How to Track HubSpot Lead Gen ROI and Identify What Works

Many businesses run lead generation campaigns in HubSpot but often struggle to answer one important question: Are these efforts actually driving revenue? Without clear data, it's hard to know which campaigns are worth the investment.

The issue? They’re likely tracking the wrong metrics or not tracking them at all.

Here’s how to track real lead gen ROI in HubSpot by focusing on the key data that really matters.

Counting leads alone doesn’t tell you much if those leads aren’t converting. Instead of focusing on the total number of leads, use HubSpot’s Revenue Attribution Reports to understand:

• Which campaigns are successfully closing deals (not just generating clicks)

• The cost per acquisition (CPA) for each channel (ads, email, social)

• The average deal size from each lead source

Fix: For example, if LinkedIn ads bring in 100 leads but only 2 convert, while SEO generates 50 leads and 10 convert, shift your budget toward SEO, where the conversion rate is higher.

It’s easy to lose track of how leads move through the funnel. HubSpot’s Campaigns Tool lets you track:

• First touch: How did they first find your business?

• Last touch: What convinced them to make the purchase?

• Multi-touch: Every interaction they had with your brand along the way

Fix: Tag every asset (eBooks, webinars, ads) to a campaign so you can easily track what’s working and what’s not.

ROI isn’t just about the first sale. It’s about the long-term value customers bring to your business. Use HubSpot’s Custom Reports to compare:

• The cost per lead (CPL) for each campaign

• The customer lifetime value (LTV) how much they will spend over time

Fix: If a campaign costs $50 per lead but brings in customers who spend $500 per year, it’s worth investing more in that campaign.

Not all leads are created equal. Use HubSpot’s Lead Scoring to prioritize the leads that are most likely to convert:

• Engagement score: Did they interact with your emails or visit your pricing pages?

• Demographic fit: Are they a part of your ideal customer profile?

Fix: Stop wasting time on "leads" who are unlikely to convert and focus on those who have a real chance of becoming paying customers.

Manual tracking can lead to mistakes. Set up HubSpot workflows to:

• Automatically assign lead sources based on UTM tags

• Update deal stages when leads convert

• Notify sales when high-ROI leads engage

Fix: With automated tracking, you’ll always know which campaigns are bringing in the most revenue without guessing.

Lead generation ROI isn’t about vanity metrics. It’s about knowing which campaigns are driving actual sales. Use HubSpot’s attribution tools to track revenue, not just leads, and focus on the quality of your leads rather than the quantity.

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