Measure Twice, Cut Once: Web Analytics With Both Hubspot and Google AnalyticsYour business has embraced inbound marketing. You are blogging, tweeting and optimizing your site for the search engines. The traffic is pouring into your site. Sales are going up. But your work is not done. In order to stay ahead of the game and keep your competitive edge, it is important to be able to constantly measure the effects of what you are doing in your marketing. These analytics help you to focus on what is working and what needs to change.

How are you going to get the information you need to evaluate your website? Hubspot is not only a great way to manage all your marketing efforts, but it also provides helpful tools to measure your results. Google Analytics is a tried and true tool for getting important data about the visitors to your website. Which tool provides the best source of data for your website? Should you abandon one tool in favor of the other? The answer is that using both Hubspot and Google Analytics can generate a robust understanding of how visitors are interacting with your website.

Advantages of Hubspot

Hubspot is an inbound marketing platform to help you manage all your marketing activities. It also contains helpful reports for you to identify the sources of your traffic. Hubspot even tracks the IP address of each visitor so that you can clearly evaluate the activity your leads and prospects. In addition, Hubspot also provides reviews of your competitors’ sites so that you have a window into what they are doing.

Another advantage of Hubspot is that it interfaces with your customer relationship management software. This allows you to put a name to a face. You can identify your prospects when they engage with your marketing content and closely track their activities. Google Analytics can not provide this information.

Advantages of Google Analytics

Google Analytics offers detailed statistics about your website traffic and its sources. It can tell you how many visitors are coming to your sites. It can also tell you lots of information about those visitors, such as their geographic region as well as what browsers and operating systems they are using. Google Analytics can measure the engagement of each element on your page include videos and PDF files. Hubspot can only measure elements created in Hubspot. Google Analytics can also be used to track sales and other conversions. This feature is not as user friendly as Hubspot’s, but it will work. Best of all, Google Analytics is free so there is no reason not to take advantage the information it provides.

Use Both

The bottom line is that Hubspot and Google Analytics each yield valuable information. Using them together, you can collect a robust data set that will allow you to plan your future marketing activities. Hubspot is great for providing an internal picture of your website. It can tell you what your prospects and customers are doing. Google Analytics is excellent for getting an external picture. It gives you a global assessment of what is happening on your site. By using both sets of analytics, you can monitor trends and respond quickly to change.

When it comes to analytics, it really is worth it to measure twice and cut once. Use both Hubspot and Google Analytics to measure activity on your site. Armed with this information, your marketing activity will be much more effective.

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Robb Bailey

Co-Founder & CEO at PageLadder, Inc.
Robb enjoys growing a mean mustache every Movember and putting hot sauce on anything edible. You'll find him doing Content Marketing at his Inbound Marketing Agency in San Diego.
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