How to connect Hubspot to Google Data Studio (Free and paid methods)

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In this guide, you’ll learn how to automate your Hubspot Marketing and CRM reports on Google Data Studio, taking free and paid options into account. 

No code skills are required, and we’ll provide you with a template to automate your CRM, Sales, and Marketing reporting in seconds. This way,  you can visualize your Hubspot data without worrying about complex integrations.

In a nutshell, to connect Hubspot to Google Data Studio, access the Hubspot connector for Data Studio, log in with your Google account, log in with your Hubspot account, and bring one account at a time. Automatically, Porter will generate a report template that you can customize as you need. The entire process may take one minute. 

Google Data Studio is one of the best options to visualize your Hubspot data  because: 

  • Unlike Hubspot, Data Studio allows you to connect multiple data sources and create a centralized reporting dashboard. This is useful to include other marketing data from platforms like Facebook Ads, Google Ads, etc. 
  • Data Studio’s visualization capabilities are much more advanced than Hubspot’s native reporting tools

Free and paid methods to get Hubspot reports on Google Data Studio

There are different options to connect Hubspot to Google Data Studio:

  • Free Hubspot connector
  • Paid Hubspot connectors
  • Exporting a CSV (also for free)

Free and paid Hubspot connector for Google Data Studio

You can connect Hubspot to Google Data Studio for free with the Hubspot connector for Data Studio by Porter. This automated process will automatically update your Google Data Studio report. 

The free version will give you historical data of up to a month. During the first 14 days of use, you’ll have access to all the historical data available. After that, you’ll only be able to see the last 30 days of data.

If you always want to access the whole Hubspot historical data, you can upgrade to the paid version of the connector. Our plans start at $15/mo. On average, customers pay around $40/mo. 

Exporting to CSV

This method requires you to export your Hubspot data as a CSV file and upload it into Google Data Studio.

This is a manual process and requires periodic extraction. To keep the fields updated in Google Data Studio, complete the data harmonization, formulation, and many more tedious processes are needed.

If you decide to go further with this method, consider free but will take a big part of your time.

To export your Hubspot data as a CSV file,  go to your Hubspot account and navigate the reports tab. Then, click on the export button and select CSV from the dropdown menu.

You can check this guide to know how to export a report as a CSV o Excel file from Hubspot.

Now, to upload the CSV file into Google Data Studio, you can go to your Google Data Studio account and click on “Create.” Then, click on “Data Source.” Finally, under the connectors tab, click on “File Upload.” Choose the CSV file you exported from Hubspot and click on “Connect.”

Connecting Hubspot data to Data Studio

If you’re like most Hubspot users, you probably love the platform for its ease of use and comprehensive features. But when it comes to reporting, things can get a little bit tricky. That’s where Google Data Studio and Porter Metrics come in. 

Learn to automate your Hubspot reports on Google Data Studio with the Porter Metrics connector and get all the data you need to make better decisions without ever having to write a line of code. 

You can visit the Hubspot connector for Google Data Studio for more details.

Log in with Google

You need to click on the Hubspot connector for Google Data Studio to be redirected to the login session. If your account is closed or you don’t have one, you’ll need to sign in to your Google account or create a new one.

Now, authorize the connection with your Google account. 

You should use the same Google account as the currently used on Data Studio.

Now, allow the connection between Google and Porter. 

Once the Google account is connected, Hubspot will ask you for authorization. You can click on “Authorize” to authorize the connection with Hubspot. In this way, we are moving on to the next step.

Log in with your Hubspot account

Now, you need to log in with your Hubspot account. You can use the same login credentials to access the Hubspot platform.

Now, you can choose the Hubspot account you want to connect to report on Google Data Studio.

You’ll find the permissions you’re granting Porter Metrics to your Hubspot account.

All these permissions are required to let Porter retrieve your Hubspot data for reporting. We won’t use any other info or collect your contacts without your consent. To learn more, read about how Porter ensures data privacy and security.

Click on Connect app and confirm you’re not a robot. 

Finally, your Hubspot account is connected! If not done automatically, close the tab to continue to set up your report.

Account parameters

Now, the connector will ask you for your Hubspot account parameters, and you should set them. 

When clicking on the account name dropdown, you’ll choose the Hubspot account you previously have connected.

Porter will display the type of plan it has and its ID.

