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HubSpot Audit Framework

Client Name — HubSpot Audit

Account ID: —  |  Audit Date: —  |  Auditor: —

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Account

Item Object Sub-Item
Account Info
What is the HubSpot Account ID?
▾
What We Look For
What is the HubSpot Account ID?
Best Practice
Every audit should begin by confirming the correct Account ID. This ensures you're auditing the right portal.
Clickpath
Click the account name in the right hand corner → under the account name input the account id
Status
Findings

Administration

Item Object Sub-Item
Subscriptions & Billing
Administration
What subscriptions do you have?
▾
What We Look For
What subscriptions do you have?
Best Practice
Confirm which Hubs (Marketing, Sales, Service, Ops, CMS) and tiers are active. This determines feature availability.
Clickpath
Top Right Company Name > Accounts & Billing > Subscriptions
https://app.hubspot.com/account-and-billing/{ACCOUNT_ID}/overview ↗
Status
Findings
Subscriptions & Billing
Administration
Billing Cycle
▾
What We Look For
Billing Cycle
Best Practice
Annual billing saves ~20%. Monthly billing offers flexibility but higher cost.
Clickpath
Top Right Company Name > Accounts & Billing > Overview
https://app.hubspot.com/account-and-billing/{ACCOUNT_ID}/overview ↗
Status
Findings
Subscriptions & Billing
Administration
Billing Period
▾
What We Look For
Billing Period
Best Practice
Note the renewal date to plan for any tier changes or renegotiations.
Clickpath
Top Right Company Name > Accounts & Billing > Overview
https://app.hubspot.com/account-and-billing/{ACCOUNT_ID}/overview ↗
Status
Findings
Item Object Sub-Item
Users & Security
Administration
How many users?
▾
What We Look For
How many users?
Best Practice
Compare active users to paid seats. Excess unused seats = wasted spend.
Clickpath
Settings > Users
https://app.hubspot.com/settings/{ACCOUNT_ID}/users ↗
Status
Findings
Users & Security
Administration
How many users haven't signed in over 90 days?
▾
What We Look For
How many users haven't signed in over 90 days?
Best Practice
Inactive users should be deactivated. They represent security risk and wasted seats.
Clickpath
Settings > Security (see inactive users #)
https://app.hubspot.com/settings/{ACCOUNT_ID}/users ↗
Status
Findings
Users & Security
Administration
How many Super Admins?
▾
What We Look For
How many Super Admins?
Best Practice
1-30 Users: < 1 Full-time Admin 31-74 Users: 1+ Full-time Admin 75-149 Users: 1 Senior + 1 Junior Admin 150-499 Users: 1 BA + 2-4 Admins 500-750 Users: 1-2 BA + 2-4 Admins
Clickpath
Settings > Security
https://app.hubspot.com/settings/{ACCOUNT_ID}/users ↗
Status
Findings
Item Object Sub-Item
Apps & Integrations
Administration
Are you using Private Apps?
▾
What We Look For
Are you using Private Apps?
Best Practice
Private apps are preferred over API keys for security. Ensure each has a clear purpose documented.
Clickpath
Settings > Private Apps
https://app.hubspot.com/private-apps/{ACCOUNT_ID} ↗
Status
Findings
Apps & Integrations
Administration
How many inactive private apps does your account have?
▾
What We Look For
How many inactive private apps does your account have?
Best Practice
Remove inactive private apps. They pose security risk with no active benefit.
Clickpath
Settings > Security
https://app.hubspot.com/private-apps/{ACCOUNT_ID} ↗
Status
Findings
Apps & Integrations
Administration
What Integrations/connected apps are setup?
▾
What We Look For
What Integrations/connected apps are setup?
Best Practice
Document all connected apps. Each should have a clear owner and business purpose.
Clickpath
Settings > Integrations
https://app.hubspot.com/integrations-settings/{ACCOUNT_ID}/installed ↗
Status
Findings
Apps & Integrations
Administration
Are there any integration errors?
▾
What We Look For
Are there any integration errors?
Best Practice
Zero integration errors is the target. Unresolved errors cause data gaps and sync failures.
Clickpath
Settings > Connected Apps > Alerts
https://app.hubspot.com/integrations-settings/{ACCOUNT_ID}/installed/alerts ↗
Status
Findings
Apps & Integrations
Administration
Do any apps need updates?
▾
What We Look For
Do any apps need updates?
Best Practice
Keep all apps updated. Outdated apps can break integrations or introduce vulnerabilities.
Clickpath
Settings > Connected Apps > Alerts
https://app.hubspot.com/integrations-settings/{ACCOUNT_ID}/installed/alerts ↗
Status
Findings
Item Object Sub-Item
Tracking & Setup
Administration
Are you currently using your tracking codes correctly? Do you know where to find...
▾
What We Look For
Are you currently using your tracking codes correctly? Do you know where to find them?
Best Practice
Tracking code must be installed on every page of your website. Verify with browser dev tools or HubSpot's checker.
Clickpath
Settings > Tracking & Analytics > Tracking Code (check website to see if tracking code is installed)
https://app.hubspot.com/settings/{ACCOUNT_ID}/analytics-and-tracking/tracking ↗
Status
Findings
Tracking & Setup
Administration
Custom Objects?
▾
What We Look For
Custom Objects?
Best Practice
Custom objects should only be used when default objects (contacts, companies, deals, tickets) can't represent your data model.
Clickpath
Settings > Data Management > Objects
Status
Findings
Tracking & Setup
Administration
Are you using Business Units to manage different BUs?
▾
What We Look For
Are you using Business Units to manage different BUs?
Best Practice
Business Units are ideal for multi-brand companies. Each BU gets its own branding, forms, and email preferences.
