Today’s customers are present in a diverse digital landscape. They use a variety of channels to obtain information and perform their work. It is quite natural in that case that your revenues and conversions come from a variety of sources too.  When you integrate HubSpot and Google Analytics, you can better understand making better decisions through closed-loop analysis. We discussed the metrics for better marketing discussions earlier, and the integration between these two tools provides critical metrics to this effect.

Because of customer existence’s distributed nature, marketers need to be careful about where they spend their marketing budgets. They need to know what kind of campaigns work and bring exceptional results, going beyond the metrics like traffic, leads, and conversions. They must know which sources and keywords are getting the most results. The HubSpot Google Analytics integration brings out useful insights for you to do just that. 

What is HubSpot? 

Hubspot is one of the leading CRM platforms that offer marketers the tools you need to increase your marketing efforts’ effectiveness. It provides a broad spectrum of capabilities to today’s organizations, from growing leads to improving customer service. It can also power your web presence through its CMS platform for inbound marketing.  

HubSpot also offers powerful analytical capabilities for marketers to capture and understand their business data. Through such analytics, you can come up with better marketing and sales strategies. 

The HubSpot Analytics Tools offer you the following insights; 

  • Which traffic sources are getting you the newest contacts and high-quality contacts? 
  • Which traffic sources and marketing strategies are the most effective at conversions? 
  • Are your content marketing efforts creating impact for leads and customers? 
  • Are my campaigns effective at generating new contacts and customers? What is the conversion rate? 
  • Which email campaigns are the most effective?  

What is Google Analytics (GA)? 

Google Analytics is a critical tool for any marketer. It offers deep insights into the traffic coming to your website and is an excellent indicator of your content and campaigns’ effectiveness. 

With Google Analytics, you get the answers to questions like: 

  • How are your visitors geographically spread? Which are the region where spending your advertising money will give maximum returns? 
  • Which devices are my visitors using to visit your website? Are there any optimization possibilities for certain types of devices? 
  • Which of your website pages see the highest exit rate? Are there any content optimization opportunities? 
  • How is my paid Google Adwords campaign performing? 
  • What are the additional metrics like visits (sessions), page performance, conversion rate, and eCommerce data?

Why Integrate HubSpot and Google Analytics? What are the benefits? 

While both these platforms offer valuable insights individually, combining their powers can bring enormous benefits to your marketing efforts. There are certain overlaps by default; however, there would be differences in how both these tools report the data. Hence, there might be seeming differences for the same criteria. Integrating HubSpot with Google Analytics can help you ensure consistent reporting, making it easier to understand the insights. 

The HubSpot Google Analytics Integration is the manifestation of what is known as “Closed-Loop Analysis.” The close-loop analysis allows you to track a prospective customer’s entire life cycle from the lead to a sale. With closed-loop analysis, you get visibility into your marketing and sales processes’ real effectiveness from the revenue perspective. Such visibility will allow you to fine-tune and optimize both the marketing and sales processes. 

Steps to Integrate HubSpot and Google Analytics  

There are two or three scenarios for integrating HubSpot Analytics and Google Analytics, depending upon what you want to track. 

 

Track primary information like page views

In this case, the integration is relatively simple. You need to add the Google Analytics tracking code at the appropriate places. In comparison, you might have to make a few choices depending on whether you want to track the Google analytics data for all pages or a specific page. Unless you have customized the tracking script, just entering the tracking code is sufficient. Otherwise, you will need to incorporate the custom script in your web page’s HTML code header. There are also choices to include it on all domains or a single domain. You can find detailed step-by-step instructions here.

 

You want to track CTA clicks or need additional values from the landing pages and subscription forms.

The steps in this scenario follow the same pattern as in the case of a simple tracking code. However, in this case, you will need to use Google Tag Manager. The Google Tag Manager allows enriching the data in Google Analytics with additional information about the visitor. For example, if you want to capture your visitors’ designations and save it to your Google Analytics data, you can do it using Google Tag Manager. You will need to edit the HubSpot forms to capture a unique identifier that identifies every visitor on your website and use the Tag Manager to pass on that identifier to Google Analytics.  

Here is how you do it.

 

Completely mixing entire datasets from both the tools.

However, none of the above options provide you with closed-loop analysis. To fully integrate HubSpot and Google Analytics, you need to perform detailed steps. It involves getting the HubSpot data into Google Analytics, exporting data from both, and using Google Data Studio tools to generate the report. Let us see the steps to do that. 

 

Step 1

Add a custom dimension to GA for the unique identifier. Keep the scope of this dimension as “User.” Setting the scope this way will allow the data for the same user to persist across many sessions. 

 Custom Dimension Integrate HubSpot and Google Analytics

 

Step 2

Add more custom dimensions as you need to store additional data about a user and lead.

 

Step 3

Set up the data set format in GA. Use the unique identifier key you created in Step 1 as the join key. Select all other custom dimensions you created so that they are available in the dataset. You get a spreadsheet that defines the format in which GA expects you to import the data. 

 Data Import Integrate HubSpot and Google Analytics

You should choose to overwrite the data with every new import so that any changes in the CRM can reflect in GA.  

 

Step 4

Setup cookies to track unique visitors and assign a unique identifier to that visitor. You will also need to configure the lead forms to capture this unique identifier when a user fills the lead form. Add a user-defined variable to GA to get the value of this cookie. You will need support from a developer to set up appropriate JavaScript. 

 

Step 5

Once you have completed all the previous steps, you can start importing the HubSpot data into GA. There are a couple of ways of doing this.  

The first is to export the data from HubSpot and format it to match the spreadsheet you received as an output of Step 3. You can then import the spread back into GA and have your HubSpot CRM data inside GA. 

The second way is to use Google Data Studio to match data from both sources.  

When you implement closed-loop analysis to match HubSpot and GA data completely, you get much better insights to track your visitors’ entire journey from generating a lead to conversion to the paying customer.

 

Use Zapier To Integrate HubSpot and Google Analytics

Zapier provides easy facilities to track various events when you integrate HubSpot and Google Analytics using it. It allows bi-directional data flows for specific actions. While the interactions and data exchange are limited compared with the data export-import approach we discussed earlier, it might be sufficient for a particular need. However, the speed with which you can set up these interactions is the differentiator.  

While there are many HubSpot events for which you can update the GA measurements, there are only a couple of GA events to send the data back to HubSpot. The most critical of these is defining a new goal. Once you define a new goal, you can involve specific updates in HubSpot depending on your context and then track the progress against that goal. With such a workflow, you can achieve the closed-loop analysis with ease. 

 

Conclusion 

Implementing a closed-loop analysis will enable you to establish better alignment between your marketing and sales efforts. Knowing what works and what does not will let you focus your energy and expenditure where it matters. Using two powerful tools, HubSpot and Google Analytics, you can power your growth on empirical foundations that will continue to give you sustained results in the long run. 

Featured Image: Photo by Lukas Blazek on Unsplash 

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