My deal numbers look wrong
A deal count or a pipeline value that differs from your CRM almost always has one of eight causes. Each one takes a couple of minutes to confirm, so work down this article in order and stop at the first match. If the count you are checking is people rather than deals, read My record count does not match my CRM instead.
Before you start
You need the tool connected, one sync finished, and the CRM report you are comparing against open in the other tab.
Tip
Write down the exact figure you expected and how you got it before you start. Half of these causes are settled by comparing two definitions rather than two numbers.
Start from the screen that shows its working
One screen states what every figure was counted from. Open it first, because four of the eight causes below are answered on it without any further digging.
Open Data sources under Intelligence Studio.
Choose your tool.
Read the line under the heading.
It gives the contact count, the opportunity count and the date of the last sync. A figure you are comparing against a CRM report run this morning is only as fresh as that date.
Open the Data Audit tab.
Set Created to the same period as your CRM report, or to All time.
The range filters on the created date your tool gave the record. It also lives in the address bar as ?from= and ?to=, so you can share exactly what you were looking at.
Read the Data caveats list at the bottom of the tab.
Leads set aside, unpriced opportunities, deals outside the range and focus filters are all reported there by name and by count.
Note
The deal tiles are Total opportunities, Opportunities won, Opportunities lost, Open opportunities and Win rate, and they appear only when your tool syncs deals. Contacts analyzed, Report dimensions found and Duplicate emails sit alongside them on every tool, and Amount coverage, Value of all deals (won + lost + open) and Average deal size (all outcomes) appear when an amount field is mapped. Money appears beside a count only when an amount field is mapped, so a deal with no amount is never shown as $0. Where your deals are in more than one currency, the two value tiles and the money beside the counts give way to a Deal value, by currency table under Outcome mix.
The eight causes, most likely first
Pipedrive shows far more opportunities, and far more open pipeline, than MarqIQ
Why: Pipedrive keeps Leads in its Leads Inbox and the sync writes them into the same store as deals. A lead has not been qualified into a pipeline and has no outcome, so MarqIQ excludes every one of them from deal counts, values and outcomes. Your Pipedrive view may well include them.
Fix: Read the caveat on the Data Audit tab: it names how many leads were set aside. Then rebuild your Pipedrive comparison over Deals only. The gap can be most of the figure: on one Pipedrive workspace the leads set aside were 96% of the open pipeline value. Your own number is the leads-set-aside count in that caveat, not that one.
Every deal figure is empty or far too low, on HubSpot
Why: The private app token is missing crm.objects.deals.read. This is the scope people most often miss, because crm.schemas.deals.read sounds as though it covers deals and does not — it only adds your custom deal properties on top of the standard ones.
Fix: Open your private app at app.hubspot.com/l/private-apps, add crm.objects.deals.read, reconnect on the HubSpot page in MarqIQ, and run a sync. Where a scope is missing, the analysis screens quote HubSpot's own refusal back to you rather than showing a silent zero.
The count is close but not equal, and your CRM report covers a different period
Why: MarqIQ scopes on the created date your tool recorded, applied in the query. A record with no created date falls outside every range. Your CRM report may be scoped on close date, last-modified date, or an activity date instead.
Fix: Set both to created date over the same days. The Data Audit tab reports how many people carry no created date at all, and says they are counted under All time only.
The pipeline total is the wrong size by roughly an exchange rate
Why: MarqIQ adds up the amount each deal carries in your tool, in the currency that deal is in. It does not convert between currencies. The Executive Read, the Data Audit tab and the Integration Audit Report keep each currency’s total apart. The report builder still adds the amounts together and prints a dollar sign.
Fix: Compare against a CRM report that also sums the deal amount rather than the converted home-currency amount. Where your pipeline spans several currencies, read the per-currency totals on the Executive Read or the Data Audit tab, and treat a total in the report builder as a mixed sum.
Revenue looks too low while the deal count looks right
Why: Deals with no amount are counted but cannot be valued. Revenue totals cover only the priced ones.
Fix: Read the caveat on the Data Audit tab: "N of M opportunities carry no amount — revenue totals cover only the priced ones." The Amount coverage tile on the Executive Read tab gives the same share. Fill the amount field in your CRM for the deals that matter, then sync.
Won and lost counts do not match your CRM
Why: MarqIQ takes the outcome from your tool's own closed and won flags — HubSpot's hs_is_closed_won, Salesforce's IsWon, Pipedrive's status. The stage word is used only as a fallback for a store that has no flag. That matters on a HubSpot custom pipeline where the stage is a number that never says "won".
Fix: Compare against a CRM report built on the same flag rather than on a stage name. Win rate is won over won plus lost, so open deals are in neither side of it.
Deals you deleted or merged last week are still counted
Why: A delta refresh cannot tell a deleted record from an unchanged one. Deletions arrive through a separate lane that reads each vendor's explicit delete feed, and that evidence expires. Marketo prunes deleted-lead records after about 14 days. Salesforce keeps 15 days of deletions, and MarqIQ asks for the last 14 of them, deliberately inside the limit so a slow run cannot cross it.
Fix: Run a sync from the tool's page and check again. A record deleted upstream is marked rather than removed, and any later sync that sees it alive brings it back.
The figure is right but several hours behind your CRM
Why: The scheduled sync visits an active workspace every hour. A workspace nobody has logged into for seven days is synced four times a day instead.
Fix: Open the tool's page under Connected Tools and press Sync now. On the CRM & Sources tab of Attribution & Journeys, a source whose coverage is more than a day old says "Covered through Nh ago" beside its name.
Before you quote a figure to a client
- Sync the tool, so the last-synced date in the header is today.
- Set Created explicitly, even to All time, so the period is stated rather than assumed.
- Read the Data caveats list and repeat anything in it that changes the number.
- Press Export report, then Download PDF, so the figure and the period travel together.
Take care
A win rate here and a conversion rate here are different measures. Win rate is measured on deals: won over won plus lost. The rates in the contact tables are measured on people who reached customer stage, over everyone carrying that value. Do not compare the two.
If it did not work
You changed the range and the figures did not move
Why: The Field Intelligence and Report Templates tabs have no range filter — they always read the whole store.
Fix: Read the ranged figures on the Executive Read, Data Audit, Analysis and Suggested Plan tabs only.
The Executive Read tab is empty but the Data Audit tab has deals in it
Why: The executive read needs at least five deals in the range you chose. The tab says so: "Fewer than five deals were created in this range — widen it to get the executive read."
Fix: Widen Created, or set it to All time.
You ran a sync and the audit still shows the old figures
Why: The audit is worked out once per sync and stored. Right after a sync you are shown the audit computed before it while the new one is worked out behind you. On a very large workspace that takes several turns of the scheduled refresh.
Fix: Read the grey line under the tabs that says when the figures were computed: it names the date, and no line means the figures are current. Press Recompute in the page header to work the audit out now. If the page answers that the recompute was handed to the hourly refresh, the figures on screen are still the earlier ones until that line is gone.
Your tool is connected but no deals have ever synced
Why: Only HubSpot, Salesforce, Pipedrive, Zoho CRM, Microsoft Dynamics and Pardot (MCAE) sync deals. Marketo, Mailchimp, Salesforce Marketing Cloud, Adobe Campaign and Adobe Journey Optimizer sync people only.
Fix: Open Setup & diagnostics. The Outcomes to measure card says whether deals are expected from your tool at all, and what to do if they are.
Next steps
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