Clickpath
Content > Domains & URLs > Brand domains > Edit > Change business unit
Status
Findings
Tracking & Setup
Administration
Is your brand presence consistent throughout your content?
▾
What We Look For
Is your brand presence consistent throughout your content?
Best Practice
Branding defaults (logo, colors, favicon) should be configured. Ensures consistency across emails, forms, and pages.
Clickpath
Settings > Account Setup > Account Defaults > Branding
https://app.hubspot.com/settings/{ACCOUNT_ID}/account-defaults/branding ↗
Status
Findings
Tracking & Setup
Administration
Is there a Sandbox configured?
▾
What We Look For
Is there a Sandbox configured?
Best Practice
A sandbox is recommended for testing workflows, integrations, and property changes before deploying to production.
Clickpath
Settings > Sandboxes
https://app.hubspot.com/sandboxes/{ACCOUNT_ID}/standard ↗
Status
Findings
Tracking & Setup
Administration
Are you hosting on HubSpot or a 3rd party? Are your domains properly connected?
▾
What We Look For
Are you hosting on HubSpot or a 3rd party? Are your domains properly connected?
Best Practice
All domains should show 'connected' status. SSL certificates should be active.
Clickpath
Settings > Website > Domains & URLs
https://app.hubspot.com/settings/{ACCOUNT_ID}/domains ↗
Status
Findings
Tracking & Setup
Administration
Which Domains are setup?
▾
What We Look For
Which Domains are setup?
Best Practice
Document primary, redirect, and email sending domains. Ensure DNS records are correct.
Clickpath
Settings > Website > Domains & URLs
https://app.hubspot.com/settings/{ACCOUNT_ID}/domains ↗
Status
Findings
Tracking & Setup
Administration
Are there standardized names for the imports?
▾
What We Look For
Are there standardized names for the imports?
Best Practice
Use consistent naming conventions (e.g., 'YYYY-MM-DD_Source_Description'). Import names show as original source drilldowns.
Clickpath
Settings > Import & Export
https://app.hubspot.com/sales-products-settings/{ACCOUNT_ID}/importexport ↗
Status
Findings
Item Object Sub-Item
Contact Properties
Administration
How many contact properties are there?
▾
What We Look For
How many contact properties are there?
Best Practice
Fewer, well-organized properties > many unused ones. Audit regularly to archive/remove clutter.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-1 ↗
Status
Findings
Contact Properties
Administration
How many contact property groups are there?
▾
What We Look For
How many contact property groups are there?
Best Practice
Groups should be logically organized (e.g., by team, function, or process). Avoid ungrouped properties.
Clickpath
Settings > Data Management > Properties > Groups
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties/groups?type=0-1 ↗
Status
Findings
Contact Properties
Administration
What are the top Properties used in the most places in HubSpot?
▾
What We Look For
What are the top Properties used in the most places in HubSpot?
Best Practice
Top-used properties indicate what's critical to operations. Ensure they have clean data and clear ownership.
Clickpath
Settings > Data Management > Properties > Sort by Used In
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-1 ↗
Status
Findings
Contact Properties
Administration
Is 'sync lifecycle stages' setup?
▾
What We Look For
Is 'sync lifecycle stages' setup?
Best Practice
Lifecycle stage sync ensures contacts, companies, and deals progress together. Misconfiguration causes data inconsistencies.
Clickpath
Settings > Objects > Contacts > Lifecycle Stages
https://app.hubspot.com/pipelines-settings/{ACCOUNT_ID}/object/0-1/contacts-lifecycle-pipeline ↗
Status
Findings
Contact Properties
Administration
Are there custom lifecycle stages setup?
▾
What We Look For
Are there custom lifecycle stages setup?
Best Practice
Custom lifecycle stages should map to your actual funnel. Avoid too many stages — keep it actionable.
Clickpath
Settings > Objects > Contacts > Lifecycle Stages
https://app.hubspot.com/pipelines-settings/{ACCOUNT_ID}/object/0-1/contacts-lifecycle-pipeline ↗
Status
Findings
Contact Properties
Administration
Provide breakdown of how many records are in each lifecycle stage
▾
What We Look For
Provide breakdown of how many records are in each lifecycle stage
Best Practice
A healthy funnel should show decreasing volume from top to bottom. Large gaps indicate conversion issues.
Clickpath
Settings > Objects > Contacts > Lifecycle Stages
Status
Findings
Contact Properties
Administration
Is the Lead Score field being actively used? How?
▾
What We Look For
Is the Lead Score field being actively used? How?
Best Practice
Lead scoring should be implemented. It helps sales prioritize outreach and improves conversion rates.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-1&search=score ↗
Status
Findings
Contact Properties
Administration
Is there more than one lead score field?
▾
What We Look For
Is there more than one lead score field?
Best Practice
Multiple scores are fine if they serve different purposes (e.g., fit score vs. engagement score). Document each.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-1&search=score ↗
Status
Findings
Contact Properties
Administration
Evaluate the Lead Score Criteria
▾
What We Look For
Evaluate the Lead Score Criteria
Best Practice
Good scoring uses both demographic/firmographic data (industry, size, title) AND behavioral signals (visits, opens, downloads).
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-1&search=score ↗
Status
Findings
Item Object Sub-Item
Contact Lists & Records
Administration
