Get HubSpot Data Hub keeping your CRM in step with your other systems
Data Hub is the part of HubSpot that copies data to and from your other apps, cleans it up and lets you add your own code to automated workflows. It used to be called Operations Hub. We help you pick the right tier and set it up so your reports can be trusted.
Free, 30 minutes, and you'll leave with at least one clear next step.
- Hub
- Data Hub (formerly Operations Hub)
- Plan needed
- Free, Starter, Professional, Enterprise
- Status
- Generally available
Custom code and data quality automation need Professional
Signs your HubSpot data needs help
People rarely shop for Data Hub by name. They come to us with one of these problems, and Data Hub turns out to be part of the fix.
The same customer shows up three times
One record came from a form, one from an event list and one from your billing system. Each has different notes, and reps don't know which one to trust.
Sales and accounting give different numbers
HubSpot says one thing about a customer and the accounting system says another. Leadership stops opening the dashboards because no report explains why the two don't match.
Someone exports and imports a spreadsheet every week
Orders, product lists or new customers move between systems by hand. When that person is out, the data goes stale.
Fields are filled in a dozen different ways
Job titles, states, industries and phone numbers are all over the place. Lists and lead scoring miss people because the data doesn't line up.
What is HubSpot Data Hub?
Data Hub is the HubSpot product for keeping your data accurate and connected. HubSpot renamed it from Operations Hub, so older articles and contracts still use the old name.
It does four jobs. It copies data between HubSpot and other apps automatically. It finds and fixes messy records. It lets you combine data into tables for reporting. And it lets your workflows run short pieces of your own code, for jobs HubSpot doesn't do as standard.
Your accounting system, store platform and other tools stay where they are. Data Hub sits between them and HubSpot, so the CRM shows what those systems already know.
The four parts of Data Hub
Data sync
Connects HubSpot to more than 100 apps so records update by themselves. The free tier has basic sync, and Starter adds advanced options. Enterprise adds two-way connections to data warehouses and cloud storage, where larger companies keep their data.
NetSuite integrationData quality
Free and Starter include basic cleanup tools. Professional adds automation to clean data at scale and keep an eye on data health, so fixes don't depend on one person remembering.
Data enrichmentDatasets and Data Studio
Professional lets you build reporting tables, which HubSpot calls datasets, with AI help. Enterprise adds advanced options. Data Studio, on Professional and Enterprise, combines your own data with outside data for reporting.
Reporting and dashboardsCustom code in workflows
On Professional and Enterprise, a workflow step can run JavaScript, or Python in beta. That's how a workflow talks to another system, reformats data or does math HubSpot can't do by itself.
WorkflowsWhich Data Hub tier do you need?
Free or Starter is often enough when
- You mainly need a standard app sync, such as your accounting or store platform
- Your data is in fair shape and you clean it by hand now and then
- You don't need custom field mappings to your ERP or back-office system
- Your workflows don't need custom code
Professional or Enterprise pays off when
- You need custom code to talk to your ERP or another system
- Data cleanup has to run on its own, every day
- You want datasets and Data Studio for reporting
- You need two-way warehouse sync or custom record types, which point to Enterprise
- You're mapping custom fields in the HubSpot NetSuite integration
What does Data Hub cost?
Data Hub has a free tier, a Starter tier priced per seat, and Professional and Enterprise tiers that cost more. HubSpot changes prices and promotions often, so check its pricing page before you budget. We'll tell you which tier you need, so you don't pay for one you won't use.
Some Data Hub features also use HubSpot credits, the usage allowance that comes with your plan. Data Studio comes with some credits on Professional and Enterprise, and syncing outside Data Studio uses credits. We look at how much you'd sync before recommending a tier, so the credit bill doesn't surprise you.
Limits on custom code worth knowing
- Each run has 20 seconds to finish, so long jobs need to run somewhere else
- Each run gets a fixed, small amount of memory (128 MB)
- One code step can read up to 50 fields
- All your passwords and API keys for other systems, combined, can't go over 1,000 characters
- If another system is busy or down, HubSpot keeps retrying for up to three days
- Undo and redo in workflows don't cover custom code actions
We find where bad data comes from, then fix it at the source
- Start
Find out where the bad data comes from
We trace your messiest records back to where they came from: a form, an import, an integration or a habit. You get a short list of causes, ranked by how much damage each one does.
- Plan
Decide which system owns what
Before any sync, we agree which system is right for each record and field. The owners of each system and your sales lead make the calls, and we write them down.
- Clean
Clean what's there
We merge duplicates, fix formats and set rules so new records come in clean. Anything we can't fix automatically goes on a list for your team to review.
- Build
Connect and automate
We set up the syncs and, where needed, write custom code steps. We test each one on a sample of your records before switching it on for everyone.
- Handoff
Hand it over with a health check
You get a simple data health view, notes on every sync and code step, and a named owner on your side. Your admin knows what to watch and what to do when something fails.
What does Data Hub look like in practice?
A services firm could sync clients and invoices from its accounting system into HubSpot, then use data quality automation to keep company names and addresses consistent. A manufacturer could use a custom code step to roll up each account's orders into one "last order date" field, so a workflow can flag accounts that have gone quiet.
An online brand can do the same with its store platform, so customer lists stay current without anyone re-importing them.
Connected systems at a solar installer
Photon Brothers, a Colorado solar installer, linked HubSpot to its design, inventory and finance tools. Deals, designs and orders now move between them without anyone typing them twice.
Jobs too big for a workflow step
Custom code steps are good for short tasks. They're the wrong place for a job that takes more than 20 seconds, has to wait in line behind other jobs, or needs to read documents like purchase orders or contracts. For those we move the heavy work to an outside service that writes results back to HubSpot.
If you want AI to read, sort or summarize data before it lands in HubSpot, see our custom AI workflows. They run alongside Data Hub, and the results land in the same fields your workflows and reports use.
Data Hub questions
Is Data Hub the same as Operations Hub?
Yes. HubSpot renamed Operations Hub to Data Hub. The core jobs are the same: data sync, data quality and custom code in workflows. HubSpot has added newer features under the new name, such as datasets and Data Studio.
Do I need Data Hub to connect HubSpot to NetSuite?
Not for the standard connection. HubSpot's NetSuite integration works on all plans. You need a Data Hub subscription only if you want to map custom fields, which many NetSuite users do.
Which Data Hub tier includes custom code?
Custom code steps in workflows need Data Hub Professional or Enterprise. They run JavaScript, or Python in beta, with a 20-second limit per run.
Can Data Hub sync with our data warehouse?
Two-way connections to data warehouses and cloud storage come with Data Hub Enterprise. Lower tiers cover app-to-app syncs.
Which Data Hub features use HubSpot credits?
Professional and Enterprise include some credits for Data Studio, and syncing outside Data Studio uses credits. AI features such as the Data Agent also use credits.
Will Data Hub fix our duplicate records for us?
It helps a lot, and Professional can automate cleanup across thousands of records. But someone still has to decide which record wins when two disagree. We set those rules with you, so the tools fix things the way your team expects.
Can we create custom objects with Data Hub?
Yes, with Data Hub Enterprise. Custom objects need the Enterprise tier of any HubSpot hub, and Data Hub Enterprise counts.
Related
Get a straight answer on which tier you need
Tell us what you need to sync and clean. We'll tell you whether Data Hub is worth it, and at which tier.