How Do I Identify Which Campaigns Drive the Most Pipeline in HubSpot Marketing Hub?
Turn activity into evidence. Standardize UTMs, associate every asset to a HubSpot campaign, and use multi-touch attribution and deal reports to rank initiatives by pipeline and revenue.
Create one HubSpot campaign per initiative and enforce UTM naming. Associate all assets (ads, pages, CTAs, emails, forms) and connect ad accounts. Then rank performance in Campaign Analytics (influenced contacts/deals), a multi-touch revenue attribution report (deals or revenue grouped by Campaign), and deal reports filtered to your pipeline stages (e.g., SQL/Opportunity). Compare sourced vs. influenced pipeline to fund the right programs.
Pipeline Visibility Checklist
utm_source, utm_medium, utm_campaign; capture UTMs in hidden form fields.Step-by-Step in HubSpot
1) Standardize tracking. Publish a UTM policy and generator. Mirror utm_campaign to your HubSpot campaign name. Add hidden fields to forms to capture UTMs on submission.
2) Build HubSpot campaigns & associate assets. Create one campaign per initiative. Associate landing pages, forms, emails, CTAs, social posts, and ads so Campaign Analytics aggregates sessions, new contacts, influenced contacts, influenced deals, and revenue.
3) Connect Ads & enable offline conversion sync. Sync ad networks, pass lifecycle and deal outcomes back to platforms, and align naming with UTMs.
Reports to Pin on Your Dashboard
- Top Campaigns by Pipeline (Sourced): Attribution report → model First Touch, conversion = Deal creation, group by Campaign, filter to pipeline stages.
- Top Campaigns by Pipeline (Influenced): Attribution report → model W-shaped or Time Decay, conversion = Deal creation, group by Campaign.
- Closed-Won Revenue by Campaign: Attribution report → conversion = Revenue/Closed-won, group by Campaign; compare to CAC.
- Deals Created by UTM Campaign: Custom report (Deals + Activities) using UTMs captured on first conversion; group by utm_campaign.
- Campaign Health: Campaign Analytics → influenced contacts, influenced deals, and revenue vs. targets.
Multi-touch revenue attribution is available on higher HubSpot tiers. If you’re on a lower tier, replicate sourced pipeline using UTMs and deal reports; track influenced metrics in Campaign Analytics.
Define sourced vs. influenced. “Sourced” credits the first qualified touch that created the opportunity; “influenced” recognizes assists across the journey. Track both to avoid starving mid-funnel programs.
Choose a model on purpose. Use First Touch for net-new creation, W-shaped to weigh first, lead-create, and opp-create, and Time Decay for long cycles with many touches. Keep the model stable for quarter-to-quarter comparisons.
Calibrate lookback windows. Match your sales cycle, and exclude internal IPs and employee traffic to protect signal quality.
QA your associations. Ensure new pages/forms/emails are tied to the right HubSpot campaign and that UTMs are present on every external link and ad.
Want it built for you? Explore our HubSpot demand generation services or have our team run your HubSpot instance.
Frequently Asked Questions
Know Exactly Which Campaigns Create Pipeline
We’ll implement UTMs, asset associations, dashboards, and attribution—so budget flows to what works and the board sees proof.
Talk to an Expert