How to Combine GA4 and HubSpot in One Dashboard (With Real Examples)

If you’re a marketing or growth leader, chances are you’ve got GA4 and HubSpot running side by side. But here’s the problem — they don’t talk to each other.

You end up toggling between platforms, trying to stitch together how your website traffic, conversions, and pipeline actually connect.

This is where a combined dashboard can save hours each week and give your team the visibility they need.

In this article, we’ll break down:

• Why combining GA4 and HubSpot matters

• What you can actually track when they’re together

• How to connect them in a single dashboard

• Real-world examples of what it looks like

• Tools to use, and what to watch out for

Why Combine GA4 and HubSpot in the First Place?

GA4 is great at tracking what’s happening on your website, page views, sessions, bounce rates, and goal completions.

HubSpot, on the other hand, tracks what happens after someone becomes a lead, emails, sales activity, deals, revenue.

But they only show you half the story.

To make better decisions, you need to see:

• Where your traffic is coming from

• Which sources are converting to leads

• What campaigns are actually driving pipeline and revenue

  
  

You can’t answer those questions unless you bring GA4 and HubSpot together.

What Can You Track With a Combined Dashboard?

Once connected, you can build a unified view of:

Metric	Description
Traffic source to lead conversion	Track how traffic from LinkedIn, Google Ads, or organic search converts into HubSpot contacts
Page-level performance to lead gen	See which blog posts or landing pages drive the most form submissions
Campaign ROI	Combine UTM data from GA4 with deal data from HubSpot to calculate ROI per campaign
Funnel health	See the full journey: visit → form fill → MQL → SQL → won deal
Drop-offs	Spot where people fall out: plenty of traffic but no leads, or lots of leads but no deals

Step-by-Step: How to Combine GA4 and HubSpot in One Dashboard

Step 1: Set up a Data Warehouse

Use a platform like Google BigQuery, Snowflake, or Azure to create a central place to store your data.

Step 2: Connect Your Sources

Use tools like:

• Weld to bring in GA4 and HubSpot data

• Or if you’re using HubSpot Enterprise, you can connect GA4 through its custom behavioural events or API

  
  

Step 3: Clean and Match the Data

You’ll want to match on:

• UTM parameters (campaign, source, medium)

• Email addresses or user IDs (if logged in)

• Timestamps (to align pageviews and conversions)

  
  

Step 4: Build the Dashboard

Use Power BI, ThoughtSpot, or Tableau to visualise the data. You can group the data by campaign, by landing page, or by funnel stage.

Add filters for:

• Date range

• Source/medium

• Campaign name

• Sales pipeline stage

Real-World Example: SaaS Company

A SaaS business was running LinkedIn and Google Ads to drive demos. They had:

• GA4 tracking traffic

• HubSpot managing leads and pipeline

  
  

But they couldn’t see which ads were turning into revenue. We combined their data into a single dashboard and delivered:

• A full-funnel report from ad click to closed deal

• Campaign ROI ranked by revenue

• Alerts for landing pages with high traffic but low lead conversion

  
  

Result? They paused underperforming campaigns, doubled spend on two that were working, and saw a 28% increase in lead-to-deal conversion in 90 days.

Real-World Example: Professional Services Firm

A growing consulting firm was investing heavily in content and webinars. They had:

• GA4 tracking page views and goal completions

• HubSpot tracking form fills, contact activity, and deals

  
  

We integrated both and built:

• A dashboard showing which blog posts were converting to leads

• Web-to-deal funnel showing fall-off points

• ROI per content asset

  
  

This helped them move budget to the top-performing topics and redesign landing pages that weren’t converting.

Common Pitfalls to Avoid

• Not tagging your campaigns: If you don’t use consistent UTM tracking, nothing will line up

• Mismatch on attribution windows: GA4 and HubSpot count conversions differently

• Not aligning funnel definitions: Make sure “lead” means the same thing in both systems

• Trying to do it all manually: Spreadsheets break. Automate the pipeline if you can.

Final Word: Is It Worth It?

If you’re serious about improving campaign ROI, sales velocity, and marketing effectiveness, this is one of the best moves you can make.

Combining GA4 and HubSpot in one dashboard gives you full visibility. You see what’s working, what’s not, and where to focus.

And with the right setup, it doesn’t take a huge team or budget to do it.

At Pentify Insights, we help businesses set this up in a matter of weeks, not months.

Want to see what it could look like for your business? Let’s chat.