I've recently undergone an integration of our Hubspot CMS with our Google Analytics, to push offline conversion events (e.g. sales stages e.g finance closed ) back into Google Analytics against the Google user which originally filled out a form.
The benefit to this is that it allows us to better optimise to sales, rather than leads. And also, allows us to better see customer journeys which led to sales.
To do this, we used GA's measurement protocol, which is fired when workflows are triggered in Hubspot. However, the URL needs to dynamically include the gcID and other variables which are taken from our contact records.
This feature would be very useful for any business that works in leads and offline sales (e.g. not ecommerce). I have seen increased demand from my agency's clients for this capability, and it would be great if Hubspot had a better solution to allow the dynamic webhook URLs.
