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Dan Baum

By Dan Baum

Aug 8, 2012

Topics:

Reporting & Performance
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Reporting & Performance

The King of Marketing Analytics: Google or HubSpot?

Dan Baum

By Dan Baum

Aug 8, 2012

The King of Marketing Analytics: Google or HubSpot?

 

marketing analyticsThere is a vast array of marketing analytics software out there, and probably even more reasons why you need to have marketing analytics for a successful marketing campaign. Two of the biggest names in marketing analytics are Google Analytics, and HubSpot Analytics.


These two marketing analytics softwares are both helpful in digesting data as it refers to your website. However, while both share some similarities, there are differences between the two that can make all the difference in analyzing your campaigns progress. So what are the differences between the two? How can they work together?


What are they?


Well before I compare, I should tell you what the two of them are. HubSpot inbound marketing software is a central hub for marketing tools that help a company to manage their website, as well as things that can promote, build and monitor websites. HubSpot measures traffic, leads, and customers your website generates, and changes can be made easily to make improvements.


Google Analytics lets you measure sales and conversions, but also gives you fresh insights into how visitors use your site, how they arrived on your site, and what you can do to make them come back. It also can tell you the parts of your website that are performing well, and what need to do for improvement.


HubSpot Marketing Analytics


One of the main differences between the two marketing analytics softwares is that HubSpot tracks both general traffic, as well as leads and customers. HubSpot uses cookies to track potential customers and leads so that you can analyze where your leads are coming from, and what they do while on your site.


It also tells you which channels generate the most traffic, as well as how you can improve other channels to be more productive. It's great software, and we even use it on our site to manage our content.


Google's Analytics


Google's marketing analytics software has its perks too. One of the features of Google analytics is called Goals. Goals lets you track leads by placing landing pages on your website. It tracks the leads that fill out forms on your landing pages. This is similar to Hubspot but Google only gives you a general number of conversions. HubSpot allows you to track the lead even further, and see exactly what they do on your site.


So...Who Wins?


Internally, HubSpot is the clear winner. It tracks your leads evan after they are converted to leads, and allows you to understand where leads are coming from. With this information, HubSpot's marketing analytics software allows you to know exactly how to convert leads on your site, what content to email them, and how you need to treat them in order to push them down the sales funnel. Google Analytics just doesn't go nearly as far into the depths of the sales process as HubSpot does.


Now on the outside of your site, Google's marketing analytics software is much better than HubSpot. Google allows you to see metrics such as your bounce rate, meaning the amount of traffic that enters your site and leaves soon after. It also lets you track what users are repeat visitors, and which visitors are unique for your site. Another benefit, Google Analytics is free!


So which is better? Drumroll please...... The truth is, in order to be completely optimized and run a very tight, organized campaign, you really need both marketing analytics softwares. For your marketing to be iron clad, no information being lost, both softwares are totally necessary. By adding the externally favorited Google Analytics, and internally favorited HubSpot, you get every bit of information possible so that you know everything there is to know about your leads.


With this kind of information, your lead nurturing processes will improve dramatically, with no grey areas on your leads. Both marketing analytics softwares are amazing tools that can give you any data you could imagine.


So if you're not using these great marketing analytics softwares, then you're not taking full advantage of your marketing campaign!


Looking to implement marketing analytics to better track the progress of your marketing campaign? Give us a call at IMPACT and learn how we can help!


How have marketing analytics improved your marketing?

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