If you’re using HubSpot, here’s why you also need Usermaven

Anyone who’s used HubSpot, already know how good it feels to have everything in one place: your leads, deals, and campaigns, all tidy and trackable. 

But after a few months of running campaigns, a pattern appears. You notice the reports look great, yet something feels missing.

HubSpot tells you what happened: 300 new leads this month, 25 deals closed, 5 campaigns performing well. But it doesn’t tell you why.

You don’t know what those people did before becoming leads, what made them finally convert, or how they engage with your product after the sale.

That’s the gap most marketers don’t talk about. And that’s exactly where Usermaven changes everything.

Why HubSpot and Usermaven work better together

Think of HubSpot as your system of record. It’s where you store all your contacts, deals, and campaign data.

Now think of Usermaven as your system of insight. It’s where you uncover what’s really happening behind those numbers.

When you connect both platforms, every lead in your CRM comes with its full backstory from first interaction to conversion.

Let’s say a new contact appears in HubSpot. With Usermaven connected, you can trace their path from the very first website visit, see which pages caught their attention, and what finally made them convert. You can also track how they interact with your product after the sale.

That kind of visibility turns your marketing reports into real customer journeys that everyone on your team can understand.

Bridging HubSpot’s data gap with Usermaven

HubSpot is a brilliant CRM, but like most, it has blind spots. Here’s where it leaves you guessing and how Usermaven fills the blanks.

What HubSpot does	What you still don’t see	What Usermaven adds
Tracks contacts after they fill out a form	What they did before they converted	Full journey from first click to signup
Shows campaign performance	Which campaigns actually drove revenue	Multi-touch attribution across all channels
Stores deal and pipeline data	What customers do inside your product	Automatic product & feature usage tracking
Offers basic funnels and reports	No retroactive analysis or behavioral depth	AI-generated, multi-stage funnels and trends

Once you see your marketing through this wider lens, you’ll never go back to “just HubSpot reports.”

How Usermaven completes the picture

So, here’s what happens when you combine HubSpot’s CRM power with Usermaven’s analytics intelligence.

1. Track the full journey from first visit to closed deal

Usermaven records every anonymous visitor’s behavior from the moment they land on your site. When that person finally signs up or makes a purchase, Usermaven connects their browsing history to their HubSpot contact.

Now, instead of just seeing “Leah – source: Google Ads,” you can view her entire journey. You’ll see that she visited your pricing page three times, clicked a LinkedIn ad, and signed up after reading your case study.

As shown in the individual profile timeline inside Usermaven, you can see every touchpoint from first visit to final conversion.

2. Capture meaningful behavior without setup headaches

With HubSpot, detailed event tracking can be tricky. With Usermaven, it happens automatically. You can see clicks, product usage, feature engagement, and even custom events.

This gives you a clear view of how users interact with your website or product after converting, making customer retention analysis easier and more actionable for your team.

In the image below, the user journey visualization in Usermaven highlights how visitors move through your site, showing drop-offs and conversions in a clear, visual flow.

3. Get attribution that reflects real customer behavior

Not all conversions follow a simple first-click or last-click path. Some people take days or weeks, interacting with multiple channels before buying.

Usermaven helps you analyze that reality with flexible attribution models like time-decay, position-based, or custom ones that match your marketing strategy.

You can finally see which campaigns truly influence conversions instead of relying on surface-level numbers.

The image below shows the attribution feature in Usermaven, comparing multiple attribution models to reveal which channels actually drive revenue.

4. Build smarter customer segments

Once HubSpot and Usermaven data are connected, segmentation becomes far more powerful. You can create highly specific audiences such as:

• Users who came from a paid campaign and used your product within the first 24 hours
• Customers who engaged with your latest email campaign but haven’t upgraded yet

These insights help you target the right users with the right message at the right time.

The image below shows how easy it is in Usermaven’s segments view to mix CRM attributes with behavioral data to define laser-focused customer groups.

