How to Use Hubspot Sales Content Analytics

The Hubspot sales content analytics tool helps you understand how your sales templates, documents, and sequences are performing so you can refine your content strategy and close more deals.

In this guide, you will learn exactly where to find the tool, how to filter and interpret the data, and how to apply insights to improve your sales content performance.

What the Hubspot Sales Content Analytics Tool Does

The sales content analytics tool in Hubspot gives you performance metrics for three main types of sales assets:

• Email templates
• Documents (sales collateral you share with prospects)
• Sequences (automated outreach workflows)

Using these reports, your team can identify which content gets the most engagement and which sales activities directly contribute to closed deals.

For full product details, you can also review the official documentation on the Hubspot sales content analytics help page.

How to Access Sales Content Analytics in Hubspot

Depending on your subscription, you can access different parts of the sales content analytics tool. In general, users with appropriate permissions can reach these reports from the sales analytics area.

Follow these steps to open the tool:

1. Sign in to your Hubspot account.
2. Navigate to your main navigation bar.
3. Go to the reports or analytics section tied to sales tools.
4. Locate the sales content analytics views for templates, documents, and sequences.

Your exact menu labels may vary based on your portal configuration and language settings, but the reports all live within your sales reporting area.

Key Hubspot Metrics for Sales Templates

The templates report in Hubspot shows how your saved email templates perform when used by your sales team. This helps you understand which messages resonate with prospects.

Finding the Templates Report in Hubspot

From your analytics area, open the section dedicated to email templates. You will see a list of templates created and used by your sales reps.

You can usually filter by:

• Date range
• Template owner
• Teams or specific users
• Pipeline or deal-related filters, when available

Template Performance Metrics Explained

For each template, Hubspot reports key engagement metrics. Common metrics include:

• Sent count: How many times the template was used and sent.
• Open rate: The percentage of recipients who opened the email.
• Click rate: The percentage of recipients who clicked a link inside the email.
• Reply rate: The percentage of recipients who responded.
• Meetings or deals created: If available, these metrics show how often a template leads to concrete sales outcomes.

Use these numbers to compare templates and highlight top performers that can be shared across your team in Hubspot.

Analyzing Sales Documents with Hubspot

Sales documents include case studies, proposals, one-pagers, and other files used in your sales process. The documents analytics section shows how prospects interact with these assets.

Accessing Document Analytics in Hubspot

From the sales content analytics area, open the documents tab. You will see all tracked documents your team has uploaded and shared through the CRM.

You can typically filter by:

• Date range of views
• Document owner or creator
• Team or user-based filters
• Other sales filters available in your account

Document Engagement Metrics

Hubspot tracks detailed engagement with each document. The report usually includes:

• Views: How many times the document was opened.
• Unique viewers: Number of individual people who viewed the content.
• Average time per view: How long viewers spent on the document.
• Pages viewed: Which pages held attention, when supported by the file type.
• Deals or revenue impact: Where available, how document use correlates with successful outcomes.

By analyzing these metrics, you can identify the documents that contribute most to deal progress in Hubspot and refine or replace underperforming collateral.

Hubspot Sequences Performance Analysis

Sequences automate follow-up emails and tasks for sales reps. The sequences analytics area in Hubspot shows which automated outreach workflows drive replies and meetings.

Opening Sequence Analytics in Hubspot

Within your sales content analytics section, navigate to the tab or report labeled for sequences. You will see a list of sequences along with engagement data.

Available filters often include:

• Date range
• Sequence owner
• Teams and users
• Enrollment status and other sales filters

Understanding Sequence Metrics

For each sequence, Hubspot will provide metrics such as:

• Enrollments: How many contacts were added to the sequence.
• Open rate: Aggregate opens across sequence emails.
• Click rate: Link engagement throughout the sequence.
• Reply rate: How many recipients responded to any step.
• Meeting or deal creation: When available, outcomes driven by the sequence.

These numbers help you compare different sequences and highlight which workflows should be scaled or refined across your Hubspot account.

Filtering and Comparing Sales Content in Hubspot

The power of sales content analytics comes from comparing performance across teams, owners, and time periods. Hubspot provides filters and sorting options to make this easy.

Common Filters to Use

When analyzing templates, documents, or sequences, apply filters such as:

• Date range: Focus on a recent period (for example, last 30 or 90 days).
• Owner or team: See how content performs for specific sales reps or groups.
• Content type or folder: When relevant, isolate content by category.

Sorting and Benchmarking Content

Sort your reports to identify best and worst performers. Useful sorts include:

• Highest open rate
• Highest reply rate or meeting creation
• Most total sends or views
• Lowest performance metrics, indicating content that may need revision

Benchmark new assets against proven high performers to guide optimization within Hubspot.

Turning Hubspot Analytics Into Action

Data is most valuable when it leads to concrete improvements in your sales process. Use your Hubspot analytics to refine messaging, prioritize content, and coach reps.

Improving Templates with Analytics

• Clone top-performing templates and test small changes to subject lines or body copy.
• Retire templates with low open or reply rates, or rewrite them based on winning patterns.
• Share proven templates across your teams to standardize best-practice messaging.

Optimizing Documents Using Hubspot Data

• Focus design and copy on pages that hold attention the longest.
• Shorten or reorganize documents where viewers drop off quickly.
• Highlight documents that correlate with closed deals in your sales playbooks.

Refining Sequences with Performance Insights

• Adjust timing and spacing between sequence steps.
• Replace underperforming steps with content modeled on high-performing emails.
• Test alternative versions of key sequences for specific segments.

Using Hubspot Analytics with Other Sales Tools

Sales content analytics becomes even more powerful when combined with other reporting views in your CRM.

• Map high-performing content to specific deal stages.
• Coordinate with marketing on messaging that works best in your Hubspot reports.
• Align sales coaching sessions around the top templates, documents, and sequences.

If you need expert help designing a sales reporting strategy, you can learn more about CRM consulting services at Consultevo.

Next Steps for Your Hubspot Sales Content Strategy

Start by reviewing your current templates, documents, and sequences to understand how prospects engage with each type of content. Then, use the sales content analytics reports in Hubspot to identify quick wins, such as promoting high-performing templates or streamlining outdated documents.

By regularly checking these reports and making small, consistent adjustments, your team can build a repeatable, data-driven approach to sales content that improves conversion rates and revenue over time.