What's the Difference Between Google Analytics and HubSpot?

Category: Inbound Marketing

Written by: Tony Adragna

Posted on: September 21, 2017

HubSpot users often go back-and-forth between which analytics tool they should be using to track their website activity. Google Analytics is the age-old tool that has been around for years, but HubSpot offers valuable insights, too.

In this post, we’ll go through the differences and similarities between Google Analytics and HubSpot and you can decide which one you should be using when tracking website data.

Google Analytics

Google Analytics sole objective is to report on website activity on pages that have the Google Analytics tracking code. It is a free tool that has been around since 2005, and it is the most widely used web analytics platform on the internet.


HubSpot is a marketing automation software that helps companies implement and maintain their inbound marketing strategies. Analytics is an integral part of evaluating inbound marketing, so HubSpot has a robust analytics tool as a part of their software. HubSpot ranges in price from free (with limited capabilities) to $2,400/month for their enterprise package.

Google Analytics and HubSpot: What’s the Difference?

Now, to what you probably came to this post for. What are the major differences between Google Analytics and HubSpot?


As we mentioned Google Analytics is offered for free for full capabilities, whereas HubSpot’s free package is limited. HubSpot can cost as much as $2,400/month, but it’s important to remember that it is much more than just an analytics tool.

Multiple Websites

With Google Analytics, you can track the performance of multiple domains under a single account. With HubSpot, you must purchase a separate license for each domain you want to track.

Custom Elements

HubSpot is great for tracking elements built within their tool. This includes calls-to-actions and form fills. Google Analytics allows you to create custom tracking elements that allow you to track every interaction users make while they are on your website.

Tracked Metrics

It’s important to remember that HubSpot is a complete marketing suite that has reporting capabilities, while Google Analytics is solely a reporting tool. Both tools track traffic reporting, referral sources, page views, and conversion rates.

Some reporting capabilities that Google Analytics has that HubSpot doesn’t are:

  • Device tracking - Google Analytics allows you to track which types of devices are accessing your website, while Hubspot doesn’t.google_body.jpg
  • Page Load Speed - HubSpot doesn’t have this metric as part of its reporting, but Google Analytics does. It lets you know the average time it takes for a page to load for your visitors.
  • Market Tracking - Google Analytics tracks performance in different markets and regions, while HubSpot doesn’t have that capability.

Capabilities that HubSpot has that Google Analytics doesn’t are:

  • Lead Behavior Metrics - With HubSpot, you can zero in on a specific lead and view their behavior on your website.
  • Buyer’s Journey - You can view a specific customer’s journey on your website from the first time they viewed your website to becoming a customer with HubSpot’s reporting tools.
  • Smart Content - Based upon criteria that you set in HubSpot based upon the data you’ve gathered, you can display smart content to your users. This means that you can show them content that is relevant to the stage they are in the buyer’s journey.hubspot_body.jpg

Which one is best?

This is a trick question. Most inbound marketers use a combination of HubSpot and Google Analytics. Google Analytics is excellent for detailed, granular data, while HubSpot is great for basic data and conversion rates in an easy-to-read interface, along with its marketing automation capabilities.

Want to take a more detailed look into the marketing analytics you should be tracking?

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