Clicks, Quirks & Conversions: Custom Behaviour Events

If you’ve ever wondered whether there’s a remedy for this swirling ocean of clicks, quirks, and half-baked conversions, you’re in the right spot.

Brace Yourself: Data Overload

In HubSpot, you’re probably no stranger to the standard metrics: which emails were opened, who clicked what, and how many times your landing page got some love. But sometimes, that data can be too broad—or worse, it can stray into shrug territory.

Not all page clicks are equal. Some signify genuine interest, while others are just your competitor poking around. Sorting through this data can feel like trying to find a decent coffee in a city that worships tea.

The challenge lies in the sheer volume of data generated daily. You might find yourself drowning in metrics that don’t provide actionable insights. For instance, while knowing that 500 people visited your landing page is nice, it doesn’t tell you whether they engaged with your content or if they bounced after a few seconds.

This is where the need for more granular tracking becomes essential.

Say Hello to Custom Behavioural Events

This is where Custom Behavioural Events sashay into the spotlight. They’re the zippy capabilities within HubSpot that let you track and measure unique actions, like people who click a specific ‘Get My Quote’ button or linger on that sweet new pricing page for more than 30 seconds.

Instead of hauling in a generic mountain of data, these events give you focused insights that matter to your exact sales cycle and marketing goals. It’s like using a metal detector at the beach instead of scouring every grain of sand by hand.

Custom Behavioural Events allow you to define specific user interactions that align with your business objectives. For example, you can track events such as:

• Button Clicks: Monitor how many users click on key CTAs, like “Request a Demo” or “Download Now.”
• Form Submissions: Capture data on users who fill out forms, helping you understand which forms convert best.
• Page Scroll Depth: Measure how far down a page users scroll, indicating their engagement level with your content.

Set Up the Magic

Getting things rolling is surprisingly painless. Within your HubSpot settings, you’ll designate a brand-new event name, define its triggers—maybe a page visit, a specific CTA click, or a form submission—and you’re off to the races.

If you’re feeling fancy, you can even rope in your development team to add a pinch of custom code for more granular tracking.

To set up a Custom Behavioural Event, follow these steps:

1. Navigate to Events: Go to your HubSpot dashboard, click on "Reports," and select "Events."
2. Create a New Event: Click on "Create Event" and choose "Custom Event."
3. Define the Event: Name your event and select the trigger type. You can choose from options like page views, clicks, or form submissions.
4. Add Properties: Define any additional properties you want to track, such as user location or device type.
5. Save and Test: Save your event and test it to ensure it’s capturing the right data.

After setting up, you can use HubSpot’s API to integrate even more complex tracking. For instance, if you want to track user interactions across multiple platforms, you can use HubSpot’s JavaScript API to send custom events directly from your website.

Turn Insights into Action

A snazzy new chart on your HubSpot dashboard is great and all, but how do you make it deliver actual results? Let’s say you’re noticing that 30% of visitors click through to your pricing page after reading a particular blog. That’s your cue to double down on creating similar articles or crafting a follow-up email sequence that’s laser-focused on product features.

You could also set up automated workflows to re-engage leads who started a trial sign-up but bailed right before the finish line. For example, if a user clicks on your pricing page but doesn’t complete the sign-up, you can trigger an email that offers them a limited-time discount or additional resources to help them make a decision.

This kind of targeted follow-up can significantly increase your conversion rates.

Bottom Line: Get Specific or Go Home

Scoped-out tracking means fewer wasted resources and more clarity about what’s truly nudging people towards (or away from) becoming paying customers. You’re effectively grabbing the data you need to improve while politely ignoring the white noise. And in a world where our collective attention span is about as long as a catwalk from your front door to the letterbox, specific beats scattershot every single time.

By embracing Custom Behavioural Events, you’re making sure your CRM isn’t just a big spreadsheet of “stuff happened,” but a strategic ally that tells you how it happened, why it matters, and how to do it again—better.

When you stop chasing random stats and start measuring the real, actionable moments, you’ll see just how far the right data can rocket your marketing and sales.

Ready to Dive Deeper?

If you’re eager to take your data game to the next level, consider exploring more about HubSpot’s analytics capabilities. Check out HubSpot’s reporting tools to see how you can turn your data into actionable insights that drive results. Remember, in the world of marketing, it’s not just about collecting data; it’s about making that data work for you!

Conclusion: The Future of Data-Driven Marketing

As you continue to refine your approach to data tracking, remember that the landscape of digital marketing is ever-evolving. New tools and technologies are constantly emerging, and staying ahead of the curve means being adaptable. By leveraging Custom Behavioural Events and focusing on specific, actionable insights, you’re not just surviving the data deluge—you’re thriving in it.

Dive into your HubSpot dashboard, and start transforming your data into a powerful tool for growth. With the right strategies in place, you’ll be well on your way to turning insights into action and driving your marketing to new heights!