Analyze property change within 14 days after marketing email (per campaign & email)

[LKlaßen4]

Hi HubSpot Community,

we are sending marketing emails across multiple campaigns and would like to analyse performance per campaign and per individual email in a more advanced way.

Our success metric is not opens or clicks, but whether a specific contact or company property (or alternatively a custom event) is set or changed within 14 days after a marketing email was sent.

What we are trying to understand:

- Is there a native way in HubSpot to attribute a later contact or company property change to a specific marketing email?
- Can this attribution be done per campaign and per individual email, not only at the campaign level?
- Are there recommended best practices for this use case (e.g. workflows, custom events, reports, attribution settings)?
- How would you handle a fixed 14-day attribution window in HubSpot? As far as we can tell, workflow goals don’t fully support this.


We are especially interested in solutions that work without heavy external tooling, but we are open to more technical approaches if needed.

Thanks in advance for any insights or examples.

Best regards,
Linus

[HamdanAlzhori]

HubSpot does not natively attribute a property change to a specific email with strict causality. You can track property changes using property change events or custom date properties, then calculate the time between the email send date and the property change. Using a calculation property, you can filter out changes outside a 14-day window to approximate your attribution per email or campaign.

#Aiassited

[karstenkoehler · Accepted solution]

Hi @LKlaßen4,

Happy to help here.

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@LKlaßen4 wrote:

Is there a native way in HubSpot to attribute a later contact or company property change to a specific marketing email?

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No - at least not if the question suggests a causality. You can check if something happened after something else happened, but whether that change only happened because of the earlier event is not possible.

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@LKlaßen4 wrote:

Can this attribution be done per campaign and per individual email, not only at the campaign level?

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Generally, you would approach this with property change events: https://knowledge.hubspot.com/reports/create-a-property-change-event

In customer journey analytics, you can then freely define which marketing emails you want as a first step event: https://knowledge.hubspot.com/reports/create-a-journey-report

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@LKlaßen4 wrote:

Are there recommended best practices for this use case (e.g. workflows, custom events, reports, attribution settings)?

You can approach this with property change events - alternatively by creating custom date properties which you set when the desired changes happen. Once you have date properties, you could check how many contacts were sent a specific email and have a value for the date property.

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@LKlaßen4 wrote:

How would you handle a fixed 14-day attribution window in HubSpot? As far as we can tell, workflow goals don’t fully support this.

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If you set your own date properties, you can leverage a calculation property that calculates the time between the property that stores the send date and the value of the property that stores the change event date. https://knowledge.hubspot.com/properties/create-calculation-properties

If that duration is greater than 14 days, you could simply exclude them from your analysis.

Best regards!

[LKlaßen4]

Hi Karsten, 

Thanks for your detailed answer. 

Regarding the causality: I think if the property is updated in 14 days after the email, we can assume the email was successful.

I already thought that I probably have to work with a bigger workaround regarding this.

With the calculated property approach, the main object for the reporting would not be e-mail but contact or company correct?

Best

Linus

[karstenkoehler]

@LKlaßen4 exactly - whichever object you're creating the calculation property (duration between) on.