages they’ve looked at, and even how they’ve interacted with your other marketing initiatives.

So, by using HubSpot Analytics, you’ll provide a more tailored experience for your visitors, increasing the chances they’ll become loyal customers. It’s about creating a strong, vibrant community around your brand – and HubSpot Analytics is the tool to help you do that.

In the upcoming sections, we’ll explore the nuts and bolts of how you can implement, use, and benefit from HubSpot Analytics. Remember, the internet might feel like a vast, chaotic place, but with the right tools and knowledge, you’ll navigate it like a pro.

Step 1: Setting up HubSpot Analytics

So, you’ve decided on using HubSpot Analytics for tracking your website traffic. Here’s the fun part – setting it up! HubSpot makes it easy for even the most tech-averse amongst us.

The first step is establishing an account with HubSpot. It’s a breeze, and there are several options to choose from. There’s a free version, which is perfect for small businesses or those starting out in the online realm. Naturally, the paid versions offer more detailed statistics and advanced options.

Once you’ve gotten your account set, the second requirement is adding your website to HubSpot. Navigate to your account settings, located in the top right menu of your HubSpot dashboard. Inside settings select “Domains & URLs,” and click “Connect a domain.” Follow the prompts and you’ll have it down in no time.

Now I hear you ask, “What about my tracking code?” Well, HubSpot automatically creates a tracking code once you’ve added your website – it’s that simple. You can find this under “tracking code” on your main settings page.

The final step involves embedding this tracking code into your website. For those with a HubSpot website, rest easy. HubSpot automatically adds the tracking code to your web pages. For other website platforms, you’ll need to manually embed the code into your site’s HTML.

To ensure your tracking code is correctly set up, use the HubSpot Tracking Code checker. This will verify that everything is running smoothly. Remember, the power of HubSpot Analytics lies not only in its depth of data – but also in its ease of set up.

The foundation is laid. You’ve got HubSpot Analytics set up and ready to work for you. Onwards, to using it to its full potential!

In upcoming sections, I’ll show you how to access, interpret, and apply this treasure-trove of data to your business strategy. We’ll delve into using your new-found knowledge of your audience’s behavior to transform them into loyal customers. Stay tuned, because HubSpot Analytics is about to become your new best friend in business growth.

Step 2: Adding the HubSpot Tracking Code to your website

After setting up your account with HubSpot, you’ve passed the first hurdle. It’s now time to add the HubSpot tracking code to your site. Remember, the tracking code is your key to access valuable website activity data.

For those who use websites built on HubSpot, you’re in for a treat. The tracking code is automatically added to your site. For others, you’ll need to manually embed the code into your site’s HTML. I know it sounds like a daunting task, but trust me, with careful attention to detail, you’ll get it done smoothly.

When manually embedding the code, ensure you’ve pasted it just before the closing </head> tag in your HTML. The placement is important to have the best extrapolated data from your site visitors.

If you’re confused about the coding part, consider taking help from your website developer or someone proficient in HTML. Or, you could reach out to the HubSpot customer support team. They’ve got a reputation for being helpful, no matter how small or big your issue is.

A friendly tip from me, make sure your site runs on HTTPS. HubSpot does not support HTTP protocols. But don’t worry, switching from HTTP to HTTPS is pretty easy. You can follow an online guide or get assistance from a webmaster to do it.

Up next, we’ll delve into how to verify the functionality of the tracking code. (keep in mind there’s no room for guesswork here; it’s about getting reliable, actionable data.)

I recommend using the HubSpot Tracking Code checker. It’s like a litmus test for your tracking code. If it’s working as intended, you’re all set. If not, the checker will tell you what’s wrong, helping you troubleshoot with ease.

Step 3: Navigating the HubSpot Analytics Dashboard

Once you’ve successfully set up the HubSpot tracking code for your website, it’s time to efficiently navigate the HubSpot Analytics Dashboard. Understanding the dashboard is a critical component in wielding the power of HubSpot to your advantage. You need to identify which data is of utmost importance. Allow me to guide you through the basic elements of this powerful tool.

Starting off, when you log into your HubSpot account and click on ‘Analytics Tools’, you’ll land on an interface showing a compilation of data, charts, and graphs. It’s important to know that each tab at the top of the dashboard represents a different aspect of your site’s performance. For instance, the ‘Page Performance’ tab shows data like page views, average time on page, new contacts created, and customers.

One major feature I’d like you to focus on is the filtering options available. They can be found at the top of the dashboard. This is valuable because it allows you to see your data filtered by source, country, device type and more. This powerful tracking feature lets you focus on the data that matters most to your business.

Next, let’s take a look at ‘Conversion Analysis’. This feature will help you monitor the effectiveness of your calls-to-action and landing pages. HubSpot gives you data on page conversion rates, how many people viewed your CTA, and how many people clicked on it.

Metrics Definition
Page Conversion Rate The percentage of website visitors that completed a desired action on a webpage
CTA Views The number of users who saw your call-to-action
CTA Clicks The number of users who clicked on your call-to-action

Lastly, do not forget about “Data Exporting”. This function can be found on the “Reports” dropdown menu. It gives you the option to share or save statistics for further analysis. It’s possible to export charts, reports or tables to help you compare the performance over time and make data-driven decisions.

