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How to Connect Google Analytics to HubSpot

Cody Schneider•

You have website traffic data flowing into Google Analytics and lead conversion data living inside HubSpot. The problem is that seeing them separately only tells you half the story. This guide will walk you through how to connect Google Analytics to HubSpot so you can finally get a unified view of your marketing performance, from first click to final conversion.

Why Connect Google Analytics and HubSpot?

Combining the power of these two platforms is more than just a technical setup, it’s about answering the most critical question in marketing: "Is what I'm doing actually working?" When you link HubSpot’s contact data with Google Analytics' traffic data, you close the loop between your website activity and your business results.

Get a Complete View of the Customer Journey

On their own, each platform offers a limited perspective:

  • Google Analytics tells you how people find and interact with your website. You can see things like which pages are popular, how long people stay, and where they came from (e.g., Google search, social media, paid ads). But once a visitor leaves, the story ends.

  • HubSpot tells you who your leads and customers are. You can see which forms they filled out, what emails they opened, and when they became a Marketing Qualified Lead (MQL) or a customer. But you often lack detailed insight into their journey before they converted.

When connected, you can trace a contact's full journey. You can see the original acquisition source in GA4 that led to a user eventually becoming a valuable lead in HubSpot, giving you a clear picture from start to finish.

Attribute Revenue to Your Marketing Efforts

Tired of trying to justify your marketing spend? This integration is your answer. You can finally move beyond vanity metrics like traffic and "likes" and start connecting specific marketing activities to concrete business outcomes.

Imagine knowing definitively that your SEO efforts focused on "best accounting software for small business" not only bring in thousands of pageviews (GA data) but have also directly generated 25 high-value demo requests this quarter (HubSpot data). This connection makes return on investment (ROI) tangible.

Refine Your Content and Conversion Strategy

Data drives smart decisions. By seeing which content channels and specific pages deliver not just traffic but qualified leads, you can double down on what works and cut what doesn’t. You might discover that a blog post you thought was an average performer is actually a conversion powerhouse, generating more MQLs than any other page on your site. This insight allows you to create more content that directly supports your sales pipeline.

Before You Begin: A Quick Checklist

To ensure a smooth setup process, make sure you have the following ready to go:

  • Admin Access in HubSpot: You'll need administrator permissions in your HubSpot account to install new applications and modify website settings.

  • Admin or Editor Access in Google Analytics: You need sufficient permissions in your Google Analytics 4 property to make changes. Editor-level access is typically enough to implement the connection. Make sure you know which GA4 Property ID and Measurement ID you intend to sync.

  • Your Website is hosted on HubSpot CMS (or you can add code to it): The direct integration is simplest if your site is built on HubSpot. If not, the process still works, but you'll primarily be using HubSpot to view GA data and enrich it, but not inject new code. Most use-cases are well supported!

Step-by-Step: Connecting the Native HubSpot Integration

HubSpot has a straightforward native integration with Google Analytics that handles the basic setup. Here’s how to get it connected.

1. Navigate to the App Marketplace in HubSpot

First, log in to your HubSpot account. In the top right corner, click on the Marketplace icon, which looks like a small storefront. From the dropdown, select "App Marketplace." This is HubSpot's central repository for all third-party integrations.

2. Search for and Select Google Analytics

In the App Marketplace search bar, simply type "Google Analytics" and hit enter. The official integration, developed by HubSpot, will be the first result. Click on it to view the integration details page.

3. Install and Authorize the Connection

On the integration details page, you will see a button in the top right labeled "Connect App." Click this button to begin the setup process. HubSpot will display a pop-up window explaining the permissions it needs. This allows HubSpot and Google to securely exchange data.You’ll then be redirected to a Google sign-in page. It's crucial that you sign in with the Google account that has admin or editor access to the GA4 property you want to connect.After signing in, Google will ask you to grant HubSpot permissions to view your Google Analytics data. Click "Allow" to proceed.

