How to Send HubSpot Metrics to Google Analytics

In today's digital landscape, marketers must adapt their strategies to maximize impact. Integrating HubSpot Metrics with Google Analytics provides deeper insights and enhances marketing effectiveness. HubSpot tracks customer interactions, while Google Analytics offers extensive analytical capabilities. Together, they offer a comprehensive view of marketing efforts, aiding decision-making and strategy optimization. This integration identifies growth opportunities, boosts ROI, and maintains a competitive edge.

1.  Introduction to Integrating HubSpot Metrics and Google Analytics

Integrating HubSpot Metrics with Google Analytics is an excellent tool for marketers aiming to gain deeper insights into their data and enhance the effectiveness of their marketing efforts. HubSpot provides detailed information on customer interactions, tracking metrics such as website visits, conversions, user behaviour, and other crucial indicators like time spent on the site and traffic sources. This helps marketers better understand which parts of their content most attract the audience and which strategies need adjustment.

On the other hand, Google Analytics offers a wide range of analytical capabilities, allowing for traffic analysis, marketing campaign effectiveness, and the creation of detailed reports and data visualizations. Combining these two platforms provides a comprehensive view of how your marketing efforts impact business outcomes, enabling more accurate decision-making and strategy optimization. This integrated solution helps identify new growth opportunities, increase marketing ROI, and ensure a competitive edge in the market.

 
2. How to Begin Setting Up the Integration Between HubSpot and Google Analytics?

Before initiating the integration setup between HubSpot and Google Analytics, it's crucial to prepare for the process to ensure both platforms operate smoothly.

1. First, make sure you have access to the HubSpot and Google Analytics accounts with the necessary administrative rights. This will enable you to make the required changes and configurations.
2. Next, identify the specific data you want to track and analyze to set up the appropriate goals and events in Google Analytics. This could include tracking conversions, user behavior, or traffic sources.
3. After that, gather all the necessary identifiers and tracking codes for the integration. This will prepare you for the next step: establishing a direct connection between the two platforms, allowing you to maximize the benefits of their integration.

3. Three Methods to Integrate Google Analytics with HubSpot

Once you complete the integration of Google Analytics with HubSpot, your Google Analytics account will start collecting visitor data from your HubSpot site. There are three simple ways to achieve this:

1. You can track HubSpot metrics by simply adding the Google Analytics measurement ID to your HubSpot settings. If you have a Marketing Hub Starter subscription but not a Content Hub subscription, don't worry—you can still set up the integration using the measurement ID.
2. Alternatively, you can insert a Google Analytics tracking code snippet into the HTML header of your landing page or site. This method is ideal if you want to track only a specific blog or page.
3. Additionally, if you use Google Tag, it can be easily integrated into HubSpot for tracking metrics in Google Analytics.

4. Integration with Google Analytics Using a Measurement ID.

To track metrics, you can directly add the Google Analytics ID to your HubSpot settings. This allows for the integration of Google Analytics with both individual domains and the entire site. This method automatically adds tracking to the checkout page, simplifying the handling of payment links and commercial offers. If necessary, this tracking can be disabled in the payment settings.

Please note: If you are using data privacy features or a cookie consent banner, the Google Analytics script will only function for visitors who have agreed to tracking. If a visitor declines, their data will not be tracked.

1. Locate the tracking ID in Google Analytics by navigating to: Admin > Data Streams and clicking on it to open the details. Copy the ID.

2. To integrate Google Analytics with one or all domains in HubSpot, log into your HubSpot account and click on the icon   Settings at the top panel.

3. In the left menu, select Content > Pages. Choose the domain you want to edit its settings. To apply tracking to all content in HubSpot, select Default settings for all domains. If a conflict arises, domain-specific settings will take precedence.

4. Navigate to the Integrations tab and in the Tracking Integrations section, check the box for Integrate with Google Analytics 4. To disable the integration, uncheck the box.

