What this means for your store
HubSpot's analytics tools - Traffic analytics, Web analytics, and Campaign analytics - report sessions, sources, page performance, and form conversions for HubSpot CMS sites or any domain with the tracking code. They overlap GA4 but stay inside CRM permissions: marketers see which guides and collection pages spawned contacts and influenced deals without exporting to BigQuery. Thin for SKU-level ecommerce; fine for weekly standups on lead-gen content.
Scenario on a real storefront
Before Friday's pipeline review, the marketing lead at a B2B cybersecurity vendor opens Traffic analytics to compare organic vs paid paths into /demo and /pricing - same numbers the reps will ask about in the meeting:
# Marketing → Analytics → Traffic analytics (last 30 days)
/sources - Direct, Organic, Paid, Email, Social
/pages - /pricing, /demo, /resources/zero-trust-checklist
/contacts - new contacts by source
# Web analytics
sessions, bounce rate, conversion rate (form CTA)
# Campaign analytics (UTM-grouped assets)
Campaign: "Q2 ABM - retail vertical"
sessions: 6_180
new contacts: 241
influenced deals: 11
# vs GA4
# No BigQuery export here - use GA4 for item-level purchase and explorationsWhat to do next
- Use HubSpot dashboards for weekly marketing standups; keep GA4 for add-to-cart funnels and item-scoped ecommerce.
- Split /blog vs /collections paths to see what creates new contacts vs nudges existing wholesale accounts toward reorder.
- UTM-tag every PDF, partner banner, and QR code - untagged assets show as Direct and wreck post-mortems on ABM spend.
Bottom line
HubSpot analytics is the fast CRM-native view of traffic and form conversion. Pair it with GA4 when you need product-level purchase data or warehouse exports.