HubSpot Attribution and Report Definition Audit
Check that marketing reports are defined consistently.
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Audit HubSpot reports. Reports and dashboards with the metrics shown, the attribution model, date properties and filters used: [REPORT_DETAILS]. Numbers from other sources such as analytics or finance: [OTHER_NUMBERS]. Begin with a list of metrics and, for each, the exact definition in one sentence, the object and date property used (create date versus conversion date), and the filter. Check the definition of a lead, source properties and how they are set, the attribution model and its limits, duplicates, test data included, and time zones. Recalculate at least three numbers, show the arithmetic and the difference from the other source, and group causes into definition, timing, data quality and tool limits. Return a table with Report, Metric, Definition, Problem and Fix, and draft a one-page metric dictionary with name, definition, owner and caveat, with agreed definitions for the leadership team. Attribution models are simplified views and none reveals the true cause of a sale, so recommend reading several views together. Mark behaviours of attribution reporting [VERIFY].
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