Configure Hubspot analytics mappings for Salesforce reporting

Connecting Hubspot with Salesforce is powerful, but to unlock accurate reporting in Salesforce dashboards you must correctly configure analytics mappings between the two systems. This guide walks through how to map Hubspot analytics properties to Salesforce fields so your sales team can trust campaign and revenue reports.

How Hubspot analytics syncs with Salesforce

When the Hubspot-Salesforce integration is installed, standard contact and lead properties can be mapped automatically. However, analytics and campaign attribution data require specific configuration so that Salesforce reports display the correct:

Original and latest source information
Lifecycle and funnel stage data
Conversion and form submission metrics
Campaign and revenue attribution values

In this setup, Hubspot properties act as the system of record for digital engagement, while Salesforce focuses on opportunity and pipeline metrics. Mapping ensures both platforms show aligned data.

Prerequisites before creating Hubspot mappings

Before configuring analytics mappings, confirm the following prerequisites are in place:

The Hubspot-Salesforce integration is fully installed and authorized.
You have admin-level access in both applications.
Required custom fields exist in Salesforce on Contacts, Leads, and Opportunities.
Key analytics properties in Hubspot are identified and documented.

If any Salesforce fields are missing, create them first so they can be selected during the mapping steps.

Key Hubspot analytics properties to map

For most reporting scenarios, you will want to map these core analytics properties from Hubspot to Salesforce:

Original source – how a contact first discovered your business.
Original source drill-downs – more detailed source information such as specific ad networks or campaigns.
Latest source – the most recent channel that brought the contact back.
Number of page views – total pages viewed by a contact.
Number of form submissions – total forms submitted.
Recent conversion – most recent form or offer converted on.
Lifecycle stage – subscriber, lead, MQL, SQL, and customer stages.

Depending on your Salesforce reporting strategy, you may also map:

First and last touch campaign information
Deal or opportunity association metrics
Key scoring and qualification properties from Hubspot

Step-by-step: create Hubspot analytics mappings

Use the following process to create analytics mappings between Hubspot and Salesforce so the data flows into Salesforce reports correctly.

1. Open the integration settings in Hubspot

Sign in to your Hubspot account.
Navigate to Settings > Integrations > Connected apps.
Select the Salesforce integration to open its configuration panel.
Go to the section for Object and field mappings (names may vary slightly by integration version).

This area controls how Hubspot properties and Salesforce fields sync for Contacts, Companies, and Opportunities.

2. Choose the Salesforce object for your mapping

Decide which Salesforce object should store each analytics property:

Lead – for new inbound records that start as leads.
Contact – for existing customers or contacts in accounts.
Opportunity – to capture deal-level attribution data.

In the Hubspot integration settings, select the relevant object tab and locate the list of mapped fields.

3. Select the Hubspot property to map

Click Add mapping or similar action within the chosen object.
Search for the desired Hubspot property, such as Original source or Number of form submissions.
Select the property from the dropdown list.

Confirm the property type (text, number, picklist, etc.) so it matches the Salesforce field you plan to use.

4. Match the Salesforce field

After choosing the Hubspot property, search for the corresponding Salesforce field.
Select the field that will store the analytics value.
Verify that the data types are compatible to avoid sync errors.

If no appropriate Salesforce field exists, you will need to create one in Salesforce and then return to Hubspot to complete the mapping.

5. Configure sync direction and behavior

For analytics properties, the safest configuration is usually to let Hubspot write to Salesforce only:

Set sync direction to Hubspot → Salesforce where supported.
Prevent Salesforce from overwriting key digital engagement data.
Use read-only analytics fields in Salesforce for reporting to keep them clean.

In some scenarios, you may allow bidirectional sync for lifecycle or attribution fields, but this is less common and should be planned carefully.

6. Save and test the Hubspot mappings

Save your new field mapping configuration in Hubspot.
Choose a small sample of test records that already contain analytics data.
Force a manual sync or wait for the next scheduled sync between systems.
Open the related Leads or Contacts in Salesforce to confirm that analytics values appear in the mapped fields.

If test data does not populate as expected, re-check property types, field permissions, and sync rules.

Best practices for Hubspot analytics in Salesforce reports

To get the most value from your analytics mappings, follow these practices when building Salesforce reporting on top of Hubspot data.

Standardize naming and field usage

Use clear, consistent names for analytics fields in Salesforce.
Avoid duplicate fields for similar metrics from Hubspot.
Create documentation that lists each mapping, its purpose, and usage.

Standardization ensures everyone builds reports using the same data definitions.

Align Hubspot stages with Salesforce pipeline

Lifecycle stages in Hubspot should map logically to lead statuses and opportunity stages in Salesforce.

Map early digital engagement to Lead Status fields.
Connect MQL and SQL stages to qualification processes.
Use opportunity fields to reflect later-stage influence.

This alignment makes it easier to track funnel performance from first touch through closed revenue.

Use mapped fields in Salesforce dashboards

Once analytics from Hubspot are flowing into Salesforce, incorporate the mapped fields into your reporting layer:

Create reports grouped by original and latest source.
Filter opportunity reports by key Hubspot lifecycle stages.
Measure conversion rates based on form submission counts.
Compare campaign performance across digital and offline segments.

These reports help marketing and sales teams understand which efforts drive qualified pipeline.

Troubleshooting common Hubspot mapping issues

If analytics values from Hubspot do not appear correctly in Salesforce, review these common causes:

Mismatched data types between the property and field.
Insufficient field-level security or page layout visibility in Salesforce.
Mappings configured on the wrong object (Lead vs Contact vs Opportunity).
Sync direction set in a way that allows Salesforce to overwrite values.

Also confirm that the original Hubspot properties are actually populated on the records you expect to sync.

Additional resources on Hubspot and Salesforce

For more detailed technical reference, review the official instructions on creating analytics mappings for Salesforce reporting in the Hubspot Salesforce integration documentation.

If you need strategic guidance on designing your reporting architecture or optimizing marketing and sales alignment, you can also work with a dedicated RevOps and integration partner such as Consultevo.

Next steps: optimize your Hubspot and Salesforce data model

Accurate analytics mappings turn your Hubspot engagement data into actionable Salesforce insights. Once mappings are in place and tested, expand your reporting by:

Adding additional attribution fields as your campaigns grow.
Refining lifecycle definitions based on sales feedback.
Building executive dashboards that unify metrics across both systems.

With a solid mapping strategy, Hubspot and Salesforce can work together as a single, reliable source of truth for marketing performance and revenue reporting.

Need Help With Hubspot?

If you want expert help building, automating, or scaling your Hubspot , work with ConsultEvo, a team who has a decade of Hubspot experience.

Scale Hubspot

“`