How many contact lists?
▾
What We Look For
How many contact lists?
Best Practice
Audit lists regularly. Remove empty, outdated, or unused lists. Active lists should be clearly named.
Clickpath
Contacts > Lists > Sort by Used In (descending)
https://app.hubspot.com/contacts/{ACCOUNT_ID}/objectLists/views/all ↗
Status
Findings
Contact Lists & Records
Administration
What are the top 10 Used Lists?
▾
What We Look For
What are the top 10 Used Lists?
Best Practice
High-usage lists drive key processes. Ensure they use correct criteria and are actively maintained.
Clickpath
Contacts > Lists > Sort by Used In (descending)
https://app.hubspot.com/contacts/{ACCOUNT_ID}/objectLists/views/all ↗
Status
Findings
Contact Lists & Records
Administration
How many contact records are there?
▾
What We Look For
How many contact records are there?
Best Practice
Compare to marketing contact limit. High volume with low engagement = cost inflation.
Clickpath
Contacts
Status
Findings
Item Object Sub-Item
Company Properties & Records
Administration
How many company properties are there?
▾
What We Look For
How many company properties are there?
Best Practice
Company properties should complement contact data. Remove unused/duplicate properties.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-2 ↗
Status
Findings
Company Properties & Records
Administration
What are the top Company Properties used in the most places in HubSpot?
▾
What We Look For
What are the top Company Properties used in the most places in HubSpot?
Best Practice
Identify critical company properties. Ensure data quality on these high-impact fields.
Clickpath
Settings > Data Management > Properties > Sort by Used In
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-2 ↗
Status
Findings
Company Properties & Records
Administration
Breakdown top 5 Company Property Groups and how many fields in each
▾
What We Look For
Breakdown top 5 Company Property Groups and how many fields in each
Best Practice
Property groups should be balanced. Oversized groups indicate poor organization.
Clickpath
Settings > Data Management > Properties > Groups
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties/groups?type=0-2 ↗
Status
Findings
Company Properties & Records
Administration
How many company records are there?
▾
What We Look For
How many company records are there?
Best Practice
Company records should be associated with contacts. Orphan companies add no value.
Clickpath
Companies
Status
Findings
Item Object Sub-Item
Deal Properties & Pipelines
Administration
How many deal properties are there?
▾
What We Look For
How many deal properties are there?
Best Practice
Deal properties should map to your sales process. Remove fields reps never fill out.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-3 ↗
Status
Findings
Deal Properties & Pipelines
Administration
What are the top 10 Deal Properties used in the most places in HubSpot?
▾
What We Look For
What are the top 10 Deal Properties used in the most places in HubSpot?
Best Practice
Top deal properties drive reporting and automation. Ensure mandatory fields are enforced.
Clickpath
Settings > Data Management > Properties > Sort by Used In
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-3 ↗
Status
Findings
Deal Properties & Pipelines
Administration
Breakdown top 5 Deal Property Groups and how many fields in each
▾
What We Look For
Breakdown top 5 Deal Property Groups and how many fields in each
Best Practice
Organize deal properties by stage or function for clean pipeline management.
Clickpath
Settings > Data Management > Properties > Groups
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties/groups?type=0-3 ↗
Status
Findings
Deal Properties & Pipelines
Administration
Are there multiple pipelines setup? Which ones?
▾
What We Look For
Are there multiple pipelines setup? Which ones?
Best Practice
Multiple pipelines are appropriate for distinct sales processes (e.g., new biz vs. renewals). Avoid unnecessary pipelines.
Clickpath
Settings > Objects > Deals > Pipelines
Status
Findings
Deal Properties & Pipelines
Administration
If multiple pipelines, are there different stages for each pipeline?
▾
What We Look For
If multiple pipelines, are there different stages for each pipeline?
Best Practice
Each pipeline should have stages tailored to its sales motion. Copy-paste stages across pipelines is a red flag.
Clickpath
Settings > Objects > Deals > Pipelines
Status
Findings
Deal Properties & Pipelines
Administration
How many Deal records are there?
▾
What We Look For
How many Deal records are there?
Best Practice
Track deal volume relative to close rates. High volume + low close rate = pipeline quality issue.
Clickpath
Deals
Status
Findings
Deal Properties & Pipelines
Administration
What is the default Deal amount set to?
▾
What We Look For
What is the default Deal amount set to?
Best Practice
Default should be manual entry or calculated. Auto-populated amounts can skew forecasts.
Clickpath
Settings > Object > Deals > Setup
https://app.hubspot.com/sales-products-settings/{ACCOUNT_ID}/deals ↗
Status
Findings
Deal Properties & Pipelines
Administration
Review Deal Stages of top pipelines — do they make sense?
▾
What We Look For
Review Deal Stages of top pipelines — do they make sense?
Best Practice
Stages should reflect real buyer journey milestones, not internal administrative steps.
Clickpath
Deals
Status
Findings
Deal Properties & Pipelines
Administration
Review Deal Stages to see where most deals get stuck
▾
What We Look For
Review Deal Stages to see where most deals get stuck
Best Practice
