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How to Seamlessly Connect HubSpot to Google Analytics

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Integrating Google Analytics with HubSpot allows you to harness the power of data-driven insights to refine your marketing strategies and improve the user experience. With HubSpot hosting your content and Google Analytics offering robust tracking capabilities, this integration empowers marketers to make informed decisions. Here's how you can seamlessly connect the two platforms.

Introduction

As the digital marketing landscape becomes increasingly competitive, understanding user behavior is crucial. Google Analytics provides detailed metrics that reveal how users interact with your website. Combined with HubSpot's content management tools, you can enhance the effectiveness of your campaigns.

This article walks you through two primary integration methods: using a Google Analytics Measurement ID and embedding a tracking code into your site’s header HTML. We’ll also explore best practices for tracking blogs and individual pages while ensuring compliance with privacy laws.

1. Using a Google Analytics Measurement ID

This is the simplest way to integrate Google Analytics with HubSpot and works well across all subscription levels. It’s fully compatible with Google Analytics 4 (GA4), which replaced Universal Analytics in 2023.

Steps to Integrate

1. Access HubSpot Settings

• Click the Settings icon in your HubSpot account’s top navigation bar.

• Navigate to Content > Pages in the left sidebar menu.

2. Choose the Domain

• Use the dropdown labeled Choose a domain to edit its settings to select the desired domain.

• Alternatively, select Default settings for all domains to apply the integration universally.

3. Enable Google Analytics Integration

• Go to the Integrations tab.

• Check the box labeled Integrate with Google Analytics 4.

4. Add the Measurement ID

• Enter your Google Analytics Measurement ID (e.g., “G-XXXXXXXX”) in the designated field.

• Save your changes by clicking Save at the bottom-left corner.

This integration method automatically tracks visitors on your payments checkout pages. If this is unnecessary, you can disable it in your Payments settings.

2. Embedding the Google Analytics Tracking Code in Site Header HTML

This approach provides greater flexibility, especially if you use custom tracking scripts. It’s particularly useful for users with Marketing Hub Professional, Enterprise, or Content Hub subscriptions.

Steps to Add Tracking Code

1. Access Settings

• Navigate to Settings > Content > Pages in HubSpot.

2. Select the Domain

• Choose a specific domain or select Default settings for all domains for a broader application.

3. Insert the Tracking Code

• Paste your Google Analytics tracking snippet into the Site header HTML field.

• Ensure the code follows GA4 standards.

4. Save Changes

• Click Save in the bottom-left corner.

Note: Tracking codes added via HTML will not adhere to HubSpot's cookie consent settings. Adjustments may be needed to ensure compliance with privacy laws.

Tracking Blogs and Specific Pages

For Blogs

If you’ve already integrated a Measurement ID or tracking code at the domain level, all blogs hosted on that domain are automatically tracked. However, to track a single blog:

1. Navigate to Settings > Content > Blog.

2. Choose a blog and go to the Templates tab.

3. Add the Google Analytics tracking code to the Blog listing pages header HTML field.

4. Save your changes.

Advanced Options:

• Track only blog posts by using custom header HTML for posts.

• Track only blog listing pages by leaving the Blog post header HTML blank.

For Specific Pages

For individual pages:

1. Navigate to Content > Website Pages or Landing Pages.

2. Open the page editor and go to Settings.

3. Under Advanced > Additional Code Snippets, add the tracking code in the Head HTML field.

4. Save your changes.

Privacy Considerations

Measurement ID Integration

• Respects HubSpot's cookie consent banner, running scripts only for users who opt in.

Custom HTML Integration

• Tracks all users by default, regardless of consent. Adjust the behavior using Google’s developer documentation to comply with privacy regulations.

Conclusion

By integrating Google Analytics with HubSpot, you unlock powerful tracking capabilities that help refine marketing efforts and enhance user experience. The integration process is straightforward, with methods tailored to suit various subscription levels and technical needs.

With privacy compliance in mind, ensure you choose the method that aligns with your organizational policies. Leveraging the insights from Google Analytics, you can drive informed decisions, optimize campaigns, and deliver better value to your audience.