Tackling webinar attribution is often messy. Ali Schwanke from Simple Strat developed a system combining HubSpot lists, channel UTMs, and webinar-specific survey data all of which she visualized in Databox. This helped her team understand not just who registered or attended, but which webinar converted them and where they came from. Here's how to recreate that setup.
Webinar Registrations
Create three contact lists in HubSpot—one for each behavior:
Registered
Attended
First-time conversion
Once your workflows are set up, use Metric Builder for HubSpot Marketing to visualize the data. Alternatively, you can also use HubSpot Datasets for deeper reporting.
Registration vs. Attendance Behavior
Build two Custom Metrics using Count of Contacts to track webinar engagement.
1. Attended at least one webinar
Value: Count of Contacts
Date: Last Activity Date (or a recent date property)
Dimensions: Original Source, Original source drill-down 1, Original source drill-down 2
Filter: Zoom webinars attended is greater than 0
2. Registered for at least one Zoom webinar
Value: Count of Contacts
Date: Last Activity Date
Dimensions: Original Source, Original source drill-down 1, Original source drill-down 2
Filter: Zoom webinar registrations is greater than 0
To focus on a specific webinar, break down the metric by Original source drill-down 2 and filter by the ID of the webinar.
Social Source Breakdown
Track the source of webinar registrations:
Value: Count of Contacts
Date: Last Activity Date
Dimension: Original Source
Filter: Webinar Registration Behavior
Webinar Feedback (Static)
Zoom data export is required here.
Value: Count of Meeting IDs
Date: Leave blank
Dimension: Column with the NPS question (e.g. satisfaction score or sentiment tag)
Since no date is available, this will behave as a static metric and should be updated manually when new feedback is available.
Learn more about expert HubSpot use cases here: HubSpot Reporting Dashboards Used by Revenue Experts: Real Templates, Pro Tips.