Bottleneck stages indicate process issues. Look for stages with abnormally long average time.
Clickpath
Deals
Status
Findings
Item Object Sub-Item
Ticket Properties
Administration
How many ticket properties are there?
▾
What We Look For
How many ticket properties are there?
Best Practice
Ticket properties should support service operations. Remove unused fields.
Clickpath
Settings > Data Management > Properties
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-5 ↗
Status
Findings
Ticket Properties
Administration
What are the top 10 Ticket Properties used in the most places?
▾
What We Look For
What are the top 10 Ticket Properties used in the most places?
Best Practice
Focus on properties that drive SLAs, routing, and reporting.
Clickpath
Settings > Data Management > Properties > Sort by Used In
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties?type=0-5 ↗
Status
Findings
Ticket Properties
Administration
Breakdown top 5 Ticket Property Groups and how many fields in each
▾
What We Look For
Breakdown top 5 Ticket Property Groups and how many fields in each
Best Practice
Organize by service function or team for efficient ticket management.
Clickpath
Settings > Data Management > Properties > Groups
https://app.hubspot.com/property-settings/{ACCOUNT_ID}/properties/groups?type=0-5 ↗
Status
Findings
Ticket Properties
Administration
Are there multiple ticket pipelines? Which ones?
▾
What We Look For
Are there multiple ticket pipelines? Which ones?
Best Practice
Separate pipelines for different support types (e.g., billing vs. technical) improves routing and reporting.
Clickpath
Settings > Objects > Tickets > Pipelines
Status
Findings
Ticket Properties
Administration
If multiple pipelines, are there different stages for each pipeline?
▾
What We Look For
If multiple pipelines, are there different stages for each pipeline?
Best Practice
Each ticket pipeline should have stages that match its resolution workflow.
Clickpath
Settings > Objects > Tickets > Pipelines
Status
Findings
Ticket Properties
Administration
How many ticket records are there?
▾
What We Look For
How many ticket records are there?
Best Practice
Track ticket volume trends. Growing backlog = capacity issue.
Clickpath
Tickets
Status
Findings
Item Object Sub-Item
Salesforce Integration
Administration
At high level, is integration configured correctly?
▾
What We Look For
At high level, is integration configured correctly?
Best Practice
Salesforce integration should have clear sync rules, no errors, and a documented field mapping.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Is there a Sync List? What is the name?
▾
What We Look For
Is there a Sync List? What is the name?
Best Practice
A sync list controls which contacts sync to Salesforce. It should be well-defined and maintained.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
What is the filter criteria for this Sync list?
▾
What We Look For
What is the filter criteria for this Sync list?
Best Practice
Filter criteria should align with your ICP and qualification criteria. Avoid syncing unqualified leads.
Clickpath
Contacts > Lists > find Sync List
Status
Findings
Salesforce Integration
Administration
How many records are on the sync list?
▾
What We Look For
How many records are on the sync list?
Best Practice
Compare sync list size to total contacts. A small percentage suggests strict criteria (good or bad depending on GTM).
Clickpath
Contacts > Lists > find Sync List
Status
Findings
Salesforce Integration
Administration
Are Contacts Syncing? How?
▾
What We Look For
Are Contacts Syncing? How?
Best Practice
Document sync direction (HubSpot → SF, SF → HubSpot, or both) and field mapping.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Are Deals syncing? How?
▾
What We Look For
Are Deals syncing? How?
Best Practice
Deal/Opportunity sync should align with pipeline structure in both systems.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Are Companies Syncing? How?
▾
What We Look For
Are Companies Syncing? How?
Best Practice
Company/Account sync prevents duplicate records. Use matching rules (domain, name).
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Are Activities Syncing? How?
▾
What We Look For
Are Activities Syncing? How?
Best Practice
Activity sync gives both teams visibility. Be selective to avoid noise.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Are custom objects syncing? How?
▾
What We Look For
Are custom objects syncing? How?
Best Practice
Custom object sync requires careful mapping. Document all custom sync rules.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Is there a dedicated Integration user?
▾
What We Look For
Is there a dedicated Integration user?
Best Practice
A dedicated integration user prevents sync disruptions when employees leave. Best practice for enterprise.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
How many sync errors?
▾
What We Look For
How many sync errors?
Best Practice
Zero sync errors is the goal. Persistent errors indicate mapping or data quality issues.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
How many records being affected?
▾
What We Look For
How many records being affected?
Best Practice
High affected record count amplifies the impact of sync errors. Prioritize by volume.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings
Salesforce Integration
Administration
Outline some of the main sync errors
▾
What We Look For
Outline some of the main sync errors
Best Practice
Categorize errors (field mapping, validation rules, permission issues) to find root causes.
Clickpath
Integrations > Connected Apps > Salesforce
Status
Findings

