HubSpot CMS Hub
HubSpot CMS Hub is a powerful, integrated content management system designed for marketers and developers. Built on the HubSpot platform, it combines website management with CRM, marketing automation, and analytics tools to create a unified digital experience.
Overview
HubSpot CMS Hub is built for:
- Marketing teams who need tight integration with CRM and marketing tools
- Businesses looking for an all-in-one platform for content, forms, and analytics
- Companies that want personalized content experiences based on CRM data
- Organizations needing enterprise-grade security and hosting
Best For: Small to mid-sized businesses and enterprises looking for an integrated marketing and CMS platform.
Key Strengths:
- Native CRM integration with contact and company data
- HubL templating language for dynamic content
- Built-in forms, CTAs, and meeting scheduler
- Personalization using CRM data (Smart Content)
- Integrated analytics and reporting
HubSpot CMS Architecture
HubL Templating Language
HubSpot uses HubL (HubSpot Markup Language), a templating language similar to Jinja2/Liquid:
{# Access CRM data in templates #}
{% if contact.lifecycle_stage == "customer" %}
<p>Welcome back, {{ contact.firstname }}!</p>
{% endif %}
{# Loop through blog posts #}
{% for content in contents %}
<h2>{{ content.name }}</h2>
{% endfor %}
Module System
HubSpot uses a modular architecture:
- Global modules - Reusable across templates
- Local modules - Specific to individual templates
- Theme modules - Packaged with themes
- Custom modules - Built from scratch
Content Types
- Pages - Standard website pages
- Blog posts - Built-in blog system
- Landing pages - Conversion-focused pages
- Emails - Marketing emails (requires Marketing Hub)
- Templates - Coded templates for content
HubSpot-Specific Features
1. Native Analytics
HubSpot provides built-in analytics:
- Page views and sessions
- Traffic sources
- Contact attribution
- Form submissions
- CTA clicks
- Meeting bookings
Note: When adding Google Analytics or other tools, you may see duplicate data if both HubSpot and external analytics are tracking the same events.
2. Forms & Conversion Tools
HubSpot Forms:
- Automatically update CRM records
- Support progressive profiling
- Can trigger workflows and automations
- Track submissions natively
CTAs (Calls-to-Action):
- Track clicks in HubSpot analytics
- A/B testing built-in
- Smart CTAs based on lifecycle stage
Meetings Tool:
- Embedded calendar scheduling
- Syncs with user calendars
- Tracks bookings in CRM
3. Smart Content (Personalization)
Display different content based on:
- Contact's lifecycle stage
- List membership
- Country
- Device type
- Referral source
{% smart_content "my_smart_content" %}
{% smart_rule "customer" %}
<p>Special offer for customers!</p>
{% end_smart_rule %}
{% smart_rule "lead" %}
<p>Sign up for a free trial!</p>
{% end_smart_rule %}
{% end_smart_content %}
4. CMS Membership & Gated Content
Create password-protected pages and member-only areas:
- Built-in authentication
- Member registration forms
- Access control by list membership
- Single sign-on (SSO) support
Getting Started
Integrations
Learn how to add external analytics and tracking to your HubSpot site:
- Integrations Overview - All available integrations
- Google Analytics 4 - Install GA4 on HubSpot
- Google Tag Manager - Install GTM for flexible tag management
- Meta Pixel - Facebook/Instagram advertising pixel
Troubleshooting
Common issues and solutions for HubSpot sites:
- Troubleshooting Overview - All troubleshooting guides
- Performance Issues - Fix slow loading times
- Tracking Issues - Debug analytics problems
User Management
Control access to your HubSpot portal:
- User Management Overview - Managing users and permissions
- Roles & Permissions - Understanding HubSpot roles
- Adding/Removing Users - User administration
HubSpot vs Other Platforms
| Feature | HubSpot CMS | WordPress | Webflow |
|---|---|---|---|
| CRM Integration | Native | Requires plugins | Third-party only |
| Forms | Built-in, CRM-connected | Plugins required | Built-in, limited CRM |
| Personalization | Smart Content (CRM-based) | Limited | CMS Collections |
| Hosting | Included | Separate | Included |
| Learning Curve | Medium | Easy to Medium | Medium to Hard |
| Cost | $$$ (subscription) | $ to $$ (hosting + plugins) | $$ to $$$ (subscription) |
| Developer Flexibility | Medium (HubL) | High (PHP/plugins) | Low (visual only) |
Important Considerations
Checkout Access & Custom Code
Unlike open platforms, HubSpot has specific areas where custom code can be added:
Site-Wide:
- Settings → Website → Pages → Site Header HTML - Loads on all pages
- Settings → Website → Pages → Site Footer HTML - Loads on all pages
Page-Level:
- Advanced Options → Additional code snippets - Page-specific code
- Template code - For developers with design tools access
Blog-Specific:
- Settings → Website → Blog → Advanced - Blog template code
Performance & CDN
HubSpot automatically:
- Serves assets via CDN
- Optimizes images
- Minifies CSS/JS (in production)
- Provides SSL certificates
- Handles caching
Note: External scripts (analytics, GTM, pixels) are not automatically optimized. See Performance Troubleshooting.
Analytics Conflicts
HubSpot's native analytics can conflict with external tools:
- Forms: HubSpot tracks all form submissions; external tools need custom events
- CTAs: Click tracking may duplicate between HubSpot and GA4
- Page views: Both systems track views, resulting in duplicate data
See Troubleshooting Tracking Issues for resolution strategies.
Next Steps
Choose your path based on your needs:
- Setting up analytics? → Start with Integrations Overview
- Having tracking issues? → Check Troubleshooting
- Managing team access? → See User Management
For general website analytics concepts, see the Analytics Hub.