Revenue Attribution: Google Analytics + HubSpot
Which marketing brings in paying customers? askotter reads Google Analytics and HubSpot together and answers it for your business, by text.
How does revenue attribution with Google Analytics and HubSpot work for a small business?
askotter reads Google Analytics and HubSpot side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From Google Analytics
- Sessions and pageviews, User demographics and geography, Traffic source and medium.
- From HubSpot
- Contacts and companies, Deal pipeline and stages, Email campaign performance.
- Status
- Both connect today.
- Not for
- Replacing Google Analytics or HubSpot. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads Google Analytics and HubSpot side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our GA4 setup work.
How Google Analytics and HubSpot records line up
Google Analytics and HubSpot both report by page. URLs are normalised first (protocol, trailing slash and tracking parameters removed) and then joined page by page.
Google Analytics 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 revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From Google Analytics that means purchase events with their transaction ID and session source. From HubSpot it means closed-won deal amounts and each contact's original source.
These two tools hold no shared customer identifier, so per-customer answers need a third connected tool that each side can match, such as GA4 or your CRM. Daily totals work with these two alone.
What each tool sees on its ownShow less
Google Analytics on its own
GA4 sees what people do on the site. It does not see refunds, repeat purchases made offline, or the deal a lead turned into later.
Timing. GA4 collects events in near real time, and Google says standard reports can take 24 to 48 hours to finish processing.
Access. The GA4 Data API with read access to the property.
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
- How to Track AI Traffic in Google Analytics. It is already in your analytics. It is just filed under Referral with everything else.
- SEO Forecasting: What the Models Get Wrong. Every SEO forecast is a chain of estimates multiplied together. Understanding which link is weakest tells you how much to trust the number.
Services that use these connections
Other analyses: Google Analytics + HubSpot
Questions about Google Analytics + HubSpot
Do I need a developer to connect Google Analytics and HubSpot?
How is askotter's Revenue Attribution different from what Google Analytics shows on its own?
Connect Google Analytics + 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.