Marketing

Item Object Sub-Item
Attribution
Marketing
What marketing touchpoints are NOT being tracked in DEAL attribution?
▾
What We Look For
What marketing touchpoints are NOT being tracked in DEAL attribution?
Best Practice
All major touchpoints (ads, emails, forms, meetings, calls) should be tracked. Gaps = blind spots in ROI reporting.
Clickpath
Settings > Tracking & Analytics > Attribution > Deal Create Attribution
https://app.hubspot.com/settings/{ACCOUNT_ID}/attribution/deal-create ↗
Status
Findings
Attribution
Marketing
What marketing touchpoints are NOT being tracked in Revenue attribution?
▾
What We Look For
What marketing touchpoints are NOT being tracked in Revenue attribution?
Best Practice
Revenue attribution should capture the full customer journey from first touch to closed-won.
Clickpath
Settings > Tracking & Analytics > Attribution > Revenue Attribution
https://app.hubspot.com/settings/{ACCOUNT_ID}/attribution/revenue ↗
Status
Findings
Item Object Sub-Item
Tracking & Campaigns
Marketing
Are you using Tracking URLs?
▾
What We Look For
Are you using Tracking URLs?
Best Practice
UTM parameters should be standardized across all campaigns for consistent attribution.
Clickpath
Settings > Tracking URLs
https://app.hubspot.com/settings/{ACCOUNT_ID}/tracking-urls ↗
Status
Findings
Tracking & Campaigns
Marketing
Are you using Campaigns? How many are setup?
▾
What We Look For
Are you using Campaigns? How many are setup?
Best Practice
HubSpot Campaigns group related assets. Every major initiative should have a campaign for ROI tracking.
Clickpath
Marketing > Campaigns
Status
Findings
Tracking & Campaigns
Marketing
Most recently created Campaign? Name and date
▾
What We Look For
Most recently created Campaign? Name and date
Best Practice
Recent campaign activity indicates active marketing operations. Stale campaigns = potential gap.
Clickpath
Marketing > Campaigns
Status
Findings
Tracking & Campaigns
Marketing
Are Assets Added to Campaigns?
▾
What We Look For
Are Assets Added to Campaigns?
Best Practice
All emails, landing pages, forms, and ads should be associated with their campaign for proper attribution.
Clickpath
Marketing > Campaigns
Status
Findings
Item Object Sub-Item
Forms
Marketing
How many forms are being used?
▾
What We Look For
How many forms are being used?
Best Practice
Forms should have clear purposes. Remove duplicates and unused forms.
Clickpath
Marketing > Lead Capture > Forms
Status
Findings
Forms
Marketing
What are the top 5-10 forms with most submissions?
▾
What We Look For
What are the top 5-10 forms with most submissions?
Best Practice
High-volume forms drive lead gen. Ensure they have proper follow-up automation and data capture.
Clickpath
Marketing > Lead Capture > Forms
https://app.hubspot.com/forms/{ACCOUNT_ID} ↗
Status
Findings
Item Object Sub-Item
Ads
Marketing
Are there Ad Accounts Connected? Which ones?
▾
What We Look For
Are there Ad Accounts Connected? Which ones?
Best Practice
Connect all ad platforms (Google, LinkedIn, Facebook, etc.) for unified attribution and audience syncing.
Clickpath
Settings > Marketing > Ads
https://app.hubspot.com/settings/{ACCOUNT_ID}/marketing/ads/adAccounts ↗
Status
Findings
Ads
Marketing
Is Lead Syncing Setup for any ad accounts?
▾
What We Look For
Is Lead Syncing Setup for any ad accounts?
Best Practice
Lead syncing auto-creates contacts from ad leads. Ensure lifecycle stage and source are set correctly.
Clickpath
Settings > Marketing > Ads
https://app.hubspot.com/settings/{ACCOUNT_ID}/marketing/ads/leadSyncing ↗
Status
Findings
Ads
Marketing
Are any ad pixels setup?
▾
What We Look For
Are any ad pixels setup?
Best Practice
Ad pixels enable retargeting and conversion tracking. Install on all key pages.
Clickpath
Settings > Marketing > Ads
https://app.hubspot.com/settings/{ACCOUNT_ID}/marketing/ads/pixels ↗
Status
Findings
Ads
Marketing
Are there any Ad Audiences setup? How many / which platforms?
▾
What We Look For
Are there any Ad Audiences setup? How many / which platforms?
Best Practice
Ad audiences from HubSpot lists enable targeted retargeting. Sync key segments.
Clickpath
Marketing > Ads > Audiences
https://app.hubspot.com/ads/{ACCOUNT_ID}/audiences ↗
Status
Findings

