Why does a companies report count more than a contacts report?
Because the primary data source sets the count. A company associated with two contacts appears twice if the report uses a contact property, unless you use Distinct count.
Guide · Reports and attribution
Why do two HubSpot reports show different numbers?
Because they use different filters, objects, dates or associations, and it is solved by defining each number once, in writing. A dashboard that counts deals cannot match one that counts companies, and a range by create date does not match one by close date, even if both are called "sales this month" by a management team in Chile or Latin America.
- 7 minute read
- Custom report builder
- Reconciliation against the records
- Chile and Latin America
The same number, two reports
DealsSales dashboard: 16
- Primary object: deals.
- Filter: stage Closed won.
- Date: close date, this month.
- Pipeline: Sales.
CompaniesOperations dashboard: 9
- Primary object: companies with a won deal.
- Filter: active owner.
- Date: create date, this month.
- Pipelines: Sales and Renewals.
Neither is wrong: they measure different things. The written definition decides which one is "the" number.
What are the four causes of a difference?
Filters: a report includes records that match all of the filters or any of them, and a dashboard filter is added to the report filters when they share a data source; if they match, the dashboard filter takes precedence. Object: in the custom report builder the primary data source sets the focus, and a company associated with two contacts is counted twice unless you use Distinct count.
Dates: a deal has a Create date, a Close date, a Last modified date and a Date entered for each stage, and "sales this month" changes depending on which one you use. Associations: with contacts as primary, deals with no associated contact disappear; with deals as primary, they show up in a row with no value.
Which properties confuse a B2B company the most?
On deals, Amount is the value of the deal; Weighted amount is the Amount times the Deal probability, which comes from the stage; and Forecast amount is the Amount times the Forecast probability, which the rep sets. Three pipeline reports with these properties give three correct totals.
Stage properties mislead too: Date entered stage and Cumulative time in stage are calculated from real movement, while Close date can be edited by a user. If each report uses a different one, they will never match.
How do you define a number once?
With a card per number next to the dashboard: name, the question it answers, primary object, secondary sources, filters, date property, range, pipelines, currency, owner and date of the last reconciliation. An example for a management team in Chile: "Deals won this month = deals in Closed won, Sales pipeline, close date within the month, local currency, no test deals".
- Name and question: what management decides with this number.
- Primary object and secondary sources in the report builder.
- Filters, date property, range and pipelines included.
- Owner of the number and date of the last reconciliation against the records.
When is the problem the data and not the report?
Sometimes both reports are well defined and still do not match. The cause is in the records: duplicate companies, deals without a company, skipped stages, different currencies or mixed pipelines. The data quality command center, under Data Management > Data Quality, shows duplicates and formatting issues.
The definitive test is reconciliation with a sample: export the report records, take ten at random and verify each one against the CRM and the external source, for example invoicing. If the sample reconciles, the number is reliable; if not, you found the record that explains the difference.
Step by step in HubSpot
How to reconcile two reports that do not match
Six steps in HubSpot's custom report builder, without external tools.
- 01
Open both reports and note their sources
In each report, check the Primary data source, the additional sources and the Filters tab: whether it includes records matching all of the filters or any of them, and which date property and range it uses.
- 02
Compare object, filters, date and associations
Put the two cards side by side. The difference almost always shows up in one of the four: a different primary object, an extra filter, another date property or an association that duplicates or excludes records.
- 03
Write the definition of the number
A card with object, filters, date, range, pipelines, currency and owner. If two areas need different numbers, that is two cards with two names, not one name with two versions.
- 04
Rebuild a single report
In Reporting > Reports > Create report > Custom report, choose the primary object, use Distinct count when there are multiple associations, select the date property and save it with the name on the card.
- 05
Reconcile against the records with a sample
Export the report records, take ten at random and verify each one in the CRM and in the external source. Note the reconciliation date on the card.
- 06
Review the dashboard filters
Dashboard filters and quick filters change the result of every report with the same data source. Document them or remove them from the management dashboard.
What it looks like done right
What changes when every number has one definition
- The management meeting starts from one number, not two versions.
- Anyone can rebuild the report from the card.
- The remaining differences point to specific records, not opinions.
- Reconciliations have a date and an owner, and repeat every month.
Common mistakes
What we see most often in portals across Chile and Latin America
Adding a contacts report to a deals report as if they counted the same thing.
Comparing "sales this month" by close date with "sales this month" by create date.
A dashboard filter nobody documented that changes every report on the board.
Duplicate companies splitting deals between two records and breaking the count.
Want to know if this applies to your case?
Book a 30-minute diagnostic30 minutes with Roberto. No demo and no access to your CRM.
How we solve it at Revenue Hub Latam
Reports that reconcile: every number with a definition and a source
We define with you the 3 to 5 numbers your management uses, find why they do not match, rebuild them in the report builder and leave a documented dashboard. Reconciliation continues every quarter in Managed HubSpot and every month in Dedicated HubSpot.
Reports that reconcile
We find the origin of each difference, organize attribution and build the dashboard by brand or business unit.
See the serviceHubSpot Diagnostic
In 10 hours we inventory reports, properties and pipelines, with the risk list and the prioritized backlog.
See the DiagnosticReconciliation in operations
In Managed and Dedicated HubSpot we check the key numbers against the records with definition and source.
See operations plans
The guarantee that applies
- Reconciles.
We check the numbers your management uses against the records, with definitions and sources documented.
We put them in writing because they are what we control.
Straight answers
Frequently asked questions
What is the difference between Amount, Weighted amount and Forecast amount?
Amount is the value of the deal. Weighted amount is the Amount times the Deal probability, which comes from the stage. Forecast amount is the Amount times the Forecast probability, which the rep sets.
Do dashboard filters change my reports?
Yes. A dashboard filter is added to the filters of every report with the same data source, and if it matches a report filter, the dashboard filter takes precedence. Document them or remove them from the management board.
How many data sources can a report have?
Up to five in the custom report builder, counting the ones HubSpot adds automatically to connect objects. The more sources, the more care with how associations are counted.
What if both reports are right and still do not match?
The problem is in the records: duplicates, deals without a company, different currencies or mixed pipelines. You find it with a sample reconciliation: ten records verified against the CRM and the external source.
Do I need a BI tool to make them reconcile?
No. First HubSpot gets organized: one definition per number and one report per definition, as we do for B2B companies in Chile and Latin America. If you need BI afterwards, we tell you when it is worth it.
Who writesRoberto Guerra
Designs the CRM architecture, integrations and operation of each account. He writes these guides from what he sees every week in HubSpot portals of B2B companies across Chile and Latin America.
Meet the team30 minutes with Roberto.
We review one concrete problem, its impact and your starting point. No demo and no access to your CRM.