Custom HubSpot Dashboard for LLM Growth Attribution
Overview:
Designed a HubSpot custom dashboard to track LLM-sourced users from acquisition through lifecycle and revenue stages, turning AI search discovery into a measurable growth channel.
Core Capabilities:
Marketing Analytics Architecture
Revenue Attribution
Funnel Intelligence
HubSpot Reporting Systems
The Challenge
Our founder wanted to understand whether discovery through LLM platforms (ChatGPT, Gemini, Perplexity, Copilot) was meaningful enough to justify investing in GEO optimization. Traffic alone wasn’t enough — we needed to know if these users moved through the product lifecycle and became paying customers. I had to design a way to identify, structure, and measure LLM-sourced users across acquisition, engagement, and revenue stages.
The Solution
I customized a HubSpot reporting system that tracked LLM-sourced contacts from acquisition through lifecycle and revenue stages.
The system answered three critical questions:
Are LLM platforms generating real contacts?
Which LLM platforms contribute most to growth?
Do these users progress toward paid conversion?
This turned LLM traffic from an unknown source into a measurable growth channel.
Why This Mattered
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Defined how emerging AI search sources should be structured inside the CRM
Ensured contacts from ChatGPT, Gemini, Perplexity, and Copilot were identifiable at creation
Standardized source tracking so LLM traffic could be measured like traditional channels
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Built custom HubSpot reports showing:
Acquisition Trends Over Time
Growth in contacts created from each LLM platform
Clear upward trajectory from ChatGPT
Platform Comparison
Side-by-side visibility into which LLMs were driving contacts
Enabled leadership to assess channel contribution
Lifecycle Progression
Where LLM-sourced contacts currently sit:
Lead
Logged In
Enrolled
Activated
Converted to Paid
This shifted analysis from traffic volume → pipeline and revenue relevance.
Outcome
📈 Strategic Insight
Established LLM search as a trackable acquisition channel with lifecycle visibility. Reduced data reporting from 4 hours to real-time within HubSpot.
🔄 Behavior Change
Prompted our SEO agency to begin exploring AI/LLM search optimization as part of our growth strategy.
💰 Resource Prioritization
Provided leadership with data to justify investing time and effort into GEO and emerging AI-driven discovery channels.
📊 Funnel Validation
Demonstrated that LLM-sourced users were progressing beyond top-of-funnel into product engagement and paid stages.
Other Dashboard Examples:
