Key Reports to Review
As the year comes to a close, it’s time to take a step back and analyse how your marketing, sales, and service efforts performed over the last 12 months. HubSpot’s robust reporting capabilities make this process simple and insightful. Below, we outline key reports you should generate to wrap up 2024 and plan for a successful 2025.
1. Marketing Performance Overview Report
This report provides a high-level summary of your overall marketing efforts throughout the year. It includes total website sessions, leads generated, and conversions broken down by channel.
Why it’s important: This report helps you understand which marketing activities brought the most value and which areas need improvement.
How to use it: Highlight top-performing channels and campaigns to guide budget allocation for 2025.
2. Blog Performance Report
Analyse your blog’s contribution to your overall strategy with metrics such as total views, shares, and leads generated from blog posts.
Why it’s important: Blogging is a key driver of organic traffic. This report shows which content resonated most with your audience.
How to use it: Use the insights to plan your 2025 content calendar, focusing on topics or formats that performed well.
3. Email Marketing Report
Review the performance of your email campaigns, including open rates, click-through rates, and bounce rates.
Why it’s important: Email remains one of the most effective communication channels, and this report helps you refine your approach.
How to use it: Identify high-performing subject lines and CTAs while troubleshooting underperforming segments.
4. Deal Close Rate Report
Measure your sales team’s performance with a report that breaks down the number of deals closed, the average deal value, and the win rate.
Why it’s important: This report helps you understand your team’s efficiency and identify bottlenecks in the sales process.
How to use it: Use the data to adjust sales strategies or coach individual team members for improved performance in 2025.
5. Revenue Attribution Report
Discover which marketing channels or campaigns generated the most revenue with a detailed revenue attribution report.
Why it’s important: This report links your marketing efforts directly to your bottom line, helping you allocate resources more effectively.
How to use it: Focus on high-performing campaigns and cut back on channels that underperform.
6. Customer Retention Report
Track customer retention and churn rates, as well as the average customer lifetime value, with HubSpot’s retention analytics.
Why it’s important: Retaining existing customers is more cost-effective than acquiring new ones, making this report crucial for long-term growth.
How to use it: Use the data to improve your customer retention strategies and identify at-risk customers for proactive engagement.
7. Support Ticket Report
Analyse the total number of support tickets, average response times, and resolution rates to measure the effectiveness of your customer service.
Why it’s important: Exceptional customer service strengthens loyalty and reduces churn.
How to use it: Identify common issues and optimise your support workflows to improve efficiency
8. Multi-Touch Attribution Report
Understand the customer journey by analysing which touchpoints had the greatest impact on conversions.
Why it’s important: Multi-touch attribution provides a holistic view of your marketing funnel, helping you optimise touchpoints for better conversions.
How to use it: Use the insights to fine-tune your 2025 marketing mix, focusing on impactful touchpoints.
9. Sales Pipeline Velocity Report
Evaluate how quickly deals move through your pipeline with metrics such as the average time spent in each stage.
Why it’s important: Slow pipeline velocity can hinder revenue growth. This report identifies bottlenecks in the sales process.
How to use it: Implement workflows or sales strategies to speed up deal progression.
10. Year-End Goal Review Dashboard
Summarise progress toward your 2024 goals, tracking metrics such as total revenue, new customers, and marketing ROI.
Why it’s important: This report gives you a clear picture of how well your business performed against its goals.
How to use it: Use this as a starting point to set realistic and ambitious goals for 2025.
Ready for 2025? Start with Data-Driven Insights
By generating and reviewing these reports, you’ll be armed with actionable insights to improve your strategy for 2025. If you need help setting up or interpreting these reports, our team is here to help!