A quick example

A B2B SaaS company used HubSpot to track leads from multiple campaigns; Google Ads, LinkedIn, and webinars. HubSpot showed conversions, but the team couldn’t tell which channels actually drove pipeline value or which users stayed active after signup. After integrating Usermaven, they connected the dots across the full customer journey. The data revealed that leads from Google Ads converted faster but had lower product engagement and retention. In contrast, webinar leads took longer to convert but showed higher activation rates and better renewal odds.Armed with these insights, the marketing team reallocated 25% of their ad budget from generic search campaigns to high-intent webinar promotions. They also refined their nurturing flow in HubSpot, sending feature-driven onboarding sequences to ad leads flagged by Usermaven as “low engagement.”Within two months, trial-to-paid conversion rates rose by 18%, and churn rate among new customers dropped by 12%.By connecting HubSpot and Usermaven, they collected data and used it to build a smarter, more profitable acquisition strategy.

5 powerful benefits of integrating HubSpot with Usermaven

Once you’ve connected both platforms, you’ll notice an immediate difference in how you see your marketing data.

1. A single source of truth

All your customer data from CRM records to behavioral analytics comes together in one place, eliminating silos and confusion.

2. Faster, smarter decisions

Instead of juggling separate reports, your team sees unified insights that make performance analysis quick and actionable.

3. Improved marketing efficiency

With accurate attribution, you can identify which campaigns deserve more budget and which need a rethink, maximizing return on investment.

4. Easy cross-team alignment

Sales, marketing, and product teams work from the same real-time data, making collaboration smoother and reporting consistent.

5. Stronger customer relationships

When you understand both behavior and context, your messaging becomes more personal and your customer experience naturally improves.

Connect HubSpot and Usermaven in 4 easy steps

You don’t need to be technical to set this up. Here’s how to do it in simple steps:

1. Connect your HubSpot account
   In Usermaven, open your workspace settings, find the HubSpot integration, and connect your account. Once you authorize access, data syncing begins automatically.
2. Install the Usermaven tracking script
   Add the tracking code to your website and product. This captures anonymous user activity and feeds it into your analytics.
3. Set up identity stitching
   This feature connects a user’s anonymous browsing data with their CRM record once they sign up or log in. It’s the key to getting a complete, accurate view of the customer journey.
4. Check your sync
   After a few hours, you’ll see data flowing between both systems. Open a contact profile in Usermaven to confirm you can see both CRM properties and user actions in one place.

That’s all it takes. You’ll go from partial visibility to complete customer clarity in just a few steps.

Ready to connect the dots?

HubSpot is an incredible tool for managing data, campaigns, and deals. But when it comes to understanding what truly drives conversions, you need visibility that goes beyond CRM data.

By integrating Usermaven, the best website analytics tool for HubSpot users, you turn your CRM into a complete growth intelligence system. You can see exactly where your customers come from, how they interact with your website or product, and what actions lead them to convert.

This level of clarity transforms how you make marketing decisions, helping your team focus on what genuinely drives results instead of guesswork.

If you’re already using HubSpot, don’t stop at campaign tracking. Connect it with Usermaven and get the full story behind your data.

Ready to see what your HubSpot data has been missing? Book a demo today and discover how Usermaven can turn your insights into growth.

FAQs

Does Usermaven modify my HubSpot data?

No. The integration is read-only, so Usermaven only reads your HubSpot data. Your CRM records remain exactly as they are.

Can I use Usermaven with multiple HubSpot accounts or workspaces?

Yes. If your team manages multiple HubSpot portals for different brands or regions, you can connect each one to a separate Usermaven workspace. This allows you to keep data clean, organized, and easy to compare across projects.

Does Usermaven track HubSpot form submissions or landing page performance?

Absolutely. Once integrated, Usermaven can track HubSpot form submissions, measure landing page engagement, and attribute those actions to marketing campaigns or traffic sources. You’ll see which pages and forms actually drive conversions.

Can Usermaven help identify drop-off points in my HubSpot funnels?

Yes. With funnel and journey tracking, you can see where leads drop off before becoming customers. This helps you pinpoint bottlenecks and optimize campaigns or sales processes accordingly.

Is the Usermaven integration safe for sensitive CRM data?

Yes, absolutely! The connection is fully secure and read-only. Usermaven only pulls data from HubSpot for analytics and attribution purposes; it never edits or overwrites your CRM records.

What teams benefit most from this integration?

Marketing, growth, and product teams all gain visibility. Marketers understand campaign ROI, sales teams see which touchpoints influenced deals, and product teams learn which in-app actions drive retention.

Does the integration support ecommerce tracking for HubSpot users?

Yes. Ecommerce brands using HubSpot can track customer behavior from website visit to checkout. Usermaven attributes every sale to the right source and highlights what actions lead to higher lifetime value.