Lead discrepancy between Facebook Lead Ads and HubSpot - Native Integration

[Tete]

Hey everyone, Hope you're all doing great.

I'm reaching out to see if anyone else has encountered this issue:

We've been using the native Facebook Lead Ads integration with HubSpot (Native), but we're noticing a significant discrepancy in the number of leads being recorded.

Meta is showing us a higher number of leads than what's actually making it into HubSpot. This means that not all the leads generated through Meta's lead forms are being properly transferred to HubSpot as contacts, which is causing us to miss out on valuable opportunities to nurture and convert those leads.

To confirm this mismatch, we've downloaded the Meta forms and manually searched for the leads in HubSpot. Sure enough, there are a bunch of leads that haven't been imported into HubSpot and don't exist as existing contacts either. 😱

So, my question is: has anyone else come across this issue? And if so, have you found a solution to fix it?

Any help or advice would be greatly appreciated!

Thanks a bunch,

[Sweely]

I'm sorry to hear about the lead discrepancy you're facing – that's a frustrating situation that many people running lead ads have run into.

It's a common headache with native integrations, where data flow can be inconsistent or subject to delays and drop-offs due to API rate limits, transient errors, or even field mapping issues that aren't immediately obvious.

The fact that you've manually confirmed the missing leads is solid evidence of a serious sync problem.

Regarding your second question about the custom configurator form and tracking the Google gclid for ROAS calculation in HubSpot, the standard field you're looking for isn't a readily available or dedicated system property like the "First Name" field.

HubSpot doesn't have a single, built-in contact property specifically for calculating ROAS from an imported "gclid" and then automatically attributing the deal revenue.

To make this work, you'll need to create a custom contact property in HubSpot, likely a "Single-line text" field, to store the "gclid" value you grab from your form.

The field name should be something recognizable, like "Google Click ID" or "gclid".

Once you have this custom property set up, you'll update your custom configurator form's submission process to send the captured "gclid" to this specific custom property via the HubSpot Forms API or the Contacts API, depending on how your custom form integrates with HubSpot.

Calculating ROAS then becomes a matter of custom reporting in HubSpot, where you'd compare the advertising spend in Google Ads (which you need to input or sync separately) against the deal revenue associated with contacts that have a matching "gclid" and a closed-won deal status.

There isn't a fully automated, one-click ROAS calculation in HubSpot that relies solely on the "gclid" from a non-HubSpot form.

To address both your lead discrepancy and your need for robust, custom tracking and ROAS attribution, an advanced server-side solution combining Facebook Conversions API, HubSpot API, Google Analytics Data API, and a server-side intermediary like Stape or Google Cloud Platform is an excellent approach.

This setup tackles the lead discrepancy by sending lead data directly from your server to the HubSpot API, bypassing the potentially unreliable native Meta-to-HubSpot integration, ensuring that all leads are reliably created as contacts.

Furthermore, this server-side approach is crucial for accurate attribution and ROAS calculation.

You can use it to send a Purchase event via the Facebook Conversions API, which includes the necessary data points like conversion value (revenue) and a unique identifier (like an external ID or email hashed), giving Meta a more complete picture of the value generated by their ads.

Crucially, the Google Analytics Data API can be used to pull sophisticated session data, and the central server component (Stape or GCP) can correlate the "gclid" you captured with the contact record created via the HubSpot API and the final revenue.

This correlation is far more resilient than relying on front-end browser tracking alone, as it overcomes the limitations of cookie blockers, ad blockers, and browser restrictions, leading to much more accurate data for both Facebook and Google reporting and allowing you to perform more accurate, custom ROAS calculations by linking all these data sources.

Using Standard Events like Lead and Purchase in this way ensures both platforms receive high-quality, reliable data for optimization and reporting.

[codyromness · Accepted solution]

I saw meta reporting higher leads than hubspot. I toggled from "first interaction" to all. And now my numbers are matching. Not sure if that'll solve for you but it did for me. Screenshot attached

[MMcGurgan]

We're having the same issue and have only been able to resolve it with manual review and improting to Hubspot. This issue is exclusively happeneing with Meta lead gen ads. Hubspot please inform us of a solution.

[BiancaRB]

We have multiple FB lead forms synced to HS, as well as Google ads. 

Issue has only occurred sporadically with Facebook lead forms and all submissions have email addresses.

we also track FB submissions through Zapier so I can confirm that the lead form is correctly tracking thruogh Zapier, but the issue is with the FB/HS lead form integration itself.

In my situation I can see it last occurred on the 12th september on multiple FB lead form types and seeing to resolve after 1am on the 13th September.

Hopefully HubSpot support can assist in resolving this as it is quite integraal to our campaign and the automations that follow, that submissions are correctly recorded in HubSpot.

[TomM2]

Hey @Tete do the missing leads have an email addresses? Any time I've seen this happen the leadad submissions didn't have emails and the feature to allow contact creation without emails was disabled in HubSpot.

[Tete]

Hi Tom, thanx for answering me.

I've verified each lead in my Facebook Forms and y found that all include the email field. So, it seems like there might be a technical issue with the native integration of Meta and Hubspot.
On the other hand I've found into the Meta Community Developer an issue related to this:
I shared you the link: https://developers.facebook.com/community?category=999797764203651
Many users from different platforms are reporting similar errors

Apparently there exists a problem from Meta side and developers are working on it.
Of course, it would be helpful to get Hubspot's opinion or an update on this issue.

Keep in touch and thanx again.

[TracyG]

I've had the same issue on MULTIPLE occasions and have not found any resolution from HubSpot sadly 😔