Ads tool and traffic analytics show different numbers
Analytics uses first-visit UTMs.
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2 min · Intermediate
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Short answer
HubSpot's KB: analytics attributes contacts by UTM parameters on the first visit, while the ads tool uses its own requirements, so a contact can appear in one and not the other.
1. In HubSpot
The relevant screen in my demo portal.
Connect ad network (1) and the supported networks (2).
