Data in HubSpot ads doesn't match Facebook Ads or Google Ads

Last updated: October 26, 2018

Applies to:

Ads add-on
Marketing Hub
Basic, Professional, Enterprise

You may see different metrics, conversion, or lead data in HubSpot compared to Facebook Ads or Google Ads due to:

  • Differences in the time zone in your HubSpot account and Facebook Ads/Google Ads accounts
  • Differences in how conversion is defined between HubSpot and Facebook Ads/Google Ads

Please note: it is not possible to view existing leads from your ads campaigns in HubSpot. Only new leads created after connecting your ads account will appear in your HubSpot ads tool.

What is considered a "conversion" or "new contact"?

HubSpot: a new contact in the HubSpot ads tool is generated when a new contact submits a form on a page with the HubSpot tracking code installed and can be attributed back to your ad campaign. Existing contacts in HubSpot who submit your form will not appear as leads for your ad in HubSpot. Learn how HubSpot calculates leads and customers in the ads tool.

Facebook Ads: Facebook allows users to define what registers as a conversion event. For Facebook lead ads, conversions are sent to HubSpot when a visitor submits a lead form. Only new conversions after you have connected your Facebook Lead Ads account to HubSpot will sync over to HubSpot.

Google Ads: a conversion happens when someone clicks your ad, then takes an action that you’ve defined as valuable to your business (e.g., an online purchase or a call to your business from a mobile phone). These actions can be customized based on your business, and don't always mean that a visitor submitted a form.

In addition, Google will only include a conversion when reporting cross-device conversions if they have at least 95% confidence that the calculation is within 10% of the actual value.

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