Brandwave

Google Analytics vs HubSpot:Which is more popular?

In September 2026, HubSpot had more branded searches than Google Analytics among marketing analytics platforms worldwide. HubSpot had about 1.5 million branded searches, while Google Analytics had 466,000. HubSpot made up 58% of all marketing analytics platform searches we track, and Google Analytics accounted for 17.8%. When we asked ChatGPT and Google AI Overviews about marketing analytics platforms, Google Analytics and HubSpot each appeared in three of the five answers. Google Analytics was mentioned before HubSpot in every answer that named either.

Among marketing analytics platforms worldwide in September 2026

Who do people search for more?

HubSpot, about 3 searches for every 1 for Google Analytics

HubSpot 1.5M searchesGoogle Analytics 466K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

Google Analytics in 3 of 5HubSpot in 3 of 5

Who does AI recommend more?

Google Analytics, named ahead of HubSpot in 3 of 3 answers

Google Analytics first in 3HubSpot never first

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Top marketing analytics platforms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Google Analytics and HubSpot were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Google Analytics was listed before HubSpot in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Google Analytics1st
  2. HubSpot2nd
  3. AgencyAnalytics3rd
  4. Supermetrics4th
  5. Triple Whale5th
  6. Looker Studio6th
  7. Funnel7th
  8. Mixpanel8th
  9. Adverity–
  10. Dataslayer–
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Looker Studio4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HubSpot3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Google Analytics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supermetrics3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Triple Whale3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Mixpanel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AgencyAnalytics2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Funnel2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Adverity0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dataslayer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about marketing analytics platforms

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Is Google Analytics or HubSpot more popular in search?

This chart shows how often people search Google for Google Analytics and HubSpot by name. Each line represents a brand's share of searches for all 12 marketing analytics platforms we track, month by month, from English-language searches worldwide.

Google Analytics and HubSpot among marketing analytics platforms worldwide, by month

Share of searches by month for HubSpot, Google Analytics. The figures are in the table below the chart.

View monthly share of searches table
MonthHubSpotLooker StudioGoogle AnalyticsMixpanelSupermetricsTriple WhaleAgencyAnalyticsAdverityFunnelDataslayerTapClicksClarisights
Oct 202557.1%26.6%10.3%2.8%1%1.2%0.55%0.2%0.13%0.09%0.07%0.03%
Nov 202553.3%25.3%11.8%5.8%1.2%1.4%0.63%0.23%0.12%0.1%0.07%0.04%
Dec 202551.1%29.2%11.3%4.6%1.1%1.5%0.61%0.22%0.12%0.12%0.08%0.04%
Jan 202659.5%23.3%10.7%2.9%1.1%1.4%0.58%0.17%0.11%0.11%0.07%0.03%
Feb 202655.5%26.7%12.2%1.8%1.2%1.3%0.66%0.2%0.13%0.13%0.08%0.04%
Mar 202657.6%22.5%14.3%1.9%1.2%1.4%0.56%0.17%0.11%0.11%0.06%0.03%
Apr 202657.9%22.4%14.5%1.9%1.1%1.3%0.56%0.17%0.09%0.09%0.06%0.03%
May 202654.1%25.4%14.6%1.8%1.5%1.5%0.53%0.19%0.1%0.1%0.13%0.03%
Jun 202657.6%22.1%14.4%2.3%1.4%1.3%0.46%0.17%0.09%0.09%0.06%0.03%
Jul 202652.2%24.3%17.3%2.1%1.9%1.3%0.51%0.15%0.08%0.1%0.05%0.03%
Aug 202654.9%21.2%18.2%1.8%1.6%1.3%0.44%0.16%0.08%0.08%0.06%0.03%
Sep 202658%18.2%17.8%2.3%1.4%1.3%0.46%0.17%0.07%0.07%0.05%0.03%

How has the Google Analytics and HubSpot comparison changed over the last 12 months?

3 findings

How did search popularity change for marketing analytics platforms worldwide in September 2026?

2 changes

  1. In September 2026, HubSpot gained share of searches among marketing analytics platforms worldwide, from 54.9% to 58%.

  2. Estimated monthly branded searches for Google Analytics worldwide rose 69.5% over 12 measured months, from 275K to 466K in September 2026.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using Google Analytics’ and HubSpot’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Google Analytics

2 branded search terms

  • ga4
  • google analytics 4

HubSpot

21 branded search terms

  • crm hub spot
  • crm software hubspot
  • crm system hubspot
  • crm systems hubspot
  • hubspot
  • hubspot app
  • hubspot breeze
  • hubspot cms
  • hubspot commerce hub
  • hubspot content hub
  • hubspot crm system
  • hubspot customer relationship management
  • hubspot forms
  • hubspot landing pages
  • hubspot marketing crm
  • hubspot operations hub
  • hubspot sales
  • hubspot sales hub
  • hubspot sales software
  • hubspot service hub
  • sales crm hubspot

How the Brand Demand Index is measured

Other head-to-heads among marketing analytics platforms

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