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What is Lava Metrics?

Lava Metrics is a marketing analytics platform designed to help B2B marketers track revenue-related metrics and marketing performance. It connects directly to HubSpot, pulling data from your CRM to create real-time dashboards and historical reports. Instead of manually building spreadsheets to track conversion rates, funnel performance, and marketing goals, you get automated tracking of these metrics alongside insights about which campaigns and cohorts drive actual revenue. The tool is particularly useful for smaller B2B SaaS companies that need to understand their marketing effectiveness without expensive enterprise analytics software.

Key Features

HubSpot integration

Direct connection to your HubSpot CRM, eliminating manual data export and entry

Cohort analysis

Track how different groups of prospects or customers behave and convert over time

Conversion rate tracking

Monitor conversion rates across multiple funnel stages automatically

Goal monitoring

Set and track progress towards specific revenue and marketing targets

Real-time dashboards

View current performance metrics and trends as data updates

Historical reporting

Access past performance data to identify patterns and trends

Pros & Cons

Advantages

  • Works directly with HubSpot, so setup is straightforward if you already use the CRM
  • Removes the need to maintain manual spreadsheets for tracking marketing metrics
  • Freemium pricing means you can start without upfront cost
  • Built specifically for B2B revenue tracking rather than vanity metrics

Limitations

  • Requires HubSpot; not useful if you use a different CRM
  • May have limited features in the free tier that could require upgrade for larger teams
  • Limited integration with other marketing tools outside the HubSpot ecosystem

Use Cases

B2B SaaS companies tracking marketing ROI before Series A funding

Marketing teams replacing manual spreadsheet dashboards with automated reporting

Sales and marketing alignment where both teams need visibility into funnel metrics

Cohort analysis to understand which customer segments have the highest lifetime value

Monthly performance reviews and board reporting on marketing effectiveness