What is wrong with your HubSpot attribution?
Pick the symptom you are seeing. Each page explains the usual root causes, how to check each one yourself, and when it stops being a quick fix. For how it all fits together, read the HubSpot attribution guide.
Common symptoms
Why HubSpot shows so much Direct traffic
Direct is HubSpot's "no source found" bucket. A high share almost always means a tracking leak, not people typing your URL.
Read more →GA4 and HubSpot numbers don't matchWhy GA4 and HubSpot never show the same numbers
GA4 counts events in a browser, HubSpot counts contacts in a CRM. Some gap is normal. A gap that moves is a tracking break.
Read more →HubSpot form UTMs missingWhy HubSpot form submissions arrive without UTMs
UTMs only reach a HubSpot contact if something reads them from the URL and sends them with the form. Usually something in between drops them.
Read more →HubSpot cross-domain trackingWhy HubSpot loses visitors when they move between your domains
Cookies stay on one domain. When buyers move to your app, booking tool or checkout, HubSpot and GA4 lose them unless every hop is set up.
Read more →Google Ads not seeing offline conversionsWhy Google Ads isn't seeing your offline conversions from HubSpot
Google Ads only credits a lead it can tie to a click. Missing click IDs, wrong conversion settings and upload windows are the usual breaks.
Read more →Not on the list?
Describe what you are seeing. I reply within 1 business day and tell you whether it needs an audit, a fix, or nothing at all.