- The Three Layers of Webinar Reporting
- Step 1: Create a new dashboard:
- Step 2: Build webinar performance reports
- 3. Schedule automated reporting updates
- Tracking webinar program ROI in HubSpot campaigns
- Creating Your Webinar Campaign
- Tracking Program Costs
- Configuring campaign ROI Settings
- Measuring Program Efficiency
For B2B companies running webinar programs in HubSpot, there are two critical questions to answer:
- Are our webinars driving meaningful engagement?
- Are they ultimately contributing to revenue?
Webinars represent a significant investment of time and budget. Yet many organizations struggle to connect webinar engagement to actual revenue outcomes, leading to misalignment between marketing and sales teams. Marketing teams may celebrate high registration numbers while sales teams question the quality of webinar-generated leads.
💡 Why Traditional Webinar Metrics Aren't Enough Most webinar platforms show you basic metrics like:
- Registration numbers
- Attendance rates
- Basic engagement scores
But these traditional surface-level metrics don't tell the full story. To truly understand your webinar program's impact, you need to connect these activities to:
- Lead quality
- Pipeline generation
- Revenue influence
The Three Layers of Webinar Reporting
In this guide, you'll learn how to build reports that connect all three layers, giving you a complete view of your webinar program's performance in HubSpot.
Metric Type | Description | Key Indicators |
1. Activity Metrics | Measure immediate webinar program health | 1. Registration trends
2. Attendance patterns
3. Engagement levels
4. Content performance |
2. Pipeline Impact | Track influence on revenue generation | 1. MQL conversion rates
2. Opportunity influence
3. Sales cycle impact
4. Deal size correlation |
3. Program ROI | Calculate overall program effectiveness | 1. Cost per acquisition
2. Revenue attribution
3. Program efficiency
4. Scale potential |
Step 1: Create a new dashboard:
Before diving into specific reports, create a dedicated dashboard to track your webinar program performance. This central view will help you monitor everything from registration rates to revenue impact, making it easier to demonstrate ROI and identify opportunities for optimization.
- Navigate to: Reports > Dashboards > Create Dashboard
- Name: Webinar Performance Dashboard
Step 2: Build webinar performance reports
Report #1: Became Lead
📀 Data Sources of “Contacts” 🎯 Group by “Date Entered Lead (Lifecycle Stage Pipeline)” → Values: Count of Contacts → Filter: Contacts - “Date Entered Lead (Lifecycle Stage Pipeline)” is known → Filter: Contacts - “Contrast last registration date” is “is known”
Report #2: Became MQL
📀 Data Sources of “Contacts” 🎯 Group by “Date Entered Marketing Qualified Lead (Lifecycle Stage Pipeline)” → Values: Count of Contacts → Filter: Contacts - “Date Entered Marketing Qualified Lead (Lifecycle Stage Pipeline)” is known → Filter: Contacts - “Contrast last registration date” is “is known”
Report #3: Became SQL
📀 Data Sources of “Contacts” 🎯 Group by “Date Entered Sales Qualified Lead (Lifecycle Stage Pipeline)” → Values: Count of Contacts → Filter: Contacts - “Date Entered Sales Qualified Lead (Lifecycle Stage Pipeline)” is known → Filter: Contacts - “Contrast last registration date” is “is known”
Report #4: Became Opportunity
📀 Data Sources of “Contacts” 🎯 Group by “Date Entered Opportunity (Lifecycle Stage Pipeline)” → Values: Count of Contacts → Filter: Contacts - “Date Entered Opportunity (Lifecycle Stage Pipeline)” is known → Filter: Contacts - “Contrast last registration date” is “is known”
Report #5: Became Customer
📀 Data Sources of “Contacts” 🎯 Group by “Date Entered Customer (Lifecycle Stage Pipeline)” → Values: Count of Contacts → Filter: Contacts - “Date Entered Customer (Lifecycle Stage Pipeline)” is known → Filter: Contacts - “Contrast last registration date” is “is known”
Report #8: Webinar-Influenced Pipeline
📀 Data Sources of “Deals” and “Contacts” 📊 Use the “Vertical Bar” chart type → X-Axis: Deal Create Date → Y-Axis: Sum of Deal Amount → Filter: Contacts “Contrast last registration date” is known → Filter: Deal Stage is not Closed Lost
