HubSpot reporting certification exam answers

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Below you’ll find some selected questions from the latest real certification exam. You can get an idea about the exam format and prepare for it smarter. Need all exam questions with answers? Consider downloading our file.

Fill in the blank: – enables companies to identify new business opportunities, predict future trends, and optimize current operational efforts.

• Intuition
• Data
• Competitive intelligence
• Observation

Fill in the blanks: Tail winds are to – : as headwinds are to -.

• Forces, friction.
• Friction, force.
• Ships, force.
• Ships, friction.

The Golden Circle is a framework invented by Simon Sinek that helps organizations:

• set and track ambitious business goals.
• visualize their long-term, mid-term, and short-term goals.
• **explore their brand identity beyond just the products they offer. **
• prioritize their different business goals.

Why is having a strong sense of purpose important for a business? Select all that apply.

• It will help you and your team navigate uncertainty.
• It will help you discover potential risks, redundancies, and/or experience gaps in your strategies.
• It will ensure you’re meeting your customers’ needs and help you build off each offer to create a single brand message.
• It will help you step into your customer’s shoes and see them as people, not just metrics, so that you can improve the lives of those you serve.

What happens during operational planning?

• **Operational planning breaks down the long-term goals of the strategic plan into short-term goals and activities. **
• Operational planning focuses on long-term goals, which align with your purpose, mission, and vision, and outline the direction of the business in the next three to five years.
• Operational planning is a goal-setting system that helps to ensure that efforts are focused on the same important issues throughout the organization.
• Operational planning is the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.

What happens during strategic planning?

• Strategic planning helps you organize your data points used to gauge your company’s performance relative to a goal.
• Strategic planning breaks down the long-term goals of the strategic plan into short-term goals and activities.
• Strategic planning is a goal-setting system that helps to ensure that efforts are focused on the same important issues throughout the organization.
• Strategic planning focuses on long-term goals, which align with your purpose, mission, and vision, and outline the direction of the business in the next three to five years.

Fill in the blank: When making data-driven decisions, objectives are statements -.

• that define the qualitative outcome of your goal.
• that define the quantitative outcome of your goal.
• you use to benchmark and monitor the progress toward your key result.
• you use to benchmark the performance of every individual contributor.

When using pyramid goals, it’s important to have omissions because they:

• remind you and your team of the customers you’re solving for with your purpose.
• enable you and your team to prioritize the top milestones you want to achieve in the year.
• are the top five objectives your company is trying to accomplish for the year.
• outline your ultimate goal, objective, or outcome.

What are KPIs?

• Goals that help you and your team be more productive and save time and money.
• Statements that define the qualitative outcome of your goal.
• A way to track the status of a specific business process.
• Data points used to gauge performance.

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Fill in the blank: Integrations are -.

• the way your data is structured by the software you use.
• a series of rules that allow for an application to extract and use information from a piece of software in their own application.
• used to connect your software to third-party applications so they can share information.
• the more bite-sized data tables your CRM breaks your data into to streamline storage, management, and reporting.

What are APIs?

• APIs are a group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• APIs are an all-in-one event software that enables the delivery of unique attendee experiences through intelligent, personalized, and intent-based engagement.
• APIs are a series of rules that allow for an application to extract and use information from a piece of software in their own application.
• APIs are a full platform of marketing, sales, customer service, and CRM software — plus the methodology, resources, and support — to help businesses grow better.

What are the advantages to native integrations? Select all that apply.

• Often include access to support and technical representatives are well-equipped to help you troubleshoot any issues you might face.
• Often free or lower-cost compared to hiring a developer to build a custom integration.
• Help you connect your software system with any other application or platform on the market.
• Don’t require coding experience.

What are the best ways to find out more about APIs and their potential use cases? Select all that apply.

• Ask a web developer to look at an API and discuss it with you.
• Start connecting systems and coding it on your own. Learning how to fix something is the best way to learn it.
• Do the research on your own.
• Check out the HubSpot API documentation to see how you can build applications and integrations using data from HubSpot.

What are the two factors you must consider when having a developer build a custom integration? Select all that apply.

• Resources
• Time
• Experience
• Scale

What is a tech stack?

