Understanding your reporting

Last updated: August 27, 2026

Where your reporting lives

In your own HubSpot portal. You have full access; you are not dependent on us to run a report for you.

Why HubSpot's numbers differ from your ad platform's

This is the single most common question, and the difference is expected rather than an error.

Ad platforms count conversions they can attribute to themselves. Meta counts a conversion if someone saw or clicked a Meta ad within its attribution window, and it uses its own window and its own view of the customer.

HubSpot counts contacts and deals in your CRM. One record, one source of truth, measured against actual pipeline.

So the platform number is usually higher. That is not the platform lying, it is a different question being answered. The CRM number is the one to run the business on, because it is the one connected to revenue.

What to look at

Not impressions or clicks. They tell you an ad ran.

Qualified leads, and what they cost. Volume matters less than whether the leads are the kind your sales team can work.

Pipeline created and closed revenue. The only numbers that survive contact with a P&L.

Where deals stall. A stage where deals pile up is worth more attention than a stage with a low conversion rate, because it points at a process problem rather than a numbers problem.

If a number looks wrong

Tell us at support@romandamedia.com. Reporting that nobody trusts is worse than no reporting, because it gets quietly ignored while still costing money to maintain. A number that looks wrong is either a real problem or a definition worth explaining, and both are worth the conversation.