4. Choose Your GA4 Property

Once you’ve granted permission, you will be redirected back to HubSpot. Here, you'll see a dropdown menu listing all the Google Analytics properties your Google account has access to.Carefully select the correct GA4 property for the website you're tracking. If you just set it up recently it will be a GA4 property by default, but double-check that this matches the Measurement ID installed on your website.

5. Finalize the Configuration

With an account connected, HubSpot provides a few more simple configuration options inside the App Settings.You’re all set - you've successfully connected Google Analytics to HubSpot! Data will now begin syncing between the two platforms. Note: It can take a few hours for the first batch of data to appear in your HubSpot reports.

What Does This Integration Actually Do?

With the connection active, what new capabilities have you unlocked? The benefits are visible almost immediately within your HubSpot portal.

View Key Website Metrics in Your HubSpot Dashboards

You can now add Google Analytics reporting widgets directly to your HubSpot marketing dashboards. Go to your dashboards, click "Add report," and then search for "Google Analytics." You can add reports showing:

  • Sessions & Users

  • Bounce Rate & Session Duration

  • New vs. Returning Visitors

  • Sessions by Source/Medium

This centralizes your reporting so your team doesn't have to jump back and forth between HubSpot and GA to check high-level performance metrics. A huge time saver, even before you start talking true cross-functional KPIs.

Enrich HubSpot Contact Records with GA Traffic Data

When you enable this integration, HubSpot will begin capturing traffic-reporting-friendly versions of common website data points, letting managers dive deep into analyzing things like First Page Seen and Original Source of website visitors.For any new contacts created after the integration is turned on, this provides amazing color. This "initial source" property is extremely powerful. The property can be used as a filter in your lists and workflow in HubSpot for powerful automations based on web traffic data.

Beyond the Native Integration: Advanced Reporting and Analysis

The native integration is a great start, but the real magic happens when you leverage this new connection for more advanced reporting to drive strategic decisions.

Track Granular Campaigns with UTM Parameters

Now that your platforms are connected, consistent use of UTM tracking parameters is more critical than ever.UTM parameters are simple tags you add to the end of your URLs to tell Google Analytics precisely where a visitor came from. For instance:https://www.yourdomain.com/landing-page?utm_source=facebook&utm_medium=cpc&utm_campaign=summer_saleBy using them for every campaign - be it an email newsletter, a paid ad, or a social media link - the utm_ tags will feed directly into both GA and HubSpot. This allows you to say, "Show me all the leads generated from my 'summer_sale' Facebook ads campaign," and get an exact, non-blurry number, almost impossibly easy compared to any manual workflow trying to match-up campaign data with Conversions from other sources' user lists.

Build Unified Dashboards in Looker Studio

While HubSpot's dashboards are great for convenience, Looker Studio (formerly Google Data Studio) offers unlimited flexibility. Both Google Analytics and HubSpot have connectors for Looker Studio, allowing you to pull data from both platforms into a single, unified dashboard.You can create custom funnels that show the entire user path:

  1. Users acquired via a specific Google Ads campaign (GA4 data)

  2. Number of sessions and pages viewed on the blog (GA4 data)

  3. Form submissions for an ebook download (HubSpot data)

  4. Number of leads converted to MQLs (HubSpot data)

  5. Number of deals closed and associated revenue (HubSpot data)

Building this dashboard manually is often a rite of passage for a mature organization, but it finally lets teams visualize the machine, fully end to end, with near-live data flows too!

Final Thoughts

Connecting Google Analytics and HubSpot is a fundamental step toward building a data-driven marketing strategy. It closes the informational gap between website visitors and qualified leads, giving you a clear and powerful line of sight into what is actually growing your business.

Once you’ve integrated these platforms, the next challenge is often building the reports that turn all this new data into clear insights. That's exactly where we wanted to remove the friction. At Graphed, we connect directly to your tools like Google Analytics, HubSpot, Shopify, Salesforce, and your ad platforms. Instead of spending hours in Looker Studio, you can just ask in plain English: “Show me a dashboard comparing HubSpot leads generated vs Facebook Ads spend this quarter.” We instantly build you a live, self-updating dashboard, which lets your team get back to making intelligent decisions rather than manually managing reports!