• A cloud-based platform that connects various applications, systems, and technologies within the cloud or on-premise.
• A series of rules that allow for an application to extract and use information from a piece of software in their own application.
• A group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.
• A technology for managing all your company’s relationships and interactions with customers and potential customers.

What are the benefits of running regular tech stack audits? Select all that apply.

• Save employees time
• Save money on apps
• Maintain a single source-of-truth for data
• Consolidate apps

On average, how many apps do mid-sized businesses use?

Fill in the blank: Objects are -.

• metrics that track anytime someone has an interaction to with your website or assets, such as page views, form submissions, or email clicks.
• the bite-sized data tables databases split data into to streamline storage, management, and reporting.
• a material thing that can be seen and touched.
• a series of rules that allow for an application to extract and use information from a piece of software in their own application.

• HubSpot Campaign Analytics
• HubSpot Ads
• HubSpot Forms
• HubSpot Traffic Analytics

Which HubSpot reporting tools would help you best analyze the performance of your HubSpot pages and blog posts over time?

• HubSpot Report Builder
• HubSpot Website Analytics
• HubSpot Traffic Analytics
• HubSpot Campaign Analytics

What are the long-term effects of bad data? Select all that apply.

• Sabotaging your competitors by marketing your business as more successful.
• Costing your business between 15–25% of revenue a year.
• Negatively impact any lead nurturing processes in place — impacting sales and marketing teams alike.
• Getting buy-in from key stakeholders to invest more in automation tools powered by machine learning.

When you need to see small or incremental changes in your data over time, what is the best chart to use?

• Area graphs
• Pie charts
• Bar charts
• Line charts

Fill in the blank: The purpose of the HubSpot reports library is to help you: -.

• Decide what metrics should appear on your dashboard by offering several standard reports designed by subject matter experts in marketing, sales, and services to answer industry-specific questions.
• Analyze the conversion rates between lifecycles or deal stages.
• Dig into trends and determine which initiatives are creating the highest return on investment.
• Measure the effectiveness of your marketing campaigns by providing HubSpot information about visitors accessing your site through the URL.

• dig into trends and determine which initiatives are creating the highest return on investment.
• help you decide what metrics should appear on your dashboard by offering several standard reports to answer industry-specific questions.
• measure the effectiveness of your marketing campaigns by providing HubSpot information about visitors accessing your site through the URL.
• analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.

Fill in the blank: If you create a psychologically-safe working environment at your organization, team members are more likely to -.

• speak less openly and argue against the ideas of other teams and departments.
• speak openly and contribute their ideas freely.
• take less risks around each other, leading to a culture that provides more consistent results.
• take needless risks, leading to bigger wins but also greater losses.

What is another name for negative feedback loops?

• Positive Feedback Loops
• Friction
• Voice of the Customer Optimization
• Force

Fill in the blank: A positive feedback loop describes the process of -.

• an organization listening to complaints or grievances to improve its products or customer service.
• visualizing the momentum gained by implementing a series of replicable successes.
• a company listening to employees’ complaints or grievances, and using that feedback to improve internal structure and workplace satisfaction.
• departments sharing information with each other to prevent data silos from forming.

What does your business do in the attract stage of the inbound methodology?

• You build lasting relationships with people by providing insights and solutions that align with their pain points and goals.
• You use your expertise to create content and conversations that start meaningful relationships with the right people.
• You manage the handoff of a customer or account from sales to service.
• You provide an outstanding experience that adds real value, and empowers people to reach their goals and become promoters of your company.

• CTAs
• Sequences
• Workflows
• Email

Which of the following is NOT a step when running a marketing experiment?

• Revise your test
• Determine your objective
• Create a prediction
• Interpret your results

True or false? You can test both large and small elements in your marketing with A/B testing.

Fill in the blank: HubSpot counts a page view every time: -.

• three or more pages have been loaded on your website.
• a click on one of your custom coded events occurs.
• a form is submitted on one of your HubSpot pages.
• the HubSpot tracking code is loaded.

What type of data do analytics platforms like HubSpot log where visitors are coming from?

• Source data
• Engagement data
• Website data
• Conversion data

• A link on a different website
• Your pay-per-click ads
• Directly typing your URL into their browser
• A search engine like Google or Bing

• Your paid social ads campaigns.
• Your tracking URLs.
• Your email campaigns.
• A search engine, like Google or Bing.

