Customer Journey Mapping: Meta Ads + HubSpot
What do customers do before they call or book? askotter reads Meta Ads and HubSpot together and answers it for your business, by text.
How does customer journey mapping with Meta Ads and HubSpot work for a small business?
askotter reads Meta Ads and HubSpot side by side so it can map the path customers take across your accounts. The whole path in one view, with every visit and decision point on it.
Read the full answerShow less
The owner asks follow-up questions by text.
- From Meta Ads
- Campaign and ad set performance, Creative performance, Audience targeting data.
- From HubSpot
- Contacts and companies, Deal pipeline and stages, Email campaign performance.
- Status
- Both connect today.
- Not for
- Replacing Meta Ads or HubSpot. Both keep working exactly as they do now.
What do customers do before they call or book?
On paper the path is simple: someone sees an ad, visits the site and books. In real life they search twice, read reviews and come back days later on a different phone. Each tool sees only its own piece.
How askotter handles it
askotter reads Meta Ads and HubSpot side by side, so it can map the path customers take across your accounts.
A person checks the result before it reaches you. This is part of our PPC management work.
How Meta Ads and HubSpot records line up
Meta Ads and HubSpot 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.
Meta Ads and HubSpot both report by page. URLs are normalised first (protocol, trailing slash and tracking parameters removed) and then joined page by page.
Shared between the two: the customer email address, the page URL and the UTM campaign tags.
What customer journey mapping uses from each
Customer journey mapping needs the order of events for one person.
From Meta Ads that means the ad and creative each visitor clicked. From HubSpot it means lifecycle stage changes with their dates.
What each tool sees on its ownShow less
Meta Ads on its own
Meta sees who saw and clicked an ad. It cannot see a sale its pixel missed, and lead-form contacts stop being visible to it once they leave Facebook or Instagram.
Timing. Meta reports conversions under its own attribution setting, seven days after a click and one day after a view by default.
Access. The Meta Marketing API with read access to the ad account.
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.
Related guides
- How to Measure Marketing ROI When You're Not a Data Scientist. The right questions can do the work of a data team.
- LinkedIn Ads and HubSpot Attribution: Why the Numbers Disagree. HubSpot and LinkedIn are both reporting honestly. They just count different events over different windows.
Services that use these connections
Other analyses: Meta Ads + HubSpot
Questions about Meta Ads + HubSpot
Do I need a developer to connect Meta Ads and HubSpot?
How is askotter's Customer Journey Mapping different from what Meta Ads shows on its own?
Connect Meta Ads + HubSpot. Five minutes.
Plans are on the digital marketing pricing page.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.