For Startups and SMEs aiming to track their data driven attributes, understanding how to send HubSpot metrics to Google Analytics is important.
This integration provides a unified view of your marketing performance, enabling data-driven decisions.
How to Send HubSpot Metrics to Google Analytics 4 – Step by Step
HubSpot is a powerhouse for managing marketing campaigns, while Google Analytics provides website performance tracking.
Integrating the two allows you to:
- Track HubSpot campaign performance in Google Analytics.
- Unify data for better analysis.
- Monitor metrics like form submissions, email clicks, and ad performance in one platform.
Optimize marketing strategies with insights.
Now, let’s dive into the steps to send HubSpot metrics to Google Analytics.
Step 1: Set Up Google Analytics Tracking in HubSpot
The first step is to enable Google Analytics tracking in your HubSpot account.
- Access Your HubSpot Account:
- Log in to your HubSpot portal.
- Navigate to Settings (gear icon in the top-right corner).
- Navigate to Website Settings:
- Under Website, click on Pages.
- Locate the Google Analytics Tracking section.
- Insert Google Analytics Tracking Code:
- Copy your Google Analytics tracking ID (e.g., UA-XXXXXXXXX-X or a Measurement ID for Google Analytics 4).
- Paste the ID into the field provided in HubSpot.
- Save your changes.
Step 2: Track Events Using UTM Parameters
UTM (Urchin Tracking Module) parameters are essential for tracking campaign performance in Google Analytics. HubSpot allows you to add these parameters automatically.
- Enable Auto-Tagging in HubSpot:
- Go to Marketing > Ads.
- Click on Settings and enable the option to auto-apply UTM parameters to your ads.
- Manually Create UTM Links:
- Use Google’s Campaign URL Builder to create UTM links.
- Include parameters like:
- Source: HubSpot
- Medium: email, social etc.
- Campaign: Your campaign name
- Add these links to your HubSpot emails, landing pages, or CTAs.
Step 3: Integrate HubSpot with Google Analytics Using API
For advanced tracking, you can use the Google Analytics API to send HubSpot metrics directly. Here’s how to set up the integration:
- Get API Credentials from Google Analytics:
- Log in to your Google Cloud Console.
- Create a new project and enable the Google Analytics API.
- Generate API credentials (OAuth 2.0 or API key).
- Configure the API in HubSpot:
- Use HubSpot’s workflow or a third-party tool like Zapier.
- Create triggers in HubSpot (e.g., form submissions, email clicks).
- Map these events to Google Analytics using the API.
- Test Your Integration:
- Send test events from HubSpot and verify they appear in Google Analytics under the Real-Time section.
Step 4: Use Google Analytics 4 for Enhanced Insights
If you’ve upgraded to Google Analytics 4 (GA4), you’ll benefit from its advanced features. Follow these steps to ensure compatibility:
- Set Up GA4 in HubSpot:
- Ensure you’re using a GA4 Measurement ID instead of the Universal Analytics tracking ID.
- Update HubSpot’s tracking settings with the new ID.
- Track Custom Events:
- Go to your GA4 property.
- Create custom events that match HubSpot actions (e.g., form submissions, email opens).
- Use HubSpot’s custom properties and workflows to trigger these events.
Step 5: Monitor Metrics in Google Analytics Account
Once the integration is set up, you can monitor HubSpot metrics in your Google Analytics account. Here’s how to analyze the data effectively:
- Navigate to Relevant Reports:
- Open your Google Analytics account.
- Go to Acquisition > Campaigns to view UTM-based data.
- Use the Events section in GA4 for custom metrics.
- Set Up Dashboards:
- Create a custom dashboard in Google Analytics to display HubSpot data.
- Include metrics like:
- Form submissions
- Landing page views
- Email click-through rates
- Analyze and Optimize:
- Identify underperforming campaigns and adjust them in HubSpot.
- Use insights to optimize ad spending, email content, and landing page designs.
Troubleshooting Common Issues
Even with a seamless setup, you might encounter challenges. Here are some tips for troubleshooting:
- Metrics Not Showing in Google Analytics:
- Ensure UTM parameters are correctly set up in HubSpot.
- Check for typos in your API configuration.
- Duplicate Events:
- Avoid sending the same event multiple times by validating triggers in HubSpot workflows.
- Data Discrepancies:
- Time zone differences can cause inconsistencies; align the time zones in both tools.
Benefits of Sending HubSpot Metrics to Google Analytics API
Integrating HubSpot with Google Analytics empowers your business by:
- Centralizing data for better decision-making.
- Enhancing cross-platform tracking.
- Optimizing ROI through actionable insights.
How to Send HubSpot Metrics to Google Analytics Account – Final Thoughts
Understanding how to send HubSpot metrics to Google Analytics integration can elevate your marketing strategy.
Whether you’re using GA4, APIs, or simple tracking codes, this integration offers a unified view of your marketing efforts. Follow the steps outlined here to harness the full potential of HubSpot and Google Analytics.
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