Mastering HubSpot Campaign Properties

HubSpot offers powerful campaign properties that help you analyze marketing performance, track engagement, and create accurate reports across all of your assets. Understanding these properties is essential if you want clear insight into which campaigns drive contacts, deals, and revenue.

This guide explains the key campaign properties, how they’re populated, and how to use them in day-to-day reporting so your team can make smarter decisions.

What Are HubSpot Campaign Properties?

In HubSpot, campaign properties are predefined fields attached to each marketing campaign record. These fields store data about performance, attribution, and engagement so you can:

• Monitor how contacts interact with your assets
• Measure influenced revenue and deals
• Compare campaign performance over time
• Filter and segment campaigns for reporting

Most campaign properties are automatically updated by the system. Some are read-only and cannot be edited manually, while others can be adjusted inside a campaign record.

Understanding Core HubSpot Campaign Metrics

Several campaign properties in HubSpot summarize the overall impact of your marketing efforts. These core metrics help you quickly understand the health and reach of a campaign.

Sessions and New Contacts

Campaign reporting starts with traffic and contact creation. Important properties include:

• Sessions: total sessions on assets associated with a campaign.
• New contacts (first touch): contacts for whom the campaign was the first recorded interaction.
• New contacts (last touch): contacts created when their last interaction before becoming a contact was with this campaign.

These properties allow you to see whether a campaign is more effective at first-touch awareness or closing the gap to conversion.

Influenced Contacts and Influence Rate

Beyond first and last touch, HubSpot also tracks contacts influenced by a campaign. These metrics identify broader impact across the buyer journey:

• Influenced contacts: contacts who interacted with any asset associated with the campaign, even if it was not first or last touch.
• Influence rate: the percentage of all contacts who interacted with the campaign.

Use these properties to quantify how widely a campaign resonates with your audience, not just how many direct conversions it generates.

HubSpot Deal and Revenue Attribution Properties

To connect marketing to revenue, HubSpot provides campaign properties that track deals and influenced revenue. These properties are critical for alignment between marketing and sales.

Deals Created and Deals Closed

Key deal-related properties include:

• Deals created (first touch): deals opened where the first recorded contact interaction is associated with the campaign.
• Deals created (last touch): deals opened where the last interaction before deal creation is tied to the campaign.
• Deals closed (first touch): closed-won deals attributed on a first-touch model to the campaign.
• Deals closed (last touch): closed-won deals attributed on a last-touch model.

These fields show how effective a campaign is at generating opportunities and closing business based on different attribution perspectives.

Influenced Deals and Influenced Revenue

HubSpot also tracks broader impact across the full revenue cycle:

• Influenced deals: deals where at least one associated contact interacted with a campaign asset.
• Influenced revenue: total revenue from influenced deals, based on deal amount.

When you compare influenced deals and revenue to first-touch and last-touch metrics, you get a more complete picture of how campaigns contribute to pipeline and booked revenue.

Engagement Properties for HubSpot Campaign Assets

Engagement properties in HubSpot describe how contacts interact with specific assets connected to a campaign, such as pages, forms, emails, and calls-to-action.

Email and Form Engagement

For email and form-based campaigns, you will commonly use:

• Email opens: total opens across all campaign emails.
• Email clicks: total clicks on links within those emails.
• Form submissions: number of times contacts submitted forms linked to the campaign.

By comparing opens, clicks, and submissions, you can identify where contacts drop off and where content can be improved.

Page Views and CTA Performance

Campaigns that rely on landing pages and CTAs generate additional engagement properties:

• Page views: total views of pages associated with the campaign.
• Unique page views: number of individual visitors to those pages.
• CTA views and clicks: performance of buttons and calls-to-action associated with the campaign.

These metrics show whether your campaign generates interest and whether visitors take the desired next steps.

How HubSpot Populates Campaign Properties

Most campaign properties in HubSpot are automatically assigned based on engagement and attribution rules. When you associate assets with a campaign, the platform tracks activity and updates metrics accordingly.

In general:

• Traffic data updates as visitors view campaign assets.
• Contact-level data updates when a new contact is created or interacts with associated assets.
• Deal and revenue data update when deals are created, updated, or closed.

You can review the full, authoritative list of available campaign properties and their definitions in the official documentation at this HubSpot knowledge base article.

Using HubSpot Campaign Properties in Reports

Campaign properties become most powerful when you use them inside the reporting and analysis tools in HubSpot.

Filtering and Grouping Campaigns

You can filter or group campaigns by properties such as:

• Number of influenced contacts
• Deals created (first touch) or (last touch)
• Influenced revenue
• Engagement metrics like sessions and page views

This allows you to compare campaigns by channel, theme, or timeframe and identify which initiatives deserve more budget or refinement.

Step-by-Step: Reviewing Campaign Performance

1. Open the Campaigns tool inside your HubSpot portal.
2. Select the campaign you want to analyze.
3. Review high-level metrics such as sessions, new contacts, and influenced contacts.
4. Drill into attribution metrics for deals created, deals closed, and influenced revenue.
5. Analyze engagement properties like email clicks, page views, and form submissions.
6. Export or add these metrics to custom dashboards for ongoing monitoring.

Repeat this review process regularly to track progress and quickly spot underperforming campaigns.

Best Practices for Managing HubSpot Campaign Properties

To get consistent and reliable data from HubSpot campaign properties, follow these practices:

• Always associate relevant assets (emails, pages, forms, CTAs) with the correct campaign.
• Use naming conventions so campaigns are easy to recognize and filter in reports.
• Align attribution expectations with your sales and leadership teams.
• Monitor both first-touch/last-touch metrics and influenced metrics for a complete view.

When your team understands how properties behave, it becomes much easier to trust the numbers and make confident strategic decisions.

Where to Learn More About HubSpot and Campaign Strategy

If you want support building a marketing strategy that fully leverages these properties, you can work with a HubSpot-focused consultancy such as Consultevo, which helps teams implement structured, data-driven campaigns.

For the most detailed and current definitions of every campaign property, continue your learning in the official HubSpot campaign properties documentation. Combining that reference with the practices in this guide will help you make precise, reliable use of your campaign data.

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