Easy way to get Google Analytics data into Hubspot CRM

See how easily you can integrate Google Analytics data, such as Landing Pages and Channel, into Hubspot CRM so you can learn which of your marketing channels and campaigns are effective in generating leads, customers, and subscribers

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Do you know which marketing channels and campaigns are responsible for driving the majority of your leads and customers?

If not, it's likely you are wasting your precious marketing budget and won't know how to drive growth for your organization.

There is a solution though.

By integrating Google Analytics data - such as Channel & Landing Page- into your Hubspot CRM instance, you can run reports that show you exactly what channels and campaigns are driving leads, customers & revenue.

In this article, we'll teach you how you can use Attributer to integrate Google Analytics data into Hubspot CRM.

What is Attributer?

Attributer is essentially a short piece of code or script that you place on a website you want to monitor.

This code gets technical information on every site visit to determine exactly where visitors are coming from. It's something that web analytics programs do, but Attributer does more than just showing you site visits.

Attributer not only looks at the technical data but also puts it into categories according to channels, such as Paid Search, Paid Social, Organic Search, and the like.

Once categorized, the data is then stored as a cookie in the visitor's browser. When a site visitor fills up and submits a lead form, Attributer passes the lead details along with the stored Channel information into Hubspot CRM.

Neat, right? Attributer was born out of a need to find out precisely which channels were actually driving leads and customers. Of course, visitor data is easily available through web analytics tools like Google Analytics, but if you want your marketing endeavors to be more data-driven, then you need more data - and this is something Attributer gives you.

The B2B marketing consultant who created Attributer originally for working with his clients saw how useful it could be for other marketers and B2B businesses as well, which is why we have Attributer here today.

4 steps for integrating Google Analytics data into Hubspot CRM

Using Attributer to capture UTM parameters in Hubspot CRM is easy. Here's how to do it in 4 easy steps:

1. Add hidden fields to your forms

Add Hidden fields

The first step towards integrating data from Google Analytics into Hubspot CRM is adding Hidden Fields to your lead forms. In case you're unfamiliar with them, Hidden Fields are basically just form fields that exist on your lead capture forms, but aren't visible to the end-users.

The hidden fields you want to add are:

  • Channel
  • Channel Drilldown 1
  • Channel Drilldown 2
  • Channel Drilldown 3
  • Landing Page Group
  • Landing Page

If you're using a form-building tool, it's should be as easy as dragging in a hidden field to your form, or perhaps setting an existing field to be hidden. If you're working with custom HTML forms, you can use input type="hidden" to define a hidden input field.

2. Attributer automatically completes the hidden fields with Google Analytics data

Populate hidden fields

Once your hidden fields are added, Attributer then gets to work completing those hidden fields with Google Analytics data.

Attributer keeps track of where site visitors come from and then when they fill out a lead form on your site and submit it, Attributer automatically populates the hidden fields with data from Google Analytics.

For example, if you were Dropbox and a visitor makes their way to your site from one of your brand campaigns in Paid Search, Attributer fills in the hidden fields in this manner:

  • Channel = Paid Search
  • Channel Drilldown 1 = Google
  • Channel Drildown 2 = Brand Campaign
  • Channel Drilldown 3 = Dropdox

Aside from the Channel information, Attributer also captures a site visitor's first landing page (i.e. www.dropbox.com/business/solutions) and the first landing page group (i.e. business).

3. Google Analytics data is passed into Hubspot CRM

UTM data sent to CRM

Finally, when a visitor submits the form on your website, all of the Channel data (derived from the UTM parameters) and the Landing Page data is passed into your CRM along with the name, email, phone, etc of the lead.

4. Run reports to know what channels are driving leads, customers & revenue

Know channels

In the final step, you have the landing page and channel data inside Hubspot CRM, so you can now create reports via your existing reporting tools, such as Hubspot CRM reports or your BI software.

With the data sent in via Attributer, you would be able to easily determine which of your channels have brought in the highest number of leads, see the number of Closed Won deals that have come from every channel, identify the conversion rate to Opportunity, and assess other performance indicators.

What data gets passed into Hubspot CRM

There are two key elements to attribution: channel and landing page.

Channel answers the question "How did visitors get to my website?" It's usually one of the following: Organic Search, Paid Social, Paid Search, or Referral.

Landing Page answers the question "Which of my site content did visitors find attractive?" It could be a blog post, an ebook, a list of features, or what have you.

We built Attributer to help you answer these two questions. As a result, the following data gets passed into Hubspot CRM by Attributer:

1. Marketing Channel Data

Attributer needs no prompting to capture which channels (Organic Search, Paid Search, Paid Social) your leads come from. It also collects further data on every channel (for instance, it also captures the Keyword, Ad Group, and Campaign for Paid Search).

2. Landing Page Data

Attributer automatically captures the first page the lead sees on your site (I.e. dropbox.com/blog/best-file-storage-tools) as well as the category of the page (I.e. Blog).

This is good for being able to view related content as one entity. For instance, being able to see how many leads your entire blog generated as well as being able to drill down into how many leads & customers each individual blog post generated.

Wrap up

If you've been looking for a smart way of getting Google Analytics data into Hubspot CRM, then look no further than Attributer.

It's easy to get up and running, and with Attributer, creating reports and dashboards in Hubspot CRM that show you just how your SEO efforts, ad campaigns, content, etc are performing is a breeze.

There's one more thing to love about it - it's completely free to try, so get started using Attributer today!

Get Started For Free

It's free to get started with Attributer, and paid plans start at just $49 per month