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See your HubSpot funnel

To see the leads, MQLs, SQLs and customers that your ads bring in, connect HubSpot in Settings > Integrations and match four stages. Then Hero Marketer shows the counts in the "HubSpot funnel" tile on the Overview and in reports.

What do I need to see HubSpot numbers?​

You need two things:

  • HubSpot connected in Settings > Integrations. Only the owner or an editor can connect it.
  • HubSpot's own ad tracking on for your ad accounts. Connect each ad account in the HubSpot Ads tool and turn on auto-tracking.

HubSpot adds URL parameters to your ads. These parameters tell HubSpot which campaign brought a contact. Hero Marketer adds no URL parameters to ads. For the contacts that HubSpot does not match, see Why are some leads from my ads missing from the HubSpot numbers?.

How do I match my HubSpot stages?​

Matching your stages is the last step of connecting HubSpot. After you connect HubSpot, the HubSpot card shows Finish setup. Under the card, find "Match your stages to finish connecting". Match each of four steps to one stage of your HubSpot. The HubSpot numbers do not show until you save all four steps.

The four steps are:

  • Lead: a new contact from your ads.
  • MQL: marketing accepts the lead.
  • SQL: sales accepts the lead.
  • Customer: the lead pays.

The steps show how your ads build your pipeline, from the first lead to a customer.

  • You can match a step to a renamed stage or a custom stage. The menus show the names from your HubSpot.
  • A renamed standard stage shows "HubSpot's" and the standard name under it. A custom stage shows "Custom stage".
  • Each step needs a different stage.
  • A step is already matched when your HubSpot has its own stage. Check the matches, then save them.
  • If a stage is missing, a note names the missing steps. For example: "Your HubSpot has no Lead or SQL stage. Pick the stages that do those jobs."

Select Save stages after you match all four steps. The card then shows Connected. Only the owner or an editor can match the stages. To change them later, find "Stages on your dashboard" under the HubSpot card.

Where do the HubSpot numbers show?​

The numbers show in two places.

The Overview. The "HubSpot funnel" tile is under the Performance snapshot. It shows the four steps as a funnel, from left to right:

  • Each step has a bar. The height of the bar shows the count.
  • Above each bar are the count and its change against the earlier period.
  • Between two bars is the share of contacts that reached the next step. For example, "32%" between Lead and MQL means that 32% of the leads became MQLs.
  • Below each bar are the name of the stage in your HubSpot, the cost of each contact at that step, and View contacts.
  • On All, point to a bar to see the count of each platform.

The tile is hidden when HubSpot is not connected. Before you match the steps, it says "Match Lead, MQL, SQL and Customer to your HubSpot stages to see them here."

Reports. To make your own funnel, use the Totals data source and the Funnel chart type. A funnel always shows the four steps.

In the reports Totals, Over time, Campaigns and Platforms, you can use these metrics:

  • Leads
  • MQLs
  • SQLs
  • Customers
  • Deals
  • Won deals
  • The cost of each (for example, Cost per lead). This is the ad spend divided by the count.

A step shows under the name of its stage in your HubSpot. The numbers add up across platforms, because each contact has one original source. In the menu of each card, the HubSpot metrics are in their own group, under the ad platform metrics.

Contacts and deals that no campaign matched show in their own "No campaign matched" row for each platform.

How does Hero Marketer count each HubSpot number?​

The four steps count the contacts from your ads that HubSpot created in the dates that you select. This shows what the ad spend in those dates brought in.

  • A step counts each of these contacts that reached the stage of that step at any time.
  • A contact that reached a later step also counts in the earlier steps. For example, a customer counts as a lead, an MQL and an SQL.
  • Each contact counts on the day HubSpot created it.
  • A contact made before the dates does not count, even if it reached a stage in the dates.
  • A deal counts on the day HubSpot made it. A won deal counts on the day it closed.
  • Each day is a day in the time zone of the ad account.

For recent dates, the later steps can be low. They grow when the contacts move through your funnel.

Hero Marketer brings in only the contacts and deals whose original source in HubSpot is Paid search or Paid social. It brings in the last 25 months when you save your stages. It brings in no contacts before then. After that, it brings in the changes once a day. While the first 25 months come in, the counts grow. This can take a few hours.

How do I see which contacts came from my ads?​

Select View contacts under a step of the funnel, or on the card of a step. A panel lists the contacts behind the count. For each contact, it shows the day HubSpot created it, the platform and the campaign. Select Open in HubSpot on a contact to open it in HubSpot.

Hero Marketer stores no contact names or emails and shows none. HubSpot shows them under its own permissions.

To see all these contacts together in HubSpot, select Open as a segment in HubSpot. Hero Marketer makes a static segment in your HubSpot and opens it.

  • The name of the segment shows the channel, the campaign if you selected one, the stage and the dates. For example: "Google Ads | Brand | Signup | Oct 10 – Nov 8, 2026".
  • If you make the same segment again, Hero Marketer updates its contacts. It does not make a second segment.
  • Only the owner or an editor can make a segment.
  • If you connected HubSpot before Hero Marketer could make segments, reconnect HubSpot in Settings > Integrations and allow segments.

Can I ask Hero AI about my HubSpot funnel?​

Yes. Hero AI reads all the data that the sync brings in for your business, for the dates you ask. It can answer questions about:

  • new contacts from your ads
  • entries into each lifecycle stage, under the names in your HubSpot
  • deals made, deals won and their value
  • each platform and each campaign

What does the HubSpot funnel not do?​

  • Reports do not show deal amounts. Deal amounts are in the currency of HubSpot. Hero AI can read the value of deals.
  • Hero Marketer does not measure LTV.
  • Paid social from a site that none of your connected platforms runs does not count anywhere.

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