Last updated: June 4, 2023
You may notice that the way HubSpot attributes contacts to your Google, Facebook, and LinkedIn ads differs from the way the ad networks define conversions in your ad account. This is a result of the different metrics used in HubSpot and your ad accounts.
Please note: you should not expect the number of network conversions to match the number of HubSpot contacts for a campaign or ad due to differences in how each metric is calculated.
In general, HubSpot will attribute a contact to your ad when the following requirements are met. For more details on the requirements for contact and deal attribution, learn more about ads attribution in HubSpot.
Each ad network allows you to define how conversions are measured on your ads. These network-defined conversions will sync to HubSpot under the Network conversions field when you review metrics on your Ads dashboard. Learn more about how to define conversion events in your Google, Facebook, and LinkedIn ad accounts.
The key differences between network conversions and HubSpot contacts include the following:
Facebook, LinkedIn, and Google allow you to create lead generation ads, which allow users to fill out a form directly on your ad. Users who submit the form on your lead ad will become conversions in your ad account. If you've set up lead syncing for your ad account in your ad settings, these conversions will sync directly to HubSpot as contacts attributed to that ad.