How to Connect Google Analytics with HubSpot CRM (2026)

Integration Overview

HubSpot has a native Google Analytics integration that lets you connect your GA4 property directly within HubSpot's settings. This is not a third-party connector — HubSpot built GA4 support into its platform so both tracking systems can coexist on the same website while sharing relevant data.

The integration serves two primary purposes: ensuring HubSpot's tracking code and GA4's tracking code work correctly alongside each other, and enabling you to combine HubSpot's marketing attribution data with GA4's web analytics for a fuller picture of your funnel.

How HubSpot and GA4 Work Together

It is important to understand that HubSpot and Google Analytics track your website traffic independently using their own tracking scripts. HubSpot uses its tracking code (a JavaScript snippet installed on your site), while GA4 uses the Google tag (gtag.js or via Google Tag Manager). The integration does not merge these into a single tracking system — they remain separate, with some data linkage between them.

What the integration does provide:

• Coordinated UTM tracking: HubSpot reads UTM parameters from URLs, and these same parameters are captured by GA4, creating a common dimension for cross-referencing data between platforms.
• GA4 reporting within HubSpot: Once connected, certain GA4 metrics can surface in HubSpot's reporting dashboards.
• Consistent source attribution: When both tools are properly configured, traffic sources identified in GA4 will align with HubSpot's source attribution, reducing discrepancies.

Connecting GA4 in HubSpot Settings

Step 1: Access Tracking Settings

In HubSpot, navigate to Settings (gear icon in the main navigation), then go to Tracking & Analytics in the left sidebar. Depending on your HubSpot version, this may also appear under Reports, then Tracking Code.

Step 2: Connect Google Analytics

Under the Tracking & Analytics section, look for the Google Analytics integration option. Click to connect and sign in with your Google account that has access to the GA4 property you want to link. Select the GA4 property and data stream that corresponds to the website tracked by HubSpot.

Step 3: Verify Both Tracking Codes

After connecting, make sure both tracking codes are installed on your website:

• HubSpot tracking code: If your site is hosted on HubSpot CMS, the tracking code is included automatically. For external sites (WordPress, custom CMS, etc.), install the HubSpot tracking code via the provided JavaScript snippet or a HubSpot plugin.
• GA4 tracking code: Install the Google tag via Google Tag Manager (recommended) or by pasting the gtag.js snippet directly into your site's header. HubSpot does not install GA4 for you — you need to add it separately.

Confirm both are firing by visiting your site and checking Google Analytics real-time view and HubSpot's traffic analytics to verify active sessions appear in both.

Using UTM Parameters Across Both Platforms

UTM parameters are the most practical way to align HubSpot and GA4 data. When you add UTM parameters to your campaign URLs, both platforms capture them independently:

• GA4 uses UTMs to populate the Source, Medium, and Campaign dimensions in acquisition reports.
• HubSpot reads UTMs to attribute contacts to campaigns and traffic sources in its analytics and on individual contact timelines.

For consistency, use HubSpot's Tracking URL Builder (found under Marketing, then Ads, then Tracking URLs in some HubSpot versions, or in campaign settings) to generate URLs with standard UTM parameters. This ensures the same UTM values appear in both GA4 and HubSpot reports.

Best Practices for UTM Consistency

1. Establish a UTM naming convention and document it for your team. Use lowercase values consistently (GA4 is case-sensitive).
2. Always include utm_source, utm_medium, and utm_campaign at minimum.
3. Use utm_content and utm_term for additional granularity when running A/B tests or keyword campaigns.
4. Avoid changing UTM conventions mid-campaign, as this fragments your data in both platforms.

HubSpot Traffic Analytics vs GA4

Both HubSpot and GA4 provide traffic analytics, but they measure and report differently. Understanding these differences prevents confusion when numbers do not match exactly (and they will not).

In general, use GA4 for detailed web analytics (user behavior, page performance, event tracking, custom explorations) and HubSpot for marketing attribution (which campaigns generated contacts, which sources drive pipeline, revenue attribution).

HubSpot Reporting Add-On for Cross-Platform Data

HubSpot's standard reporting covers marketing, sales, and service metrics from HubSpot's own data. For teams that want to pull GA4 data into HubSpot dashboards alongside CRM data, the HubSpot Custom Report Builder (available on Professional and Enterprise plans) provides some cross-referencing capabilities.

However, if you need truly combined reporting that merges GA4 session data with HubSpot CRM data in a single view, you will likely need one of these approaches:

• Looker Studio (formerly Google Data Studio): Connect both GA4 and HubSpot as data sources, then build dashboards that combine metrics from both. HubSpot has a native Looker Studio connector.
• HubSpot Operations Hub: Sync HubSpot data to external databases or data warehouses where you can join it with GA4 data exported via BigQuery.
• Third-party attribution tools: Platforms like Supermetrics, Funnel.io, or Databox can pull from both GA4 and HubSpot to create unified dashboards.

Limitations

• Data discrepancies are normal: HubSpot and GA4 will never show identical numbers for sessions, visitors, or conversions. They use different tracking methods, different session definitions, and different attribution models. Expect differences of 5-15% or more.
• GA4 data in HubSpot is limited: The native connection surfaces some GA4 metrics in HubSpot, but it does not import the full depth of GA4 reporting. For detailed GA4 analysis, you still need to use the GA4 interface.
• Ad blockers affect both: Both tracking scripts can be blocked by ad blockers, but they may be blocked at different rates, contributing to data differences.
• HubSpot free CRM has limited analytics: The traffic analytics and GA4 connection features are more robust on paid Marketing Hub plans. Free tier users get basic traffic data but may lack the detailed source reporting and GA4 integration options.
• No real-time GA4 data in HubSpot: Even with the integration connected, HubSpot does not display GA4 real-time data. Real-time monitoring requires using the GA4 interface directly.

Recommended Setup for Most Teams

1. Install both tracking codes on all pages of your website.
2. Connect GA4 in HubSpot Settings under Tracking & Analytics.
3. Standardize UTM parameters across all campaigns using a shared naming convention.
4. Use GA4 as your primary web analytics tool for understanding site behavior.
5. Use HubSpot as your primary attribution tool for understanding which sources and campaigns generate contacts and revenue.
6. Build combined dashboards in Looker Studio if you need a unified view.