5. Enter the Google Analytics measurement ID in the appropriate field. You can also add the Google Analytics tracking code to your site's HTML header.
   
   

6. Click Save in the bottom left corner.

5. Tracking in Google Analytics via the HTML header of a domain, blog, or page

How to add a Google Analytics tracking ID to the HTML header of a site or domain (for Marketing Hub Professional and Enterprise)

You can insert the Google Analytics tracking code into the HTML header of your domains in the settings. This integration automatically adds tracking to the checkout page, simplifying the handling of payment links and commercial offers. If necessary, you can disable this in the payment settings.

Important to know: The tracking code added through the HTML header is not managed by HubSpot's consent banner, so by default, it will collect visitor data regardless of their consent. You can adjust this behavior in Google by using their developer documentation. Your legal and technical teams can assist in ensuring that the use of the Google Analytics script on your site complies with privacy laws.

1. In your HubSpot account, click on the Settings icon in the top navigation bar.
2. In the left menu, go to Content > Pages. Click on the dropdown menu Choose a domain to edit its settings and select a domain.
3. To add the tracking code to all domains hosted on HubSpot, select Default settings for all domains. If a conflict arises, domain-specific settings will take precedence over general default settings.
4. Enter your Google Analytics tracking code in the Site header HTML field (refer to the previous section for how to find it).
   
   

5. Click Save in the bottom left corner.

6. Tracking in Google Analytics via Google Tag Manager

Additionally, you can use Google Tag Manager to configure a Google Analytics tag in HubSpot:

1. Create a new tag in Google Tag Manager and select Google Analytics: GA4 as the tag type. Enter your Google Analytics measurement ID (e.g., G-XXXXXXXXXXXX) in the Measurement ID field.

2. Set the trigger to All Pages so that the tag activates on every page of your site.

3. Publish the changes in Google Tag Manager.

4. In your HubSpot account, click on the icon  Settings in the top navigation bar.

5. Go to the Integrations tab and in the Tracking Integrations section, check the box for Integrate with Google Tag Manager. To disable the integration, uncheck the box.

6. Enter the Google Tag in the appropriate field.

   
   
   

7. Click Save in the bottom left corner.

Once you complete these steps, Google Analytics will start collecting data from your HubSpot website. You can then configure Google Analytics 4 properties to track specific events, conversions, and user behaviour. For instance, if you want to track form submissions as conversions in Google Analytics, you can create a new event in the GA4 property called "form_submission" and set up HubSpot to send this event each time a visitor fills out a form on your website.

6. Recommendations for Analyzing HubSpot Metrics in Google Analytics

Analyzing HubSpot metrics in Google Analytics can significantly enhance the effectiveness of your marketing strategies if you adhere to certain best practices:

1. It is essential to regularly check the integration settings to ensure that all data is transmitted accurately and without delays. This involves verifying the measurement IDs and tracking codes used for data collection.
2. Create detailed reports to help you understand how different marketing campaigns affect user behavior.
3. Use audience segmentation to identify which user groups engage most with your content and which channels yield the most conversions. This will allow you to optimize your efforts and focus on the most effective strategies.
4. Additionally, it is important to set up event tracking, such as form submissions or clicks on key site elements. This will help you better understand which user actions lead to conversions and how to improve the user experience on your site.
5. Don't forget about data visualization. Use Google Analytics capabilities to create charts and graphs that demonstrate the dynamics of your marketing metrics. This will simplify data analysis and help you make informed decisions more quickly.
6. Finally, regularly review and update your goals and success metrics. The marketing environment is constantly changing, so it's important to adapt your strategies to new trends and opportunities. This will ensure you maintain a competitive edge and achieve better results in the long term.

Therefore, integrating Google Analytics with HubSpot is quite straightforward to understand. However, if you require expert assistance for more detailed configurations, feel free to contact the specialists at Velainn, and we will be happy to help you.