Use the data quality command center

The data quality command center shows an overview of how data is stored in your HubSpot CRM, and highlights potential issues with your data. You can evaluate possible issues with your properties, records, data sync integrations, and workflows. From the command center, you can also drill down further into each asset and take action to improve the quality of your data.

Only users with Super admin or Data quality tools access and View permissions for contacts and companies can access the data quality command center. 

To access the command center:

• In your HubSpot account, navigate to Data Management > Data Quality.

• Data monitoring: the total number of unexpected changes in your data. Track specific properties in the data quality tool to monitor updates to the property's values on CRM records for anomalies using HubSpot AI. You can keep track of the number of times that property values have been updated, compared to the expected range of updates for this property.
• Properties: the total number of contact, company, deal, and ticket properties in your account, a daily trend report for property issues, and the number of properties that HubSpot has identified as having any of the following issues:

• • No data: there are empty or incomplete values for the property on records.
  • Unused: the property is not used in any HubSpot tools such as lists, workflows, or reports.
  • Duplicates: there is another property that is similar to the property.

• Records: the total number of contact and company records, a daily trend report for record issues, and the number of records that HubSpot has identified as having any of the following issues:
  • Formatting issues: the record has a property value that may be formatted incorrectly (e.g., missing a capital letter for Last name).

Please note: if a record is updated by the data quality command centre but is later manually updated to a different incorrectly formatted value, the data quality command centre will not flag the record again. Updated values added via a manual user update, API, integration, import, or data migration will typically not be flagged again. For example, if a name is displayed in your account as "LORELAI GILMORE", the data quality command centre will suggest to change it to "Lorelai Gilmore". However, if this contact is updated via an API to "LORELAI GILMORE" again, this will not be flagged in the data quality command centre again as it interprets the overwritten format as the correct.

• • Duplicates: there is another record that is similar to the record.

• Data Sync: the total number of connected data sync apps, a daily trend report for data sync issues, and the number of apps that HubSpot has identified as having any of the following issues:
  • Apps with sync failures: the app is connected and data sync is turned on, but HubSpot has identified that some records are not syncing.
  • Apps with no active syncs: the app is not syncing either because the account is disconnected, existing syncs are paused, or data sync hasn't been set up or turned on.
• Workflows: the total number of active workflows, a daily trend report for workflow issues, and the number of workflows that HubSpot has identified as unused or at-risk. Not that format fixing options are available for contacts only and deduplication is available for contacts and companies only.
  • Unused workflows: the workflow has been turned off or hasn't had any activity in the last 90 days.
  • At-risk workflows: the workflow has at least one unique error.

Below, learn how to access more information about each section's insights and act on data quality suggestions.

Monitor properties

If the number of updates is outside of the expected range, this will be considered an anomaly. For example, if a property has been updated 15 times on a certain day, and the expected range is 5 to 10 times, it will be flagged as an anomaly. You can review these issues in the data quality tool and subscribe to notifications when these anomalies occur.

Set up a property to monitor

• In your HubSpot account, navigate to Data Management > Data Quality.
• At the top, in the Data monitoring section, click Get started or View all monitored issues. 
• Navigate to the Property anomalies tab.
• In the top right, click Monitor new property.
• In the right panel, click the Select an object type dropdown menu and select the type of property you'd like to monitor.
• Click the Search for or choose a property dropdown to select a property to monitor.

• Navigate to the Notifications tab.
• Click the Search for users dropdown menu and click the checkbox next to user's name. Users must have Data Quality command center access to receive notifications. Learn more about managing notifications in the notification settings.
• To remove a subscribed user, click Remove next to the user's name.
• At the bottom, click Save.

Manage monitored properties 

When you have created monitored properties, you can change your notifications or the property that has been set up.

• In your HubSpot account, navigate to Data Management > Data Quality.
• In the top right, click View all monitored issues.
• Navigate to the Property anomalies tab.
• To edit a monitored property or notification, click Manage monitored properties in the top right.
• In the right panel, hover over the property and click Edit. 

