Conversion data mismatch between Hubspot and Google Ads

Marketing & Content Hub Ads
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1

Hi,

I’m trying to understand the reasons as to why I see more conversions on Hubspot as compared to Google Ads.

We’re only tracking demo requests and just for the first half of this month, the difference is pretty vast.

What could be the possible reasons for this? All other metrics like Clicks, Impressions and Spend match more or less perfectly between the two platforms.

2

Hi, @DeeCee :waving_hand: Thanks for your question. It’s likely that the community needs additional information.

Can you share any of the following:

  • Screenshots of both your HubSpot and Google Ads conversion reports
  • Your current attribution settings in both platforms
  • Details about how your Google Ads tracking is implemented
  • Are you using any UTM parameter tracking
  • The specific conversion action setup in Google Ads
  • The timeframe you’re comparing data across

This additional context may help our community members to help you identify the specific cause of the mismatch and provide more targeted solutions.​​​​​​​​​​​​​​​​

Best,

Jaycee

3

Hi @DeeCee,
HubSpot may show more conversions than Google Ads:

Attribution Logic

  • Google Ads attributes conversions to the last Google Ads click within a set time window.
  • HubSpot tracks the entire user journey, including organic, direct, and other traffic, so it may credit the conversion even if the final interaction wasn’t from Google Ads.

HubSpot counts all form submissions regardless of source. Google Ads only counts form submissions it directly influenced.

If your Google Ads conversion tag isn’t firing properly or is only set on certain pages, conversions may go untracked there, while HubSpot still logs them.

If you’re not importing offline conversions from HubSpot into Google Ads, those won’t be reflected in the Ads dashboard.

Check UTM tracking, tag setups, and consider syncing conversions between HubSpot and Google Ads via offline conversion import for closer alignment.