Remember, this is just a brief overview of what the HubSpot Analytics Dashboard offers. Feel free to play around and explore more features based on your specific needs. The settings are quite customizable so you can tailor the dashboard to your exact preferences.

Step 4: Analyzing Website Traffic Data

After you’ve successfully set up HubSpot Analytics and verified the functionality of your tracking code, it’s time to dive into web traffic analysis. HubSpot’s Analytics dashboard provides me with a comprehensive, real-time insight into my website’s performance.

One of the key features I utilize is the Traffic Analytics report, where I can break down traffic data by various factors such as sources, location, device type, and more. This granular segmentation allows me to understand where my website visitors are coming from, which helps in refining my marketing efforts.

The Traffic Analytics report provides an array of data out of the box that’s valuable to any marketing campaign. You can access these pre-configured data sets from the dashboard and have the ability to customize them according to your needs.

Pre-configured data sets
New visitors
Page views
Bounce rate

HubSpot allows you to filter results through any combination of these parameters – offering a tailor-fit view of your data. Suppose you want to compare desktop and mobile visitors for a “contact us” page. Adjust the filters to isolate those metrics and the software generates a concise report. This level of customization ensures that I present the information that matters most to my business.

Another powerful tool I use is the Conversion Analysis feature. The ability to see which pages are contributing to conversions is a game-changer in bot tuning your website and boosting conversion rates. By identifying the high-performing pages, I can duplicate their success factors across the board.

Lastly, HubSpot’s robust Data Exporting functionality comes in handy when I need to download data reports. They’re easy to analyze offline or share with my team for collaborative analysis.

The next sections will delve deeper into the Traffic Analytics report and the Conversion Analysis tool shedding more light on how to maximize HubSpot’s analytics capabilities for your business.

Step 5: Using HubSpot Analytics to Improve Your Website

Alright, now you’ve got your HubSpot Analytics set up and ready to roll. It’s time to dive into how you can break down that data and use the insights to make a positive impact on your site.

It’s easy to feel overwhelmed when you first open your analytics dashboard. But don’t worry, I’ll break it down for you. The main areas to focus on are:

  • Traffic Analytics: This tab provides a comprehensive overview of how visitors find your website. It breaks down traffic into sources like organic search, paid search, referrals, social media, and more. It’s where you learn about the behavior of different audiences.
  • Conversion Analysis: Over here, you drill down into what happens once a visitor lands on your site. You’ll identify which pages lead to conversion, where on the webpage these conversions are happening, and which user actions drive conversions.
  • Data Exporting: This tab enables you to export all your gathered data into various formats for further analysis.

There’s a goldmine of info hidden in this data. It can show you what’s working best on your site, and where there might be room for improvement. You might discover that you get a lot of traffic from social media, but these visitors hardly convert. In contrast, organic search might bring less traffic, but they’re more likely to convert.

Moving forward, having clearer insights allows you to make more data-driven decisions. You can invest more resources into what’s already working and experiment with strategies to improve areas that aren’t performing as well.

It’s essential to keep experimenting, with each experiment based on data, not just hunches. This approach is fundamental in continually improving your site’s overall performance.

By this point, you’ve got a good idea of how the dashboard works. Up next, we’ll dive into more specifics on using these analytics tools to boost your website’s performance.


We’ve journeyed through the ins and outs of tracking website traffic with HubSpot Analytics. We’ve seen how easy it is to set up an account, add your website, and generate a tracking code. We’ve also delved into the importance of getting the tracking code right, with the help of HubSpot’s Tracking Code checker. We’ve navigated the HubSpot Analytics Dashboard, explored the Traffic Analytics and Conversion Analysis tools, and learned how to export data for deeper analysis. But remember, it’s not just about gathering data, it’s about using these insights to make data-driven decisions that can boost your site’s performance. Whether you’re a beginner or an experienced user, HubSpot Analytics has a wealth of features to help you understand your website traffic and conversions better. So don’t hesitate, dive in and make the most of what HubSpot Analytics has to offer.

What is HubSpot Analytics?

HubSpot Analytics is a tool that helps monitor and analyze website traffic. It offers an in-depth view of how visitors find your website, what actions they take on it, and where improvements can be made.

Is setting up HubSpot Analytics complicated?

No, setting up a HubSpot Analytics account is straightforward. The article provides a step-by-step guide on how to successfully set it up and integrate it.

What is the HubSpot Tracking Code?

The HubSpot Tracking Code is a piece of code that is embedded on your website. It allows HubSpot Analytics to monitor your web pages and gather data about visitor behavior.

Will I need help from a web developer to integrate HubSpot Analytics?

Not necessarily. While having a web developer can simplify the process, you can also follow the steps provided in the article or seek help from the HubSpot customer support team.

How can I ensure the functionality of the HubSpot Tracking Code?

HubSpot provides a Tracking Code checker to verify if the code is set up and functioning correctly on your site.

What is the Conversion Analysis tool?

Conversion Analysis is a feature within HubSpot Analytics. It tracks visitor actions on your site, providing insights that can help improve your website’s performance.

Can I export data from HubSpot Analytics?

Yes, HubSpot Analytics provides a Data Exporting feature, allowing you to extract the collected data into various formats for further analysis.

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About me

My name is Brian Cliette; I help brands and entrepreneurs find sustainable paths to sales growth on the social internet.

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