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Meta's own guidance is roughly 50 optimization events per ad set per week to exit learning. Most demo-led SaaS accounts can't produce that many SQOs, which is the practical reason meeting-held usually wins as the optimization event and SQO becomes a reporting stage.

Often easier. The hutk cookie plus the Forms API gives a clean join between the browser session and the contact record, and workflow webhooks handle stage changes. The click-ID problem is smaller too, since HubSpot has no equivalent of Salesforce's Lead conversion dropping your fields.

Yes, and that's the point. Your reported conversion count drops, cost per conversion in the interface goes up, and the meeting-held rate in your CRM improves. Decide in advance which number you're managing to, or week one will look like a failure to whoever reads the ad account.

They're separate funnels and get separate events. Self-serve gets signup, activation and paid-conversion; sales-led gets meeting held and SQO. Collapsing both into one conversion action is how accounts end up optimizing for whichever motion happens to be louder that month.

We can, and often it's the right call. Rebuilding the data and handing it to someone still bidding on the old assumptions wastes the build, so we run Google, Meta, Microsoft and LinkedIn for clients where that makes sense. If your team is strong, we'll just do the data work.

Pre-product-market-fit with a handful of demos a month, your own spreadsheet is more accurate than any attribution system — build it later. Same answer if nearly all pipeline comes from outbound, partnerships or founder network: instrument the small paid slice properly and don't buy the full stack.