Google Analytics does a fantastic job of providing anonymous web traffic insights. HubSpot, meanwhile, does a fantastic job of providing insights further down the funnel.
How, then, do you bring these two parts - the top of the funnel and the mid-bottom - together? One excellent solution is to bring them both into a spreadsheet, but that typically comes with the downsides of needing to output a fresh CSV from each source whenever you want to look at updated metrics.
Here, I will show you how to get your Google Analytics, Google Ads and HubSpot data into a Google Sheet that updates regularly.
Step 1: Google Analytics Plug-In
Once you’ve installed the add-on, go to the Add-Ons menu in Sheets, click Google Analytics and connect your existing GA account. Once you’ve connected, you will be able to create reports, as shown below:
Please note that you shouldn’t try to use both the Google Analytics and Google Ads plug-ins, as they both try to use the same Report Settings Sheets tab as a controller and will overwrite each other. The GA plug-in can access your Google Ads metrics, as long as you’ve connected the two, so the Google Ads plug-in would be redundant anyways.
For my own purposes, I’ve set the GA add-on to pull monthly traffic and monthly ad spend.
Once you’ve set up your report the way you want, go back to the Add-Ons menu, then Google Analytics, and click “Run Report.”
Step 2: HubSpot Via Demand Sage Plug-In
Getting HubSpot data into Sheets could be somewhat more complicated if it weren’t for Demand Sage, a free tool that syncs HubSpot data to Sheets. Installing it is done the same way as the GA plug-in - first, get the add-on from the G Suite Marketplace:
Once you’ve installed the add-on, once again go to the Add-Ons menu in Sheets, click Demand Sage, and click “Start.” You’ll be asked to authenticate with your HubSpot credentials, and once you have, your Sheet will start populating with HubSpot data.
After your initial data sync is done, Demand Sage will update your HubSpot data nightly. With the data in place, you can use one of the pre-built dashboards from Demand Sage’s Report Library, or you can build a custom report in much the same way you did in Google Analytics:
I’ve gone ahead and pulled the GA data from its tab into this GA + HubSpot tab with basic spreadsheet functionality, along with building my Demand Sage query of HubSpot data in the same place. This way I have all the data I need in one place:
Once all of the data you’re looking for has been pulled from your two (three if you count Google Ads) sources, you can start to do calculations on it. I’ve gone with a simple CPL and CPA calculation, using my monthly Google Ads spend combined with my monthly new contacts and new deals data from HubSpot.
And that’s it, it’s just that easy. Now I have a report pulling from both HubSpot and Google Analytics, with combined calculations. The HubSpot data will be refreshed on a nightly basis by Demand Sage, and refreshing your GA data is easy as clicking Add-Ons → Google Analytics → Run Reports.