Popl x HubSpot
Event ROI Dash
Template Guide

The goal of this guide is to teach you how to build a simple reporting dashboard in HubSpot to visualize and measure ROI from leads captured at in-person events using Popl. We will refer to this dashboard as the "Event ROI Dashboard."

By following this guide, you’ll be able to demonstrate clear proof that your team’s in-person go-to-market efforts are driving measurable business outcomes, such as qualified leads, opportunities, and revenue. 

In order to set up your Event ROI Dashboard, you’ll need to:

• Integrate Popl with HubSpot. See how in this guide.
• Get “Edit” access to “Dashboards, Reports, and Analytics,” “Reporting Datasets,” and “Marketing Reports.” See how here.

Here is a preview of what your Event ROI Dashboard will look like:

By the end of this guide, your Event ROI Dashboard will contain
the following 5 reports:

01 Leads Sourced from Events (Broken Down by Event Name)

• Track which conferences or events drive the most leads
  
• Understand which events generate the most awareness for your brand
  
  

02 Leads Sourced from Events (Broken Down by Employee Name)

• Track which employees capture the most leads
  
• Identify top (and bottom) performers on your team
  
  

03 Opportunities Sourced from Events (aka Deals)

• Track how many opportunities/deals were created from events
  
• Understand the quality of leads generated from each event
  
  

04 Pipeline Sourced from Events (aka Potential Revenue))

• Track how much potential new revenue was created from each event
  
• Understand how much revenue opportunity events bring to your business
  
  

05 Actual Closed-Won Revenue Generated (Broken Down by Event Source)

• Attribute the closed-won revenue back to each event
  
• Compare events by ROI to understand which events have the biggest impact
  
  

HubSpot’s default properties are a solid starting point for attribution reporting. However, to fully leverage the rich context captured by Popl, we recommend creating 2 custom properties in HubSpot. 

These custom properties serve as the building blocks for your attribution reporting, enabling intuitive filtering and making it easy to build your Event ROI dashboard.

Popl allows unlimited custom mappings to HubSpot, and we strongly suggest mapping these 9 properties. Of these 9 properties, 7 are default HubSpot properties. The other 2 are custom properties that we recommend you create.

Map these HubSpot properties

01 First Name

• The first name of the lead
  
  

02 Last Name

• The last name of the lead
  
  

03 Email

• The email address of the lead
  
  

04 Job Title

• The job title/role of the lead
  
  

05 Company Name

• The company name of the lead
  
  

06 Phone Number

• The phone number of the lead
  
  

07 Contact Owner

• The HubSpot property named "Contact Owner" represents a “user select” type property and therefore can only select from people who have a user seat in your HubSpot account. If the Popl user who captured the lead is not a user in HubSpot, then the "Contact Owner" property in HubSpot will be automatically assigned to the Popl admin who set up the HubSpot integration.
  
  

08 Datestamp Popl Lead Captured

• This is the date for which a lead was captured using Popl
  
  

09 Conference Name

• This is the name of the first event where the lead was captured initially with Popl
  
  
• This Event Name typically corresponds 1:1 with the name of the campaign in Popl
  
  

Navigate to the “Reporting” tab in your HubSpot account:

• Left-hand sidebar menu → Reporting → Dashboards → Create Dashboard
• List
• Name the dashboard “Event ROI Dashboard”
• Once you’ve created the dashboard, you’re ready to start adding reports inside it. Listed below are the 5 key reports you’ll need to create.
• To create a new report inside your Event ROI Dashboard:
  
  

• From your Event ROI Dashboard > Top right corner > Add content > Create report > Select Custom report > Choose Contacts as the Primary Data Source
• Each of the 5 reports below is listed in a way that will make it easy for you to understand which properties to apply to both the “Configure” tab and the “Filters” tab of each report. By default, we recommend using the “Vertical bar” Chart Type for all your reports. You can always change the Chart Type later to fit your personal preferences.
  
  
  

Report #1: Event-Sourced Leads (by Event)

Configure Tab:

• Chart Type: Vertical bar
• X-Axis: Datestamp “Original Popl Lead Captured

• Set the Frequency of the axis to Monthly

• Y-Axis: (Count) contacts
• Break down by: “Original Popl Event Name”

Filter Tab:

• List
• “Original Popl Event Name” is known

Report #2: Event-Sourced Leads (by Employee)

Configure Tab:

• Chart Type: Vertical bar
• X-Axis: Datestamp “Original Popl Lead Captured “
  
  

• Set the Frequency of the axis to Monthly

• Y-Axis: (Count) contacts
• Break down by: “Original Popl Lead Owner”

Filter Tab:

• “Original Popl Event Name” is known
  
  

Report #3: Event-Sourced Deals (by Event)

Important Note about Opportunities/Deals
When it comes to reporting opportunities (aka deals), pipeline, and closed-won revenue, this guide assumes you are using Deal objects in HubSpot to track sales activity and opportunities. In many cases, a company’s marketing team uses HubSpot, but the sales team uses another platform (like Salesforce) for their CRM to track sales activity. It is possible to sync Deals and sales activity from your sales team’s CRM into HubSpot, but that is beyond the scope of this guide. If you do not use Deal objects in HubSpot, then you can skip creating any reports that use Deal-related properties.


Configure Tab:

• Chart Type: Vertical bar
• X-Axis: Recent deal creation date
  
  

• Set the Frequency of the axis to Monthly

• Y-Axis: (Count) contacts
• Break down by: “Original Popl Event Name”

Filter Tab:

• “Original Popl Event Name” is known
• Number of associated deals is greater than or equal to 1
  
  

Report #4: Event-Sourced Pipeline (by Event)


Configure Tab:

• Chart Type: Vertical bar
• X-Axis: Recent deal creation date
  
  

• Set the Frequency of the axis to Monthly

• Y-Axis: Recent deal amount
• Break down by: “Original Popl Event Name”

Filter Tab:

• “Original Popl Event Name” is known
• Number of associated deals is greater than or equal to 1
  
  

Report #5: Event-Sourced Revenue (by Event)


Configure Tab:

• Chart Type: Vertical bar
• X-Axis: recent deal close date
  
  

• Set the Frequency of the axis to Monthly

• Y-Axis: Recent deal amount
• Break down by: “Original Popl Event Name”

Filter Tab:

• “Original Popl Event Name” is known
• Number of associated deals is greater than or equal to 1
• The recent deal close date is known
  
  

• Once you make your first report, you can simply use HubSpot’s “clone” functionality to duplicate and modify the remaining reports.
  
  
• Don’t worry about choosing the right frequency on your X-Axis (weekly, monthly, quarterly), because you can use
the “Advanced filters” dropdown at the dashboard level to adjust the frequency of every report within your dashboard.
  
  

Now, you can turn in-person events into a scalable channel and a strategic growth lever. Feel free to modify the reports in this Event ROI Dashboard as needed to suit your unique business needs.

If you have any questions, please reach out to your dedicated Customer Success Manager.