Every builder has been there. Your traffic data says one thing. Your CRM says another. Your sales spreadsheet tells a third story. You know something is off, but you cannot pinpoint where.
There are a few key reasons this happens, and most of them have nothing to do with the team and everything to do with disconnected systems.
Different systems count leads differently
Website forms, CRM workflows, and manual imports all define a lead in their own way. If the rules are not aligned, the numbers will never match.
Duplicate records add noise
When a buyer registers again or comes in through a different channel, systems often create a second version of the same person. Each system logs a lead, which inflates numbers and breaks reporting.
Statuses and sources are not standardized
If your team uses different naming conventions or changes statuses manually, reports drift fast. This makes it nearly impossible to understand true performance.
The fix: one clear reporting framework
Your numbers start to align the moment you define one single source of truth for leads, statuses, and conversions. HubSpot plus GA4 plus BigQuery gives builders a clean and consistent reporting foundation so leadership finally sees accurate, trustworthy data.
With the right setup, your reports tell the same story across OSC, sales, and marketing. Decision making becomes easier and performance becomes clear.
