Evolve and optimise: Using HubSpot reporting to improve your next campaign

The Evolve stage of the Loop Marketing Framework is where real improvement happens. This is the point where you step back, assess what worked (and what didn’t), and use those insights to optimise your next campaign.

While individual tools like marketing emails and ads offer useful performance data, education teams often need a bigger-picture view. That’s where HubSpot’s My Reports area becomes invaluable - allowing you to analyse performance across your entire account over a defined period of time.

Why reporting matters at the Evolve Stage

At this stage, the goal isn’t just to measure success - it’s to understand behaviour. You want to see how prospective families or learners move through your journey, where engagement drops off, and where friction exists.

HubSpot’s reporting tools help you do exactly that, with two report types standing out in particular:

• Customer Journey Reports

• Funnel Reports

Both are incredibly powerful for optimising education marketing and admissions processes.

Understanding engagement with Customer Journey Reports

Customer Journey Reports allow you to analyse every key touchpoint across a defined journey. This is especially useful when reviewing campaigns that span multiple channels.

For example, you might want to understand how a prospect moves from:

1. Interacting with a paid ad

2. Submitting an enquiry form

3. Booking a call or tour

4. Engaging with your admissions or enrolment team

In HubSpot, you can build this journey step by step inside the My Reports builder. You choose your primary data source, define each stage of the journey, and customise the date range and visual format.

Spotting drop-off points

The real value comes from identifying where prospects disengage.

You may see:

• Strong ad engagement

• A healthy number of form submissions

• A sharp drop-off at the call or follow-up stage

This highlights potential bottlenecks - perhaps calls aren’t being answered, follow-ups are delayed, or messaging isn’t aligned. With this insight, you can go back and optimise the content, process, or handover at that exact point in the journey.

Optimising conversions with Funnel Reports

Funnel Reports offer a slightly different lens, particularly for teams using the Deals object (often renamed to Students, Applicants, or similar in education accounts).

These reports are ideal for analysing progression through your admissions or enrolment pipeline.

A typical funnel might include:

• Record created (initial enquiry)

• Open day attendance

• Interview or meeting scheduled

• Offer made or enrolment confirmed

Just like with journey reports, you can build each stage step by step and review conversion and drop-off rates between stages.

This makes it much easier to answer questions such as:

• Where are we losing prospective students?

• Which stages slow down progression?

• Which marketing or admissions activities influence movement through the funnel?

Armed with this insight, teams can refine campaigns, improve follow-up processes, and better align marketing and admissions activity.

Turning insight into action

The Evolve stage isn’t about reporting for reporting’s sake. It’s about learning, refining, and improving.

By using Customer Journey and Funnel Reports together, education organisations can:

• Understand real behaviour, not assumptions

• Identify friction points across marketing and admissions

• Optimise content and processes for future campaigns

• Make smarter, data-led decisions

Final thoughts

Every campaign is an opportunity to learn. HubSpot’s reporting tools give education teams the clarity they need to evolve their strategy and continuously improve outcomes.

If you’re ready to move beyond surface-level metrics and start optimising with confidence, My Reports is the place to start.

And if you’d like support setting up these reports or interpreting the data, the HubGem team is always here to help.