Everyone knows what a playdate is: it’s an arranged friendship that always had you awkwardly sipping a juice box, sitting with a kid you never would have been friends with otherwise, and counting the seconds until it was over. But the dirty little secret about those dreaded playdates was that they were likely more for your parents than for you; a chance to occupy you for a while so your parents could have some fun.
The truth is, HubSpot and Google Analytics may not make the most compatible match. Both have stats capabilities and the ability to track goals and form submissions. But by making these disparate applications into BFFs, you will unlock some beneficial techniques and unleash more powerful lead generation, targeting and tracking.
Before these two can hit it off, you have to insert Google Analytics code into the HubSpot platform using the steps below.
Step 1: Log into Google Analytics and grab your Asynchronous Tracking Code
Head to the admin section, and under property, click Tracking Info. Above the tracking code box, make sure the switch marked “Subdomains of example.com” is turned on, as your HubSpot pages are hosted on a subdomain. Then, copy the code to your clipboard.
Step 2: Log Into Your HubSpot Dashboard and head to Website Settings
In the top right corner of your HubSpot dashboard should be a portrait of you next to your name. Click the dropdown and select 'Settings.' Once there, you will see your profile with a list of options to the left. Scan down and select 'Website Settings.' Insert the Tracking Code in the box marked “Header Html.”
Step 3: Check Implementation on your Subdomain
In your HubSpot dashboard, click over to the Content menu and select Landing Pages. Find your favorite landing page and select View/Edit. Right Click and select View Page Source or, if you are using a PC, select Ctrl + U. This will show you the page’s source code. Once on the code sheet, search for your tracking code by clicking Ctrl + F and doing a search for UA. Each tracking code ID begins with the letters UA. If you find the code installed on one of your landing pages, you are good to go.
Now that your tracking code is installed across your HubSpot subdomain, it is time to reap the benefits of this new-found friendship.
Setting Up Landing Page Goals
Implementation: Simply enter the Thank-You page as a destination URL goal and watch the leads roll in.
- A deeper statistical dive with stats like Conversion Rate of all landing pages and Total Abandonment Rate
- Use Goal Flow to determine how visitors enter and exit the goal funnel. This lets you know where you may need to test out new content. By sorting by landing page, you can see which website pages are converting best for each offer, and where you may want to edit your calls to action.
- Track PPC Goal Conversions and easily implement PPC versions of your landing pages to Adwords so you can run ads and segment PPC traffic from organic.
Reporting On Mobile Traffic
Implementation: Set up all landing pages as destination goals and use the Advanced Segment for Mobile tracking and select your Goal Set to see how your landing pages are performing on mobile.
- You can attract more interest from a key demographic: mobile and tablet users. By getting a view of how your offers perform, you can see which need to be altered and optimized for mobile
- Find out if you need a mobile website. Adaptive and responsive web designs exponentially increase mobile site traffic and conversions. But to find out if these are worth the investment, you have to get a closer look at your mobile traffic and how it impacts your inbound campaign.
Tracking Content Successes
Implementation: If your blog is hosted on your HubSpot Subdomain, you're all done. Simply search within the Content section for blog pages. If your blog is hosted somewhere else, you must add the tracking code within the <head> tag of your blog homepage.
- Use GA Event Tracking to microtarget content elements like video plays and banner clicks. HubSpot tracks all clicks through Calls To Action created within HubSpot but if you have video webinars or customer testimonial videos from YouTube or other video sources, GA event tracking is the only way to go.
- Use the Navigation Summary feature to see how your blog posts moved visitors through the site. Did your visitors click through to a website page or a landing page?
Syncing Google Analytics and HubSpot offers the most complete view of your Inbound Marketing campaign by seeing how the Inbound offers are pairing with your main website. Use these two tools in tandem to get the best return out of your Lead Generation efforts!
UPDATE: If you are tracking your HubSpot conversions using Thank-You pages, you need to use “BEGINS WITH” in Google Analytics. Using” EQUALS TO” will not work for tracking.
To change your Goal Settings, follow the instructions below:
1. Click 'Admin' on the top pane of Google Analytics, then select 'Goals' under the View (Profile) Menu:
2. Change in this menu:
3. Don’t forget to verify! Make sure you have conversions in the previous 7 days, then click Verify Now to ensure a conversion rate is calculated and your goal is capturing.