Google Analytics 4 + HubSpot

Did site activity turn into HubSpot leads and deals?

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.

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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.

MetricPreviousCurrent
Google Analytics 4generate_lead events · selected form submission (count, 28 days)240270
HubSpotqualified deals created (count, 28 days)3429
Google Analytics 4GA4 paid sessions (configured channel group, consecutive 28-day periods)16,80015,300

What Hendrik checks

  1. Traffic measurement

    Check GA4 property, timezone, consent coverage, source definition, and event configuration before comparing sessions or transactions.

  2. Pipeline definition

    Check HubSpot form routing, deal stage definition, stage-history timing, and identity coverage before using pipeline movement.

  3. 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.

About this example Synthetic data · Illustrative analysis · Changes require your approval.

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One analysis, different integrations

What each integration adds

Connect your stack

Set up each integration in one workspace.

  1. Create your Hendrik account. Choose a workspace for your business.
  2. Connect your data. Use each integration’s setup instructions above. Availability and permissions are shown in your workspace.
  3. Ask your first question. Hendrik uses the available data and tells you when a comparison needs more history or more data.
Requirements and data limits

What you need

  • 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.

Keep these differences in mind

  • 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.
  • GA4 sessions and HubSpot contacts are not person-level matches by default.

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