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Your channel counts exceed total deals because HubSpot’s attribution methodology assigns the same deal to multiple marketing channels when deals have multiple touchpoints, while the total count shows unique deals only.
You’ll learn how to implement custom attribution logic that ensures each deal is counted exactly once per source for accurate channel performance analysis.
Implement precise deal counting with custom attribution logic using Coefficient
Coefficient provides complete control over deal counting by importing your HubSpot deals dataset where you can see all source touchpoints and create calculated columns that define your specific attribution rules. This eliminates the over-counting that occurs in HubSpot’s native reports.
How to make it work
Step 1. Import deals with all source attribution fields.
Set up a Coefficient import that includes “Deal ID,” “Original Source,” “Recent Source,” “First Touch Source,” and any other attribution fields you use. This gives you complete visibility into all the touchpoints that might be causing the same deal to appear in multiple channels.
Step 2. Create a primary attribution source column.
Add a calculated column called “Primary Attribution Source” that assigns each deal to exactly one source based on your business logic. Use IF statements to prioritize paid channels over organic, or implement consistent first-touch attribution. For example: =IF(B2=”Paid Search”, “Paid Search”, IF(B2=”Social Media”, “Social Media”, C2)) where B2 is Original Source and C2 is Recent Source.
Step 3. Build validation tables to audit your attribution logic.
Create pivot tables that count unique Deal IDs by your custom “Primary Attribution Source” field. Set up a validation table that shows deals with multiple source touchpoints so you can understand which deals were causing the over-counting issue and verify your attribution rules are working correctly.
Step 4. Verify your channel totals match your deal count.
Use COUNTIF functions to count unique deals by your primary attribution source and compare the sum against your total deal count. They should match exactly when each deal is assigned to only one source. Create conditional formatting to highlight any discrepancies that need investigation.
Get channel metrics you can trust
Custom attribution logic ensures each deal is counted exactly once per source, giving you accurate channel performance metrics instead of inflated numbers. Start building attribution reports that show true channel effectiveness.
