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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 standard reporting creates analytical blind spots when you try to correlate individual contact journeys with campaign performance. You can see contact timelines or campaign metrics separately, but there’s no native way to analyze how specific campaigns influence individual contact progressions.
Here’s how to bridge this analytical gap and get comprehensive contact journey analysis that shows exactly how your campaigns impact individual contact behaviors.
Bridge HubSpot’s analytical gaps using Coefficient
Coefficient enables comprehensive contact journey analysis by connecting HubSpot’s isolated data sources. You can import detailed contact interaction data alongside campaign performance metrics, then create journey mapping formulas that sequence touchpoints chronologically and connect them to specific campaigns.
How to make it work
Step 1. Import contact interaction data with timestamps.
Pull detailed HubSpot contact interaction data including ad clicks, form submissions, email opens, and page views with timestamps. This creates the foundation for chronological journey mapping.
Step 2. Import corresponding campaign performance data.
Bring in ad campaign metrics including spend, impressions, and conversion data. You’ll use this to understand campaign context for each contact touchpoint.
Step 3. Create journey mapping formulas.
Build spreadsheet logic that sequences contact touchpoints chronologically and connects them to specific campaigns. Use formulas like =SORT(FILTER(Interactions!A:D,Interactions!B:B=ContactID),3,TRUE) to create chronological touchpoint sequences for each contact.
Step 4. Develop attribution calculations.
Create formulas that assign campaign influence scores to different stages of each contact’s journey. Calculate contact-level ROI by determining which contacts generated highest value relative to their campaign acquisition costs.
Step 5. Build dynamic analysis dashboards.
Create pivot tables that identify optimal campaign sequences accelerating contact progression. Analyze journey stage performance to see where specific campaigns have maximum impact on contact advancement.
Optimize campaigns with granular journey insights
This approach provides granular insights into how advertising campaigns influence individual contact behaviors, enabling optimization strategies impossible with HubSpot’s separate reporting systems. You can identify which campaigns attract high-value contacts and understand how campaign timing affects conversion likelihood. Start analyzing your contact journeys alongside campaign performance today.
