HubSpot holds your contacts, companies, deals, and the marketing and sales activity around them. Connecting it as a data source through the Connectors library syncs those tables into your Alta workspace, where they become training data for Alta and a foundation for your metrics, dashboards, and Luna analysis. Once it's flowing, you can measure funnel conversion, pipeline, and source performance — and ask Luna questions in plain English.

Who this is for: RevOps, marketing ops, and analytics teams who want HubSpot data measured and queried across Alta.

Not the same as the CRM integration. Connecting HubSpot here (under Connectors) brings its data in for analytics and training. To sync contacts and write activity back for outreach, use the CRM integration under Settings → Integrations (see Related). Many teams run both.

Before you start

You'll sign in to HubSpot in a popup — use an account with access to the contacts, companies, and deals you want to sync.
Decide which pipelines matter; HubSpot can have several deal pipelines, and you'll usually analyze them separately.
Connect a source only once per workspace. If HubSpot already shows Connected, edit the existing connection.

Connect HubSpot

Open Connectors from the sidebar.
Find HubSpot via the CRM tab or the Search data sources box.
Click the HubSpot card to open the Create connector screen.
You'll see "Connect your HubSpot account using OAuth." Click Connect, finish signing in, and wait for Authentication succeeded!
The card then shows Connected and Data is syncing until the first sync completes.

Choose which tables sync

Open the connection. HubSpot defaults to syncing the contacts table, plus standard objects like companies, deals, and engagements.
Use the Synced toggle in the HubSpot tables section to control what's pulled in.
Turn off Show only synced tables to reveal everything available, including custom properties on each object.

Key tables and fields synced

contacts — people: id, email, lifecyclestage, hs_lead_status, createdate, hs_analytics_source, hubspot_owner_id
companies — accounts: id, name, domain, industry, numberofemployees, annualrevenue, lifecyclestage
deals — pipeline: id, dealname, dealstage, pipeline, amount, closedate, createdate, hubspot_owner_id
engagements — emails, calls, meetings, and notes linked to contacts and deals: type, timestamp, associations
owners — rep lookup: ownerId, email, firstName, lastName
deal_pipelines / stages — stage definitions used to order and label your funnel

What you can ask this data

Once it's syncing, build it into metrics and dashboards or just ask Luna / Ask AI. For example:

"How many contacts entered the MQL lifecycle stage last month?" — counts contacts by lifecyclestage and createdate.
"What's total deal amount by pipeline stage?" — sums deals.amount grouped by dealstage.
"Which companies have open deals over $50k?" — joins deals to companies filtered by amount and open stages.
"What's our contact-to-customer conversion rate?" — compares lifecyclestage transitions over time.
"Which lead source drives the most closed-won revenue?" — groups won deals by contact hs_analytics_source.
"How is each rep's pipeline trending this quarter?" — sums open amount by hubspot_owner_id.

Example use cases

Full-funnel conversion. Track lead → MQL → SQL → customer using lifecyclestage, and see where contacts drop off.
Source & campaign ROI. Attribute closed-won revenue back to hs_analytics_source to see which channels actually pay off.
Pipeline dashboard by pipeline. Report deal value and velocity per pipeline and dealstage, split by owner or segment.
Train Alta on fit. With companies, industries, and won deals synced, Alta learns your best-fit customer profile to sharpen targeting.

Keep it in sync

Sync status shows Last sync (Succeeded/Failed) and the Sync frequency.
Click Sync now for an immediate refresh (Sync triggered successfully); it's disabled while a sync runs.
Use the overflow menu (⋯) to Disable, Enable, or Delete the connection.

Tips and common pitfalls

Start with the core objects — contacts, companies, and deals — then add engagements and custom properties as you need them.
Mind multiple pipelines. If you run more than one deal pipeline, always filter by pipeline so stages don't get mixed.
Re-auth if syncs start failing. If the HubSpot login is revoked or expires, re-connect from the card to restore syncing.
Custom properties are included for synced objects, so your bespoke fields come along too.
Deleting is permanent. Disable instead if you only want to pause syncing.