How to integrate HubSpot with Usermaven

Connecting HubSpot to Usermaven gives you a complete, unified view of your customer lifecycle. By combining your CRM data with deep product analytics, behavioral tracking, and advanced attribution, you can finally see the entire journey from anonymous visitor to paying customer and beyond.

This guide provides the complete, recommended approach for integrating HubSpot to achieve full-funnel analytics.

How the integration works (the core concept)

This is the most important thing to understand about the HubSpot integration.

Connecting HubSpot does not automatically send HubSpot traffic and attribution data to Usermaven. The integration works by enriching user data that Usermaven is already collecting.

Here’s the key concept:

1. Usermaven collects its own data first: Through the Usermaven tracking script on your website and your identify calls, we capture user behavior like page views, feature clicks, and form submissions.
2. HubSpot data is mapped on top: We then use the email address as a unique key to connect the user data in Usermaven with the corresponding contact, company, and deal information in HubSpot.

This powerful combination allows you to see the full customer journey and attribute real revenue from your CRM to specific marketing campaigns, website pages, and product features.

Why use Usermaven and HubSpot together?

HubSpot is your system of record for customer relationships—managing contacts, pipelines, and marketing campaigns. Usermaven is your system of intelligence for customer behavior—capturing every step of the user journey and attributing conversions with far more detail than HubSpot alone.

By integrating both, you unlock powerful new capabilities:

• Unify CRM records with product and website behavior: See exactly what a user did before and after they became a contact.
• Eliminate blind spots: Track the entire journey—from the first anonymous visit to a closed deal and ongoing product engagement.
• Attribute revenue with precision: Understand which marketing campaigns, website pages, and in-product actions truly drive revenue.
• Build smarter segments: Create highly specific user segments in Usermaven based on both CRM properties and behavioral data for deeper analysis.

How Usermaven attribution goes beyond HubSpot

Before you connect: A pre-integration checklist

To ensure a smooth and successful integration, please review these best practices before you begin.

• Review your HubSpot contact data:
  • Ensure key contacts have valid email addresses, as Usermaven uses email as the primary key for matching.
  • Assign a primary contact to all important deals. This is crucial for correctly linking deal events to user profiles.
• Install the Usermaven tracking script:
  • You will need to install the Usermaven script on all marketing sites and within your web app/product. This is essential for full-journey tracking.
  • You are sending the identify call with an email address whenever a user is known (e.g., after signup or login). This is critical for matching data. If not done already, follow step 2 and step 3 in the guide below.
• Inform your team:
  • Let your marketing, sales, and product teams know about the integration so they understand how to use the newly enriched data.

Step-by-step setup guide

This process outlines the complete, recommended approach for a full-funnel integration.

Step 1: Connect HubSpot to Usermaven

1. In your Usermaven workspace, navigate to Workspace Settings → Integrations.

2. Find HubSpot in the list and click to begin the connection process.

3. You will be redirected to HubSpot. Authorize access to your account to allow Usermaven to read your CRM data.

Once you’ve connected your HubSpot account, we’ll start the data sync.

• Initial Sync: We will begin an initial sync of your historical HubSpot data. This process may take a few hours to complete, depending on the volume of data in your account.
• Daily Syncs: After the initial sync, we will sync your HubSpot data with Usermaven once a day to capture any updates and new information. (Note: The previous sync frequency was every three hours; this has been updated to a daily sync).

What we sync

We sync the following objects from your HubSpot account:

• Companies
• Contacts
• Deal Pipelines
• Deals
• Email Events
• Engagements (Calls, Meetings, etc.)

Note: If you have already installed the Usermaven tracking script and implemented user identification, you can skip step 2 and step 3.

Step 2: Install the Usermaven tracking script (if not already installed)

If you haven’t already, install the Usermaven tracking script across your digital properties. This script is responsible for tracking anonymous visitors and all website/app behavior.

• You can find your unique tracking script under Workspace Settings → Setup.
• For detailed instructions, refer to our installation guide.

Step 3: Implement identity stitching (critical step)

This is the most important step for unifying your data. “Identity stitching” is the process of linking a user’s anonymous browsing history to their permanent user profile when they sign up or log in.

There are two methods to achieve this.

Method 1: Use the Usermaven Script for Identification (Recommended)

This is the cleanest and most robust method.

1. The Usermaven script, installed on your site, tracks all anonymous visitor activity.
2. When a user signs up or logs in, make a single usermaven('id', { ... }) call from your frontend code.
3. Our script automatically handles the stitching of their anonymous history to their known user profile.

