Prooflytics + HubSpot: deal attribution without manual reports

The head of marketing looks at Meta Ads and sees a CPL of $42 — an excellent result. The head of sales looks at HubSpot and sees that 40 deals closed during the quarter. Neither of them knows: which specific campaigns drove those 40 deals. And more importantly — what one closed deal actually costs, not what one lead costs. Prooflytics closes this gap: it connects to HubSpot and ad platforms simultaneously — and shows the path from click to Won.

The problem: HubSpot sees deals, Meta sees clicks — no one sees the connection

The standard situation at a B2B company on HubSpot:

HubSpot shows:
— 40 Won deals for the quarter at $380,000
— Lead -> Won conversion rate: 18%
— Average deal cycle: 31 days

Meta Ads / Google Ads show:
— CPL: $42 from Meta, $68 from Google Search
— Impressions, CTR, ROAS at the campaign level

No one shows:
— Which campaigns drove those 40 Won deals — specifically
— Cost per closed deal by channel
— Which HubSpot Lifecycle Stages are passed faster by leads from Google vs Meta
— Which campaigns produce leads with high CPL but an excellent close rate

The marketer optimises by CPL — because it is the only metric available. The result: budget flows to “cheap” channels with low deal conversion.

What Prooflytics shows after connecting HubSpot

1. Cost per closed deal by channel

Meta Retargeting — the “cheapest” by CPL — has the highest cost per closed deal. Without HubSpot data, this is impossible to see.

2. HubSpot pipeline conversion by source

Prooflytics overlays ad data on HubSpot lifecycle stages:

• Google Search -> MQL: 89% | MQL -> SQL: 67% | SQL -> Won: 30%
• Meta Lookalike -> MQL: 79% | MQL -> SQL: 55% | SQL -> Won: 25%
• Meta Retargeting -> MQL: 89% | MQL -> SQL: 31% | SQL -> Won: 7%

The drop in retargeting conversion at the SQL -> Won stage is not a sales problem. It is an audience quality problem with retargeting.

3. AI briefing with HubSpot context

Every morning at 7:00, Prooflytics sends a briefing — not a dashboard, but a structured analysis:

Google Search campaign “B2B Services” showed a cost per won deal of $836 this week — 23% below the account average. LinkedIn Sponsored — second best ($763). Meta Retargeting: 114 leads, 2 won deals, cost per deal $2,400 — recommend reviewing the audience or redistributing budget.

This is not “look at the numbers.” It is a specific conclusion based on data from both systems.

What connecting HubSpot to Prooflytics looks like

Prooflytics connects to HubSpot via OAuth — authorisation takes 10–15 minutes. Available on the Growth plan ($199/month) and above.

After connecting, Prooflytics retrieves:
— Contacts with lifecycle stage and transition dates
— Deals with amounts, stages, and responsible managers
— Stage change history (for calculating time-in-stage and deal velocity)
— The hs_analytics_source property — contact source per HubSpot attribution

Meta Ads and Google Ads are also connected simultaneously. Prooflytics builds attribution from UTM parameters and time windows (ad click -> contact creation in HubSpot within N days).

Prerequisite: UTM normalisation in HubSpot

For accurate attribution, all ad links must be tagged with UTMs and those values must flow correctly into HubSpot. Common issues:

• UTMs are missing from some campaigns — attribution is incomplete
• Different managers wrote the source differently: “Meta,” “Facebook,” “FB” — in Prooflytics these count as different channels
• HubSpot overwrites hs_analytics_source on return visits — the first touch is lost

This step — UTM normalisation and lifecycle stage mapping — requires a one-time setup. Exceltic.dev does this work before connecting Prooflytics: we align the UTM structure and configure the mapping of HubSpot stages to Prooflytics conversion events.

What changes for marketing and sales

Before:
— Marketing defends Meta (cheap CPL)
— Sales complains about lead quality (low Won conversion)
— Discussion without data, decisions made from intuition

After:
— Every meeting starts with a single table: cost per closed deal by channel
— Budget reallocation is argued from data, not opinions
— Marketing begins optimising not for CPL, but for cost per Won

Concrete outcome from real implementations: when the marketing team sees that Meta Retargeting costs $2,400 per closed deal on a $4,800 budget — the reallocation decision takes 5 minutes, not several rounds of meetings.

Prooflytics + HubSpot vs HubSpot Attribution (built-in)

HubSpot has a built-in multi-touch attribution model (on Marketing Hub Professional). Why Prooflytics complements it rather than replacing it:

HubSpot Attribution shows how many contacts and deals were touched by each channel. Prooflytics shows how much real ad spend went into each channel and what one closed deal costs — broken down to the campaign level.

Who this is relevant for

• Using HubSpot + Meta Ads and/or Google Ads
• Head of marketing sees CPL, head of sales sees conversion — but they do not speak the same language
• Ad budget of $5,000+/month across multiple channels
• Deal cycle of 2+ weeks — where last-click attribution is not relevant
• Data is needed to argue for budget reallocation

Frequently asked questions

Does Prooflytics replace HubSpot’s built-in reports?

No. Prooflytics supplements HubSpot: HubSpot’s built-in reports show what is happening in the pipeline. Prooflytics adds the advertising context — how much it cost and where leads came from in terms of ad spend, not just source labels.

Does anything in HubSpot need to change before connecting?

Yes, preparation is critical. UTM tagging must be consistent, lifecycle stages must reflect the actual customer journey, and source fields must be filled in correctly. Exceltic.dev performs this normalisation before connecting — without it, attribution will be incomplete and data unreliable.

Which Prooflytics plan is needed for HubSpot integration?

The HubSpot connector is available from the Growth plan ($199/month). On Starter ($79/month) — only ad channels, no CRM. For teams of 3–5 marketers on HubSpot, Growth is the optimal choice.

Does Prooflytics see historical closed deals or only new ones?

Prooflytics syncs HubSpot historical data on first connection. The depth of history depends on the plan: Growth — 90 days, Scale — 1 year. This allows you to immediately see retrospective cost per deal by channel, without waiting for new data to accumulate.

How does Prooflytics attribute leads without UTMs in HubSpot?

Prooflytics uses several models: UTM parameters (priority), time windows (ad click -> contact creation), GA4 data, and hs_analytics_source from HubSpot. Without UTMs, attribution is less precise — which is why UTM normalisation before connecting is essential.

Summary

• Prooflytics + HubSpot: marketing sees cost per closed deal by channel, not just CPL
• HubSpot pipeline conversion broken down by ad source — at which stage leads from each channel drop off
• AI briefings every morning with conclusions based on data from both systems
• Prerequisite: UTM normalisation and lifecycle stage mapping in HubSpot
• HubSpot connector on the Growth plan ($199/month) at prooflytics.io

If you work on HubSpot and want to see the real cost per closed deal by ad channel — describe your UTM structure and current source state in the CRM. Exceltic.dev will prepare the data for Prooflytics connection and configure attribution.