None of your marketing efforts are going to do much good if you're unable to judge them. How else are you going to be able to determine if your marketing efforts are working or not? With that in mind, marketing analytics and reporting tools are a must-have. Both the HubSpot Marketing Hub and Pardot have exceptional reporting and analytics features that are user-friendly, in-depth, and customizable.
Dashboards are what allow you to customize and view various KPIs and metrics so that you can monitor the performance of your marketing efforts and make adjustments when necessary. HubSpot's marketing dashboard allows you to track metrics related to website traffic, conversions, customers, landing pages, blog posts, emails, and more.
The Marketing Hub Starter plan comes with a standard marketing dashboard. However, if you want to build a custom marketing dashboard, you will need the Professional plan, which still only allows one custom dashboard in addition to the standard one. The Enterprise plan, on the other hand, will enable you to create up to 25 custom dashboards. It's worth mentioning that a Report Add-On is available at an extra cost that allows you to build up to 200 dashboards and that lets you use almost any metric throughout the HubSpot ecosystem.
Pardot's dashboard capabilities are more impressive off the bat. All Plus and Advanced users get access to five B2B marketing analytics dashboards out of the box. These dashboards include Account-Based Marketing, Engagement, Marketing Manager, Multi-Touch Attribution, and Pipeline. It's also important to note that these dashboards are fully editable. You can also copy these dashboards to create new custom dashboards that provide new insights.
Generating reports is essential for keeping stakeholders in the know and tracking the performance of your marketing efforts over time. The Marketing Hub's standard dashboards allow you to have up to ten reports on them. You can automate the generation of these reports on a daily, weekly, or monthly schedule. Although the Starter plan does allow for productivity reports on one dashboard, there's no custom reporting available. However, you can create up to 20 custom reports with the Professional plan and 500 custom reports with the Enterprise plan. You can customize your reports using HubSpot's library of reporting templates or build a custom report from scratch.
Pardot comes with over a dozen reports that are available in all of its plans. These reports include Prospect Lifecycle Reporting, Conversion Report Metrics, Social Posts Reports, Paid Search Reports, Natural Search Reports, Olark Reporting, Webinar Reporting, and much more. All of these reports provide detailed metrics that you can use to evaluate every aspect of your online marketing efforts. With B2B Analytics, you will also be able to customize your reports in any way you can imagine using countless metrics. You can even generate reports comparing analysis of multiple objects, such as forms or email lists.
Web analytics allows you to analyze the performance of your content using various metrics. Both HubSpot and Pardot provide excellent web analytics tools. Using the HubSpot Web Analytics tool, you can examine a variety of different pages, including blog pages, landing pages, and website pages, using over a dozen different metrics. These metrics include Page Views, New Contacts, Bounce Rate, CTA Clicks, and more. Web Analytics is only available for the Professional and Enterprise Marketing Hub plans.
Pardot provides comprehensive B2B web analytics. Standard dashboards and reporting features include a wide range of useful metrics, including many of the same metrics that HubSpot provides. Pardot also makes it easy to connect third-party data, including Google Analytics data and allows you to access your web analytics through a mobile analytics app. Pardot's comprehensive B2B Analytics feature is only available for Plus and Advanced users.
Email reporting is necessary to help you monitor the performance of your email marketing campaigns. HubSpot provides all of its Marketing Hub users with thorough email reporting capabilities, including the ability to evaluate the individual performance of emails, the engagement of recipients, the overall performance of your email marketing campaigns, and the impact of your email marketing efforts over time.
Pardot offers Advanced Email Analytics for its Plus and Advanced plans, although you can add it to a Pardot Plus plan for an extra cost. The Advanced Email Reporting feature allows you to see how your customers and prospects are engaging with your emails at every stage of your campaign using a variety of basic metrics, including Click-Through Rates, Open Rates, and more. More advanced metrics such as Read Percentage, Skimmed Percentage, and Forward Count are also available. Pardot also provides a List Email Statistics Table that reports data about each of your segmented email lists.
ROI analytics help you determine if your marketing efforts are worth their cost. As a result, using ROI analytics can go a long way towards making your marketing strategy more cost-efficient. HubSpot allows you to add revenue reports to your dashboard from their reports library. These include Deal Forecast, Deal Revenue Leaderboard, New Deals Created, Closed Revenue by Source, and other ROI-oriented reports. However, these reports are only available to Sales Hub subscribers or as an add-on to your Marketing Hub at an extra cost. HubSpot also has an ROI calculator available for free that you can use for paid ad campaigns.
Pardot, on the other hand, includes a specific ROI Reporting feature in its plans. This reporting feature allows you to measure and track campaign performance by tying closed leads back to your marketing efforts, connecting your marketing efforts to your sales data, and analyzing the success of your marketing campaigns by channel and initiative. Metrics like Cost/Prospect and Cost/Opportunities give you direct information about your campaign's ROI. You can also compare the ROI of these elements from one campaign to another in an interactive graph.
Both Pardot and HubSpot's Marketing Hub provide users with the reporting and analytics capabilities that are needed to monitor and evaluate marketing campaigns accurately. However, the Marketing Hub doesn't offer a whole lot of flexibility and customization unless you invest in the Enterprise plan. In contrast, Pardot provides all of its users with extensive reporting and analytics options right off the bat.
While neither provides advanced web analytics in their lower-tiered plans, some features, such as Email Analytics, can be added on to the Pardot Growth plan for an extra cost even though it doesn't come included. This option provides users on a budget with more flexibility. On top of that, Pardot does have a few other reporting features unavailable in the Marketing Hub, such as their ROI reporting functionality. As a result, Pardot wins this one.