HubSpot Integration Guide
Overview
The Spectacle HubSpot integration enriches your attribution data by pulling CRM context directly into your analytics. This enables company-level attribution, revenue tracking, and audience segmentation based on your existing HubSpot data.
This integration operates as a one-way sync from HubSpot to Spectacle, with no data written back to your CRM.
How It Works
Data Flow
The integration creates a secure, read-only connection between your HubSpot instance and Spectacle. Data syncs in near real-time, with periodic refresh cycles to ensure accuracy.
Identity Resolution
When HubSpot contacts are imported, Spectacle automatically:
Matches email addresses to existing anonymous sessions
Groups contacts by company using HubSpot's company associations
Merges session data with CRM properties for complete user profiles
Attribution Enhancement
CRM context transforms basic session tracking into business-focused attribution:
Anonymous visits become attributed to known contacts
Individual conversions roll up to account-level insights
Revenue data from deals enables ROI calculations
Custom properties enable advanced segmentation
Supported Data Objects
Spectacle is able to interact with all Hubspot packages: starter, professional and enterprise.
We use the following data in Spectacle using Hubspot webhooks:
Contacts
Connects anonymous website sessions to known HubSpot contacts using email addresses and tracking identifiers. This creates complete user journeys from first visit to deal closure.
Field Type | Example | Spectacle Use case |
|---|---|---|
Identity fields | Email, first name, last name, HubSpot ID | Session stitching and user identification |
Lifecycle data | Lifecycle stage, lead status, contact owner | Journey mapping and conversion analysis |
Acquisition data | Original source, UTM parameters, first page seen | Source attribution and campaign tracking |
Custom properties | Job title, company size, product interest | Audience segmentation and personalization |
Companies
Groups individual contacts by HubSpot company associations, enabling account-based attribution reporting. All campaign touchpoints that influence any company contact are credited toward deal outcomes.
Field Type | Example | Spectacle Use case |
|---|---|---|
Firmographic data | Company name, domain, industry, employee count | Account-based attribution and filtering |
Revenue data | Annual revenue, plan tier, contract value | Value-based segmentation and LTV analysis |
Engagement data | Last activity date, HubSpot score, lifecycle stage | Account health and engagement scoring |
Custom properties | (Technology stack, budget, decision timeline | Advanced targeting and segmentation |
Deals
Uses any HubSpot property as a filter dimension in Spectacle. Create audiences based on lifecycle stage, company size, deal value, or custom properties.
Field Type | Example | Spectacle Use case |
|---|---|---|
Pipeline data | Deal stage, pipeline, probability, owner | Sales velocity and conversion tracking |
Financial data | Deal amount, close date, deal type | Revenue attribution and ROI calculation |
Source data | Deal source, campaign attribution | Campaign performance measurement |
Custom properties | Deal priority, contract length, renewal date | Custom reporting and analysis |
Associations
Field Type | Use Case | Purpose | Result |
|---|---|---|---|
Company-Contact Associations | Groups contacts by company using HubSpot's company associations | Enables account-level insights and company-level attribution | Individual conversions roll up to company-level metrics |
Contact-Deal Associations | Connecting contacts to their associated deals | Revenue attribution and ROI calculations | Track which contacts influenced which deals |
Company-Deal Associations | Attributing deal revenue to all touchpoints across the buying committee | B2B attribution across multiple stakeholders | Complete view of multi-person, multi-touch B2B sales cycles |
Revenue
Pulls deal amounts and close dates from HubSpot to calculate true campaign ROI. Attribution reports show revenue generated, not just lead volume.
Key Features
Session Stitching
Connects anonymous website sessions to known HubSpot contacts using email addresses and tracking identifiers. This creates complete user journeys from first visit to deal closure.
Company-Level Attribution
Groups individual contacts by HubSpot company associations, enabling account-based attribution reporting. All campaign touchpoints that influence any company contact are credited toward deal outcomes.
Revenue Tracking
Pulls deal amounts and close dates from HubSpot to calculate true campaign ROI. Attribution reports show revenue generated, not just lead volume. When "Track Payments" is enabled, Spectacle tracks these payment events:
Payment Succeeded
Tracks positive revenue when payments process successfully
Payment Failed
Records failed payment attempts (no revenue impact)
Payment Refunded
Tracks negative revenue for refunded payments
Dispute Won
Maintains revenue when disputes are resolved favourably
Dispute Lost
Tracks negative revenue when disputes are lost
Advanced Segmentation
Uses any HubSpot property as a filter dimension in Spectacle. Create audiences based on lifecycle stage, company size, deal value, or custom properties.
Setup Process
Prerequisites
Active HubSpot account with contacts, companies, and deals
Spectacle account with appropriate permissions
HubSpot user with integration permissions
Configuration Steps
1. Navigate to Integrations
Go to Settings → Integrations in your Spectacle dashboard
Select HubSpot from the available integrations
2. Authorize Connection
Click "Connect HubSpot"
Log in to your HubSpot account
Grant Spectacle read permissions for Contacts, Companies, and Deals
3. Select Properties
Enable Hubspot payments sync for revenue attribution
Choose which HubSpot properties to sync
Configure any field mappings if needed
Data Sync Method
Webhook-Based Integration
Spectacle uses HubSpot webhooks to listen for real-time changes across your CRM data. We monitor the following objects:
Contacts
- Updates trigger immediate sync of contact data
Companies
- Company changes are captured in real-time
Deals
- Deal stage changes and updates are tracked instantly
Associations
- Changes in contact-company and deal relationships are monitored
Revenue Events
- Payment events are tracked when "Track HubSpot payments" is enabled
How It Works
When any change occurs in these monitored objects, HubSpot sends a webhook notification to Spectacle, which then pulls the updated contact data and any related information. This ensures:
Real-time data synchronization
Minimal API usage (only pulling data when changes occur)
Always up-to-date attribution data
No unnecessary bulk syncing
Data Privacy and Security
Permissions
The integration requires read-only access to:
Contacts and their properties
Companies and their properties
Deals and their properties
Custom objects (if configured)
Data Handling
All data is encrypted in transit and at rest
No data is written back to HubSpot
Data retention follows your Spectacle account settings
Integration can be disconnected at any time
Support Resources
Next Steps
Once your HubSpot integration is configured:
Review Attribution Reports
- See how CRM context enhances your campaign insights
Build Custom Audiences
- Create segments based on HubSpot properties
Set Up Revenue Tracking
- Configure deal-based ROI calculations
Explore Advanced Features
- Leverage company-level attribution and multi-touch modeling
Configure HubSpot Integration →
For questions about setup or configuration, contact our support team.