The numbers changed since I last looked
A figure here follows your CRM, and your CRM changes every day, so most movement is correct. This article names the six things that move a number, shows you how to tell which one moved yours, and how to pin a figure for a board pack so it does not move under you. If the two figures you are comparing are on different screens rather than on different days, read Two screens show different numbers for the same thing.
Before you start
You need the old figure, the screen it came from, and the date range that was set at the time. Without the range you cannot settle this.
Tip
The date range on a tool page lives in the address bar as ?from= and ?to=. Save the whole address with a figure and you have saved the period as well.
Work out which one moved it
Open the tool page.
Read the last-synced date in the header.
If it is later than your screenshot, a sync has run and the underlying records have changed.
Read the Created filter.
A preset such as Last 30 days resolves against today. Yesterday it meant a different 30 days.
Open Attribution & journeys under Intelligence Studio and choose the CRM & Sources tab.
The notes line under each source reports what the last run did, including anything the deletes lane marked and any drift the weekly count check found.
Press Recompute on the tool page.
If the figure moves, you were looking at an earlier computation. The grey line under the tabs says when the figures were computed; when it is gone they are current.
Check whether a colleague applied a change set.
A change set writes into your tool, so the next sync brings the new values back here.
The six things that move a figure
The figure moved and the last-synced date moved with it
Why: The scheduled sync visits an active workspace every hour. A workspace nobody has logged into for seven days is visited four times a day instead, and a first full load is moved on between the hourly runs so a large portal lands sooner.
Fix: Nothing. This is the number following your CRM. Compare against the same last-synced date, not against the same wall-clock time.
The range says Last 30 days, This quarter or This year
Why: Those presets resolve against today, on the UTC calendar. Last 30 days on Monday and on Tuesday are different periods, and This quarter grows by a day every day.
Fix: Press Custom and set explicit from and to dates for anything you intend to quote later. The page then prints the resolved period back to you, as "People created 1 Jul 2026 – 30 Sep 2026".
The count dropped and nobody deleted anything here
Why: Deletions arrive in their own lane that reads your tool's explicit delete feed, and a record is only ever marked deleted from an id your tool actually named — never from absence. When that lane runs, records you deleted upstream days ago stop counting here.
Fix: Read the notes line for that source: it reports how many records the lane marked. A record marked deleted is kept rather than removed, and any later sync that sees it alive brings it back.
The figure changed without a sync in between
Why: The Data Audit is worked out once per sync and stored. Right after a sync the audit computed before it is shown while the new one is worked out behind you, so two people opening the tab minutes apart can see figures one sync apart. The Intelligence pages store their results against a fingerprint of the data and the settings behind them, and that fingerprint includes the day, so they are recomputed at least once a day.
Fix: Before you quote a figure, read the grey line under the tabs that says when the figures were computed. No line means the figures are current. A line means they are an earlier computation: press Recompute, and quote the figure once the line is gone. On a very large workspace a recompute is handed to the hourly refresh and the earlier figures stay until it has finished.
Values in your tool are different from what you approved last week
Why: A change set writes into your tool once a workspace admin approves and applies it, and the next sync brings those values back. An AI assistant may propose a change set. It may never approve or apply one.
Fix: Read the write log to see what was applied, by whom and when. Undo restores the before value, and only where the field still holds what MarqIQ wrote. It needs a workspace admin, it is refused more than 30 days after the set was applied, and a change set marked irreversible cannot be undone at all.
The definition behind the figure changed in a release
Why: Some releases change how a number is calculated. The audit computed before the release stays on screen, with a grey line saying it was computed “before the latest MarqIQ update”, while the new one is worked out by the scheduled refresh. The figure moves when the new audit replaces it.
Fix: Compare the two figures with the same range and the same tool. While the grey line is there you are reading the earlier definition; once it is gone, a figure that differs from last week’s is the new definition rather than a stale copy. Ask support which release changed it if you have to explain the move.
Pin a figure for a board pack
Run a sync and wait for it to finish.
Press Custom on the Created filter.
Set an explicit from and to date.
Click Apply.
Press Recompute.
Press Export report.
Press Download PDF.
Press Download Excel as well if somebody will need the rows.
The export header carries the contact count, the opportunity count, the created range and the date the tool was synced, so the figure and its period travel together.
Save the full page address alongside the file.
It carries the range, so anyone can reopen exactly the view the figure came from.
Note
Record these five things beside any figure you will have to defend: the screen, the tool, the date range, the last-synced date, and the population line that says how many records it was read from.
If it did not work
A sync note says records are in the source but not here
Why: Once a week one cheap call asks your tool how many records it holds and compares that with the live count here. It reports a difference only when it is larger than both 2% of the vendor's count and five records.
Fix: The note says what to do: "A delta sync cannot find these; a full resync can." It runs on HubSpot contacts and on each synced Salesforce object only, and it never deletes, marks or re-walks anything on its own.
You pressed Recompute and the figure did not change
Why: The stored audit was already current, or the workspace is too large to recompute in one request and the page told you the recompute was handed to the hourly refresh. Recompute works the audit out again; it does not re-sync.
Fix: Run a sync from the tool's page first, then recompute.
An analysis changed after somebody chose what a field is for
Why: A field-role choice changes what the audit reads, so both the audit and the field profiles are re-read when one is saved.
Fix: Open the Field Intelligence tab to see which role was chosen for the field, and agree it with whoever made the change.
The figure keeps moving and none of this explains it
Why: Something is happening that this list does not cover.
Fix: Open a support case with the five things listed above: the screen, the tool, the date range, the last-synced date, and the population line — for both the old figure and the new one.
Next steps
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