What is sales enablement?

• The methodology that prioritizes the needs, challenges, goals, and interests of individual buyers.
• The process of selling web-based software to clients.
• The approach your business takes to provide sales with the resources they need to effectively sell.
• The process of designing and conducting experiments to optimize and improve the results of a target area.

Which of the following topics are beneficial to review at a smarketing meeting? Select all that apply.

• Strategy or trend spotlights
• Team champions
• Performance of sales enablement efforts
• Review of SLAs

Fill in the blank: The purpose of smarketing meeting is to -.

• Bring your sales and marketing teams together to collaborate on a shared project and solve problems.
• Compare marketings performance against that of sales to determine who gets the larger cut of the next quarterly budget.
• Create an open forum where both marketers and sales reps make suggestions to the teams in product to determine which products get built for customers next.
• Use post-its to map out your entire customer journey and flywheel.

What is the purpose of a multi-touch revenue attribution report in HubSpot?

• To analyze the conversion rates between lifecycles or deal stages.
• To understand which marketing and sales activities are generating revenue for your business.
• To analyze the interactions that led to conversions on your website.
• To analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.

Which of the following is an example of a lagging indicator?

• Meetings scheduled
• Deals won/lost
• Demos or sales presentations
• Referral requests

Why are leading indicators considered “manageable” metrics?

• They measure the efficiency of sales managers.
• Sales managers can actively influence them with their teams.
• They help salespeople “manage” up to their managers.
• They’re aspirational, but it’s expected that the team will hit at least 70% of the goals they set with them.

Which of the following behaviors from sales reps could lead to steep drop-offs between deal stages? Select all that apply.

• Qualifying only MQLs sent over from marketing
• Negotiating poorly
• Laziness
• Giving bad demos

What happens in the delight stage of the inbound methodology?

• You make it easy to shop and buy from you by enabling buyers to engage with you on their preferred timeline and channels.
• You attract visitors with useful content and eliminate barriers as they try to learn about your company.
• You help, support, and empower customers to reach their goals.
• You explain the momentum gained by implementing a series of replicable successes.

Customer satisfaction surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

Customer loyalty surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

Which customer sentiment metric is the strongest predictor of future purchase behavior?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

True or false? It is possible for non-SaaS companies to track renewal rate.

Which of the following are inputs you could use for your customer health score? Select all that apply.

• Customer success rate
• Recent survey results
• Product usage data
• Support case incident rate

Which of the following are steps you can take to start to align your customer service and marketing teams? Select all that apply.

• Get critical with usage and activation metrics
• Create an SLA
• Run a churn and renewal analysis
• Run consistent smarketing meetings

What is a cadence?

• A buzzword used by tech companies to sound smart
• Any rhythmic sequence of words or sound
• A formal name for the 1:1s you have with your manager every week or month
• How often you should send a dashboard to your team, depending on their needs

If you still don’t know the type of information your team or stakeholders value, what should you do?

• Ask them to provide feedback
• Rely on what they’ve asked for in the past
• Revise your reporting personas
• Check their calendars to determine who they’ve been meeting with and what they might care about

Fill in the blank: The cognitive load theory states that -.

• the more force you add to the flywheel, the faster your business will grow.
• learning falters when it demands too much working memory capacity.
• data literacy is only a skill set available for right-minded people.
• those highly skilled at reading data have a larger working memory and will not struggle to unpack what a dashboard is saying.

How is dashboard building like gold panning?

• Trick question. Dashboard building is not like gold panning.
• Gold panning requires a geologist or prospector with a certain skill set, and dashboards should only be designed by data analysts with formal training.
• Building a dashboard means giving your audience a block of information. They’ll need to do the work to extract the useful pieces from it.
• You don’t want to give your audience a dense block of information. Instead, you need to massage your data to ensure your extracting the real gold — actionable insight!

True or false? When designing dashboards, you should design them using a visual hierarchy.

What are blink tests used for?

• To measure what information a visitor takes away from a page having looked at it for just 5–7 seconds
• To arrange and organize elements on your dashboard so that visitors naturally gravitate toward the most important elements first
• In the realm of psychology, they’re used to test how much working memory capacity you’re using when viewing a web page.
• To measure what information a visitor takes away from a page having looked at it for just 3–5 seconds

True or false? When designing a dashboard, you need to put all your data in one place, so you can see each nugget of information you’ve uncovered.

