HubSpot Live Chat – GTM Recipe

Automatically track HubSpot Live Chat in Google Analytics

  • Easily import this GTM Recipe
  • Creates a Google Analytics 4 event
  • Track when the first message is sent, when conversations are closed, and when the unread messages count changes
  • Use automatically created triggers to create tags to track conversions in other tools like Google Ads & Facebook Ads



This downloadable GTM Recipe lets you track HubSpot Live Chat conversations by setting up Google Analytics tags (both Google Analytics 4 & Universal Analytics) in your existing GTM container.

You’ll get:

  • A custom event listener that “listens” for events from the HubSpot Conversations API
  • A universal trigger that works for both UA and GA4 tags and fires a “HubSpot Chat” event in the dataLayer for the following actions:
    • conversation-started – when the first message is sent by the website user in a new conversation.
    • conversation-closed – when the agent closes a conversation or the conversation times out.
    • unread-message-count-change – when the number of unread messages increases or decreases for the agent.
  • Preconfigured Google Analytics 4 event tag
    • Event Name: hubspot_live_chat
    • Parameters Name | Value:
      • action | {{hs-action}}
      • chat_id | {{hs-conversation-id}}
  • Preconfigured Universal Analytics event tag
    • Event Category: Interaction
    • Event Action: HubSpot Live Chat: {{hs-action}}
    • Event Label: {{conversationID}}


  1. Save money. Our recipes are less expensive than most web developers will charge you.
  2. Save time. Simply download this .json file and import it into Google Tag Manager instead of waiting for a developer to hardcode events.
  3. Tried & True: All our recipes are created out of necessity for our website or our clients so you know they work.
  4. Customizable. Easily adjust our events to trigger on any or all of the 3 API events.

Check out our How To Track HubSpot Live Chat In Google Analytics Using Google Tag Manager blog post for more information about this GTM recipe.

Important: Please note that all downloadable GTM Recipe products are meant for one (1) GTM container so they can only be downloaded once per purchase. If you need to use this on more than one website, please purchase multiple items. All purchases are final and non-refundable. While we’ve tried our best to make it easily transferable, we cannot guarantee that it will work for your website because every website is different. For custom tracking assistance, contact us here.

Intigress has no connection and is not affiliated in any way with HubSpot.


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