Clarification on Leads, SQL & Pipeline Attribution from Email Marketing

Marketing & Content Hub Reporting & Analytics
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1

We currently have 50K contacts whose Original Traffic Source is marked as Offline Sources. However, some of these contacts later converted and closed deals through Email Marketing efforts.

I would like to understand how many Leads, SQLs, and Pipeline have been generated specifically through Email Marketing. Since the Latest Traffic Source property is not working in this case, what would be the best way to accurately measure and attribute this?

2

Hi @Deep_Kwatra,

You could check if the Latest traffic source has ever been Email marketing - and create a segment to filter for these contacts.

Once you have this segment, you could filter a report that shows Count of contacts by Lifecycle stage that only shows contacts from this segment.

Keep in mind that this will return contacts who have ever had a Email marketing traffic source documented. It doesn’t necessarily have to be the first one right after Offline source.

Best regards

3

Thanks Karsten. You’re genius​:graduation_cap:

4

Hi @karstenkoehler ,

How can we identify the first conversion after an Offline Source, where the latest traffic source remains Email Marketing? I want to split this analysis into two buckets:

  1. Offline Source → Email Marketing (directly after offline source)
  2. Offline Source → Other Sources → Email Marketing (Email Marketing appears later in the journey after other sources)
5

Hi @Deep_Kwatra and Happy Wednesday!
Thanks for following up on this thread!
I’d like to share these resources that might help understanding how it works:
- Understand Original and Latest traffic source properties
- View and use record source properties
- Understand HubSpot’s traffic sources in the web traffic analysis tool
Also, I’d love to put you in touch with our Top Experts: Hi @karstenkoehler, @JWingate2 and @Josh do you have suggestions to help @Deep_Kwatra, please?
Thanks so much and have a brilliant day!
Bérangère