Sales

Item Object Sub-Item
Contacts & Lists
Sales
Look for ways to clean your contact list — remove unengaged contacts
▾
What We Look For
Look for ways to clean your contact list — remove unengaged contacts
Best Practice
Regular list hygiene improves deliverability and reduces marketing contact costs. Remove bounced, unsubscribed, and dormant contacts.
Clickpath
Contacts > Lists
Status
Findings
Item Object Sub-Item
Playbooks
Sales
Evaluate the existing playbooks
▾
What We Look For
Evaluate the existing playbooks
Best Practice
Playbooks should be actively used by reps. Low adoption = training gap or poor content.
Clickpath
Sales Playbooks > Analyze
Status
Findings
Item Object Sub-Item
Forecasting
Sales
Evaluate the existing forecast setup
▾
What We Look For
Evaluate the existing forecast setup
Best Practice
Forecasting should align with pipeline stages and use deal probability. Review accuracy monthly.
Clickpath
Sales > Forecast
Status
Findings
Item Object Sub-Item
Sequences
Sales
# of Sequences This Year
▾
What We Look For
# of Sequences This Year
Best Practice
Active sequence count indicates sales outreach maturity. More isn't always better — quality over quantity.
Clickpath
Automation > Sequences
Status
Findings
Sequences
Sales
Sequences with highest enrollment
▾
What We Look For
Sequences with highest enrollment
Best Practice
High-enrollment sequences drive the most outreach. Ensure they perform well (reply rate, meeting rate).
Clickpath
Automation > Sequences
Status
Findings
Sequences
Sales
High level summary of the automated sequences meant to nurture your sales qualif...
▾
What We Look For
High level summary of the automated sequences meant to nurture your sales qualified leads
Best Practice
SQL nurture sequences should be personalized, multi-channel (email + task), and time-bound.
Clickpath
Automation > Sequences
Status
Findings
Item Object Sub-Item
Tasks
Sales
Evaluate recency of tasks, naming conventions, created by, overdue tasks
▾
What We Look For
Evaluate recency of tasks, naming conventions, created by, overdue tasks
Best Practice
Overdue tasks indicate adoption issues. Standardize naming and enforce completion expectations.
Clickpath
Sales > Tasks
Status
Findings

