Your sales are in Hubspot, but is Google seeing their full value? One complaint we keep hearing from businesses using HubSpot is that the sales data going back into Google Ads doesn’t reflect customers sales.
A deposit gets recorded, but the balance never gets added. Sales values change in the CRM without updating Google. Or batches of conversion data fail to appear, leaving businesses wondering what happened and how to maximise optimisation effectively.
These gaps matter. If Google only sees part of the revenue your advertising generates, you can’t maximise your optimisation capabilities, nor sales.
The deposit is only the beginning
Imagine a customer pays a £500 deposit towards a £5,000 purchase. Google receives the £500 conversion but never sees the remaining £4,500.
Repeat that across your customers and your reported return on advertising spend could look considerably worse than reality.
HubSpot’s current documentation says its native Google Ads lifecycle stage conversion events use a fixed value; the previous “Use the Deal amount” option is no longer available. Sending actual deal values requires a custom setup. Connecting the accounts therefore doesn’t automatically mean Google receives each sale’s true value.
Google does support updating eligible conversions through value restatements. In this example, that means replacing £500 with the updated total of £5,000. Your integration needs to support that process, identify the original conversion correctly and submit the adjustment within the applicable time limits.
Why does conversion data get rejected?
A connection between the two platforms is only part of the job. The records being sent must also meet Google’s requirements.
For adjustments matched using a Google click identifier and conversion timestamp, the original conversion date, time and time zone matter. Google’s documented format uses seconds, rather than milliseconds, and it recommends using other identifiers to identify the conversion wherever possible, particularly for gbraids. Some adjustments also require one.
Late uploads and duplicate records can also cause problems. An import completing doesn’t mean every record has been counted: check the diagnostics and investigate the individual failures.
Some gaps start before the customer reaches HubSpot - Consent mode V2
We’re still seeing businesses with consent banners that may meet their compliance requirements but are easy to overlook or awkward to use, particularly on mobile.
If someone starts moving around your website before making a consent choice, your ability to connect the advertising click with the eventual sale may be prevented.
The outcome depends on the implementation. Basic Consent Mode blocks Google tags until consent; advanced Consent Mode can send limited cookieless signals to support modelling. Neither should be confused with a complete record of every customer journey.
Top tips for better conversion data
- Make your consent banner visible immediately. Give visitors clear wording and large buttons that are easy to use on mobile.
- Offer equally prominent accept and reject choices. Make declining as easy as accepting.
- Avoid an ambiguous “X”. Clear buttons help visitors understand their options. Closing a banner must never be treated as permission.
- Test what happens after each choice. Check that your banner actually communicates the visitor’s decision to your tags.
With customer choices, browser restrictions, and journeys across different devices, 100% observed conversion tracking is an unrealistic expectation.
But avoidable gaps still deserve attention.
More complete, accurate sales data gives Google better information for bidding and gives your team stronger evidence for managing spend. It also makes negative optimisation more reliable: before excluding something for poor performance, check that its sales haven’t simply gone missing.
Otherwise, you risk cutting the very activity that brings in your best customers.
When did you last check your HubSpot tracking setup?
HubSpot’s Google Ads integration has evolved, and older setup guides may no longer reflect how it works today. Its current documentation confirms that native lifecycle stage conversion events send a fixed value, with the previous “Use the Deal amount” option no longer available. Sending actual deal values requires a custom integration.
That matters if your customers pay deposits, make additional payments, or buy services at very different prices. A fixed conversion value cannot reflect those differences, potentially leaving Google with a distorted picture of which customers generate the most revenue.
HubSpot’s September updates also introduced an account health indicator that brings account, tracking and lead-syncing errors together in the Ads dashboard. It’s a useful place to start checking for problems, but you should also compare the sales values in HubSpot with what Google actually receives.
Contact us for a free review of your HubSpot setup and find out how we can help you get more of your sales data back into Google Ads.