• To add another user to notify, click the Select users to notify dropdown menu and click the checkbox next to user's name. 
• To remove a subscribed user, click Remove next to the user's name.
• To stop monitoring a property, in the top right, click Stop monitoring property. Then, click Stop monitoring. 

Review issues

When HubSpot AI detects an anomaly it will appear in your dashboard. From here you can view more details:

• In your HubSpot account, navigate to Data Management > Data Quality.
• In the top right, click View all monitored issues.
• To view more details, in the Actions column, click Review. 
• To hide an alert, in the Actions column, click Dismiss.
• In the right panel, view details about any anomalies, including a data visualization and any other instances that have occurred in the past 30 days.

View property insights

The Properties card displays insights into your contact, company, deal, and ticket properties. From here, you can take action towards resolving issues, or hide properties you don't want to monitor so that they don't impact your property insight reports.

• To adjust the data shown in the graph, click the Date range and Frequency dropdown menus and select your desired filters.

• Hover over a date on the Number of Issues report to view a count of each issue on that day.
• To view more information about your properties, click View all property insights.

• View an overview of how many properties have No data, are Unused, or are possible Duplicates.
• On the Properties to review card, view a list of properties that have at least one potential issue. The properties are listed in alphabetical order and all issues are shown.
  • To filter by specific issues, click the All issues dropdown menu, then select the checkboxes next to the issue types you want to view.
  • To view only properties of a specific object, click the All objects dropdown menu, then select the object you want to view.
  • Use the search bar at the top of the table to search for a specific property.
  • Click a column to sort the properties by the data in the column. The columns include:
    • Name: the name of the property.
    • Issue: the type of issue identified for the property. Options include No data, Unused, or Duplicates.
    • Object: the object the property applies to. 
    • Property updated: the most recent date that a value was updated for the property.
    • Update source: for the most recent update, how the property value was updated.
    • Fill rate (%): the percentage of records that have a value for the property.
    • Used in: the number of tools (e.g., lists, workflows) that are currently using the property.
• To hide an individual property from the issue reports, hover over the property, then click Actions > Hide. These properties will be moved to the Hidden properties tab. 
• Click the Hidden properties tab to view properties that you've chosen not to monitor. To restart monitoring a hidden property for issues, hover over the property, then click Actions > Show. To show multiple hidden properties, select the checkboxes next to the properties, then select Show at the top of the table.
• On either tab, to view more details or take action on a specific property, click the property's name.
• To edit the property, click Edit property in the top right. In the right panel, edit the property.

• To export the historical values for the property, click the Actions dropdown menu, then select Export property history.
• To archive a property, click the Actions dropdown menu, then select Archive. To archive multiple properties, click the checkbox next to the property and click Archive. Learn more about archiving properties.
• View additional information about the property:
  • Property details: the property's name, description, object, create date, last updated date, and field type.
  • Fill rate/Records with value: the percentage of records that have a value for the property. Click View list in the CRM to view a full list of records with values for the property.

• • Property update sources: a report showing how values have been updated for the property. Click the dropdown menus to filter the report based on Date range and Frequency. 
  • Tools using this property: a list of assets where the property is currently being used. Click the All tools dropdown menu to filter the assets based on specific tools.

Check records for duplicates or formatting issues

On the Records card, you can view an overview of potential issues with contact and company records and resolve them. Possible issues include incorrect property value formatting (e.g., a contact's first name isn't capitalized), and duplicate records. For value formatting, you can set up rules to automatically fix certain issues. 

Please note: at this time, formatting issues and duplicate management are only available for contacts and companies.

Set up duplicate monitoring

• In your HubSpot account, navigate to Data Management > Data Quality.
• In the top right, click Get started or View all monitored issues. Then, click Adjust settings for duplicates.
• In the right panel, select the objects you want to monitor for new duplicate records. Click to toggle the Contact and/or Companies switch on.
• Under each object, select the daily duplicate limit. This is the number of duplicates allowed in a 24 hour period before a notification will be sent.
• Navigate to the Notifications tab.
• Select which users will receive notifications.
• Click Save.

