HubSpot Update: Marketing Events Data Now Available in Custom Report Builder

The Update Algorithm By Sidekick Strategies

HubSpot Marketing Events Data Now Available in Custom Report Builder

This briefing document reviews the October 14, 2024 product update announcement regarding the availability of marketing events data in HubSpot's custom report builder.

Key Highlights:

• Enhanced Reporting Capabilities: HubSpot users can now build custom reports incorporating data from the "marketing events" object. This allows for comprehensive analysis by combining event data with other HubSpot data.
• Data Accessibility: The update grants access to a wide range of marketing event data, including:
• Marketing Events: Details like name, description, start/end dates, organizer, cancellation status, and import status.
• Marketing Event Participation: Information on individual participation such as attendance duration, attendance percentage, and participation state (e.g., attended, no-show).
• Marketing Event Analytics: Aggregate data points like total registrations, cancellations, and attendances.
• Report Building Process: To create a custom report, users must select either "Marketing event participations" or "Marketing event analytics" as the primary data source to avoid data conflicts. They can then join this data with "Marketing events," "Contacts," and other relevant data sources.

Significance:

• Improved Insights: "Previously, reporting capabilities for marketing events could be limited because HubSpot’s custom report builder didn’t support the marketing events object." Now, marketers and event managers can gain deeper insights into event performance and engagement.
• Data-Driven Decision Making: The ability to analyze event data within the context of other HubSpot data empowers teams to make more informed decisions regarding their marketing strategies.

Important Considerations:

• "Event finished" Property: This property is not automatically updated and requires manual API updates. It is recommended to utilize the "end date" property for reporting on past events.
• Data Source Selection: Choosing either "Marketing event participations" or "Marketing event analytics" is crucial to define the report's focus and prevent data conflicts.

Availability:

This feature is available to all HubSpot customers with Professional plans or higher.

Additional Information:

• Detailed instructions on creating reports using the custom report builder are available in the relevant HubSpot knowledge base article.
• Pre-built marketing event reports will be integrated into the marketing analytics suite in a future release.

Quotes:

• Limitation before the update: "Previously, reporting capabilities for marketing events could be limited because HubSpot’s custom report builder didn’t support the marketing events object."
• Data source selection importance: "It’s important to select either ‘Marketing event participations’ or ‘Marketing event analytics’. This defines whether a report will be built on top of the participation state or the registration activities of the participants."

This update signifies a substantial improvement in HubSpot's reporting capabilities, providing users with more powerful tools to analyze and optimize their marketing event strategies.