Hubspot vs Google Analytics: 3 key differences you should know

For the past month, I've integrated HubSpot analytics on my website (MakingThatWebsite.com) alongside Google Analytics 4. Here's everything I learned.

If you're seeing different numbers between these platforms, you're not going crazy. They both measure different things, in different ways, for different purposes.

Google Analytics says your blog post converted 45 visitors, while HubSpot shows 50 new contacts from the same page. Which one is telling the truth?

The reality is both tools are "correct". They're just answering different questions.

If you're trying to choose between Google Analytics and HubSpot Analytics (or wondering if you need both), this guide will give you everything you need to make the right choice for your business.

Spoiler alert: The "best" analytics platform depends entirely on what you're trying to accomplish.

Why Hubspot and Google Analytics data don't match

The main reason why Hubspot and Google Analytics data don't match is because they use different tracking methodologies and privacy settings. Here's what I found.

1. Different tracking methodologies

Google Analytics 4 uses an event-based tracking model.

Every page view, click, scroll, and conversion gets recorded as an "event" with specific parameters. Google Analytics focuses on understanding individual users and their cross-platform journey, assigning unique identifiers to track behavior across sessions and devices.

HubSpot Analytics uses a session-based approach that's tightly integrated with its CRM.

It tracks visitor sessions and ties those activities directly into contact records when someone converts.

The key difference? HubSpot is designed to connect anonymous website behavior to actual people in your database, whereas Google Analytics give you an overview of how your website perform.

2. Session definition differences

Google Analytics tracks sessions as well but their definition of session differ as well. So even if you compare both the sessions data from Google Analytics and Hubspot, they're not exactly the same.

Here are some details:

HubSpot sessions:

• Expire after 30 minutes of inactivity
• Start a new session if someone returns via a different campaign source
• Always reset at midnight based on your account timezone

Google Analytics sessions:

• Also use a 30-minute timeout by default
• Don't reset at midnight
• Don't start new sessions for new campaign parameters within the 30-minute window

For example:

If someone visits your website at 11:50 PM and browses until 12:10 AM, HubSpot counts this as two separate sessions (one before midnight, one after). Google Analytics treats it as a single continuous session.

3. Bot filtering and privacy settings

Both platforms filter out bot traffic, but they use different methods and lists.

HubSpot has default bot filtering enabled, which often results in lower session counts compared to Google Analytics 4.

Cookie consent also affects tracking differently. If a visitor declines analytics cookies, Google Analytics's tracking script won't load (no data collected), while HubSpot might still count an anonymous page view in some cases.

Comparing Hubspot and Google Analytics strengths

Now that we understand how HubSpot and Google Analytics track user behavior differently, let's look at their reports, segmentation, and insights tools

It all comes down to how each platform helps you understand the type of data that matters to you.

Here's a closer look.

Here's a visual example of a Hubspot report that attributes customers' sources aggregated in weeks:

Understanding Hubspot and Google Analytics attribution model

If a visitor first finds your site via Google, comes back later from a Facebook ad, and finally fills a form, which traffic source gets the credit?

Google Analytics Data-Driven Attribution

Google Analytics uses machine learning to analyze both converting and non-converting user journeys. It assigns fractional credit to different touchpoints based on their statistical contribution to conversions.

So if both an organic Google search visit and a Facebook ad contributed to a form submission, Google Analytics might assign 0.6 credit to the ad and 0.4 to organic search.

Google Analytics also defaults to last-click attribution (crediting the final touchpoint) but excludes direct traffic unless it's the only touch.

Hubspot's Multi-Touch Models

HubSpot provides several attribution models (which you can choose when creating your report).

Here's an example of a Contacts report categorized by traffic source:

• First-touch: 100% credit to the initial interaction
• Last-touch: 100% credit to the final interaction before conversion
• Linear: Equal credit across all touchpoints
• U-shaped: Heavy weight to first and conversion touches
• W-shaped: Credit split among first, lead creation, and deal creation

Key difference: HubSpot's attribution can follow the entire sales cycle, from anonymous visitor to closed customer. Google Analytics typically stops at the website conversion unless you manually import sales data.

When should you use Hubspot vs Google Analytics

Here's how I would categorize analytics on Hubspot vs Google Analytics depending on the kind of data/insights I want to get.

Google Analytics

For when you need a general performance overview of your website:

• Website and app performance metrics (traffic sources, first landing page touch points, visitor profiling, etc)
• User engagement trends and behavior flows
• Traffic source analysis with advanced segmentation
• Real-time visitor activity
• Custom conversion funnels

Also read: Here's step-by-step tutorial on how to integrate Google Analytics 4 to Squarespace and Weebly

HubSpot

Great if you're already using Hubspot CRM, as you'll be able to map your lead and customers data to various marketing channels:

• Contact lifecycle progression (visitor → lead → customer).
• Marketing campaign performance across all channels
• Sales pipeline metrics and revenue attribution
• Email marketing analytics
• SEO recommendations and content strategy insights

Frequently asked questions

Can I use Google Analytics 4 and HubSpot Analytics together?

Absolutely. Many businesses use both tools to get comprehensive insights. Google Analytics provides detailed web analytics while HubSpot connects that data to leads and sales outcomes.

Why does HubSpot show fewer sessions than Google Analytics?

HubSpot has stricter bot filtering and different session definitions. It also resets sessions at midnight and when campaign sources change, unlike Google Analytics.

Which platform is better for small businesses?

It depends on your needs. If you're focused on website optimization and user behavior, Google Analytics is excellent and free. If you need lead tracking and sales attribution, HubSpot Analytics is more valuable.

How much difference in numbers is normal between platforms?

Expect 5-15% variance in metrics like sessions and conversions. Focus on trends rather than exact numbers – both platforms should show similar directional changes.

Do I need both tools if I'm already using HubSpot?

Many HubSpot users still benefit from Google Analytics advanced web analytics capabilities, especially for detailed user behavior analysis and content performance insights that HubSpot doesn't provide as comprehensively.

David Nge

David Nge is the founder and writer behind MakingThatWebsite.com. Since launching in 2021, he’s been on a mission to help non-techies—especially small business owners—build better websites using easy-to-learn tools and smart, time-saving strategies. He specializes in website builders, SEO, and practical AI tutorials for small business owners.

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