Bison Payments Data Alignment

May 2026 · Prepared June 12, 2026 · Verified against BQ + HubSpot + GA4 + GSC

Overview: May 1 – May 31

?New deals created in HubSpot QuickPay Deals-Underwriting pipeline during the period. Amount represents total underwriting volume of new deals, not SaaS revenue.sum(deal_amount) where created_date in period
Pipeline Created
$104.8M
14 new deals
+134% vs April ($44.7M)
?Deals moved to Won stage. Amount represents funded underwriting volume, not SaaS revenue.count(deals) where stage = 'Won' and close_date in period
Deals Won
2 deals
$25M funded volume
-67% vs April (6 deals, $46M)
?GA4 key events — form submissions (15), calls (14), get-preapproved clicks (3), schedule-a-call (1).sum(key_events) from GA4 where date in period
Key Events (GA4)
33
Forms, calls, preapproval clicks
+74% vs April (19)
?GA4 total sessions across all traffic sources for the period.sum(sessions) from GA4 where date in period
Sessions
3,682
GA4 total sessions
+5% vs April (3,510)
?Win rate for the period. Deals won divided by total deals closed (won + lost). Low sample size — interpret with caution.win_rate = deals_won / (deals_won + deals_lost)
Win Rate
7.4%
-26pp vs April (33.3%)
?Total value of all open deals in HubSpot pipeline. Point-in-time snapshot, not a period metric.sum(deal_amount) where stage != 'Won' and stage != 'Lost'
Open Pipeline
$770.7M
51 open deals (snapshot)
?Cannot calculate — LinkedIn/Google Ads not connected to BigQuery. Spend must be pulled from platforms directly.cost_per_key_event = total_spend / key_events
Cost Per Key Event
N/A
No spend data in BQ
?New contacts created in HubSpot during the period. 98%+ are offline/CRM imports, not web-generated. Only ~47 web-attributed contacts in May.count(contacts) where created_date in period
New Contacts
2,594
+27% vs April (2,035)

LinkedIn Ads

GA4 traffic only — no spend in BQ
Metric Value
SpendN/A (not in BQ)
GA4 Sessions (LinkedIn paid)809
GA4 Users (LinkedIn paid)762
Sessions MoM+17% vs April (694)
Why this won't match. LinkedIn Ads is not connected to BigQuery via Fivetran. We see LinkedIn paid traffic in GA4 (809 sessions) but cannot pull spend, impressions, clicks, or CPC. To calculate CPL or ROAS, LinkedIn Ads needs to be connected. Note: GA4 shows a channel attribution shift — “linkedin_p/paid” jumped from 473→794 while “linkedin/paid-social” dropped from 221→15. This may be a UTM change, not a real budget shift.
LinkedIn Paid Sessions — Daily (May 2026)
GA4 traffic data only — no platform spend available
What we're filtering by.
  • Source data: GA4 only (no LinkedIn Ads platform data)
  • UTM attribution may have shifted mid-period (linkedin_p vs linkedin)
  • Paid traffic only (excludes organic LinkedIn)
  • Cannot calculate CPL/CPA without spend data

Organic Search + GSC

Connected
Metric Value
GSC Clicks302
GSC Impressions13,110
GSC CTR2.30%
GSC Avg Position10.98
GA4 Organic Sessions546
GA4 Organic Users458
Why this won't match. GSC shows 302 clicks and 13,110 impressions at 2.30% CTR. GA4 organic sessions (546) are higher than GSC clicks because GA4 counts sessions from all organic search engines while GSC only covers Google.
GSC — Daily Impressions vs Clicks (May 2026)
Impressions up 27%, clicks down 14.5%
What we're filtering by.
  • GSC data is 2–3 days behind real-time
  • Includes all search queries (branded + non-branded)
  • Position is average across all queries
  • GA4 organic may differ from GSC (different counting methods)

HubSpot Email

Effectively dormant
Metric Value
Marketing Emails Sent (May)13 (automated only)
Last Batch CampaignMarch 3, 2026
Last Campaign NameRCA Tax Season Email
Last Campaign: Sent147
Last Campaign: Open Rate17%
Last Campaign: Click Rate2%
May Opens (all emails)17
May Clicks (all emails)0
Why this won't match. Email marketing is effectively dormant. No batch campaigns since March 3. The 13 sends in May are all automated workflow emails with minimal engagement (17 opens, 0 clicks). This is a significant gap for a B2B company adding 2,500+ new contacts per month.
Email Channel is Dormant
No batch campaigns since March 3, 2026. Only 13 automated workflow emails sent in May. Zero clicks. With 2,594 new contacts entering CRM monthly, this represents an untapped nurture opportunity.
What we're filtering by.
  • HubSpot marketing email only (no Klaviyo or external ESP)
  • Last batch campaign: March 3, 2026
  • Automated workflows active but minimal volume
  • No email-attributed pipeline or revenue data

Combined: Traffic to Pipeline

Source Sessions Key Events Pipeline Influenced Status
LinkedIn (paid) 809 N/A N/A Spend not in BQ
Organic Search 546 N/A N/A Connected
Direct 2,158 N/A N/A Connected
Email 17 0 N/A Dormant
Total 3,682 33 key events $104.8M created
We can see traffic sources but cannot connect them to pipeline outcomes. LinkedIn spend is not in BigQuery — CPL and pipeline attribution require the connector. 98% of new HubSpot contacts are offline imports, not web-attributed. To close the loop: connect LinkedIn Ads, set up offline conversion import, and implement marketing-sourced deal attribution in HubSpot.