HubSpot

Overview

The HubSpot integration automatically tracks your marketing funnel and customer journey by connecting HubSpot events to Spectacle's attribution system. When contacts move through lifecycle stages, deals progress, or contacts join companies, these activities are captured as attribution events.

Setup & Configuration

Connecting

You can connect your HubSpot account to Spectacle by clicking the "Connect" button on the HubSpot integration on your workspace's settings page.

Configuration

After connecting your HubSpot account, you can optionally configure the following settings:

User Id Field (optional): The HubSpot Contact property field where you store the internal User Id from your own system (if any). When configured, we will Identify any HubSpot contacts. This will make them show up on the Audiences page under Contacts.

Company Id Field (optional): Choose a HubSpot company property to identify organizations. When configured, we will Group any HubSpot contacts to a Company. This will make them show up on the Audiences page under Companies.

Track Payments (optional): When enabled, tracks commerce payment events (succeeded, failed, refunded, disputed) from HubSpot's payment system. This provides revenue attribution for your marketing activities.

Contact Lifecycle Tracking

Automatic Event Generation

When contacts are created or their lifecycle stage changes in HubSpot, Spectacle automatically generates these attribution events:

• Contact Created - When a new contact is added to HubSpot
• New Subscriber - Contact reaches "subscriber" lifecycle stage
• Lead Captured - Contact becomes a "lead"
• MQL Qualified - Contact reaches "marketing qualified lead" status
• SQL Qualified - Contact becomes "sales qualified lead"
• Opportunity Created - Contact reaches "opportunity" stage
• Customer Converted - Contact becomes a "customer"
• Customer Expanded - Contact reaches "evangelist" stage

User Identification

Events are attributed using this priority order:

1. Custom User Id Field (if configured)
2. Contact's email address
3. HubSpot contact Id (fallback)

Deal Progression Tracking

Deal Events

Track your sales funnel with automatic event generation for deal activities:

• Deal Created - When new deals are created
• Appointment Scheduled - Deal reaches appointment stage
• Qualified to Buy - Deal moves to qualified stage
• Presentation Scheduled - Presentation stage reached
• Decision Maker Bought In - Decision maker engagement
• Contract Sent - Contract stage reached
• Deal Won - Deal successfully closed
• Deal Lost - Deal marked as lost

Commerce Payment Tracking

Payment Events

When the "Track Payments" setting is enabled, Spectacle automatically tracks commerce payment events from HubSpot:

• Payment Succeeded - When a payment is successfully processed (includes revenue tracking)
• Payment Failed - When a payment fails to process
• Payment Refunded - When a payment is refunded (tracks negative revenue)
• Dispute Won - When a payment dispute is resolved in your favor
• Dispute Lost - When a payment dispute is lost (tracks negative revenue)

Payment events include revenue data and are attributed to the associated contact.

Company Association Events

Company Tracking

When contacts are associated with companies in HubSpot, Spectacle tracks these organizational relationships:

• Company Association - When a contact is linked to a company
• Company Events - Activities at the company level are attributed to all associated contacts

This enables account-based marketing (ABM) attribution and helps you understand which marketing activities drive company-level engagement.

Event Attribution

All HubSpot events are automatically attributed to your marketing touchpoints, allowing you to:

• Measure which campaigns generate the most qualified leads
• Track the complete customer journey from first touch to closed deal
• Calculate real ROI for your marketing spend
• Identify which touchpoints contribute to deal progression

If you need additional HubSpot events or custom field mappings, please let us know.