Example id call:

usermaven('id', {
  id: 'USER_12345', // Your internal database ID for the user
  email: 'sara.doe@example.com',
  created_at: '2023-01-15T09:30:00Z',
  first_name: 'Sara',
  last_name: 'Doe',
});

For detailed instructions, refer to our guide on identifying your users.

Method 2: Use server-side identification

This method is an alternative if you must identify users from your backend. In this flow, you must capture the anonymous_id from the browser and send it to your backend to be used in your first Usermaven identify call.

Step A: Get the anonymous_id on the frontend: Use this helper function on your website to retrieve the ID and send it to your server during signup.

function getUsermavenAnonymousId() {
  const cookie = document.cookie.split('; ').find((c) => c.startsWith('__eventn_id_'));
  return cookie ? cookie.split('=')[1] : null;
}
 
// When a user signs up, get the ID and send it to your server
const anonId = getUsermavenAnonymousId();
// fetch('/api/signup', { body: JSON.stringify({..., anonymous_id: anonId }) });

Step B: Use the anonymous_id in your first backend identify call: When you make your first identify call to Usermaven from your server for this new user, you must include the anonymous_id you received from the frontend. This tells Usermaven to merge the two profiles.

For detailed server-side examples, please refer to our full identity resolution guide.

How to use the HubSpot integration

Once the data is synced, you can start leveraging it in Usermaven.

Deal stages as custom events

All deal stages a user has entered are converted into deal_stage custom events in Usermaven. All deal properties are attached as event attributes. This allows you to create conversion goals  based on specific deal stages (e.g., deal_stage_closed_won).

HubSpot attributes in contacts

All user attributes from HubSpot will be available in the Contacts Hub in Usermaven, prefixed with “HubSpot.” This is only available for users who have already been identified in Usermaven via an identify call with a matching email address.

Engagement events for attribution

All engagement events from HubSpot (excluding emails), such as calls and meetings, are converted into events in Usermaven. These can be used as sources or channels in your attribution reports .

A typical workflow example

1. An anonymous visitor lands on your blog from a Google Ads campaign.
2. The visitor fills out a form. Your website sends an identify call to Usermaven with their email.
3. That same email exists as a contact in HubSpot. During the next daily sync, Usermaven matches the profiles.
4. A sales rep moves the deal for that contact to “Closed Won” in HubSpot with a value of $5,000.
5. After the next sync, Usermaven creates a deal_stage_closed_won event for that user with an amount property of 5000.
6. You can now set deal_stage_closed_won as a conversion goal and see that Google Ads drove this $5,000 conversion.

How to verify the integration is working

Follow these steps to ensure data is flowing correctly and the user journey is unified.

1. Open your website in a new incognito browser window. This ensures you have a fresh anonymous session.
2. Browse a few pages on your site. If possible, use a marketing link with UTM parameters (e.g., ?utm_source=google).
3. Sign up for a new account, triggering your identify call.
4. In your HubSpot account, create a new deal and associate it with the contact for the email you just used.
5. Wait for a Usermaven sync cycle to complete (up to 3 hours).
6. Check the user’s profile in Usermaven:
   • Go to the Contacts Hub and find the user you just created.
   • Open their profile and view their Activity Timeline.
   • You should see a single, unified timeline containing all events in the correct order:
     • The anonymous Page Viewed events from your browsing.
     • The identify event at the moment of signup.
     • HubSpot-derived events like deal_stage_... appearing after the sync.
   • Check the Properties tab to confirm that marketing properties (like utm_source) and HubSpot properties (like hubspot_contact_id) are present.

If the timeline is complete and all properties are present, your integration is working perfectly.

Common questions and troubleshooting

• Will Usermaven change my HubSpot data?
  No, the integration is read-only. Usermaven only reads data from HubSpot for analytics purposes—your CRM records will never be altered.

• Why don’t I see my new HubSpot contacts or deals in Usermaven?
  Remember that the data sync runs every three hours. Please wait for at least one sync before checking for new data.

• Why is marketing attribution data (UTMs) not connected to my users?
  This indicates an identity stitching problem. It means the anonymous journey (where the UTMs were captured) was not successfully linked to the user profile at signup. Please review Step 3 and our Identity Resolution guide carefully.

• Why are deals appearing in reports but not linked to any users?
  This almost always means the deal in HubSpot does not have a primary contact associated with it, or the associated contact does not have an email address. Ensure every deal has a primary contact with a valid email.

Next steps

Now that your integration is active, you can begin to unlock powerful insights:

• Set up conversion goals based on HubSpot deal stages
• Build funnels to analyze your sales pipeline
• Explore multi-touch attribution reports
• Create powerful segments combining CRM and behavioral data
• Tracking meetings in HubSpot