HubSpot audit: find out what’s actually wrong

When nobody trusts the reports, the cause is usually specific: a sync that quietly stopped, two sources writing the same thing differently, a trigger that fires on everything. An audit finds those and puts them in order.

Short answerI reconcile what HubSpot says against the source systems, trace how each integration and workflow writes data, and hand you a written, prioritized list of fixes.

What I check

  • Data quality: duplicates, orphaned contacts, missing or conflicting associations.
  • Source and attribution data: which properties each channel writes, and whether they agree.
  • Integrations: spend and record counts reconciled platform by platform, day by day.
  • Workflows and triggers: what fires, on whom, and what it changes.
  • Setup: properties, pipelines and lifecycle stages against how you actually sell.

What an audit can turn up

On an audit for a multi-location estate law firm running Google Ads, Local Services Ads, Meta and CallRail:

  • Google Ads spend matched HubSpot to within 0.04%, and Meta to within 0.02%. The spend syncs were fine.
  • Local Services Ads spend wasn’t syncing at all, so those leads arrived with the call but not the cost.
  • Roughly 21% of “paid search” contacts (at least 83 of 393) were organic leads mislabelled by HubSpot’s native source property. The UTM data was right.
  • The offline conversion import fired for nearly every new contact, so the ad platform was optimizing for raw lead volume rather than qualified clients.

Read the full write-up.

Common questions

What does a HubSpot audit cover?
Data quality and associations, source and attribution data, every integration and sync, workflows and their triggers, and how properties and pipelines are set up. Integrations are checked by reconciling HubSpot against the source platform, not by reading settings.
Why are my HubSpot source reports wrong?
Common causes are integrations that sync some channels but not others, different sources writing to different properties, and HubSpot’s native source property labelling leads differently from their UTM data. One audit I ran found all three.
What do I get at the end?
A written list of findings with the evidence for each, ranked by what to fix first. You can work through it with your own team, or have me do the fixes.
What access do you need?
Read access to HubSpot and to the connected platforms covers the audit itself. Making fixes needs write access, which we’d agree on separately.

Have a system that needs to talk to HubSpot?

Book a free 30-minute call. Bring the messy version and I’ll help you work out what to fix first.

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