Integrations reporting is the next level of reporting in HubSpot. Not only can you track your progress with the HubSpot tools, but you can also sync your other data for sales options, video marketing, and more. Other posts we have on integrations reporting cover Salesforce, EventBrite, and GoToWebinar.
It’s rare to find a business using one system to manage their operations and processes today. Companies like HubSpot look to identify viable organizations to sync data together via integrations. This allows for a more seamless flow of data, but also translates to increased efficiency of business operations. Scott Brinker’s blog post summarized our work on integrations – creating an ecosystem that all users can use and connect with the HubSpot platform.
Integrations are a vital part toward consolidating and standardizing your organization’s data. The more data you have together, the easier it is to consistently report and evaluate it. This post covers reports using HubSpot’s native integration with Shopify.
Shopify
Shopify is an “all-in-one commerce platform to start, run, and grow a business.” Given the changing nature of our world today, e-commerce is becoming an increasingly popular and profitable avenue to compete globally. Combined with the HubSpot platform, integrating with Shopify provides our customers incredible opportunities to nurture, sell, and retain their customers.
HubSpot customers using our native Shopify integration can nurture contacts to purchase products from your online store without the fear of losing data. The integration can sync data one-way from Shopify to HubSpot, or a bi-directionally. Additionally, the Shopify integration allows you to nurture your contacts into customers via email marketing and automation curated in HubSpot. Specifically, Shopify’s integration enables you to set up abandoned cart campaigns through workflows, ensuring contacts who forget to complete their checkout can finish their purchase.
Pre-set reports from the Shopify integration are offered as part of an Ecommerce dashboard in HubSpot when you set up the integration. Those reports are listed below.
- Order snapshot
- New sales processed summary
- New vs existing ecomm business
- Lifetime order value by source
- Average order value by source
- Sales processed this month vs. goal
- Net new customers vs. last month
- Abandoned cart recovery
E-commerce businesses generally have large volumes of data - contacts, deals, products, and orders, among others. Identifying channels that generate the most sales in an e-commerce business can enable one to capitalize on the investment you have put into both HubSpot and Shopify. Below are a few reports and the default properties they pull from using the native Shopify integration.
Abandoned Cart Recovery: Abandoned Carts are featured prominently when integrating with any shopping cart, and provide a closed feedback loop to ensure that your contacts complete their purchase with you. The Shopify integration allows you to create automated Abandoned Cart workflows if your prospective buyer (and existing contact) has not purchased within 24 hours after abandoning his shopping cart. This is a powerful closed loop for e-commerce organizations to mitigate the potential loss of business. Klaviyo published some benchmark information about abandoned cart campaigns and their effectiveness.
One of the default reports provided on the E-commerce dashboard is Abandoned Cart Recovery, which displays how much money is still open versus money won. This gives users a better idea of how much money is still “up for grabs.” Moreover, this report calculates this amount based on a few default Hubspot deal properties: Deal Status to denote Open, Won, and Lost deals, as well as the deal amount that is synced from Shopify.
You can filter on the basis of any deal properties from this default report itself, especially if you have specific custom properties you want to account for in the report. Similarly, you can adjust the time frame to get a view of abandoned cart recovery that suits you. Since this is a default report provided from a dashboard, this will take into account deals only coming into the ecommerce pipeline created with the Shopify integration.
If you wanted to take this and measure the effectiveness of specific abandoned cart campaigns, you could either associate those emails/other assets to a HubSpot Campaign and pull into a custom report. Using properties from both contacts and deals, you can select the same deal properties, as well as the Contact Property last touch converting campaign, and filter for the deal’s close date to be within a certain period of time. For those not using HubSpot Campaigns, you alternatively could still use the contact property Last Marketing Email Name if you want to differentiate by the specific emails sent out in the abandoned cart recovery workflow, and filter for those to further restrict that report.
Average Days to Close (E-commerce): Understanding how long it takes for deals to close is important, even if you have an e-commerce business model. This report, like in a conventional sales pipeline, can tell you how quickly your deals are closing. More prescriptively and with other customized filters, this could also tell you where the points in your ecommerce process are holding deals up.
Unless you have properties you want to use in other objects, this is just a deals report pulling Close Date and Days to Close. You can measure Close Date on a daily, weekly, monthly, quarterly, or annual basis depending on how far out you would like to look at your data. Additionally, change your Days to Close from Total to Average to display the average number of days it took to close all deals within the time period specified. You should specify for the Ecommerce pipeline in your filters, as well as any deals that have closed. Additionally, you can also use filters to specify other custom properties specific to your business. This will give you an ideal outlook to focus on what time periods were slower for you to close e-commerce deals, and which periods were the opposite.
Multi-touch Revenue Attribution (Interaction Source vs. Content Type): For Marketing Enterprise customers, you can use our multi-touch revenue attribution functionality to visualize the collection of touchpoints that resulted in the closing of Ecommerce deals. As I wrote in this other blog post, this functionality can comprehensively evaluate your marketing team’s effectiveness, crediting closed deal revenue on the basis of the attribution model and dimensions you choose.
Unlike HubSpot’s conventional reporting UI, this report is built in the configure tab, selecting your timeframe (based on deal close date), deal pipeline (E-commerce), marketing content (selecting content type), before choosing the dimensions you would like to see. I recommend showing Interaction Source by Content Type.
Interaction Source, like original source, shows the source that corresponds to the touchpoint that helped that contact further along, and eventually close. Content type relates to the type of marketing or sales content (email, landing pages, social posts, ads, meetings) corresponding with the contact. You can find more information about the dimensions within this article here.
This does not include choosing the attribution model that you can use to measure credit, which HubSpot lays out and defines for you.
These examples, as well as others, can maximize the value of the integration you have between both HubSpot and Shopify. This will provide you with immediate insights to determine what channels are working, how quick your business is to close business, and enable your teams to collaborate more effectively together.
That wraps up another popular integrations report blog post. What other integrations are of interest for you to report on? Let me know on this HubSpot Community post.