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How to integrate HubSpot and Google Analytics to track traffic?

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How to integrate HubSpot and Google Analytics to track traffic?

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If you are a HubSpot user and want to develop an effective inbound strategy, you have to know how to integrate Google Analytics with HubSpot . This little maneuver will be very useful to see the world of web analytics from a much broader and more complete perspective.

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list_altIndex of contents
Why is it important to integrate HubSpot with Google Analytics
Data provided by the integration of HubSpot and Analytics
Steps to integrate HubSpot and Google Analytics
By integrating your Google Analytics account with your HubSpot account, Analytics collects all the data about the visitors to your HubSpot site, from where you can view all the relevant metrics in a single dashboard .

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The data capture process is necessary to know what the current positioning of the web page is.and its performance. To do this, it is necessary to analyze various variables and observe the behavior of users in a given period of time, either throughout the domain or on a specific page or landing page.

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Why is it important to integrate HubSpot with Google Analytics
It must be recognized that each tool is specialized in a type of task. So HubSpot is as relevant to inbound marketing as Google Analytics is to web analytics.

While it is true that HubSpot alone offers you some relevant and basic web analytics data , the comprehensive and complemented view of both tools is much more effective. This way you can take full advantage of the full potential of the Google Analytics and HubSpot functionalities to produce more interesting and valuable reports.

But, first of all, let’s get into context.

The most predominant mission of web analytics is to explain what the true return on investment is , for which it is necessary to solve various questions, such as how many leads were captured, how many of them were converted into real sales, what percentage of users leave the shopping cart, etc.

These statistics are available and are the result of what we call Closed-Loop Analytics. But, if we work with HubSpot to follow all the phases of the sales funnel after the visit, we will not be able to obtain an overview of all the relevant statistics if we do not link the website data (which is collected by Google Analytics) with the data from the HubSpot CRM .

Thus, we can relate the information that Analytics provides us (clicks per campaign, conversions on the site, duration of visits per session, sources of acquisition, etc.) with data about the status of potential customers , for example.

In companies that are characterized by long sales cycles , as is the case with the inbound methodology, potential prospects and qualified leads must be tracked and followed until we reach our objectives. Connecting this data with Google Analytics will allow you a greater precision of the activity of said users in the different channels and active online campaigns, being able to make better decisions and strategies.

Data provided by the integration of HubSpot and Analytics
You will be able to view all the relevant metrics of your website on the same site to see at a quick glance what is happening on it.

But what information can we obtain exactly as a result of this integration?

Analysis of SEO aspects: optimization suggestions, keywords that attract more visits, better positioned pages …
The level of conversion of your pages: what objectives have been met and how many web forms have been completed?
What content is generating the most leads
The efficiency of each traffic source
The life cycle of leads
Measure the quality of visits and their engagement
The relationship between visits, page visits and average time on the site
Data about the nature of the visitors (acquisition channels / sources and devices)
Event tracking
Sales performance
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In addition, we will be able to access the site reports in the HubSpot dashboard to measure performance and results.

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Steps to integrate HubSpot and Google Analytics
There are two ways to add the Google Analytics tracking code to HubSpot:

Adding the Google Analytics tracking ID in the HubSpot settings to integrate the entire website, which is the conventional way to do it.
Adding the Google Analytics tracking code snippet to the website header to integrate on a specific page or blog.
Integrate Google Analytics into HubSpot by Tracking ID
With this option, once we enter our HubSpot account, we go to the configuration section, located in the main navigation bar. Once there, we navigate to the “Website” section, in the left sidebar.

In “Website” we click on ” Pages “, where all the options available for integration will appear.

Note that in the drop-down menu you can choose a domain to edit or add the code to all domains by selecting the “All domains” option.

Once we click on the ” Integrate with Google Analytics ” checkbox , in the “Integrations” tab, we can enter the tracking ID of our Google Analytics account.

integrate HubSpot and Google Analytics 1

Simple, right?

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Integrate Google Analytics into HubSpot using code snippet
You have the option to establish a single page where you want the implementation of both tools or use different pages, but with different properties. However, this option is only available for Marketing Hub Pro and Enterprise or CMS Hub Pro and Enterprise accounts.

If we want to establish a single HubSpot page to integrate Google Analytics , it is best to go directly to the editing panel of that page or landing page. Once inside, we go to “Settings”. We scroll and, at the bottom, we will see ” Advanced options “. It is in this part where we can add additional code snippets. And that’s where we can enter the Analytics tracking code.

integrate HubSpot and Google Analytics 2

Other options
On the other hand, if your developers have customized your Google Analytics script, you have to copy the custom Google Analytics tracking code and paste it into the web header HTML code editor in your settings.

So, to add your custom Analytics tracking code to the header HTML (either for all pages or on a specific domain), go to the “Settings” part of your HubSpot account. As we saw in the previous process, navigate to “Website”> ” Pages “. Click the “Choose a domain to edit settings” drop-down menu or select “All domains.” Next, instead of going to the “Integrations” tab, we click on “Templates” so that in the HTML section of the site header we enter the Google Analytics tracking code.

This process can be more complicated, since Analytics will record the data of your visits regardless of whether the user voluntarily accepts it when entering the web or not. Therefore, for all tracking to be done in accordance with privacy laws, you must follow the instructions that Google establishes in this regard on how to deactivate the Google Analytics tag .

Also, if you want to apply your Analytics code to a specific blog instead of all your HubSpot content, you can do so by following the instructions above.

This is the navigation process: Settings symbol on the main navigation bar of your HubSpot account> menu on the left sidebar, Website> Blog .

Once you are in “Blog”, you will see the drop-down menu ” Select a blog to modify “. Next, click on the “Templates” tab. Here you will see the HTML field, in which you can enter the Analytics tracking code snippet.

With the integration of HubSpot and Google Analytics , online marketing actions will look different!

I hope this little tutorial has been helpful to you. By following our advice, you will surely be able to measure the current situation of your website much better to optimize conversions and follow-up of potential customers.

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