I have a Hubspot account connection that is reporting significantly different numbers in Power BI (through SM connector) from what I’m seeing in the Hubspot UI. Sends and delivers are the same for these emails, but unique opens and clicks are not.
According to HS, they process bot traffic before the API, so it shouldn’t be reflecting bot opens (I’m assuming this includes iOS mail apps, but HS hasn’t outright confirmed that). The other idea I have is that the metrics are being aggregated daily and unique clicks by day might include a returning user - but altering the query to just return a single row per campaign (rather than events for each date) shows the same wrong numbers. When performing this same adjustment in the Hubspot API explorer, it works fine.
For reference, one of these emails shows 1,138 unique opens and 311 unique clicks in Hubspot itself. By contrast, Supermetrics is reading 2,591 opens and 388 clicks (when date is an added dimension) or 2,075 opens and 318 clicks (when date is NOT added as a dimension).
Has anyone ran into similar issues and found a fix? I’d love to get this to 1:1, but I’d settle for event +/- 10% if I can explain the difference in the numbers.
Thanks!
Significant discrepancies with Husbpot Email metrics?
Best answer by Sahra
Hi
Thank you for the detailed breakdown! It’s really helpful to see the specific counts you’re getting. There are two main reasons why those HubSpot metrics aren't lining up perfectly:
Raw Data vs. Filtered Data (The "Bot" Factor) The biggest factor is how HubSpot handles bot activity and privacy filters (like iOS mail changes). In the HubSpot UI, they filter these out to give you "clean" numbers, but the API provides the raw, unfiltered data. Since HubSpot doesn't identify which specific events were filtered as bots in the raw API results, the numbers in Supermetrics will often be higher.
- How "Uniques" are Aggregated You noticed the numbers changed when you removed the Date dimension—this is expected for "Unique" metrics:
-
With Date: If a user opens an email on two different days, they are counted as a unique open for each day (e.g., Summing daily uniques = 2).
-
Without Date: If you query the total period without the date dimension, that same user is only counted once (Total = 1).
-
- A few other things to keep in mind:
-
Data Freshness: HubSpot data typically refreshes once every 24 hours and is not real-time.
-
For more detailed information, you can check out our technical guides here:
I hope this helps, please let us know if you need additional information or help 🤗
+6Hi
Thank you for the detailed breakdown! It’s really helpful to see the specific counts you’re getting. There are two main reasons why those HubSpot metrics aren't lining up perfectly:
Raw Data vs. Filtered Data (The "Bot" Factor) The biggest factor is how HubSpot handles bot activity and privacy filters (like iOS mail changes). In the HubSpot UI, they filter these out to give you "clean" numbers, but the API provides the raw, unfiltered data. Since HubSpot doesn't identify which specific events were filtered as bots in the raw API results, the numbers in Supermetrics will often be higher.
- How "Uniques" are Aggregated You noticed the numbers changed when you removed the Date dimension—this is expected for "Unique" metrics:
-
With Date: If a user opens an email on two different days, they are counted as a unique open for each day (e.g., Summing daily uniques = 2).
-
Without Date: If you query the total period without the date dimension, that same user is only counted once (Total = 1).
-
- A few other things to keep in mind:
-
Data Freshness: HubSpot data typically refreshes once every 24 hours and is not real-time.
-
For more detailed information, you can check out our technical guides here:
I hope this helps, please let us know if you need additional information or help 🤗
+6
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