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Available on the Pro, Teams, and Enterprise plans.
The HubSpot integration automatically syncs contacts you collect through Wave Connect into your HubSpot CRM as Contacts. When a contact is created, updated, or deleted in Wave Connect, HubSpot is updated in real time, with no manual imports required. Contact notes are kept in sync as linked HubSpot Notes.

How to connect

1

Open the integration

Go to Integrations, open HubSpot, and click Install App.
2

Choose where to install it (organizations)

In an organization, choose whether to connect HubSpot for the whole organization or for a single team. See Organization and team integrations.
3

Keep contact sync on

Leave Automatically send new Wave contacts to HubSpot on to import your existing Wave Connect contacts right away and sync new ones in real time.
4

Connect HubSpot

Click Continue and sign in to your HubSpot account.
Wave Connect requests permission to read and write CRM contacts, read and write your contact schema (to create custom properties), read HubSpot owners (to assign contacts), and read and write marketing events (for event sync). Once connected, open the integration’s Settings to see where it’s connected, turn Contact sync and Event sync on or off, and edit the Attributes mapping.

Attributes mapping

By default, contact fields sync to the HubSpot properties listed under What Gets Synced below. You can send any Wave Connect field to a different HubSpot property, including custom ones, and sync additional fields such as work email, mobile phone, tags, and your organization’s custom attributes and qualifiers.
1

Open the integration settings

Go to Integrations → Installed Integrations and open the HubSpot integration’s Settings.
2

Find attributes mapping

Each row pairs a Wave Connect Contact Field with a HubSpot Field. Pick a property from the second column, or click the X to stop syncing that field.
3

Add a field (optional)

Click Add field and pick a contact field, a Wave field (Tags, Events), one of your Custom fields, or a Static value.
4

Map the options (optional)

When a field with options (a select attribute, tags, or events) is mapped to a HubSpot dropdown or checkbox property, click the options button on that row to open Map options and choose which HubSpot option each value syncs to. Options with the same name are matched automatically.
5

Save

Click Save. The new mapping applies to the next sync.
The HubSpot properties in the list are read live from your connected account, so any custom property you created appears alongside the standard ones. If you add a property in HubSpot while the page is open, click the refresh icon in the column header to reload the list.
  • Static value: send the same value for every contact, for example a lead source. Turn on On create to send it only when the HubSpot contact is first created.
  • Create field from HubSpot property: admins can pick a HubSpot dropdown property and create a matching Wave Connect select field, with the same options, already mapped to it.
  • Wave Connect converts values to the HubSpot property’s type. A value that doesn’t fit the property, such as text in a number property or an unmapped option in a dropdown, is skipped.

What gets synced

The table below is the default field mapping. You can change it from the Attributes Mapping section above. Sync direction: Wave Connect → HubSpot (outbound only) When it syncs: Real-time on contact create, update, or delete

Event sync

Event sync sends your organization’s events to HubSpot as Marketing Events, so you can see which contacts you met at which show.
  • When an event is created or edited in Wave Connect, a Marketing Event with the same name, dates, and description is created or updated in HubSpot. If a Marketing Event with exactly the same name already exists, Wave Connect links to it instead of creating a new one.
  • When a contact is added to an event, it is recorded as having attended the Marketing Event.
  • When a contact is removed from an event, its attendance is changed to cancelled.
  • When you first connect, your existing events and their contacts are sent to HubSpot.
Event sync is on by default. To turn it off, open the integration’s Settings and switch off Event sync. It only runs while Contact sync is on, and it needs the default Events → Marketing event participant row in the attributes mapping: if you remove that row, Marketing Events are still created but no attendance is recorded.
If you connected HubSpot before event sync was available, disconnect and reconnect the integration to grant Wave Connect access to marketing events. Until then, events are not synced.
Deleting an event in Wave Connect does not delete its Marketing Event in HubSpot.

Features

  • Organization or team: connect HubSpot once for the whole organization, or per team.
  • Import on connect: import all existing Wave Connect contacts into HubSpot when you first connect.
  • Deduplication: if a contact with the same primary email already exists in HubSpot, Wave Connect updates it instead of creating a duplicate.
  • Note sync: contact notes written in Wave Connect are created or updated as linked HubSpot Notes.
  • Owner assignment: contacts are automatically assigned to the matching HubSpot owner based on email address.
  • Attributes mapping: choose which HubSpot property each contact field, custom attribute, and qualifier syncs to.
  • Event sync: send events as Marketing Events and record their contacts as attendees.

Limitations & requirements

  • If your HubSpot plan has reached its contact limit, new contacts will not be synced.
  • Owner matching is done by email. If a team member’s email doesn’t match any HubSpot owner, the contact is created without an owner.
  • Two hidden custom properties (wave_sync_id, wave_note_id) are created in your HubSpot account during setup. They are used for deduplication and should not be deleted.
  • Deleting a contact in Wave Connect also deletes it in HubSpot while contact sync is on.

Disconnecting

Open the integration’s Settings and, under Disconnect HubSpot, click Disconnect. This removes the integration and revokes Wave Connect’s access to your HubSpot account. Contacts that were already synced remain in HubSpot.