Modern marketing teams juggle an endless stream of work.
Emails go out, ads launch, nurtures run, content drops, events fire, and new priorities stack up every week.
The real challenge isn’t the volume — it’s understanding what all that activity adds up to, and whether it’s creating the impact you expect.
A clear campaign structure creates that visibility. It pulls the work out of scattered channels and into a single view, making performance easier to interpret and impact easier to measure. And once you can see what’s working, it becomes a lot easier to repeat it, scale it, and keep everything moving in the right direction.
At its core, a HubSpot Campaign is a single place to organize, execute, and measure all the assets and activities tied to a specific marketing initiative. Instead of tracking emails, ads, landing pages, and social posts separately, Campaigns centralize everything so marketers can see performance and impact holistically.
Beyond being a “container”, HubSpot Campaigns help GTM teams bring structure and visibility to multi-channel work. They keep strategy and execution connected, ensure teams operate from the same context, and make it easier to understand how each piece of the campaign supports the overall goal.
A well-built campaign gives marketers a clear, coordinated way to:
In short, HubSpot Campaigns turn scattered marketing efforts into an organized, measurable GTM motion.
Campaign assets are the content and components you create or associate to support a marketing initiative. These are the emails, webpages, social posts, workflows, and other materials that work together to drive a specific campaign goal. Every associated asset contributes to your campaign’s results, which is why consistent, accurate asset-to-campaign associations are essential for clean reporting.
Examples of campaign assets include:
Each asset plays a specific role in the campaign experience, whether it’s attracting attention, driving a conversion, or supporting follow-up and nurture activities. When all of these pieces are linked to the same campaign, HubSpot can measure their collective impact and give you a complete view of performance.
HubSpot measures campaign impact in two ways: influence and attribution.
These two layers work together to show both who engaged and what that engagement led to.
Influence: Who engaged with your campaign?Influence measures whether a contact interacted with any asset associated to your campaign, which is why proper association is so critical.
A contact becomes influenced when they take actions like:
Influence is binary — a simple yes or no.
A contact either engaged (influenced), or didn’t (not influenced).
Because influence is based on engagement, high-performing assets lead to strong campaign influence.
While influence tells you who interacted with your campaign and what they interacted with, attribution focuses on what that interaction actually accomplished. This is where many teams feel friction — attribution is harder to track, more nuanced, and far less binary.
Attribution looks beyond whether someone engaged and instead asks deeper, outcome-focused questions like:
HubSpot natively organizes attribution into three main categories:
These categories help teams understand the downstream impact of campaign engagement across the entire lifecycle, from new leads to pipeline to revenue.
Because customer journeys aren’t linear, attribution isn’t either. HubSpot uses multi-touch models to distribute credit across the different interactions a contact has, so you can see the collective impact of your assets.
HubSpot supports multiple attribution models out of the box:
Note: Availability of specific models depends on subscription tier.
This is how HubSpot connects the work marketers create to the results go-to-market teams care about most.
While campaigns are simple in concept, teams often run into challenges that limit the clarity of their reporting.
Here are the most common issues teams run into:
These issues don’t break attribution outright, but they make campaigns harder to manage and limit the visibility they’re designed to provide.
HubSpot is currently testing a new Marketing Studio workspace that will eventually introduce a more visual, centralized place to build and manage campaigns.
| Today (Classic Campaigns) | Coming in Marketing Studio |
| Campaigns exist as a list-based, non-visual container | Unified, visualized campaign workspace |
| Assets are created outside the campaign and then associated | Assets can be created inside the campaign canvas |
| Limited visibility into how assets relate or flow together | Canvas, board, and calendar views show relationships and timelines |
| Less collaborative — no real shared workspace | Built for collaboration: comments, shared views, unified planning |
| Association is a multi-step process across multiple tools | Centralized association and creation in a single place |
| Planning often happens outside HubSpot (Docs, Notion, Slides) | Planning moves into HubSpot with project boards and timelines |
| Feels operational and retroactive | Feels strategic, visual, and proactive |
Important to note:
This blog will be updated as Marketing Studio becomes widely available, so your attribution and setup best practices stay accurate.
Campaigns bring structure to your work, clarity to your reporting, and confidence to your decisions. When your assets live in one place and attribution captures how people engage with them, you finally get a full picture of what’s working. With that foundation in place, it becomes easier to plan smarter, adjust faster, and build campaigns that consistently move the needle.
Q: How do I decide what should or shouldn’t be included in a campaign?
Include assets that directly support the initiative’s goal. Leave out evergreen or unrelated assets — clean boundaries make reporting clearer.
Q: What happens if multiple campaigns share the same assets?
Data from an asset can only effectively “live” in one campaign. Even if an asset is associated with multiple campaigns, HubSpot attributes its engagement to the campaign it was associated with first.
Q: How early should I start associating assets to a campaign?
Before launch. HubSpot won’t retroactively count engagement, so build your campaign structure early and associate assets as you create them.
Q: Should every initiative get its own campaign?
If an initiative has multiple assets supporting it, yes — even small ones. Campaigns aren’t just for big launches; they’re a tool for clarity.
Q: How do campaigns support GTM alignment?
They create a shared space for strategy, assets, and performance, giving marketing, sales, and ops a unified view of what’s being promoted and why.