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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 treats event campaigns and content campaigns as separate entities with different properties and metrics. Native dashboards cannot easily combine these campaign types into a single, cohesive view with normalized metrics for true performance comparison.
Here’s how to create unified campaign dashboards that aggregate both event and content performance into comparable metrics.
Build unified campaign performance dashboards using Coefficient
The solution involves importing both campaign types separately, then normalizing their metrics for unified analysis. Coefficient handles the data transformation and aggregation that HubSpot can’t perform natively, creating true cross-campaign visibility.
How to make it work
Step 1. Create separate imports with standardized field selection.
Set up separate imports for event campaigns and content campaigns from HubSpot . Standardize field selection to include common metrics like Name, Type, Start date, Impressions, Conversions, and Revenue. Add a custom “Campaign Category” column to distinguish between event and content types.
Step 2. Implement data normalization process.
Map different metric names to unified columns (for example, “Attendees” for events equals “Engaged Users” for content). Create calculated fields for comparable metrics across types. Use IF statements to handle type-specific calculations and ensure consistent measurement.
Step 3. Build aggregated performance metrics.
Create a master dashboard combining both data sources. Calculate unified conversion rates using this formula: Conversions / (Impressions or Registrations). Create weighted performance scores that account for campaign type differences and business impact.
Step 4. Set up continuous data aggregation.
Use Append New Data to continuously build a unified campaign database. Apply consistent date ranges across both campaign types. Set up automated data refresh schedules to keep your dashboard current with the latest HubSpot data.
Step 5. Create cross-campaign analysis capabilities.
Compare event vs content campaign effectiveness using normalized metrics. Track total marketing impact across all campaign types. Identify optimal campaign mix by business unit and time period for strategic planning.
Step 6. Build a structured dashboard layout.
Organize with separate sheets for event campaign imports, content campaign imports, unified metrics table with normalized data, and visualization layer with combined performance charts, campaign type comparisons, and trend analysis over time.
Get complete campaign visibility
Aggregating event and content campaigns into unified dashboards reveals performance patterns that individual campaign reports miss. This comprehensive view enables better resource allocation and strategic decision-making across all campaign types. Start building your unified campaign dashboard today.
