Why it happens
View-through conversions
View-through conversions
LinkedIn counts members who saw an ad inside the view window and converted on your site later. HubSpot files them under whatever visit it tracked, usually organic, direct or Google.
Existing contacts
B2B audiences overlap your CRM. A LinkedIn lead who is already a contact keeps their old original source in HubSpot.
Lead Gen Forms not synced
A Lead Gen Form only reaches HubSpot when it is connected in HubSpot. A new form launched mid-month can collect leads HubSpot never sees.
Missing UTMs on website ads
LinkedIn traffic without UTMs lands as Social Media or referral in HubSpot, not Paid Social.
How to line them up, step by step
Split LinkedIn post-click from view-through
In Campaign Manager open Columns, Conversions and leads, and add post-click and view-through conversions separately. Compare HubSpot with post-click and Lead Gen Form leads only.
Confirm every Lead Gen Form is synced
In HubSpot go to Marketing, Ads, open the LinkedIn account and check Lead syncing lists every active Lead Gen Form as connected.
Report HubSpot by original and latest source
Build a contacts report on Create date with Original Source, and a second with Latest Source, so existing contacts who converted from LinkedIn show up.
Judge on pipeline
Report deals created by contact source for the quarter. LinkedIn is usually a long cycle channel and lead counts undersell it.
Steps checked against LinkedIn Marketing Solutions Help: LinkedIn conversion window; HubSpot Knowledge Base: Sync leads from LinkedIn Lead Gen Forms; HubSpot Knowledge Base: Understand the original source and latest source properties.
Sprites diagnoses this
Sprites diagnoses it
Sprites lines up your HubSpot pipeline and LinkedIn numbers and shows where they split.
What Sprites does
- Reads HubSpot contacts, companies, deals and lifecycle stages by source, read-only.
- Pulls LinkedIn leads, conversions and cost per lead per campaign for the same dates.
- Follows LinkedIn leads into deals and stages, so campaigns are judged on pipeline, not form fills.
What it doesn't do
- It does not write to HubSpot or change your Lead Gen Form sync.
- It does not send HubSpot stages back to LinkedIn.
Questions
Why does LinkedIn report more conversions than HubSpot?
LinkedIn counts view-through conversions and long-window clicks matched to members. HubSpot files each contact under one first-touch source.
Why are LinkedIn leads missing from HubSpot?
The Lead Gen Form is not synced, or the person was already a contact and HubSpot logged a new submission on the existing record.
How do I measure LinkedIn by pipeline?
Report deals and SQLs in HubSpot by original or latest source, filtered to LinkedIn, and divide LinkedIn spend by that count.
Should I use first touch or last touch for LinkedIn?
Look at both. LinkedIn often opens the deal and another channel closes it, so last touch alone undervalues it.
See where it breaks
Connect your accounts. Sprites reads them side by side and shows you exactly where the numbers split.