The data utilized in the ROI calculator falls into two categories:

• Personal data (as defined in HubSpot’s customer data processing agreement); and
• HubSpot product usage data

HubSpot collects Personal Data from customers when they submit web forms or interact with our websites, for example subscribing to a HubSpot blog, signing up for a webinar, or requesting customer support. HubSpot also collects Personal Data when customers sign-up for a HubSpot account, create or modify user information, set preferences, or provide any other related information to access or utilize our Subscription Service. 

Usage data includes metrics and information regarding customers’ use and interaction with the Subscription Service such as what product features they use the most, when an object (like a ticket) is created and closed, and how often certain features (like workflows) are triggered in their account.

To ensure HubSpot maintains the privacy of their customers’ data, they use anonymization to remove or modify personally identifiable information, so that data cannot be associated with any one individual. HubSpot employs three standard anonymization techniques to customer outcomes data: attribute suppression, generalization and aggregation.

The data used in this calculator is based on aggregated data from HubSpot customers globally who owned Marketing or Sales Hub Professional or Enterprise for at least 12 months between January 2019 and April 2022. 

In order to be included, the sample for each metric Marketing Hub customers also met the following criteria:

• Website traffic - must have installed the HubSpot tracking code on website.
• Marketing leads - must have activated the forms feature.
• Website conversion rate - must have installed the HubSpot tracking code on website and activated the forms feature.

Sample sizes for each region and industry cohort and metric vary.  But, in order to ensure data privacy and accuracy, HubSpot does not share aggregated data from customer cohorts with sample sizes that do not reach their established cohort size threshold. In these cases, they default to the use of the global value for that metric.

The average improvement for each metric reflects customer performance 12 months post-purchase compared to the average set in the first month after purchasing Marketing Hub or Sales Hub.

The exception is web-conversion rate in which customer performance 12 months post-purchase is compared to the average set in the first three months post-purchase.

HubSpot believes it is critically important to ensure the average improvement values used in this calculator reflect the experience of HubSpot’s customers as accurately as possible. Therefore, before analyzing customer’s data, they screen the data to check for errors, missing data and data distribution. They also employ statistical techniques to identify outliers and clean data so that unusual values do not distort monthly averages. In the case of highly skewed distributions, they use the median value as opposed to the mean because medians are found to be the best measure of central tendency in the case of skewed data.

If cookies are enabled, HubSpot locally stores your selected:

• Industry
• Currency
• Region

These items are cleared whenever you clear your cookies, and are scoped to the current browser being used (e.g., you can’t pick up in Safari where you left off in Chrome).  These properties are not being used to identify you in any way. HubSpot only uses these fields to provide you results based on data that best aligns to you (i.e., your industry or region) and presented in your currency. Everything else you enter into the calculator is saved in-memory while you are interacting with the app. Any data not listed above is cleared as soon as you close your tab/browser window. For more information on how HubSpot uses cookies, please refer to their Cookie Policy.

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The data used in this calculator is based on aggregated data from many thousands of HubSpot customers globally.

Please keep in mind that results for individual businesses, including your own as well as HubSpot’s, may differ based on their own markets, customer base, industry, geography, stage, and/or other factors. Therefore, we (and HubSpot) cannot guarantee you will see the exact results you obtain from the ROI Calculator if you purchase Marketing Hub or Sales Hub.