View duplicate record issues

• In your HubSpot account, navigate to Data Management > Data Quality.
• In the Data monitoring card, click View all next to New duplicate issues.
• To adjust the data shown in the graph, click the Date range and Frequency dropdown menus and select your desired filters.
• In the duplicate issues table, click on the count of duplicates in the Contact or Companies column.
• In the duplicate records tool, click on the duplicate record and select Review or Reject.

Fix formatting issues

• In your HubSpot account, navigate to Data Management > Data Quality.
• Click the number count under Formatting Issues, in the records table.

• • To manually accept or reject proposed fixes to formatting, in the table, view and manage formatting suggestions.
  • To manage settings that automatically fix certain formatting issues, in the top right, click Automation. In the right panel, set up rules to automatically fix current and future formatting issues.
  • To edit a record, hover over the proposed fix and click the pencil icon.
  • To delete a record, click the record, then in the right panel, click Delete record.

• To view a list of possible duplicate contact or company records, click View all in the Duplicates row. You'll be brought to the Manage duplicate records page. In the table, review possible duplicates.

Delete records

In the Formatting Issues tool, delete records that not longer need to be included in your account. 

• In your HubSpot account, navigate to Data Management > Data Quality.
• In the Records card, click the Formatting issues.
• Review the formatting issues, then click More and select Delete this record.

• In the popup box, select Delete [record].

Export duplicates to CSV

Export duplicate records identified in the data quality command center to a CSV file.

• In your HubSpot account, navigate to Data Management > Data Quality.
• Click View all in the Duplicate issues row. 
• In the top right, click Export duplicates.

View Data Sync app insights

On the Data Sync card, you can view an overview of possible syncing issues for your Data Sync by HubSpot connected apps, and take action to resolve these issues.

• To adjust the data shown in the graph, click the Date range and Frequency dropdown menus and select your desired filters.
• Hover over a date on the Number of Issues report to view a count of each issue on that day.
• To view more information about your apps, click View all Data Sync app insights.

• View how many of your apps have Sync failures or No active syncs.
• On the Sync activity card, you can view all of your data sync apps. By default, apps are listed in alphabetical order and all apps are shown.
  • To filter by specific sync statuses, click the All statuses dropdown menu, then select the status you want to view. Learn more about sync statuses.
  • Use the search bar at the top of the table to search for a specific app.
  • Click a column to sort the apps by the data in the column. The columns include:
    • App: the name of the connected app.
    • Account: the connected app account.
    • Status: the sync status of the app.
    • Failing to sync: the number of records that have not been synced.
    • Last sync activity: the most recent date or time the app was synced.
• Click the name of an app to navigate to the app's sync settings
• In the Failing to sync column, click the number to view a list of the records with errors. In the right panel, view the affected records, the object being synced, the app that the records aren't being synced to, and a reason for the error.

• • Click the dropdown menus to filter the records based on sync type and error categories.
  • Hover over the info information icon next to an error for more information about how to resolve the error.

Learn more about setting up and using HubSpot data sync.

Review at-risk and unused workflows

On the Workflows card, you can view an overview of workflows with no recent activity or with errors.

• To adjust the data shown in the graph, click the Date range and Frequency dropdown menus and select your desired filters.
• Hover over a date on the Number of Issues report to view a count of each issue on that day.
• To view a list of unused workflows, click View all in the Unused Workflows row. You'll be brought to the Unused workflows tab of the workflows tool, where you can take action to move, turn off or delete unneeded workflows.

• To view a list of at-risk workflows with errors, click View all in the At-risk Workflows row. You'll be brought to the At-risk workflows tab of the workflows tool, where you can troubleshoot workflow errors.

Learn more about organizing your workflows.

Use data quality insights in the report viewer

After building a contact, company, deal and ticket based report, you can view data quality property insights. This can help to determine which properties to use to reach a reporting goal and how much data is available. Data quality tools offer context to help understand properties, where data is coming from as well as how much data is available.

• In your HubSpot account, navigate to Reporting > Reports.
• Click the name of a contact, company, deal, or ticket based report. 
• In the right sidebar, click More > Data Quality.
• View additional insights on the properties in the report including property issues, fill rates, and a direct link to the data quality command center for additional context.