Updated January 21. 2022

Making decisions is easier when you use data to show you the right path. 

HubSpot empowers teams to make data-driven decisions about everything from topic performance to campaign ROI.

Here’s how we put our analytics to work to deliver great blog content that works for our audience and our bottom line. 

A person sitting on a windowsill writing in a notebook with a quote from Growth Marketing Firm about blog performance analysis from HubSpot.

How to Find Blog Reports in HubSpot

In your HubSpot account, use the dropdown menu Marketing > Website > Blog.

  • Click the name of the specific blog article you want to analyze.
  • Scroll down to see the report. 
  • Click the date range dropdown menu at the top of the page and select a time frame to analyze data over a specific period of time.

It’s really that easy. Really. 

Blog Performance: What Does It All Mean?

By default, you’ll land on the performance tab which gives you detailed metrics on how well your blog is doing. Marketing Hub Enterprise accounts will also show revenue attribution data! These metrics show you how many new customers found you because of blog posts (broken down by the post). 

But even free accounts will give you data that tells you as much if you know what each metric means. Well, here it is. 

Page Views

This shows you how many times your blog article was loaded on a web browser. If you scroll down further on your screen, you can see where these visitors came from. 

Total Form Submissions

If you have automation pop-ups on your blog article or a CTA that leads to a form on your website, this metric will tell you how many forms visitors filled out from this blog article. 

New Contacts

If you want to know how many leads were generated from a specific blog article, here’s your number. 

New Customers

Here’s the celebration number! If a customer originally found you because of this blog article, it shows you that right here. Thank your writer! 

Average Bounce Rate

The first goal of a blog article is to help your potential customers with something they need (and show them you’re the one who can uniquely solve their issue). 

Number one and a half: bring visitors to your website! The bounce rate will tell you if your article is doing its job.  

If a visitor found your blog article, read it, and then moved along without clicking on another page of your website, this percentage will tell you. 

Did You Know: The bounce rate for a blog article is different from other pages on your website. Here’s the breakdown. 

An infographic of benchmark averages for bounce rate for websites featuring the blog average percentage on a green background with the image of a person typing on a laptop to the side.

  • 98-100%? You need better CTAs and backlinks to your other blog articles.  
  • 70-98%? This is the average bounce rate for a blog article. Fantastic! Can you do better? Absolutely! We believe in you. 
  • 0-69%? Have a party. Invite your friends (and all your new customers!).

Bounce rate is one of the most valuable metrics in your HubSpot reports toolkit. If you want to know more about it, here’s an article we found really helpful. 

Time Per Page View

This number shows you an average of how much time people spend reading your article. The math: the total amount of time visitors spent on the page, divided by the total number of views. 

Pro Tip: If you look at the amount of time it takes the average reader to get through your article and compare it to this number, it can give you great insight into whether or not people are reading to the end. If they’re only making it halfway through, you can analyze what’s stopping them and readjust. 

For an inbound marketing program, your CTA should be at the bottom of the page. Getting people to the end is the goal. To do that, create focused, relevant content that’s valuable to your ideal customer, and you’re golden.  

Exits Per Page View

This number shows the percentage of your website visitors who left your site entirely after reading this blog article. 


In contrast to “Exits Per Page View,” this number tells you the number of sessions where this blog article was the first content viewed by a visitor to your website.

How Data Helps Your Blog

An infographic containing blog tips from Growth Marketing Firm with an image of a mobile device with Growth blog page on it. Tips include: “Write for Humans. Know your audience. Be consistent. Progress > Perfection.”

Writing blog articles takes creativity, savvy, and knowledge, but it takes science to make a blog do the heavy lifting it’s truly capable of.  At the end of the day, the value of data for blog analysis is that it helps you

  • know and understand what’s happening with your assets 
  • improve what’s not living up to your expectations, and 
  • prove the value of your blog articles to your ROI.

HubSpot makes everything easy, and gathering blog data is no exception; however, if you don’t know what’s available, you can miss it. The Growth team of experts is certified to help you with all things HubSpot and beyond. Need help with something? Help is what we do. 

Learn about HubSpot Onboarding and Optimization Services with Growth