True or false? Correlation does not equal causation.

Fill in the blank: If a person already has their mind made up and they are only paying attention to the data that supports this decision, this is an example of – bias.

• confirmation bias
• curse of knowledge
• selection bias
• hindsight bias

What are some common pitfalls with presenting data in a slide deck? Select all that apply.

• Too many slides
• Too much information on the slides
• Slides that are too busy
• Too many visualizations

True or False? Word-of-mouth is not a good channel for small to medium-sized businesses to invest in.

Fill in the blank: SWOT analysis is -.

• a program and strategy you implement to speed up your flywheel.
• the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.
• a technique used entirely for visualization purposes, to envision the impact of forces and friction on a flywheel.
• used to identify an organization’s strengths and weaknesses, opportunities and threats.

Fill in the blank: Competitive intelligence is -.

• used to identify an organization’s strengths and weaknesses, as well as its opportunities and threats.
• the name of the strategy you use to actively slow down and sabotage your competitor’s flywheels.
• the result of a company’s efforts to gather and analyze information about its industry, business environment, competitors, and competitive products and services.
• a technique used entirely for visualization purposes, to envision the impact of forces and friction on a flywheel.

SMART goals are:

• Source, Measurable, Attractive, Relevant, and Timely
• Specific, Measurable, Attainable, Relevant, and Timely
• Sustainable, Measurable, Attainable, Relevant, and Timely
• Source, Medium, Attainable, Relevant, and Timely

Fill in the blank: An iPaaS solution is a -.

• series of rules that allow for an application to extract and use information from a piece of software in their own application.
• graphic that shows just how many companies are vying for your attention.
• cloud-based platform that connects various applications, systems, and technologies within the cloud or on-premise.
• group of technology-based tools that help businesses to operate effectively, market efficiently, and enable sales and service teams to provide an optimal customer experience.

Fill in the blank: Events -.

• track anytime someone has an interaction to with your website or assets.
• are the bite-sized data tables databases split data into to streamline storage, management, and reporting.
• are tags you can add to the end of the URLs of your marketing or promotional efforts.
• track an output of something that has already happened.

Fill in the blank: Data cleansing is the process -.

• of using the size, positioning, and color in your reports and widgets to draw your persona’s attention to critical areas.
• of detecting and correcting inaccurate records from a table or database.
• your business takes to provide sales with the resources they need to effectively sell.
• that helps you review and invest in your customer experience in this age of the empowered buyer.

Clean data is -. (Select all that apply)

• Complete.
• Consistent.
• Condensed.
• Accessible.

What is data visualization?

• The written or spoken summary of the strategic, operating, or financial data of your business.
• The process of compiling and organizing your data into accessible charts and graphs to communicate trends, outliers, and patterns.
• The process of detecting and correcting inaccurate records from a table or database.
• The process that helps you review and invest in your customer experience in this age of the empowered buyer.

• HubSpot Report Builder
• HubSpot Workflows
• HubSpot Traffic Analytics
• HubSpot Dashboards

Fill in the blank: The purpose of funnel reports is to analyze: -.

• your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.
• key interactions that led to either conversions or revenue generated for your business.
• the conversion rates between lifecycle or deal stages.
• how ineffective flywheels are as a business model.

True or false? HubSpot invented the flywheel.

In an A/B test, what are you testing?

• A/B testing is a type of marketing experiment where you test two or more versions of assets against different segments of your audience over a set period of time.
• A/B testing is a type of marketing experiment where you test up to five variations of a website asset against different segments of your audience, continuously.
• A/B testing is a type of marketing experiment where you surface a variation of an asset that embodies your brand.
• A/B testing is a type of marketing experiment where you create two different websites, featuring very different brand voices.

What do sessions track?

• Every time the HubSpot tracking code is loaded on your website.
• The percentage of visitors who land on a particular page on your website and then leave.
• The number of visitors on your site that were initiated from a content offer.
• All of the interactions a visitor has across your site until they have been inactive for 30 minutes or more.

