# Google Analytics 4 + HubSpot integration and analysis

Connect Google Analytics 4 and HubSpot to Hendrik. Compare GA4 observed acquisition and form events with HubSpot lead and deal progression to find a measurement or handoff gap.

## The question this stack can answer

Did site activity turn into HubSpot leads and deals?

## What Hendrik reads from each source

- **Google Analytics 4:** Traffic acquisition, landing pages, and on site events show where the website journey changed.
- **HubSpot:** Contacts, deals, and pipeline stages show whether paid leads become qualified pipeline.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected GA4 property with comparable acquisition and event reporting.
- Connected HubSpot account with agreed lifecycle and deal-stage definitions.
- Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

## Important limits

- GA4 events and attribution do not automatically establish a paid order, payment, or campaign relationship.
- Contacts and deals do not automatically map to an ad-platform lead, website session, store order, or Stripe payment.

## Illustrative example

### Google Analytics 4 + HubSpot review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. The example compares acquisition measures with CRM deal progression. A submitted lead and a qualified deal are different events, with different reporting dates. The selected website event is a lead form submission.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- generate_lead events · selected form submission (count, 28 days) (Google Analytics 4): 240 → 270
- qualified deals created (count, 28 days) (HubSpot): 34 → 29
- GA4 paid sessions (configured channel group, consecutive 28-day periods) (Google Analytics 4): 16,800 → 15,300

### What Hendrik checks

- **Traffic measurement:** Check GA4 property, timezone, consent coverage, source definition, and event configuration before comparing sessions or transactions.
- **Pipeline definition:** Check HubSpot form routing, deal stage definition, stage-history timing, and identity coverage before using pipeline movement.
- **Explain the divergence:** Google Analytics 4: generate_lead events · selected form submission (count, 28 days) changed from 240 to 270. HubSpot: qualified deals created (count, 28 days) changed from 34 to 29. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

GA4 generate_lead events rose and paid sessions fell. HubSpot qualified deals created fell.

### What to do next

Fix or qualify the measurement and handoff gap before using it to change acquisition; reassess from stable event and stage definitions.

**Limit:** GA4 sessions and HubSpot contacts are not person-level matches by default.

## Provider documentation

- [Google Analytics 4 documentation](https://support.google.com/analytics/)
- [HubSpot documentation](https://knowledge.hubspot.com/reports)

## Start with this stack

[Create a workspace and connect Google Analytics 4 + HubSpot](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-ga4-hubspot&combination=ga4-hubspot)