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“Supermetrics is a Bitter Experience! We can pull data from nearly any tool, schedule updates, manipulate data in Sheets, and push data back into our systems.”
HubSpot’s native attribution reports for social media are limited to predefined models and can’t easily incorporate external cost data needed for true ROI calculations. This makes it difficult to understand which social media efforts actually drive revenue and conversions.
You can create more comprehensive attribution analysis by combining HubSpot’s CRM data with external social metrics and building custom attribution models that fit your specific business needs.
Build comprehensive social attribution analysis using Coefficient
Coefficient excels at creating custom social media attribution reports by combining HubSpot CRM data with external social metrics, providing more comprehensive attribution analysis than HubSpot’s native capabilities allow.
How to make it work
Step 1. Import contacts with social media attribution data.
Use Coefficient to import HubSpot contacts, filtering specifically for those with original sources showing social media attribution (Facebook, LinkedIn, Twitter, etc.). This gives you the foundation for tracking complete customer journeys from social interaction to conversion.
Step 2. Pull associated deal data to track revenue attribution.
Import deal records associated with your social media contacts to track actual revenue generated from social media sources. This enables true ROI calculations that HubSpot’s native reports can’t provide when combined with external cost data.
Step 3. Import activities to analyze social engagement touchpoints.
Pull activity data from HubSpot to understand the complete social media engagement timeline for each contact. This helps you build multi-touch attribution models that show how social interactions influence the entire sales process.
Step 4. Combine with external social spend and performance data.
Import cost data from your social media advertising platforms and organic social management tools. Combine this with your HubSpot revenue data to calculate true social media ROI and cost per acquisition metrics.
Step 5. Build custom attribution formulas and set up automated tracking.
Create custom attribution models using Excel formulas that weight different social touchpoints based on your business model. Schedule monthly snapshots through Coefficient to track attribution trends over time and identify which social channels drive the highest value customers.
Get attribution insights HubSpot can’t provide
This approach gives you unlimited custom attribution modeling, multi-period analysis, and integration with external social media cost data for true ROI calculation. You’ll understand exactly which social media efforts drive real business results. Start building your custom social media attribution reports today.