CMS

Item Object Sub-Item
Landing Pages
CMS
Are you using any HubSpot landing pages? How many?
▾
What We Look For
Are you using any HubSpot landing pages? How many?
Best Practice
HubSpot landing pages enable built-in analytics and A/B testing. Preferred over external tools.
Clickpath
Marketing > Landing Pages
Status
Findings
Landing Pages
CMS
When was the most recent Landing Page published?
▾
What We Look For
When was the most recent Landing Page published?
Best Practice
Recent activity indicates active content marketing. Stale pages should be reviewed or archived.
Clickpath
Marketing > Landing Pages
Status
Findings
Landing Pages
CMS
What are the top 3-5 Landing Pages designed for?
▾
What We Look For
What are the top 3-5 Landing Pages designed for?
Best Practice
Landing pages should align with campaigns and have clear CTAs. Review conversion rates.
Clickpath
Marketing > Landing Pages
Status
Findings
Item Object Sub-Item
Website Pages
CMS
Are you using any website pages? How many?
▾
What We Look For
Are you using any website pages? How many?
Best Practice
CMS-hosted website pages integrate natively with HubSpot analytics and personalization.
Clickpath
Marketing > Landing Pages > Website Pages
Status
Findings
Item Object Sub-Item
SEO
CMS
How many pages have been scanned for SEO?
▾
What We Look For
How many pages have been scanned for SEO?
Best Practice
All published pages should be scanned. Low scan count = missed optimization opportunities.
Clickpath
Marketing > Website > SEO
Status
Findings
SEO
CMS
How many SEO Recommendations are there?
▾
What We Look For
How many SEO Recommendations are there?
Best Practice
Address high-impact recommendations first. Regular SEO maintenance improves organic traffic.
Clickpath
Marketing > Website > SEO
Status
Findings
SEO
CMS
Outline top 3-5 SEO Recommendations
▾
What We Look For
Outline top 3-5 SEO Recommendations
Best Practice
Focus on meta descriptions, title tags, image alt text, and internal linking opportunities.
Clickpath
Marketing > Website > SEO
Status
Findings

Commerce

Item Object Sub-Item
Payments & Billing
Commerce
Is there a payment account connected?
▾
What We Look For
Is there a payment account connected?
Best Practice
Payment integration enables quotes-to-cash within HubSpot. Reduces friction in the buying process.
Clickpath
Settings > Payments
Status
Findings
Payments & Billing
Commerce
Are Quotes being associated with deals?
▾
What We Look For
Are Quotes being associated with deals?
Best Practice
Every quote should be linked to a deal for accurate revenue tracking and forecasting.
Clickpath
Deals > Quotes
Status
Findings
Payments & Billing
Commerce
Are invoices being associated with deals?
▾
What We Look For
Are invoices being associated with deals?
Best Practice
Invoice-deal association enables closed-loop reporting from pipeline to revenue collected.
Clickpath
Deals > Invoices
Status
Findings
Payments & Billing
Commerce
Are subscriptions being associated with deals?
▾
What We Look For
Are subscriptions being associated with deals?
Best Practice
Subscription tracking enables recurring revenue reporting and renewal forecasting.
Clickpath
Deals > Subscriptions
Status
Findings
Payments & Billing
Commerce
Are you using payment links?
▾
What We Look For
Are you using payment links?
Best Practice
Payment links reduce buying friction. Ideal for simple purchases and self-service flows.
Clickpath
Commerce > Payment Links
Status
Findings
Payments & Billing
Commerce
Is branding set up with your checkout experience?
▾
What We Look For
Is branding set up with your checkout experience?
Best Practice
Branded checkout increases trust and conversion. Match your website's look and feel.
Clickpath
Commerce > Settings
Status
Findings
Payments & Billing
Commerce
Is bank account information connected?
▾
What We Look For
Is bank account information connected?
Best Practice
Bank account connection enables direct deposits. Required for HubSpot Payments.
Clickpath
Commerce > Settings
Status
Findings

Data Quality

Item Object Sub-Item
Duplicates & Formatting
Data Quality
How many contact duplicates?
▾
What We Look For
How many contact duplicates?
Best Practice
Zero duplicates is the goal. Duplicates skew reporting and cause poor customer experience.
Clickpath
Contacts > Actions > Manage Duplicates
Status
Findings
Duplicates & Formatting
Data Quality
How many company duplicates?
▾
What We Look For
How many company duplicates?
Best Practice
Company duplicates cause association issues. Merge regularly using domain matching.
Clickpath
Contacts > Actions > Manage Duplicates
Status
Findings
Duplicates & Formatting
Data Quality
How many formatting issues?
▾
What We Look For
How many formatting issues?
Best Practice
Fix formatting issues (capitalization, phone formats, etc.) for professional communications and clean reporting.
Clickpath
Contacts > Actions > Fix Formatting Issues
Status
Findings
Duplicates & Formatting
Data Quality
Is property anomalies setup?
▾
What We Look For
Is property anomalies setup?
Best Practice
HubSpot's AI creates a model for the property based on the last 30 days. Creates an expected range of property updates across all records for a given day.
Clickpath
Data Quality > Property Anomalies
Status
Findings