We recommend using the date when the contact was created to ensure your data is consistent with Hubspot’s default reporting for the contacts reporting time.

Also, we suggest you choose the recommended option for the deals reporting time.

After you have filled out all the parameters, click on CONNECT in the top-right corner of the page.

Finally, you’ll find the Hubspot fields list. Click on Create report in the top-right corner of the page.

Now, you can bring your Hubspot CRM and Marketing analytics data to Google Data Studio automatically and with no code. 

As you may have seen, Porter Metrics is the simplest way to connect your data. With our Hubspot connector, you can connect your account in minutes and get all the data you need.

If you want to learn more about using Data Studio, check out our blog post on How to use Google Data Studio. And if you’re looking for more ways to connect your data, be sure to check out our list of the best Data Studio connectors.

Load a default report template

We’ve created a default Hubspot report template with some of the most essential metrics for HubSpot users to make your life easier. To use this template, simply click on “get template” and make a copy.

Hubspot metrics and KPIs worth tracking

Now that you have your Hubspot data in Data Studio, it’s important to know what are the most relevant metrics and KPIs on Hubspot. So, in this way, you can track the evolution of your business and make better decisions.

You can also read the following article to know the complete list of Hubspot metrics

Hubspot CRM

Company:

Companies and contacts have different properties. When we talk about company, we are referring to the organization that a contact belongs to. Also, multiple contacts can be associated with one company.

This information is important because it gives you insights into the size of the company, the industry, and more. Let’s take a look at Hubspot’s default company properties:

Company information: includes data such as industry, name, postal code, number of employees, number of associated contacts, time zone, phone number, and more. 

Social media information: incudes data relate to social media such as Facebook and LinkedIn company page, Facebook fans, Twitter followers, and more. 

Web analytics history: This includes data such as sessions, page views, and sources. 

Conversion information: Includes data such as first conversion (and date), number of form submissions, recent conversion (and date).

You can know in detail all these properties by reading the next article: Hubspot’s default company properties

Contacts:  

This metric includes the number of contacts, new contacts, and lost contacts. Hubspot also categorizes your contacts based on where they are in your marketing and sales processes. The lifecycle stage by Hubspot contains the following stages:

  • Subscriber 
  • Lead 
  • MQL (marketing qualified leads)
  • SQL (sales qualified leads)
  • Opportunity 
  • Customer Evangelist

Do you want to know more about the sales cycle? Please check the following content by Hubspot: Lifecycle stages.

Deals: 

This metric includes different properties to help you track and manage your deals, such as the number of deals and won and lost deals. You can also create custom deal properties to capture the information most relevant to your business needs.

Take a look and check Hubspot’s default deal properties

Line ítems:

This metric is particularly important for businesses that sell products or services with multiple line items. With this metric, you can track the quantity, price, and product of each line item in a deal.

Product:

If your business sells products, this metric will be very useful to you. You can use it to track inventory, pricing, multiple currencies, and products.

You can learn more about line items and products in the following article: Creating products in the product library

Hubspot marketing analytics

Forms submissions

This metric includes information about the forms that have been submitted, the number of submissions. You will be able to track metrics such as:

  • CTAs clicked:  Information about the CTAs that have been clicked (number of clicks)
  • Conversion rates: This shows the percentage of people who have completed a goal. 

Traffic:

Hubspot can also provide you with general information about your traffic including the number of unique visitors, page views, and bounce rate.

Learn how to analyze your traffic with Hubspot

Pages:

This metric is particularly important for understanding which pages on your website are most popular and how they contribute to your overall traffic. 

If you have a blog, this metric will be very useful to track the number of views, social shares, and comments for each blog post. And if you have landing pages you will be able to track the number of views, conversion rate, and average time on page. 

Acquisition sources:

This metric is used to track where your traffic is coming from. The most common acquisition sources are:

  • Organic search
  • Paid search
  • Social media 
  • Referral traffic 
  • Email marketing

You can read the following article to understand HubSpot’s traffic sources.

Now that you know which metrics and KPIs are worth tracking on Hubspot, it’s time to let you know how to customize your reports. 

Customizing your Hubspot report

Once you have understood the Hubspot metrics, you will create your first charts if you haven’t. However, remember you always have the option to use a Porter Metric template.

Also, we prepared a video tutorial to show you how to create your first charts and graphs on Google Data Studio.

