Reporting and Inbound Marketing campaigns is an essential step in your marketer’s work. Essential in a logic of continuous improvement, this approach includes reporting, in-depth analysis of your results and documentation of insights and recommendations.
To analyze your audience, your conversion rates or the behavior of your contacts, several tools are available to you. Among the most frequently used include Google Analytics and the ‘ Analytics Tool ‘ HubSpot .
Ideally, these two tools should work together to get a complete and fine vision of your targets. Google Analytics can probe tr è s d e tail segments of your visitors and HubSpot continues this work by following the interactions of your leads with your marketing time.
time or the skills to adopt these two solutions. Beyond the simple, remember first that they do not operate on the same perimeter.
- Google Analytics is a free, falsely simple tool that allows for a very thorough analysis of your audience for who knows how to use it correctly;
- HubSpot is a complete Inbound Marketing platform, including built-in module and features of webanalytics
SO, WHICH ONE TO PRIVILEGE?
To help you choose the solution that best meets your needs, our team offers a comparison between the functionality é s Analytics d ‘ HubSpot and Analytics.
First of all, let’s go back to the characteristics of each of these tools.
HUBSPOT ANALYTICS – THE CORE OF REPORTING, BUILT INTO YOUR MARKETING AUTOMATION BUSINESS
HubSpot is a marketing automation software that centralizes several integrated modules to build, promote and analyze your inbound marketing campaigns.
Among the data collected, HubSpot offers reports on your traffic, leads and customers generated by your website. These basic reports include the essentials for judging the performance of your campaigns, rather intended for marketers than traffic managers.
count between 200 and 2,200 euros per month depending business and the number of contacts you want to import.
This important price is justified by the seamless integration of the various modules within the platform (analytics, emailing, workflows, social, blogging, SEO, …), making it the most complete inbound marketing software on the market. .
Logically, as a tool all-in-one, HubSpot will largely devanc ed by Google Analytics on the fineness of ‘ analysis ‘ hearing . However, these two tools are complementary and must work together without being opposed.
The free version of Google Analytics is one of the most popular Web Analytics solutions . Unlike HubSpot, Google Analytics is a pure reporting tool and ‘ analysis ‘ hearing and not a complete marketing platform to drive your sales and marketing funnel B2B.
Google Analytics provides you with valuable information about your audience, its acquisition, its behavior, … Ultra-customizable , the tool can push very far the analysis of specific segments of your visitors to discover the improvements to bring to your site.
But his grip may s ‘ av e rer d é routante for ‘ maximum use of its capacity é s . Note that, like HubSpot, Google offers several training modules and certification to learn how to use its platform.
If the giant Google offers a free version , be aware that ‘ there é also a premium version . Note that the tool integrates with most Google products (AdWords, Search Console, …).
HUBSPOT ANALYTICS VS GOOGLE ANALYTICS – DIFFERENT TECHNICAL BASES
Now that you know more about these two solutions and their cost, we’ll compare HubSpot and Google Analytics by taking a look at 2 criteria:
- Analysis of your visits
- Analyzing your leads
One of the first differences between these two tools is the counting of visits / sessions.
With HubSpot : a visit is recorded for each your site is consulted ed from a referring domain external to that of your website. For example, if someone clicks on a link to your website from a Facebook publication, the field r e f e rent will ” facebook.com “ .
With Google Analytics : Visits are categorized into sessions. They are taken into account since the combination referral source / medium on a p e period given e e . For example, if a visitor clicks a Google search result to arrive on your site, the source / medium combination of their session will be ” google / organic ” .
Once the visitor has reached your site from a new source / medium combination, all of their interactions are considered a single session until it expires (by default, after 30 minutes of inactivity or at midnight ) or that the combination changes.
After this first distinction, we already understand that these two tools will not count exactly the same number of visits (or sessions) given their different definitions.
With HubSpot : taking into account the native integration of the Analytics module with all the rest of the platform (emailing, social, …), HubSpot’s means for lead tracking are incomparable to Google Analytics.
Through its analysis kit, which is actually the “Reports” tool, you can diss e quer your traffic into segments ( ” Lists) low e s on ‘ all the data é es r e coli e by HubSpot about your contacts (submitted forms, open emails, CTA clicked, webinars followed, etc.)
By taking advantage of all this intelligence collected and compiled, you can continuously learn to understand your contacts to better satisfy them. You have the possibility ed to capitalize on the ‘ activity é prospects and leads sp e cific linking a historical to a contact card. This individualized vision allows you to nurture your leads in a personalized way, according to their activity and needs.
With Google Analytics : the side of Google Analytics, the logic diff è re . Although the tool now offers the exploration of visitor activity individually, this information is not personally identifiable (not linked to an email for example).
To track and optimize your conversion rate, you need to ‘ first param e trate your goals (visit a thank-you page after submitting a form for example). The information you get will be well exploited least intuitively that ‘ with HubSpot but allowing a fineness of ‘ analysis sup e higher (by creating custom segments based on the achievement of a particular goal, for example).
By building the possibilities are simply endless (integration of external data sources, creating custom dimensions, etc.).
You now have a clearer idea of the differences and capabilities of each of these two audience analysis tools. Recall again that they do not operate on the same basis and that ‘ HubSpot and Google Analytics are complete e mentary to orchestrate and analyze finesse your digital marketing campaigns.
To go further, If you have questions or need to be accompanied in this process, do not hesitate to contact our team.