How to Connect HubSpot to Looker Studio

Getting your HubSpot data into Looker Studio (formerly Google Data Studio) should be straightforward, but it can quickly become a headache. Right now, there is no direct connector from Google to pull your contact, deal, and company data out of HubSpot. In this tutorial, we will walk you through the most common and effective methods to connect your HubSpot data to Looker Studio so you can build the custom cross-platform dashboards you need.

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Why Connect HubSpot and Looker Studio Anyway?

Before jumping into the "how," let's quickly cover the "why." HubSpot has its own reporting tools, but they have limitations, especially when you need to see the bigger picture of your business. Connecting it to a flexible tool like Looker Studio unlocks a few key advantages:

• A Single Source of Truth: Your business performance isn't just what happens in HubSpot. You have website traffic in Google Analytics, ad spend in Facebook and Google Ads, and payment data in Stripe or Shopify. Looker Studio allows you to bring all of this data together into one dashboard to get a complete story of your customer journey, from ad click to signed deal.
• Endless Customization: While HubSpot dashboards are great for at-a-glance metrics, Looker Studio gives you a blank canvas. You can build completely custom visualizations, brand reports with your own logos and colors, calculate unique metrics, and design your layout exactly how you want it. You aren't limited to the widgets HubSpot provides.
• Effortless Sharing: Looker Studio reports are incredibly easy for your team or clients to access with a simple link. This means you can share critical sales and marketing performance data with stakeholders without needing to give them a paid seat or full access to your HubSpot portal.

Understanding the Challenge: No Native Connector

The first thing to understand is that Google does not offer a free, native connector for HubSpot like it does for Google Analytics, Google Ads, or Google Sheets. When you search for data sources inside Looker Studio, you won't find a HubSpot option built by Google.

This means we have to rely on a go-between to get the data from Point A (HubSpot) to Point B (Looker Studio). There are a few ways to do this, ranging from fully automated (but paid) to manual (but free). We’ll cover the two most popular methods below.

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Method 1: Use a Third-Party Partner Connector

The easiest and most reliable way to connect HubSpot to Looker Studio is through a "partner connector." These are data pipeline tools built and maintained by other companies specifically for getting data from various platforms into BI tools. They handle the technical side of things, providing a seamless bridge.

These connectors automate the entire process, pulling your HubSpot data on a set schedule so your Looker Studio reports are always up to date. While this is the recommended approach for any serious reporting, it’s important to note that these are paid subscription services.

Popular and trusted options include:

• Supermetrics
• Power My Analytics
• Funnel.io
• Adverity

The setup process is very similar for each of them. We’ll walk through the general steps you'll take to get started.

Step 1: Choose and Sign Up for a Connector Service

First, you’ll need to select a service and sign up for an account. Most of them offer a free trial (usually 14 days), so you can test it out to make sure it meets your needs before committing. This is a great way to build your initial dashboard and see the value firsthand.

Once you've created an account with a service like Supermetrics, you'll manage your connections from their web interface.

Step 2: Authenticate HubSpot within Looker Studio

Now, head over to Looker Studio and create a new, blank report. You will be prompted to add data to your report.

In the "Connect to data" window, use the search bar to find the partner connector you chose (e.g., search for "Supermetrics"). When you select it, you'll be guided through an authorization process.

This involves two authentications:

1. You'll first connect Looker Studio to your partner connector account (e.g., your Supermetrics account).
2. Then, the connector service will prompt you to log into your HubSpot account and grant it permission to access your data. This is a standard and secure OAuth process where you'll select the HubSpot portal you want data from.

Once you’ve granted access, the two platforms can communicate.

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Step 3: Configure Your HubSpot Data Source

This is the most important step. Don’t skip the configuration options! The connector tool will present you with a series of drop-down menus to specify precisely which data you want to pull from HubSpot. You can choose:

• Object Type: Do you want to report on Deals, Contacts, Companies, Tickets, or Engagements? You'll select the primary object here.
• Fields/Properties: This is a list of all available properties for the object you selected. This includes default properties like Amount, Create Date, and Lead Status, as well as any custom properties you've created in HubSpot.

