HubSpot Metrics

Average Session Duration measures the average amount of time users spend per session on your website. It is calculated by dividing the total time spent across all sessions by the total number of sessions. This metric helps you understand overall engagement and whether users are consuming your content in a meaningful way.

Click To Open Rate (CTOR) is the percentage of unique clicks and unique opens for your email campaign. It is an effective measure of how compelling your content is relative to the quality of your target list. In other words, ensuring you have emailed the right audience and have presented them with a compelling call to action will increase your CTOR.

Contact to Customer Conversion Rate is the percentage of contacts that have converted to sales. Contacts can be past or existing customers, or qualified leads. This is an important metric to track in the sales funnel because it quantifies how efficiently the sales process secures and grows existing customer relationships.

Contacts are individual people that your business has an identified, ongoing relationship with, typically stored in a Customer Relationship Management (CRM) system and often associated with an account or company. In CRMs such as HubSpot and Salesforce, Contacts usually represent people who have been qualified beyond an initial expression of interest and may be associated with opportunities, customers, or former customers. Depending on your CRM configuration, Leads may exist separately or be converted into Contacts once qualification criteria are met.

Customer Conversion Rate is the percentage of contacts that convert to won customers

Email Bounce Rate is the percentage of sent emails that were not delivered to recipients. It is calculated by dividing the number of bounced emails by the total number of emails sent. Tracking this metric helps assess list health and delivery infrastructure. A high bounce rate can damage sender reputation and reduce campaign reach.

Email Click Rate is the number of unique recipients who clicked on any link in your email, represented as a percentage of successfully delivered emails. This metric is a good indicator of how click-worthy your subject lines are, and can also be used to gauge email deliverability.

Email Ignore Rate is the percentage of sent emails that are ignored or deleted from the recipient’s inbox before being opened. It can be an indication that your email content isn’t engaging enough to be opened, or that your emails are being flagged as spam.

Email Open Rate is the percentage of all delivered emails that are opened by recipients. A high Email Open Rate indicates that your email has captured the interest of your recipients and ensures that your message is seen by your target audience.

Email Unsubscribe Rate is the percentage of email recipients who opt out of a mailing list after receiving a campaign email, measured against total emails delivered. It signals how well your content, frequency, and targeting match subscriber expectations. A rising rate can damage sender reputation and reduce inbox placement over time.

Email Unsubscribes is the count of recipients who opt out of your email list over a defined time period. It measures list health, content relevance, and the effectiveness of your email communications.

Emails Bounced is the count of emails that were not successfully delivered to recipients' inboxes, recorded as Non-Delivery Receipts from email servers. Bounces are categorized as hard (permanent failure), soft (temporary failure), or pending (awaiting retry).