HubSpot Lead Source Data Quality and Attribution Hygiene Audit
Check source fields so reports tell the truth.
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[VERIFY] is an editorial flag, not a blank to fill. Wherever the prompt shows [VERIFY], check that item against a reliable source before you use it.
Audit lead source data. Contacts created in the last quarter with original source, drill-down values, lifecycle stage and created-by method (form, import, manual, integration): [SOURCE_DATA]. Table of the source values found with counts and a proposed standard name for each, for example Facebook, facebook and FB merged into Social - Facebook. Compute the share with unknown or other source, imports without source set, manual entries, inconsistent drill-down names, and sources by conversion to customer, with arithmetic. Check the three main creation routes (forms, manual entry, integrations) and write the rule for setting source on each; look for gaps such as offline events not recorded. Explain how original source and latest source differ and why reports can disagree [VERIFY]. Propose a clean-up in order: fix going forward first, then correct the most recent six months with a mapping file, then document a dictionary that defines each source value and its owner. Add a monthly check of new source values. Automatic attribution has limits, and figures here are examples with platform details to verify [VERIFY].
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