Access traffic analytics
Go to Reports, then Analytics tools, then Traffic analytics. You'll see a dashboard with sessions, contacts, and customers plotted over time. Use the date picker to set your reporting window. The default is the last 30 days, but you can compare any two periods side by side.
The top-level view shows total sessions, session-to-contact conversion rate, and contact-to-customer conversion rate. These three numbers give you an instant health check: are you getting enough traffic, is that traffic converting, and are those conversions turning into revenue?
Analyse by source
Click the "Sources" tab. This breaks traffic into channels: organic search, paid search, social media, email marketing, referrals, direct, and other campaigns. Each row shows sessions, new contacts, and customers attributed to that source.
Look for mismatches. A source with high sessions but low contacts has a conversion problem (wrong audience or poor landing pages). A source with low sessions but high contact-to-customer rate is an underinvested channel worth scaling.
Analyse by topic cluster
Click the "Topic clusters" tab. If you've set up topic clusters in HubSpot's SEO tool, this view shows how each cluster performs: total sessions, links to the cluster, and domain authority signals.
Topic clusters that get traffic but have few internal links need more supporting content. Clusters with lots of content but low traffic need better keyword targeting or promotion.
Analyse by page
Click the "Pages" tab. This shows every page on your site ranked by sessions. Sort by different metrics to find patterns: sort by bounce rate to find pages that lose visitors immediately, sort by average session length to find your most engaging content, sort by CTA click rate to find pages that drive action.
Your top 10 pages typically account for 50 to 80 percent of your total traffic. Focus optimisation efforts on these pages first. Small improvements to high-traffic pages have a bigger impact than large improvements to low-traffic ones.
Set up recurring analysis
Check traffic analytics weekly as part of your marketing review. Track three things each week: total sessions vs previous week (is traffic growing?), top new pages by sessions (what content is gaining traction?), and any significant drops in organic traffic (which might signal an algorithm change or technical issue).
Export monthly traffic summaries for your marketing report. Go to Traffic analytics, set the date range to the past month, and click "Export". Include this data in your monthly marketing review alongside lead generation and pipeline metrics.
