Recovering Multi-Channel Attribution for a $50M+ Telehealth Clinic by Re-Engineering API Ingestion
A flawed custom ERP sync destroyed marketing attribution for a telehealth provider, stamping 168,000 records with a generic "API" label. We re-engineered the API ingestion to parse granular source data before it hit the CRM. Native multi-channel reporting came back. 12% of the budget moved to high-performing campaigns.
Executive Summary
Context
A high-volume telehealth clinic generated thousands of monthly leads. A poorly configured sync with its legacy ERP universally overwrote HubSpot's standard "Original Source" property with "API." Roughly 2/3 of the clinic's paid leads came from Facebook and 1/3 from Google, and the label turned all of them into unreportable filler.
What We Built
We redesigned the integration point between the legacy ERP and HubSpot so attribution data gets custom-parsed at ingestion. A unified reporting framework then connected external ad performance directly to closed deals. Cross-channel velocity tracking became real.
Tech Stack
- HubSpot Reporting & Operations Hub Enterprise
- Memo (Custom Legacy ERP)
- Facebook Ads API / Google Ads API
- Google Data Studio (Displaced)
- BigQuery (Displaced)
Not a fit if your native integrations already map source data accurately, or if granular campaign ROI tracking isn't a commercial priority for your organization.
The Challenge
The picture before the fix was functional blindness. The client spent heavily on Facebook and Google Ads, yet the HubSpot portal claimed nearly every lead came from "API." The custom integration with the legacy ERP was poorly structured: as data flowed into HubSpot, it overwrote the native "Original Source" property and genericized roughly 168,000 records.
Valid attribution data sat buried in raw contact activity objects instead of syncing to reportable properties. The system couldn't show which marketing channels drove revenue. That blindness pushed the marketing team into a defensive posture: manual data hygiene ate over 10 hours a week, and external reporting in Data Studio and BigQuery never aligned with the actual CRM data.
Our Approach
Fixing the reports was the wrong move. The data had to be fixed at the source, which meant the API ingestion point. We had a real choice: re-engineer the API data flow from the legacy ERP, or keep leaning on post-ingestion manual cleanup. We re-engineered the flow.
Custom properties went in, and the API endpoint payload mapping was redesigned. New logic intercepted the generic incoming data and parsed out the actual source, programmatically separating Facebook (which drove ~2/3 of paid leads), Google Search (1/3), and internal campaigns. We also standardized the use of HubSpot's Tracking URL parameters so web traffic mapped correctly to source reports. One more disconnect surfaced: HubSpot campaigns lacked attributed revenue because sales deal amounts were tracked inconsistently. We unified the revenue reporting framework, connecting ad spend directly to closed deal data. Cross-channel velocity was finally transparent, for the first time.
Impact
12% Budget Reallocation to High-Performing Campaigns
Clean data infrastructure delivered real cross-channel velocity. Underperforming campaigns became easy to spot, and ad spend shifted to higher-ROI channels with confidence.
Saving 10+ Hours Per Week on Manual Data Cleaning
The recursive cleanup ended. Fixing the data at the API ingestion point meant marketing operations no longer manually cleaned and reconciled data across external tools like BigQuery.
Cross-Channel Velocity Transparency
External ad performance now connects directly to closed CRM deals. The reporting architecture covers the entire funnel, from impression to prescription.
Displacement of Fractured Reporting Stacks
HubSpot's native reporting became usable again. The client dropped the disjointed Google Data Studio dashboards and centralized commercial intelligence inside the CRM.
The redesigned integration endpoint accepts customized JSON payloads from the legacy ERP. The system programmatically parses source markers (e.g., 'fb_paid') within each payload and populates custom HubSpot attribution properties. Generic "API" labeling can't happen anymore.
We enforced rigid standardization for all inbound marketing links using HubSpot's Tracking URL Builder. Traffic from every source now maps accurately to HubSpot's native sources reports for proper segmentation.
Sales deal amounts had no connection to marketing assets. We bridged that gap with a unified reporting framework that forces the relationship between ad spend data and CRM deal amounts. Native campaign revenue attribution now works.
Operations Hub features format and validate data as it enters the portal via API. The cleansing is proactive. Standard and custom reporting properties get clean, standardized values before any automation or reporting logic touches them.
An API ingestion architecture designed to restore multi-channel attribution. By intercepting and parsing generic API payloads before they enter HubSpot, the system maps traffic to specific Facebook and Google source properties. This re-establishes native ROAS tracking and resolves attribution fragmentation.
FAQ
Data Studio is a visualization layer. It can't fix data quality problems in the underlying CRM. The client had data in BigQuery, but it was disjointed from the CRM's operational reality. Fixing the data at the API ingestion point made HubSpot's native multi-channel reports usable again, and the commercial team started working from the same operational data as sales and clinical staff.
A "fail-safe" sits inside the custom API payload parsing. When the integration can't confidently map incoming data to a specific paid source like Facebook or Google, it defaults the record to a cleaner "Offline Sync" category and flags it for operational review. Nothing gets buried under a generic "API" label.
