Guys, this is going to be some real talk.
If you don’t have Google Analytics installed on your website or if you do and you’re just not ever checking it because you’ve got HubSpot Analytics, then this article is for you.
Here’s the thing – I’m noticing more and more that folks I speak with in our work as an agency don’t have Google Analytics installed at all. They’ve got HubSpot and they feel somehow that the analytics that HubSpot provides is sufficient.
So much is lost when you rely only on HubSpot Analytics. You can’t dig into the overall user flow of how people go through your website, looking at specific segments of visitors. For instance, Avinash Kaushik, one of the thought leaders at Google, professes that we should be looking at the traffic from people who spend time on our websites and who navigate to three or more pages.
One of the things he recommends is looking into and segmenting out all of the bounces and all of the people who just view two pages or less, and only looking at people who view three or more pages when you’re really making decisions about how to build your site.
If you’re looking at how to build more pages on your site, where to implement calls to action, and how to interpret visitor user flow, you need to be looking in Google Analytics because HubSpot is just not going to do that for you.
HubSpot, better than any other tool that we use, shows us where our customers come from, down to the penny. That is not to be trifled with. There’s a lot of value in HubSpot Analytics. But when it comes to some advanced views that I didn’t even talk about, you just can’t do it in HubSpot. It’s a rather crude tool in some aspects and rather advanced in others. There’s overlap, and Google Analytics is going to do things that HubSpot Analytics can’t do and vice versa.
Don’t let the sense of confidence that you may have about how HubSpot is an analytics tool or an all-in-one tool make it seem like you don’t need Google Analytics.
Beyond Google Analytics
What about other tracking tools? Do you have Facebook Audience Pixel installed on your HubSpot website? It’s not easy to do it in HubSpot. You’d have to go into the content settings. Managing pixels can be kind of difficult.
What we’ve found is that not only is installing any other tag on your website tough, but managing pixels and firing things and conversion tracking and all of that stuff when you’re actually running ads is hard. What we’re helping folks do is understand how to install Google Tag Manager and use Google Tag Manager in a more complete way.
Google Tag Manager is a wonderful free tool that Google allows you to use, and you can use it as a sort of a window into your website so you don’t have to dig into individual pages.
You can say, “Hey, Google Tag Manager. This time, on a specific ‘Thank You’ page, I want you to fire a conversion pixel and do this or that in Google Analytics.”
You can actually put all of your Google Analytics code through Google Tag Manager. And if your website is not hosted on HubSpot itself, you can even install the HubSpot tracking code through Google Tag Manager, also. Google Tag Manager is an incredible tool. We’re going to talk more about that stuff.
I want to give you guys a preview, but let’s really get the Google Analytics installed on the website, please, so that we can start to talk about some of the reports in there.
This is just a quick post to remind you to get that Google Analytics on your site and have it ready so that when we talk about this in the future, we can have a more complete conversation. If you don’t have access to your Google Analytics, then get it. Even as an Analyst, you’re going to want to have access to this.