I am trying to create a report to measure the success rate of a given facet of our marketing machine. For example, someone completes a form to receive a tool, how many of these submissions convert into an initial call (tracked by a deal and stage) and then into a final call (second deal stage). The catch is I want to track this based on their first engagement of that type.
Journey analytics appears to be the bast place to start, though I assume this is capturing any interaction with the given form prior to the next stage.
Has anyone found a way to track this type of journey from the first interaction?
Bonus points if anyone has a method to split subsequent steps based on the previous within a single report. E.g. of the 12 in the final stage, how many had a previous stage of Form 1.
Hey @HamishM, thank you for posting in our Community!
Start by creating a custom report and select Journey Analytics. Set the first interaction with the form as your starting point, then define the subsequent stages, such as the initial call and final call.
For tracking conversions based on their first engagement, filter the journey to show only the first form submission and the related stages. To split subsequent steps, use filters and stages to analyze how many deals in the final stage came from specific previous stages, like Form 1.
I may have misled you on the first interaction. What I'm asking for is if we have two forms A and B and the contact completes form B first and form A later. With both forms as a step within the same stage, the most recent submission A takes credit. We are looking for the inverse where the oldest (first) completion within the timespan is given the credit.
For the splitting of subsequent changes I cannot for the life of me see how to accomplish this. I'm tracking these stages as Deal stages within a given pipeline which does not allow me any kind of filter based on the previous stages. If I split each form into it's own report we end up with cases where one contact has completed each form and skews the results.
Hey @HamishM, I see what you’re aiming for now—crediting the first form submission rather than the most recent. HubSpot’s default attribution often assigns credit to the most recent interaction, so to track the first form submission (Form B in your example), you might need to set up custom reporting.
One approach could be to create custom properties that record the first form submission, and then use workflows to update those properties when a form is submitted for the first time. This way, you’ll always have the earliest form submission stored.
For tracking deal stages with multiple form submissions, since HubSpot doesn’t natively allow filtering based on previous stages in the same pipeline, you could explore segmenting contacts based on their form submission history or use lead scoring to track the progression of forms over time.