Root Cause Analysis: Google Ads + HubSpot
Why did this number change? askotter reads Google Ads and HubSpot together and answers it for your business, by text.
How does root cause analysis with Google Ads and HubSpot work for a small business?
askotter reads Google Ads and HubSpot side by side so it can test each explanation against your connected accounts and find the cause. A ranked list of likely causes, each with the evidence behind it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From Google Ads
- Campaign performance, Keyword data and quality scores, Ad group and creative performance.
- From HubSpot
- Contacts and companies, Deal pipeline and stages, Email campaign performance.
- Status
- Both connect today.
- Not for
- Replacing Google Ads or HubSpot. Both keep working exactly as they do now.
Why did this number change?
Bookings dropped 23%. The ad, the website and the weather all get blamed. Without your accounts side by side, it stays a guess.
How askotter handles it
askotter reads Google Ads and HubSpot side by side, so it can test each explanation against your connected accounts and find the cause.
A person checks the result before it reaches you. This is part of our Google Ads management work.
How Google Ads and HubSpot records line up
Google Ads and HubSpot both report by page. URLs are normalised first (protocol, trailing slash and tracking parameters removed) and then joined page by page.
Google Ads and HubSpot both keep the UTM source, medium and campaign values from the visit, so activity lines up campaign by campaign even when no single person can be matched.
Shared between the two: the page URL and the UTM campaign tags.
What root cause analysis uses from each
Root cause analysis needs timestamps precise enough to put events in order.
From Google Ads that means the change history for bids, budgets and ads. From HubSpot it means deal stage history and time spent in each stage.
What each tool sees on its ownShow less
Google Ads on its own
Google Ads counts the conversions it can see through its own tag. It cannot tell a refunded sale from a kept one, or a junk lead from a good one.
Timing. Google Ads credits a conversion back to the date of the click, so yesterday's conversion count can still rise for days.
Access. The Google Ads API with read access to the account.
HubSpot on its own
HubSpot sees the contact and the deal. It cannot see money collected outside it, or ad spend on platforms it is not connected to.
Timing. HubSpot updates contact and deal properties as they change, and keeps the original source and first page seen on each contact.
Access. A HubSpot private app or OAuth connection with read-only CRM scopes.
Related guides
- Why Your Google Ads Aren't Converting (And How to Fix It). Clicks without conversions is the most expensive problem in marketing.
- Performance Max for Local Businesses: Where the Budget Goes. The campaign type that decides for you, and the reporting that follows.
Services that use these connections
Other analyses: Google Ads + HubSpot
Questions about Google Ads + HubSpot
Do I need a developer to connect Google Ads and HubSpot?
How is askotter's Root Cause Analysis different from what Google Ads shows on its own?
Connect Google Ads + HubSpot. Five minutes.
Plans are on the digital marketing pricing page.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.