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JetStack AI Documentation

Marketing Hub Data Points

The Marketing Hub section is the largest audit section with 6 analysis blocks covering the full spectrum of inbound marketing operations. These blocks require Marketing Hub Starter or above for basic data points and Marketing Hub Professional or above for campaigns, advanced list features, and social media integration.

Email Marketing

Section titled “Email Marketing”

The Email Marketing block evaluates the performance, hygiene, and strategy of email campaigns sent through HubSpot.

Data points captured:

  • Campaign volume — Total marketing emails sent over the past 30 and 90 days. Broken down by regular sends, automated sends, and A/B tests.
  • Open rate — Average open rate across all campaigns. While less reliable due to Apple Mail Privacy Protection, this remains a useful trend indicator when tracked consistently.
  • Click-through rate (CTR) — Average CTR across all campaigns. A more reliable engagement metric than open rate.
  • Bounce rate — Hard and soft bounce rates. High bounce rates damage sender reputation and deliverability.
  • Unsubscribe rate — Average unsubscribe rate per send. Rates above 0.5% per email suggest content or frequency issues.
  • List health — The health of lists used for email sends: subscriber count trends, growth rate, and percentage of unengaged contacts.
  • Send frequency — Average emails sent per contact per month. Over-emailing drives unsubscribes and spam complaints.
  • A/B testing usage — Percentage of campaigns that use A/B testing. Regular testing indicates an optimization-oriented approach.
  • Email deliverability indicators — SPF, DKIM, and DMARC configuration status for sending domains.

What good looks like: CTR above 2%, bounce rates below 2%, unsubscribe rates below 0.3%, send frequency of 4-8 emails per contact per month, regular A/B testing, and all email authentication records (SPF, DKIM, DMARC) properly configured.

Forms Conversion

Section titled “Forms Conversion”

The Forms Conversion block assesses form performance, submission rates, and optimization practices.

Data points captured:

  • Form count — Total forms created and total forms with at least one submission in the past 90 days. A high ratio of unused forms indicates cleanup opportunities.
  • Submission volume — Total form submissions over the past 30 and 90 days, broken down by form.
  • Conversion rates — Form-level conversion rates (submissions divided by views). Identifies top-performing and underperforming forms.
  • Average fields per form — The number of fields on each form. Forms with too many fields typically have lower conversion rates.
  • Progressive profiling usage — Whether progressive profiling (showing different fields on repeat visits) is configured. Requires Marketing Hub Professional.
  • Form follow-up actions — Whether forms have thank-you pages, follow-up emails, or workflow enrollment configured. Forms without follow-up actions waste conversion opportunities.
  • Spam submission rate — Percentage of submissions identified as spam or bot traffic.
  • Mobile optimization — Whether forms are tested and performing well on mobile devices, based on submission device data.

What good looks like: Conversion rates above 3% for landing page forms and above 1% for embedded forms, fewer than 7 fields per form on average, progressive profiling enabled on high-traffic forms, and follow-up actions configured on all active forms.

Content Performance

Section titled “Content Performance”

The Content Performance block evaluates the effectiveness of published content across blog posts, landing pages, and website pages.

Data points captured:

  • Blog post count — Total published posts and publishing frequency over the past 90 days. Consistent publishing supports SEO and audience growth.
  • Blog traffic — Total blog views and unique visitors over the past 30 and 90 days. Broken down by top-performing posts.
  • Page performance — Traffic and engagement metrics for landing pages and website pages. Identifies high-traffic pages and pages with high bounce rates.
  • Content freshness — The age of published content. Posts and pages not updated in over 12 months may contain outdated information and lose SEO ranking.
  • Engagement metrics — Average time on page, scroll depth, and bounce rate across content types. Low engagement suggests content quality or relevance issues.
  • CTA performance — Click-through rates on calls-to-action embedded in content. CTAs are the bridge between content consumption and conversion.
  • SEO optimization — Whether blog posts and pages have meta descriptions, title tags, and header tags properly configured.
  • Top landing pages — The highest-traffic landing pages and their conversion rates.