• Your tracking URLs
• An import, an API, or manually
• Your pay-per-click ads
• A link on another website

• To understand which marketing and sales activities are generating revenue for your business.
• To analyze your object data, including contacts, companies, deals, tickets, activities, products, or feedback submissions.
• To analyze the conversion rates between lifecycles or deal stages.
• To analyze the interactions that led to conversions on your website.

What happens in the engage stage of the inbound methodology?

• You attract visitors with useful content and eliminate barriers as they try to learn about your company.
• You explain the momentum gained by implementing a series of replicable successes.
• You make it easy to shop and buy from you by enabling buyers to engage with you on their preferred timeline and channels.
• You help, support, and empower customers to reach their goals.

Which of the following are examples of revenue metrics? Select all that apply.

• Year-over-year growth
• Deals won/lost
• Revenue by product line
• MQL to SQL conversion rate

Which of the following is an example of a leading indicator?

• Churn rate
• Calls made
• Average days to close
• Number of new customers

Customer support surveys in HubSpot track which customer sentiment metric?

• Customer Satisfaction Score (CSAT)
• Customer Effort Score (CES)
• Net Promoter Score (NPS)
• Customer Lifetime Value (CLV)

How do you calculate customer lifetime value?

• You’ll need to audit the expenses of all of your customer success efforts. Once you add all expenses into one sum, you can divide that value by your total number of customers to get your average customer lifetime value.
• Multiply your average purchase value by your average purchase frequency rate. Then take that value and multiply it by your average customer lifetime value.
• Divide the number of customers who renewed their subscription by the number of users who are up for renewal. Then, multiply your result by 100 to determine your customer lifetime value
• Multiply your total number of active customers by your average revenue per user.

When would you build a dashboard with the F-shaped reading pattern in mind?

• If you are planning to build a dashboard that contains a lot of reports.
• If you are planning to build a dashboard that contains only a few reports.
• You should always build dashboards with the F-shaped reading pattern in mind.
• You should never build dashboards with the F-shaped reading pattern in mind.

When would you build a dashboard with the Z-shaped reading pattern in mind?

• If you are planning to build a dashboard that contains a lot of reports.
• If you are planning to build a dashboard that contains only a few reports.
• You should always build dashboards with the Z-shaped reading pattern in mind.
• You should never build dashboards with the Z-shaped reading pattern in mind.

Proving a case with data consists of which of the following parts? Select all that apply.

• Making a claim
• Creating a prediction
• Presenting qualitative or quantitative evidence
• Including supplemental business context

How do effective goals differ from efficient goals?

• An efficient goal helps produce innovative, high-quality results. An effective goal helps you and your team be more productive and resources.
• An efficient goal helps you and your team be more productive and resources. An effective goal helps produce innovative, high-quality results.
• Efficient and effective goals are the same thing.
• An effective goal is inbound. An efficient goal is outbound.

Fill in the blank: UTM parameters -.

• are bite-sized data tables databases split data into to streamline storage, management, and reporting.
• are tags you can add to the end of the URLs of your marketing or promotional efforts.
• tracks an output of something that has already happened.
• are buttons you put on your site to encourage your audience to take a desired action.

What data do entrances show?

• Every time the HubSpot tracking code is loaded on your website.
• The number of sessions ended on a particular page.
• The number of sessions on your site that were initiated on a particular page.
• You where your visitors are coming from before visiting your site.

Fill in the blank: Exit rate shows the percentage of sessions -.

• that started on a particular page.
• started and ended after 30 minutes of inactivity.
• who land on a particular page on your website and then leave.
• that ended on a particular page.

Fill in the blanks: You can analyze the performance of -, -, and – in the Sales Content Analytics.

• documents, tasks, sequences
• sequences, playbooks, tasks
• sequences, templates, playbooks
• documents, templates, sequences

Fill in the blank: Data literacy is the ability to -.

• design accessible charts and graphs to communicate trends, outliers, and patterns.
• read, write, and communicate data in context.
• eliminate silos from your organization.
• read data in context.

True or false? The create date property on your deal records in HubSpot is auto-populated for you.

Fill in the blank: Growth hacking is the process of -.

• experimenting to explore observations and answer questions.
• identifying the best strategies to cut superficial costs and make your position within your organization appear to be crucial.
• running experiments aimed at building and maintaining a company’s customer base.
• grooming your at-home garden and trimming back any unnecessary stalks or growth.