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Understand HubSpot Ads contact attribution and ad network conversions

Last updated: December 21, 2021

Applies to:

All products and plans
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. Learn more the distinctions between HubSpot contact attribution and ad network conversions.

HubSpot contacts

When a visitor submits a HubSpot form on one of your website pages, HubSpot will attribute the contact to your ad, as long as you've installed the HubSpot tracking code on your website and you've selected the appropriate attribution report on the Ads dashboard.


Network conversions

Each ad network allows you to define how to measure a conversion on your ad. These network-defined conversions will sync to HubSpot under the Network conversions field when you review metrics on your Ads dashboard.

You should not expect the number of network conversions to match the number of HubSpot contacts for a particular campaign or ad, due to the differences in how each metric is calculated: 

  • Network conversions measure the actions that people took (e.g., the number of times a form was submitted after clicking an ad), as opposed to how HubSpot contacts measure the people who took an action. For example, if a contact converted on an ad 10 times, the ad network might count those events as 10 network conversions, whereas HubSpot would only attribute the events as a single contact.
  • With the exception of contacts synced from lead ad forms, a tracking cookie must be associated with a visitor who engaged with your ad in order for HubSpot to attribute them as a contact. Ad networks do not require a user to be tracked to count an action as a conversion event.


Learn more about how to define conversion events in your Google, Facebook, and LinkedIn ad accounts.

Contacts from Facebook and LinkedIn lead ads

Both Facebook and LinkedIn allow you to create lead generation ads, which provides users a way to fill out a form directly on your ad. Any 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 Facebook page or LinkedIn ad account, these conversions will sync directly to HubSpot as contacts attributed to that ad.

If you don't see conversions from your ad account sync to HubSpot, please consult the troubleshooting guides for Facebook or LinkedIn.

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