What good looks like: Consistent publishing cadence (at least 2-4 posts per month), average time on page above 2 minutes, bounce rates below 60% on key landing pages, and all content updated within the past 12 months.

Campaign Management

Section titled “Campaign Management”

The Campaign Management block assesses how marketing campaigns are organized, tracked, and measured in HubSpot.

Data points captured:

  • Active campaigns — Number of currently active campaigns and their status (draft, scheduled, active, completed). A large number of active campaigns without clear end dates may indicate poor lifecycle management.
  • Campaign asset association — How many assets (emails, landing pages, blog posts, social posts, workflows) are associated with each campaign. Campaigns with few associated assets may not provide meaningful attribution data.
  • Campaign performance metrics — Contacts influenced, sessions generated, and new contacts created per campaign. Available for completed campaigns.
  • ROI tracking — Whether campaigns have budget values configured and whether revenue attribution is tracking closed deals back to campaign influence. Requires Marketing Hub Professional.
  • Campaign naming conventions — Consistency of campaign naming patterns. Standardized naming (e.g., “2026-Q1-Product-Launch-Email”) enables easier filtering and reporting.
  • Attribution model usage — Which attribution models are configured and used for campaign reporting (first touch, last touch, linear, etc.).

What good looks like: Every campaign has at least 3 associated assets, ROI tracking enabled with budget values, consistent naming conventions, and attribution models actively reviewed for reporting.

List Segmentation

Section titled “List Segmentation”

The List Segmentation block evaluates how contact and company lists are organized, maintained, and used for targeting.

Data points captured:

  • List count — Total active and static lists. A high number of lists (especially static lists) may indicate segmentation sprawl.
  • Active vs static ratio — The ratio of active (dynamic, auto-updating) lists to static (manually curated) lists. Over-reliance on static lists means segments go stale.
  • List membership overlap — How much contacts overlap between lists. High overlap may indicate redundant segmentation.
  • List health indicators — Growth or decline trends in list membership. Shrinking lists may indicate data quality issues or overly narrow criteria.
  • Segmentation strategy — Analysis of list criteria to identify the properties and behaviors most commonly used for segmentation. Over-reliance on a single property is a risk.
  • Unused lists — Lists that are not referenced by any email send, workflow, report, or ad audience. These add clutter and should be archived.
  • List size distribution — Distribution of list sizes. Very small lists (under 100) may not justify dedicated campaigns; very large lists (over 50K) may benefit from further segmentation.

What good looks like: More active lists than static lists, unused lists regularly cleaned up, segmentation based on multiple behavioral and demographic criteria, and lists sized appropriately for their intended use (campaigns, workflows, reporting).

Social Media

Section titled “Social Media”

The Social Media block assesses HubSpot’s social media integration and the effectiveness of social publishing and monitoring.

Data points captured:

  • Connected social accounts — Which social media platforms are connected (Facebook, LinkedIn, Twitter/X, Instagram). Disconnected or expired connections prevent publishing and tracking.
  • Publishing volume — Social posts published through HubSpot over the past 30 and 90 days. Consistent publishing indicates an active social strategy.
  • Engagement metrics — Likes, comments, shares, and clicks on published social posts. Broken down by platform to identify the strongest channels.
  • Social listening configuration — Whether social monitoring streams are configured to track brand mentions, competitor activity, or industry keywords. Requires Marketing Hub Professional.
  • Social-to-contact attribution — Whether social interactions are being tracked back to HubSpot contacts for attribution and lead scoring purposes.
  • Platform distribution — The balance of publishing across connected platforms. Over-reliance on a single platform is a concentration risk.

What good looks like: All relevant social platforms connected with active OAuth, at least 3-5 posts per week across platforms, engagement rates above platform-specific benchmarks, and social monitoring configured for brand and competitor keywords.

Next Steps

Section titled “Next Steps”