BetaSync data from third-party applications in Data Studio

In Data Studio, you can create comprehensive datasets by integrating external data sync apps like Google Sheets and Snowflake in your HubSpot CRM. Continuously sync third-party app data into a dataset and merge it with other sources to refine and expand your datasets.

Sync external data sources

To sync external data sources:

1. In your HubSpot account, click More, then navigate to Data Management > Data Studio. If More doesn't appear in your account, navigate to Data Management > Data Studio directly.
2. On the top right, click Add external data source.
3. In the right sidebar menu, select the application to connect. Use the search bar for quick access to available apps. Connected apps will be labeled Installed. If the app is not installed, click the app, and follow the prompts to connect your account.
4. If there is more than one account connected, select the account you want to bring data from.
5. On the Data sources screen, select your data sources. The data sources available will vary from app to app. There may be a 2-3 minute delay before the data appears in the preview.
6. Click Next.
7. On the Columns screen, click the checkbox next to the columns you want to sync. The maximum number of columns per external data source is 200.
8. Click Next.
9. On the Sync details screen, refine the remaining details of your data source, then click Add data source at the top right.
10. On the External data sources tab, your external data sources will appear in the table.

Sync data from Google Sheets and Office 365 Excel

The Google Sheets and Microsoft Excel integrations allow you to build datasets, which can be used in reports, workflows, or to send data to the CRM. Updates occur every 5 minutes to ensure you have the most current data available.

1. In your HubSpot account, click More, then navigate to Data Management > Data Studio. If More doesn't appear in your account, navigate to Data Management > Data Studio directly.
2. On the top right, click Add external data source.
3. In the right sidebar menu, select Google Sheets Data Ingestion or Office 365 Excel to connect. Connected apps will be labeled Installed. If the app is not installed, click the app, and follow the prompts to connect your account.
4. On the Data sources screen, click the file you want to connect, then click Select.
5. Click Next.
6. On the Columns screen, click the row you want to use as a column header. It is crucial to have a clear column structure with headers for the extraction of column names and data. If you want to re-select a row for the column header, click the back arrow at the top right of the table. 

Please note: defining data types for your columns is essential for certain actions within the datasets builder. Only numeric fields can be used in dataset calculations. If a column contains multiple data types, you will be prompted to select the appropriate type manually. For example, a column labeled Total amount should consistently contain numeric values to ensure accuracy. Learn more about data types.

7. Click Add data source.
8. On the External data sources tab, your external data sources will appear in the table.

Data types in Google Sheets and Office 365 Excel

A data type specifies the kind of information in a cell—such as a number, text, or date—helping spreadsheets like Google Sheets and Excel process data correctly. Choosing the right type ensures accurate calculations, sorting, and formatting.

Examples are below.

Sync data from Snowflake, BigQuery Data Ingestion, Amazon S3, Databricks, Azure Synapse, and Amazon Redshift

The above integrations allow you to bring in data into datasets from external data warehouses.

1. In your HubSpot account, click More, then navigate to Data Management > Data Studio. If More doesn't appear in your account, navigate to Data Management > Data Studio directly.
2. On the top right, click Add external data source.
3. In the right sidebar menu, select Snowflake Data Ingestion, BigQuery Data Ingestion, Amazon S3, or Databricks to connect. Connected apps will be labeled Installed. If the app isn't installed, click the app, and follow the prompts to connect your account.

Please note: for Amazon S3, only syncing CSV file formats from your specified S3 folder is supported. By default, the most recent CSV file will be synced.

4. If there's more than one account connected, select the account you want to bring data from.
5. On the Data sources screen, select your data sources. The data sources available will vary from app to app. There may be a 2-3 minute delay before the data appears in the preview.
6. Click Next.
7. On the Columns screen, click the checkbox next to the columns you want to sync. The maximum number of columns per external data source is 200.
8. Click Next.
9. On the Sync details screen, refine the remaining details of your data source, then click Add data source at the top right
10. On the External data sources tab, your external data sources will appear in the table.

Data validation & error states

If a sync fails or data is missing, HubSpot will flag the data source with a warning icon in the Data Studio dashboard.

• Schema Changes: If a column header is renamed or deleted in the source file (e.g., Google Sheets), the sync will pause for that specific column to prevent data corruption in your reports.

• Limit Caps: If your source exceeds the 200-column limit, any columns beyond that limit will be ignored during the sync process.

Sync data from webhooks (BETA)

Webhook data sources let developers and app partners push JSON data into HubSpot’s Data Studio in real time—eliminating the need for file uploads, manual imports, or pre-built connectors. Any system capable of sending an HTTP request can now serve as a data source in HubSpot.

Please note: if you're a Super Admin, you can opt your account into the Webhook Data Sources beta.

Connect a webhook to your account

To connect a webhook to your account:

1. In your HubSpot account, click More, then navigate to Data Management > Data Studio. If More doesn't appear in your account, navigate to Data Management > Data Studio directly.
2. In the top right, click Connect external data source.
3. Search webhook, then click Webhook.
4. Type the name of your webhook.
5. Each webhook data source has a unique URL. Copy this URL and paste it into the external system that will send the webhook data.

Please note: keep this URL confidential. If it is compromised, you can generate a new URL by creating a new webhook data source.

Test your webhook

Before finalizing your data source, test the connection by sending webhook messages from your external system:

1. Send one or more test messages from your system. The data will appear in the table preview.
2. Review the data in the table to verify the format and structure.
3. If you are not satisfied with the data, click Clear table to remove the test data, and try again.
4. Click the Set sync mode dropdown menu to configure record behavior:
   
   • Create records only: each incoming webhook message creates a new record.
   • Create and update records: define a match key so that incoming records with the same match key value update existing records instead of creating duplicates.
5. Once you have verified your data and configured your record behavior, click Create data source.

HubSport supported data formats for webhooks

HubSpot supports the following data formats for webhooks:

• All JSON data formats
• POST/PUT and GET requests

The data can be sent in the request body or as query parameters. Only one record can be sent per request.