Pro Tip: Only select the fields you absolutely need for your report. Pulling every single property will make your data source large and can significantly slow down your report's loading speed. Start lean - you can always come back and add more fields later.

Step 4: Connect and Start Building Your Dashboard

After finalizing your data configuration, click the "Connect" button in the top corner of the screen. Looker Studio will now create your HubSpot data source. From this point on, you can start dragging fields onto your report canvas to build charts, scorecards, and tables just like you would with any other data source.

The beauty of this method is that your data will refresh automatically. Most connectors sync data hourly or daily, ensuring your dashboard reflects reality without you ever having to lift a finger.

Method 2: The Google Sheets "Middle-Man" Approach

If you're on a tight budget or just need a one-time static report, you can use Google Sheets as a manual go-between. This method is completely free but requires you to manually refresh the data, making it unsuitable for real-time monitoring.

When to Use This Method:

• You have a very limited budget and can't pay for a connector.
• You only need to prepare a static weekly or monthly report where performance data doesn't change after the fact.
• Your dataset is relatively small and can be easily managed in a spreadsheet.

Step 1: Export Your HubSpot Data into a CSV File

First, log into HubSpot. You can export data for nearly any object (deals, contacts, etc.).

1. Navigate to the object you want to export (e.g., go to Sales > Deals).
2. Apply any filters you need to narrow down the data. For example, you might filter for deals created in the "Last quarter."
3. Click the Export button, usually found in the top right.
4. Choose your file format (CSV is best for Google Sheets) and select which properties you want to include in the export.
5. HubSpot will then process the export and email you a link to download the file.

Step 2: Import the CSV into Google Sheets

Next, open a new, blank sheet in Google Sheets. From the menu bar, go to File > Import > Upload and select the CSV file you just downloaded from HubSpot. Google Sheets will automatically parse the data into columns and rows.

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Step 3: Connect Google Sheets to Looker Studio

Now for the easy part. Go back to Looker Studio, click "Add data," and use the native "Google Sheets" connector. You'll be able to select the spreadsheet and the specific worksheet you just uploaded. Looker Studio will instantly pull the data in, and you can begin building your visuals.

The major downside of this method is that your dashboard is now a snapshot in time. To update your report next week, you'll have to repeat the entire process: export a fresh CSV from HubSpot and either replace the data in your Google Sheet or create a new one.

Best Practices for Your HubSpot + Looker Studio Dashboard

Once you’re connected, follow these tips to build reports that are truly useful.

• Start with a Question: Don't just dump data onto a page. Ask a specific business question first, like "What channels are generating contacts that actually close into customers?" or "How is our sales team's deal velocity trending month-over-month?" A clear question will guide the charts you choose to build.
• Blend Your Data: The "superpower" of Looker Studio is data blending. Create a blended data source that connects HubSpot contacts with Google Analytics session data (using email or created date as a join key) to see the full funnel from first website visit to qualified lead.
• Separate Your Reports: Avoid creating a single, massive "God-view" dashboard with dozens of charts. It will be slow and confusing. Instead, create separate, focused reports for different purposes: one for marketing lead generation, one for the sales pipeline, and another for customer service tickets.

Final Thoughts

Connecting HubSpot to Looker Studio opens up a whole new world of reporting possibilities that aren’t available within HubSpot’s native dashboards. While there is no direct connector, using a third-party service is a reliable and highly effective way to automate the process and keep your reports up-to-date. For simpler or one-off reports, using Google Sheets as a bridge is a perfectly good free alternative.

We know firsthand that setting up data connectors and pulling reports week after week can be full of time-consuming manual work - it’s exactly why we built our platform. With Graphed , you simply connect your data sources like HubSpot and dozens of others, often with one simple click. Then, instead of spending hours figuring out a BI tool, you can just ask questions in plain English, like "Create a dashboard showing how many contacts we got from our blog vs our Facebook Ads last month," and get a live, automated dashboard built for you in seconds. It allows you to skip straight to the insights without the setup headache.