HubSpot is among the top-rated customer relationship management (CRM) platforms currently available. With a wide variety of marketing and sales tools, the ease of use is a huge draw for many teams.
However, when it comes to increasing sales, understanding how your visitors interact with your product is vital. Knowing when to reach out, what features are used the most, or which pages are contributing to the most conversions, using a good CRM only tells half the tale.
The other half requires a compatible web analytics tool.
Google Analytics is often the most recognized platform among web analytics. But simply because you’re the most recognized doesn’t necessarily mean the best.
If your team uses HubSpot, consider a few questions when choosing the right web analytics tracking tool.
1. Will my web tracking data mesh well with my HubSpot data?
It’s important to know that Google Analytics focuses on session, browser, and device data while HubSpot focuses on de-anonymized data. Meaning, HubSpot focuses on known users for marketing and sales funnel tracking.
GA, on the other hand, is the opposite. In most cases, trying to tie HubSpot events to visitor data GA tracks will simply not work.
2. How easy is it to integrate HubSpot with my other tracking tools?
Unless you have an excess of developers and time on your hands, you’ll want to find an analytic platform with easy setup integrations to connect your other tools.
While some analytic platforms can easily connect to HubSpot, others cannot. Unfortunately, Google Analytics, in this case, is the latter.
Simply put, GA and HubSpot speak different languages, so these will not integrate well.
3. Can my web tracking platform automate tasks to trigger HubSpot events and update HubSpot contacts based on user behavior?
With the vast array of HubSpot features, automating tasks and events can immensely help streamline your sales and marketing processes.
With the right website tracking platform, updating contacts and automating HubSpot events can be as simple as a few clicks of a button.
4. What are the alternatives?
Google Analytics is fine for simple general tracking. But if you’re using HubSpot, a more specialized tool such as Woopra is worth consideration.
Woopra’s ability to easily integrate with HubSpot makes enriching your behavioral user data with HubSpot data a breeze.
Import HubSpot events and profile data into Woopra to see the whole user journey with easy setup and without developer help.
Data is also a two-way street. Automate tasks in Woopra based on user behavior to update and trigger HubSpot events and contacts.
For example, you could trigger an email campaign if a user visits the pricing page on your site or even update a contact in HubSpot after signing up for a demo.
Google Analytics and HubSpot each have their points, but they’ll always remain apart. Woopra + HubSpot helps connect the dots.