Report #9: Webinar-Influenced Revenue
📀 Data Sources of “Deals” and “Contacts” 📊 Use the “Vertical Bar” chart type → X-Axis: Deal Create Date → Y-Axis: Sum of Deal Amount → Filter: Contacts “Contrast last registration date” is known → Filter: Deal Stage is Closed Won
Report #7: Webinar Registration Performance Pre-Work: 1. Create a custom event using the “Track Object” event type
2. Choose “Contact” and “Contrast Last Registration” “Is Known”
3. Add an “Event Name” of “Contrast Webinar Registration”
Create the report 📀 Data Sources: → Primary: Contacts → Secondary: Custom Events 📊 Use the “Vertical Bar” chart type: → X-Axis: Select the “Contrast Last Registration” event and then “Timestamp” Date (Month) → Rename to “Webinar Registrations” → Y-Axis: Count of Contacts → Break down by: Contrast Last Registration
Report #8: Registration Source Analysis 📀 Data Sources of “Contacts” 📊 Use the “Horizontal Bar” chart type: → Values: Count of Contacts → Break down by: Contrast original source → Filter: “Contrast original source” is known
3. Schedule automated reporting updates
With your webinar performance dashboard setup we want to make sure that all the necessary stakeholders have visibility into how the program is working. We can automate notifications for our dashboard using the “Email this dashboard” feature in HubSpot. Here’s how it works: → Click “Share” > “Email this dashboard”
→ Email Nickname: “Monthly Webinar Performance”
→ Internal Participants: Enter the email addresses of all the stakeholders who should receive your webinar performance updates.
→ Message: “Insights on webinar registrations, engagement, and revenue influence.”
→ Schedule: “Monthly”
→ Day of Month: “1”
→ Time of Day: “8:00am”
→ Attach Downloadable File: “PDF”
Tracking webinar program ROI in HubSpot campaigns
While individual webinar metrics are valuable, understanding your overall program ROI helps justify investment and optimize your webinar strategy. HubSpot's campaign tools provide a structured way to track and measure this broader impact to help you:
- Justify webinar program investment
- Compare performance across channels
- Identify your most valuable content types and topics
- Optimize resource allocation
Creating Your Webinar Campaign
While HubSpot doesn't support true campaign hierarchy, you can create a consistent naming convention for your webinar campaigns to track overall program performance. Consider a structure like:
"Webinar - [Topic] - [Date]" Example: "Webinar - Product Demo - March 2024"
This consistent naming helps you filter and aggregate program performance later.
Tracking Program Costs
Accurate ROI measurement starts with comprehensive cost tracking. HubSpot campaigns allow you to record both fixed and variable costs associated with your webinar program:
Start by adding your direct costs:
- Platform subscription fees
- Paid promotion spend
- Content creation costs
- Speaker fees (if applicable)
Then factor in operational costs:
- Team time allocation
- Production resources
- Technical support
- Content repurposing
HubSpot will automatically track associated ad spend if you're using connected ad accounts, but make sure to manually add other promotional costs.
Configuring campaign ROI Settings
In your HubSpot settings (Marketing > Campaigns), you'll need to choose how you want to calculate ROI:
For Marketing Hub Professional:
- Use Revenue tracking to measure direct impact from associated deals
- Best for shorter sales cycles or direct conversion webinars
For Marketing Hub Enterprise:
- Leverage Attributed Revenue for multi-touch attribution
- Better for complex sales cycles where webinars influence deals over time
Measuring Program Efficiency
With costs properly tracked, you can monitor these crucial efficiency metrics:
- Cost per registration
- Cost per qualified lead
- Customer acquisition cost
- Resource utilization rate
For more details on tracking the ins and outs of webinar program ROI we created a free webinar ROI calculator.