Evolve your marketing: Using HubSpot Marketing Studio to learn, refine and improve

The Evolve stage of the Loop Marketing Framework is where real progress happens. This is your opportunity to step back, understand what worked (and what didn’t), and use those insights to make your next campaign even stronger.

In HubSpot, this stage is powered by Marketing Studio - the tool that replaced Campaigns and brings together planning, performance, and insight in one place.

Reviewing performance in Marketing Studio

Once a campaign has wrapped up, head to Marketing > Marketing Studio and open the Analyse tab. This is where HubSpot brings your campaign performance to life.

Here you’ll find a set of default reports that give you a clear, high-level overview of how your marketing has performed across the account. You can then refine this view to focus on what matters most by:

• Filtering by specific campaigns

• Adjusting date ranges

• Changing attribution models to reflect how you value different interactions

This flexibility is particularly helpful for education organisations, where campaigns often run around specific recruitment cycles, open days, or key points in the academic year.

The metrics that matter most

At the top of the Analyse view, you’ll see some of the most important metrics to focus on during the Evolve stage:

• ROI and spend vs budget, helping you understand value and efficiency

• Influenced contacts, showing how your content contributed to engagement

• Performance by asset type, such as forms, emails, or web pages

For example, you might discover that forms played the biggest role in influencing contacts, or that a particular email outperformed everything else. These insights are gold when it comes to optimisation.

You can also dive deeper into:

• Web traffic performance

• Top-performing emails and forms

• Individual assets that drove the most engagement

From there, it becomes much easier to spot patterns and decide what to double down on next time.

AI-powered campaign insights

One of the standout features in Marketing Studio is the AI-powered campaign insights tool. With just a few clicks, you can generate an AI-led breakdown of your campaign performance.

You can control:

• Which campaign you’re analysing

• The time period you’re comparing against

• The model being used

The output is a clear, easy-to-digest summary that includes:

• Key performance highlights

• Areas for improvement

• Suggested action points for future campaigns

This is especially valuable for busy marketing and admissions teams who need insight quickly, without spending hours building reports.

Ask better questions with HubSpot AI

And if you’re looking at the data thinking, “I wonder why this performed better than that”, HubSpot has you covered.

At any point, you can jump straight into the AI assistant and ask questions directly about your campaign data. Whether you want clarification, deeper insight, or help interpreting trends, it’s a powerful way to turn reporting into understanding.

Final thoughts

The Evolve stage isn’t just about reporting for reporting’s sake. It’s about learning, refining, and making smarter decisions next time around.

With Marketing Studio’s built-in reporting, flexible attribution, and AI-powered insights, HubSpot makes it far easier for education teams to close the loop, improve performance, and continuously raise the bar on their marketing.

Want to feel more confident interpreting your campaign performance or using Marketing Studio more effectively? Our AI Masterclass is designed to help education teams make smarter use of HubSpot’s AI tools, with practical, real-world examples you can apply straight away.