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HubSpot’s native content attribution reporting provides basic metrics but struggles with granular form fill attribution. The platform has difficulty connecting individual content assets to specific form submissions, especially when tracking multi-touch content journeys within campaigns.
Here’s how to build sophisticated content-to-form attribution tracking that reveals which content pieces actually drive conversions.
Build comprehensive content attribution dashboards using Coefficient
The key is connecting content performance data with form submission data and campaign associations. Coefficient enables multi-object data integration that HubSpot can’t handle natively, creating clear attribution paths from content consumption to form fills.
How to make it work
Step 1. Set up multi-object data integration.
Import form submission data including Contact ID, Form name, Submission timestamp, and Page URL. Pull content performance metrics like page views, unique visitors, average time on page, and content ID. Import campaign associations to link form fills back to specific campaigns.
Step 2. Create custom attribution logic.
Use the hubspot_search formula to find all content interactions before form submission. Create time-decay attribution models using submission timestamps to weight recent interactions more heavily. Build first-touch and last-touch attribution views with VLOOKUP formulas.
Step 3. Build content performance scoring.
Calculate content engagement scores using this formula: (Page views × Time on page) / Bounce rate. Track form fill conversion rates by content piece. Identify high-performing content combinations that lead to conversions within your HubSpot campaigns.
Step 4. Configure automated attribution reporting.
Schedule daily imports of new form submissions and content metrics. Use Append New Data feature to build historical attribution database. Set up alerts for content pieces driving above-average form fills or conversion rates.
Step 5. Create campaign-level roll-up analysis.
Aggregate content performance by campaign using SUMIF formulas. Create content attribution heat maps showing which assets drive most conversions. Track content ROI using this calculation: Form fills generated × Average deal value / Content creation cost.
Step 6. Build a multi-sheet dashboard structure.
Organize with Sheet 1 for raw form submission data with content interaction history, Sheet 2 for content performance metrics with engagement scoring, Sheet 3 for attribution calculation layer with custom models, Sheet 4 for campaign summary dashboard with top-performing content, and Sheet 5 for historical trends using snapshot data.
Unlock true content attribution insights
Understanding which content pieces actually drive form fills transforms your content strategy and campaign optimization. This attribution system reveals the content journey that HubSpot can’t track natively. Start building your content attribution dashboard today.
