Connect Google Analytics 4 and HubSpot with hurra.ai
On this page
What is Google Analytics 4?
Google Analytics 4 is a web and app analytics platform by Google that measures user interactions as events and reports on traffic, engagement and conversions.
What is HubSpot?
HubSpot is a customer relationship management platform that holds contacts, their lifecycle stage and the deals associated with them, alongside marketing and sales tooling.
Why connect them
Google Analytics 4 knows how someone arrived and what they did on the site. HubSpot knows who they turned out to be and what happened to them afterwards. Neither system can see the other half, which is why the same lead can look like a success in one tool and a non-event in the other.
Reading them side by side closes that gap without merging them. You see the GA4 session and its channel next to the HubSpot lifecycle stage the contact reached, and the point where the two stories stop agreeing becomes visible instead of being averaged away.
hurra.ai reads from your systems and shows the numbers side by side. GA4 stays your analytics platform, HubSpot stays your CRM, and nothing is copied out of either one.
Common use cases
See which acquisition channels produce qualified pipeline
GA4 reports sessions and conversions per channel. HubSpot reports which of those contacts reached a qualified stage. Read together, a channel that looks efficient on form fills but never produces qualified contacts stops being invisible.
Check lead quality before it reaches the sales team
A spike in form submissions is good news only if the contacts behind it are real. Comparing the GA4 traffic that produced them with the lifecycle stages HubSpot later assigned tells you which sources deliver contacts that move forward.
Explain why marketing and sales report different numbers
The two teams usually are not wrong, they are counting different events at different moments. Placing the GA4 conversion count next to the HubSpot contact count, with each definition stated, turns a recurring argument into a documented difference.