Follow these steps to create your first charts: 

  • Open the Google Data Studio report on the edit mode.
  • Go to the menu and click on “Insert” or “Add a Chart”. 
  • Choose a chart type (scorecard, time series, tables, pie charts, and bar charts are the most common).
  • Make sure the chart is linked to the Hubspot connector.
  • Depending on the chart, you should choose a combination of metrics and dimensions.
  • Set to compare the data against the last period

Filters and controls

Filters and controls on Google Data Studio make your reports interactive and clean your data. 

A good use case for filters and controls with Hubspot may be filtering Contact properties like company, industry, lifecycle stage, geo, etc.

For sales performance reports, you can have different options to filter, such as:

  • Date range by: Filters the records that are within this date, based on their property values. The date property used is stated.
  • Group by: Segments the records based on their owners or their owners’ teams.
  • Select reps: Filters the records based on their owners.
  • Select teams: Filters the records based on their owners’ teams.
  • Pipeline: Filters the records based on their deal pipeline.

We prepared this tutorial on how to create filters and controls on Google Data Studio:

Custom formulas

When it comes to formulas, think of Google Data Studio like Google Sheets: you can calculate any sort of metrics with countless math functions. 

For Hubspot, you can use custom formulas to calculate conversion rates from visitors to contacts, leads, or customers.

You can read this article to know more about calculation properties on Hubspot.

Learn how to create your custom formulas by yourself following the next video tutorial: How to Build Calculated Fields in Google Data Studio

Case statements

As you set formulas to create metrics, you can use case statements to create new dimensions.  

We can group contacts by personal emails or business emails by including in one category all the addresses that are Gmail, Outlook Yahoo, etc., and in the other category, we can include company domain emails.

You can also create a new dimension called “Stage” that takes the value of the Lifecycle Stage field and converts it to a stage name. 

This is just the tip of the iceberg when it comes to what you can do with Data Studio and Hubspot data. 

Here are our tutorials on case statements and regular expressions

Blending Hubspot data with Facebook Ads

A great use case of the Hubspot connector for Google Data Studio is combining it with other connectors, such as Facebook Ads or Google Ads. You may match acquisition sources between contacts and Facebook Ads UTMs so you can know exactly where a contact came from.

If you want to know more about blending, we encourage you to watch the next video tutorial:

Google Data Studio: Blending Data / Examples and Step by Step

These are the basic steps to combine your data:

  • Open the Google Data Studio report on the edit mode.
  • Click on Manage added data sources and make sure to connect your Hubspot data, (and any other connector you might use). 
  • Create a table for each connector whose dimension is equivalent to the date and the metrics are conversions and ad spends (or any metric you may want to compare). 
  • Make sure the tables are beside each other on the same page. 
  • Select the three tables and do a right-click. 
  • Select Blend data.
  • Google Data Studio will automatically create a table combining the metrics of the connectors. 
  • To verify the data was correctly blended, go to edit the blended data source and make sure that the dimensions equivalent to the date work as the join keys. 

Customizing your report

You can customize your report, personalize your charts and add colors and logos to match the branding of your company. You can also add headings and descriptions to help you tell a story with your data.

In this way, you’ll be able to quickly create reports that are informative and visually appealing.

We prepared a video tutorial showing you ways to customize your Hubspot reports (and even make them Whitelabel).

Sharing your Hubspot report

Google Data Studio, such as other Google products, has great collaboration and sharing features. After you have created your Facebook Ads report, you can share it with other people in your organization by clicking on the share button and then copying the link.

You can also publish your reports to the web so that anyone with the link can view them.

With Google Data Studio you can: 

  • Choose the Gmail/G Suite users who can access your reports as editors or viewers 
  • Schedule email deliveries
  • Share a link to access the report
  • Download a PDF version
  • Embedding the report on another website

We covered this topic in the following video tutorial:

Hubspot report templates for Google Data Studio

It’s ok if you want to design your own Data Studio report but we’ve prepared a  Hubspot report template covering all the possible use cases so you can avoid creating them from the very beginning. 

If you’re not a HubSpot user, don’t worry! We have templates for other platforms like Google Ads, Google Analytics, Facebook Ads, and more.

You can copy and paste our reports template to save time, and you can also watch our tutorial on how to use Data Studio report templates.

We encourage you to always keep learning and visit Porter Metrics to review all the resources you can use to automatize your data information reports.

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