Workflows

Item Object Sub-Item
Workflow Overview
Workflows
How many workflows are there?
▾
What We Look For
How many workflows are there?
Best Practice
Document total count. High numbers often indicate workflow sprawl and maintenance burden.
Clickpath
Workflows
Status
Findings
Workflow Overview
Workflows
How many are active?
▾
What We Look For
How many are active?
Best Practice
Active-to-total ratio indicates system health. Many inactive workflows should be archived.
Clickpath
Workflows
Status
Findings
Workflow Overview
Workflows
Highlight HubSpot themes or groups of workflows
▾
What We Look For
Highlight HubSpot themes or groups of workflows
Best Practice
Workflows should be organized into folders by function (lifecycle, nurture, internal notifications, etc.).
Clickpath
Workflows
Status
Findings
Workflow Overview
Workflows
Break down the # of workflows per object type
▾
What We Look For
Break down the # of workflows per object type
Best Practice
Contact workflows typically dominate. Deal and ticket workflows indicate mature operations.
Clickpath
Workflows Export
Status
Findings
Workflow Overview
Workflows
Are there workflows managing lifecycle stages? Which ones? Evaluate them
▾
What We Look For
Are there workflows managing lifecycle stages? Which ones? Evaluate them
Best Practice
Lifecycle stage workflows are critical. They should have clear triggers and avoid conflicts.
Clickpath
Workflows Export
Status
Findings
Workflow Overview
Workflows
Top Workflows by # of Enrolled
▾
What We Look For
Top Workflows by # of Enrolled
Best Practice
High-enrollment workflows have the biggest impact. Audit their logic, performance, and error rates.
Clickpath
Workflows Export
Status
Findings
Workflow Overview
Workflows
Are there workflows managing Marketing Contacts?
▾
What We Look For
Are there workflows managing Marketing Contacts?
Best Practice
Marketing contact management workflows prevent cost overruns by controlling who counts as a marketing contact.
Clickpath
Workflows Export
Status
Findings

High-Level Recommendations

Prioritized action items based on audit findings

H
Ensure the HubSpot tracking code is installed across all website pages to enable visitor tracking, analytics, and marketing automation.
H
Establish clear workflow naming conventions and create a structured folder system based on workflow type to reduce clutter and improve accessibility.
5 hrs
H
Handle Contact & Company duplicates and formatting issues.
H
Audit all contact lists: Identify lists that are outdated, empty, or no longer serving a purpose. Delete or archive inactive lists.
M
Review & optimize deal probabilities across all pipelines.
H
Audit all custom properties: Identify properties that are outdated, unused, or redundant. Archive irrelevant properties and merge duplicates to improve data hygiene.
M
Standardize naming conventions for imported Contact files.
M
Review apps & remove inactive/unused integrations.
H
Implement Marketing Contact Status to organize contacts more effectively and reduce costs by focusing on active, engaged contacts.
H
Implement Lead Scoring to prioritize contacts, ensuring the sales team focuses on the most promising leads.
M
Utilize Dynamic Lists for a more comprehensive and up-to-date overview of your data.
M
Build Foundational Lists for key segments.
M
Implement a standardized Import Process.
M
Start Leveraging HubSpot Campaigns for attribution and reporting.
M
Consider Email Validation tool to help with bounce rate.
H
Review Email Subscription Triggers to improve high unsub rate.
M
Setup Forecasting Categories & Dashboard.
M
Remove or Archive Inactive Workflows to clean up the system.
L
Consider an Enhanced Original Source Field with Automation.
L
Consider Leveraging Ad Audiences for retargeting.

Suggested Reports

Reports to build in HubSpot for full-funnel visibility

Report showing CW Opps by month
Report showing Pipeline Deals by close date & Opp Stage
Report showing a full funnel
Report showing MQL → SAL → SQL → Opp
Report showing Inbound vs Outbound Efforts
Report showing Top 10 Pipeline Customers
Report showing Top 10 Pipeline Prospects
Report showing Long Term Pipeline Trend
Report showing Open Opportunities by Created Date
Report showing Close Date Past Due
Report showing Pipeline Quality Metrics (Days Open, Days in Stage, # of Extensions)
Report showing Opportunity Conversion Rates / Win Rates (Bonus: by Rep)
Report showing Leads / Contacts / Opportunities by Company Size Segment
Report showing Leads / Contacts / Opportunities by Industry
Report showing Average Size of Closed Won Deals
Report showing completed Activities per salesperson
Report showing open Tasks/Activities per salesperson
Report showing Leaking Funnel Report
Report showing Sales Velocity (Bonus: broken down by rep)
Report showing velocity of each stage (e.g., how many days from SAL to SQL)
Report showing Quota Attainment
Report showing Marketing Campaign ROI
Report showing Email Performance by Campaign
Report showing Landing Page Conversion Rates
Report showing Lead Source Attribution
Report showing Customer Lifecycle Journey
Report showing Workflow Performance & Enrollment Rates

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