• Emily Malone

Quick Guide: How to set your SMART goals

Did you know that within HubSpot you can customise and track your website’s monthly progress against custom SMART goals? For example, if you need to reach a certain target in terms of website visits or lead numbers per month, your SMART goals will give you a quick, realistic idea of how close you are to reaching that goal. Pretty handy, right? Let’s walk through how to set them up…

According to HubSpot, SMART stands for:

  1. Specific – Your goal should be unambiguous and communicate what is expected, why it is important, who’s involved, where it is going to happen and which constraints are in place.

  2. Measurable – Your goal should have concrete criteria for measuring progress and reaching the goal.

  3. Attainable – Your goal should be realistic and possible for your team to reach.

  4. Relevant – Your goal should matter to your business and address a core initiative.

  5. Timely – You should have an expected date that you will reach the goal.

So what do you want to focus on; visits, contacts or customers

  1. Visits – If you’re just getting started with your website, you should always focus on your visits. But you can also focus on visits if you already have good conversion rates for visits to leads and leads to customer, but need some additional traffic.

Contacts – You’ll want to focus on contacts if you’re satisfied with the amount of traffic to your content, but still aren’t getting enough leads for sales. 

Customers – Focus on this if you’re getting a healthy amount of traffic to your content, visitors are converting on forms, but the leads just aren’t ready to close into customers yet.

How about… “X% increase in customers this month”? Or, “X% increase in site visits this quarter”?

The SMART goal HubSpot tool

To help you align your marketing efforts with the goals you’ve decided on, you can set them in your HubSpot dashboard. Here’s how:

Head over to your HubSpot Marketing Dashboard.

Hover your mouse over your Marketing Performance widget and click the Set goals button.


If it’s your first time setting up your goals, you’ll see a prompt that lets you begin with last month’s numbers. Grabbing some realistic numbers for comparison really does help you get started. Of course, you don’t have to do it this way; you can always start from scratch if you already have specific numbers in mind!


In the text boxes, enter your monthly goal numbers for VisitsContacts, and Customers, then click ‘Set goals‘.


And there you go! Easy peasy. Now you can always head back over to your dashboard to review how well you’re performing against your set goal. All you have to do is check the ‘Show goal line‘ box in the top right-hand corner, like below:


Have your goals changed?

You can edit your goals at a later date by heading on back to the Marketing Performance widget. All you need to do is hover your mouse over the widget, click ‘Actions‘ at the top-right, and then choose ‘Edit goals‘.


Oh, and one last thing: please do note that once set, your SMART goals will be set for your entire HubSpot account. This means all of your HubSpot users will see the same SMART goals. If one user edits your account’s SMART goals, those changes will be seen by all users.