How to Compare Meta Ad Channels in Hubspot Reports

Hubspot makes it easier to understand which Meta ad channels are driving meaningful results so you can optimize your budget and improve campaign performance.

This guide walks you through a practical process to compare Facebook and Instagram placements using reporting inspired by the official Meta channel comparison framework.

Why Meta Channel Comparison Matters in Hubspot

Meta offers many placements: Facebook Feed, Instagram Feed, Reels, Stories, and more. Without a structured way to compare them, marketers often rely on surface-level metrics or guesswork.

Using a consistent comparison process inside your Hubspot reporting stack helps you:

• Identify which channels bring the most revenue or leads
• Spot underperforming placements to pause or adjust
• Move budget toward the most efficient audiences
• Evaluate creative performance by placement

The approach below is adapted from the methodology outlined in Meta’s channel comparison framework on the HubSpot Blog at this source article.

Core Metrics to Track with Hubspot and Meta

Before building any reports, confirm which metrics matter most for your business. The source framework emphasizes comparing channels across four main categories.

1. Attention Metrics

These show whether your ads are actually being seen and noticed:

• Impressions
• Reach
• Video views and video view rate
• Average watch time

In your Hubspot reporting, you can align these with awareness goals and connect to ad impressions synced from Meta.

2. Engagement Metrics

Engagement metrics reveal how people interact with your content:

• Clicks and click-through rate (CTR)
• Reactions, comments, and shares
• Post saves (where available)

These numbers help you compare if Facebook Feed or Instagram Reels is more compelling to your target audience, and you can track resulting site sessions in Hubspot.

3. Conversion Metrics

Conversion metrics are critical when you use Meta to generate leads or sales:

• Leads generated
• Purchases or deals created
• Conversion rate by placement

Because conversions often happen on your website or CRM, Hubspot is useful for connecting on-site behavior and final outcomes back to Meta campaigns.

4. Efficiency Metrics

To decide where to invest more budget, you need cost-based KPIs:

• Cost per thousand impressions (CPM)
• Cost per click (CPC)
• Cost per lead (CPL)
• Return on ad spend (ROAS)

By syncing campaign and cost data, your Hubspot dashboards can show which Meta channel gives you the best return, not just the most clicks.

Step-by-Step: Comparing Meta Placements with Hubspot

Use the following process to create a repeatable Meta channel comparison workflow integrated with your Hubspot ecosystem.

Step 1: Sync Meta Advertising Data

First, confirm that your Meta account is correctly connected to your reporting tools.

1. Link your Meta ad account through your preferred ad sync or reporting integration.
2. Ensure campaigns, ad sets, and placements are imported with UTMs or tracking parameters.
3. Test that clicks from each channel create tracked sessions and contacts in your CRM.

Clean tracking is essential so downstream Hubspot reports line up with Meta performance data.

Step 2: Group Campaigns by Meta Channel

The source framework recommends grouping ads by channel or placement whenever possible. Re-create that structure with filters and lists that mirror how Meta organizes placements, such as:

• Facebook Feed
• Instagram Feed
• Instagram Stories
• Reels placements
• Audience Network (if used)

Once you have filters, you can compare performance between channels and push insights into Hubspot contact and deal reports.

Step 3: Align Business Goals in Hubspot

Meta channel comparison is only useful when tied to a clear business outcome. Define one primary goal per campaign or channel, such as:

• Brand awareness (impressions, reach, video views)
• Lead generation (form submissions, signups)
• Revenue (purchases or closed deals)

In Hubspot, map these goals to lifecycle stages, conversion events, or deal properties. That way you can track not just which channel gets attention, but which one actually grows your pipeline.

Step 4: Build Multi-Level Reports

Combine Meta and CRM data into layered reports inspired by the structure described in the official channel comparison guide:

• Top-level trend reports – Compare performance by campaign objective and channel over time.
• Mid-funnel reports – Show sessions, leads, and engaged contacts sourced from each Meta placement.
• Bottom-funnel reports – Display deals, revenue, and ROAS tied to specific campaigns or channels.

These views can be built in your reporting stack and complemented by Hubspot dashboards that segment contacts by original ad source.

Step 5: Interpret Results and Take Action

When reading your reports, follow a consistent set of questions:

• Which Meta channels deliver the lowest cost per result for our main goal?
• Is a cheaper channel also producing high-quality contacts in Hubspot, or just low-intent clicks?
• Where do we see strong engagement but weak conversion, suggesting creative or landing page improvements?
• Are there channels that drive very valuable deals even at a higher cost?

Use these findings to reallocate budget, adjust bids, and update creative by placement. Track the impact in both your ad manager and Hubspot CRM.

Best Practices for Meta and Hubspot Reporting

To get the most value from Meta channel comparison integrated with Hubspot data, follow these practical tips.

Unify Naming Conventions

Consistent naming is crucial if you want accurate channel comparisons:

• Include campaign objective, audience, and channel in your ad naming.
• Match this structure across tools to keep reports aligned.
• Document naming rules for your team.

Use UTMs That Map to Hubspot Properties

Align UTM parameters with the way you want to segment contacts. For example:

• utm_source=meta
• utm_medium=paid_social
• utm_campaign=brand_awareness_q1
• utm_content=instagram_stories

Then, map these values to contact properties so you can build lists and reports that mirror your Meta structure inside Hubspot-style dashboards.

Evaluate Incremental Impact

The original framework stresses looking at incremental results, not just last-click conversions. Where possible, consider:

• Assisted conversions and view-through impact
• Lift in branded search or direct traffic
• Differences in downstream engagement quality

These factors often show that a higher-funnel Meta channel is still critical, even if another placement gets the final click recorded in Hubspot.

When to Get Extra Help Integrating Meta and Hubspot

If you have complex funnels, multiple ad accounts, or custom objects in your CRM, consider bringing in a specialist to streamline your tracking and reporting.

Agencies and consultants with experience in both performance marketing and CRM analytics can help you:

• Design a robust tracking plan
• Set up custom reporting dashboards
• Audit your Meta and Hubspot data alignment
• Create ongoing optimization routines

For expert CRM and analytics consulting, you can explore services from partners such as Consultevo, which specializes in advanced digital marketing and reporting implementations.

Turning Meta Channel Insights into Growth

Meta offers a powerful mix of channels, but the real advantage comes from comparing them in a structured way and connecting their impact to your CRM data. By applying the official Meta channel comparison methodology and syncing it with Hubspot-style reporting, you can:

• See exactly which channels create the most valuable contacts
• Stop wasting budget on low-impact placements
• Double down on the audiences and formats that outperform
• Build a repeatable testing and optimization cycle

Start by syncing your ad data, grouping placements, aligning goals, and building multi-level reports that mirror the framework described in the original HubSpot Blog article. Then, review performance regularly and adjust your Meta strategy based on what your combined ad and CRM data reveals.