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Funnel vs Activities report: how Hublead calculates the numbers

This article explains what Hublead counts in the Activities and Funnel reports, how those metrics are calculated, and the most common reasons why your numbers may look “off.”

Core rule: we only count contacts that exist in HubSpot

All reporting in Hublead is derived only from HubSpot contacts. If a person has not been imported/synced into HubSpot, they will not appear in Hublead reporting.

This also explains a frequent discrepancy:

  • If you sent LinkedIn invitations/messages but didn’t import those people into HubSpot, your report will look lower than expected

Activities report: raw activity counts

Think of Activities as a simple volume counter based on HubSpot contacts.

It counts (as totals) how many HubSpot contacts had:

  • Imported contacts (number of contacts brought into HubSpot)

  • Invitations sent

  • Messages sent

This report is meant to answer: “How much activity did we generate?” rather than “How far did prospects move through a funnel?”

Funnel report: unique contacts progressing through steps

The Funnel report measures progression across key LinkedIn steps, always on unique HubSpot contacts (not total messages)

Hublead calculates the funnel using synced “timeline” properties (dates) such as:

  • Last LinkedIn invitation sent date

  • Last LinkedIn invitation accepted date

  • Last LinkedIn message sent date

  • Last LinkedIn message replied date

How steps are counted (by date)

When you select a reporting period, Hublead counts:

  • Invitations = contacts with an invitation sent date in the selected period

  • Messages = LinkedIn messages (incoming + outgoing, including InMail) associated to HubSpot contacts
  • Replies = contacts with a message replied date (reply captured as a synced event/date)

Also note: HubSpot emails are excluded from this report, this is strictly about LinkedIn activity synced through Hublead.

Example funnel (based on “Invitation Sent Date”)

If, within your selected time range, you:

  • Sent 100 invitations

    • 50 accepted → 50% acceptance rate

    • 25 were messaged → 25% of invited

    • 10 replied → 10% of invited

This funnel answers: “Out of the contacts we first reached in this period, how many moved to the next step?”

Known limitation: shared LinkedIn account across multiple HubSpot users

If two HubSpot users are operating through the same LinkedIn account, reporting can become unreliable, especially for “sent” events.

Why:

  • Hublead attributes LinkedIn actions to HubSpot users based on syncing context, but if the underlying LinkedIn identity is the same, the same “invitation sent” can be captured more than once (effectively double-counted).

Recommended best practice:

  • Maintain a 1:1 mapping between a LinkedIn account and a single active HubSpot/Hublead user whenever accurate user-level reporting matters.

User split (breakdown by user): availability by plan

The per-user split in reporting (breaking down invitations/messages/replies by user) is available on Business or Scale plans.

In general, Business/Scale include expanded analytics capability compared to lower tiers.

Troubleshooting checklist if numbers look wrong

  1. Confirm the contacts are in HubSpot (otherwise they won’t be counted).

  2. Validate the reporting period logic (e.g., funnels based on invitation sent date).

  3. Remember the funnel is unique contacts, not total messages.

  4. Check for shared LinkedIn accounts (can inflate sent counts).