Revenue Attribution: HubSpot + Salesforce
Which marketing brings in paying customers? askotter reads HubSpot and Salesforce together and answers it for your business, by text.
How does revenue attribution with HubSpot and Salesforce work for a small business?
askotter reads HubSpot and Salesforce side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From HubSpot
- Contacts and companies, Deal pipeline and stages, Email campaign performance.
- From Salesforce
- Leads and opportunities, Account and contact data, Pipeline stages and velocity.
- Status
- Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
- Not for
- Replacing HubSpot or Salesforce. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads HubSpot and Salesforce side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our digital marketing services work.
How HubSpot and Salesforce records line up
HubSpot and Salesforce both store the customer's email address. askotter lowercases and trims it on both sides before matching, so the same person shows up as one customer across the two tools.
Both tools can hold a phone number. Numbers are normalised to one international format before matching, which catches customers who never gave an email.
Shared between the two: the customer email address, the phone number, the company or account and the UTM campaign tags.
What revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From HubSpot that means closed-won deal amounts and each contact's original source. From Salesforce it means closed-won amounts and the lead source on each contact.
Salesforce is on the integration roadmap, so the matching described here starts when that connector ships.
What each tool sees on its ownShow less
HubSpot on its own
HubSpot sees the contact and the deal. It cannot see money collected outside it, or ad spend on platforms it is not connected to.
Timing. HubSpot updates contact and deal properties as they change, and keeps the original source and first page seen on each contact.
Access. A HubSpot private app or OAuth connection with read-only CRM scopes.
Salesforce on its own
Salesforce sees leads, accounts and opportunities. It knows which campaign produced a lead only when someone records it there.
Timing. Salesforce opportunity stages move when someone updates them, so pipeline data is as current as the team's CRM habits.
Access. A connected app with read-only access to Lead, Contact, Account and Opportunity.
Related guides
- LinkedIn Ads and HubSpot Attribution: Why the Numbers Disagree. HubSpot and LinkedIn are both reporting honestly. They just count different events over different windows.
- LinkedIn Ads to Salesforce: Why Your Attribution Is Broken. The gap between what LinkedIn claims and what your CRM shows is a measurement problem nobody set up correctly.
Services that use these connections
Other analyses: HubSpot + Salesforce
Questions about HubSpot + Salesforce
Do I need a developer to connect HubSpot and Salesforce?
How is askotter's Revenue Attribution different from what HubSpot shows on its own?
HubSpot + Salesforce is coming soon
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