Discrepancy Between Google Ads and HubSpot Stats

[marketinglcm]

Hi HubSpot Support,

I'm experiencing an issue with the integration between my Google Ads account and HubSpot. Although the connection is active, the data syncing doesn't seem to be working correctly. I'm seeing major discrepancies in key metrics, which makes it difficult to analyze performance accurately.

Here are the issues I'm encountering:

Impressions, clicks, and CTR metrics are not matching between Google Ads and HubSpot.

The number of conversions and contacts reported in HubSpot is different from what's shown in Google Ads.

Because of these differences, it's currently impossible to calculate a reliable ROI.

Could you help me understand where this issue might be coming from? Are there any settings or common causes I should check on my end?

Thanks in advance for your support.

Best regards,

[RubenBurdin · Accepted solution]

Hi @marketinglcm 

Totally get how frustrating mismatched numbers are—the Ads dashboard is only useful if you can trust the math.

1) Start with clicks/impressions: HubSpot pulls raw ad‑network stats every ~3 h, but some Google ad types (e.g., Smart campaigns, certain YouTube formats) aren’t fully supported, so their data never syncs; make sure each campaign you’re reviewing is on HubSpot’s “supported” list (https://knowledge.hubspot.com/ads/track-and-report-on-google-ads-in-hubspot)

3 ) Conversions vs. contacts: Google counts every event you flag as a conversion, while HubSpot only counts net‑new contacts created with the HubSpot tracking cookie plus the correct UTM parameters; one person who fills two forms = one contact in HubSpot but two conversions in Google (https://knowledge.hubspot.com/ads/data-in-hubspot-ads-doesnt-match-external-ad-networks) 

4 ) Five quick checks on your side: a) confirm “Tracking” is toggled on for each ad and the final URL still carries the hsa_* parameters, b) ensure Google auto‑tagging or any redirect isn’t stripping those parameters, c) verify the HubSpot tracking code is on the landing page and the cookie banner isn’t blocking it, d) align both accounts’ date ranges and attribution windows, e) check portal vs. Google Ads time zones—one day of drift can wreck ROI math.

5 ) If data stopped syncing suddenly, open Settings → Marketing → Ads → “Troubleshoot” and hit Re‑sync, or reconnect with a Google user who has full admin rights ( https://knowledge.hubspot.com/ads/troubleshoot-ad-tracking-issues)

Hope it helps.

Ruben Burdin 

Real-Time Data Sync Between any CRM or Database | Founder @Stacksync (YC W24)

[marketinglcm]

thanks for replying sorry and for not replying before i hadn't seen it