HubSpot connector

Set up the HubSpot connector in Kaivo: authentication, configuration, the BigQuery tables it syncs, and answers to common questions.

Written By Lauri Raivio

Last updated About 5 hours ago

Kaivo is a fully managed data platform that syncs your HubSpot data into a Google BigQuery warehouse and keeps it up to date automatically. There is no pipeline to build and no infrastructure to run, so you can spend your time analysing your CRM data instead of moving it.

What is the HubSpot connector

Sync your HubSpot contacts, companies, deals, and tickets into BigQuery with Kaivo to analyse your full sales and marketing funnel in one place.

Category	CRM, Marketing & Sales, Customer Service
Status	Generally available
Authentication	OAuth or API key
Setup	Self-service

Getting started with the HubSpot connector

Sign up for Kaivo and create a workspace.
Connect your HubSpot account.
Choose which tables to sync.
Wait for the initial sync to finish.
Query your data in BigQuery or your favourite AI or BI tool.

Authenticating HubSpot

The HubSpot connector supports 2 ways to connect. Pick the one that fits how you work.

Connect by signing in to your HubSpot account. Kaivo runs the connection for you, so you never share a password.

Private App

Authenticate with your Access token.

Field	Description
Access token	HubSpot Access token. See the Hubspot docs if you need help finding this token.

Configuring the HubSpot connector

When you set up the connector, you provide:

Field	Description
Start date	Any data before this date will not be fetched.

Tables and columns synced from HubSpot

The available streams and columns depend on your account configuration (such as custom fields and objects), so they are determined when the connection runs rather than listed here.

How the HubSpot sync works

After the first load, Kaivo keeps your BigQuery warehouse up to date for you. Where HubSpot supports it, each sync pulls only new and changed records so it stays fast; otherwise it refreshes the whole table. Every record keeps its original ID, so you won't get duplicate rows.

Frequently asked questions

How long does the initial sync take for HubSpot?

It depends on how much history is in your HubSpot account. Most initial syncs finish within minutes, while large accounts can take a few hours. After that, syncs only fetch new and changed records, so they're much faster.

Can I sync only some tables or columns?

Yes. You pick which tables to sync when you set up the connection and can change the selection later. Tables you don't select are never copied to your warehouse.

What happens when HubSpot's schema changes?

New fields are never added automatically. You choose which fields to sync, so data you haven't selected (sensitive personal data, for example) never lands in your warehouse. When a new field appears, it becomes available for you to add. What happens to removed or renamed fields depends on a table's sync mode: full-refresh tables always match what's currently in HubSpot, so dropped fields disappear, while incremental tables keep their existing columns and history, so an old field stays and newly added fields fill in over time.

Your data lives in your own Kaivo-managed BigQuery warehouse, so the most direct option is to delete or anonymise specific records right in BigQuery. If you delete data in HubSpot instead, full-refresh tables drop it on the next sync, while incremental tables keep it, so you would remove the row in BigQuery or ask us to run a full refresh. To remove everything, delete the HubSpot connector in Kaivo and all of its synced data is deleted with it.

Common use cases for HubSpot data

Deal pipeline analysis

Track deals by stage, owner, and close date to measure pipeline coverage, conversion rates, and forecast accuracy.

Lead source attribution

Join contacts and companies with their original sources to see which channels and campaigns produce the best-converting leads.

Sales activity reporting

Analyse engagements and deal history to report on rep activity, response times, and the touches that move deals forward.

Support ticket trends

Aggregate tickets by pipeline, priority, and resolution time to monitor support volume and SLA performance.

Marketing and CRM together

Combine HubSpot marketing and CRM data in BigQuery to connect campaign engagement to closed revenue.

Use HubSpot data in your AI and BI tools

Once HubSpot data lands in your Kaivo-managed BigQuery warehouse, you can explore it with AI tools or any BI tool that connects to BigQuery. Here's how the most common destinations work with HubSpot data.

Claude

Use Kaivo's MCP server to give Claude secure, workspace-scoped access to your data. Setup guide →

Power BI

Microsoft's BI tool with a native BigQuery connector. Supports direct query and scheduled refresh. Setup guide →

Data Studio

Free Google BI tool with native BigQuery support. One-click connection to your Kaivo warehouse; great for SMB teams on Google Workspace. Setup guide →

Tableau

The premium analytics standard, with native BigQuery integration. Setup guide →

Google Sheets

Use Connected Sheets to query BigQuery directly from a spreadsheet, with no SQL. Setup guide →

Excel

Connect via Power Query's BigQuery connector. Setup guide →

Metabase

Open-source BI tool with strong BigQuery support. Setup guide →

See our pricing page for HubSpot connector pricing and plan details.

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