Hubspot is a third-party platform that allows you to integrate your Customer Relationship Management (CRM) data with Google Ads. This integration allows you to import data for Customer Match and Offline Conversion Import directly from HubSpot, giving you more insight into your overall marketing funnel. Once a Customer Match list or conversion action is created, this can then be used downstream to inform campaign bidding and performance.
Requirements
- Your data should be updated before each import.
- One table or dataview is required per audience list.
- Keep your data import within the enforced quota limit to ensure successful import from a HubSpot audience list.
Set up HubSpot as a data source
Enhance your CRM connection by linking online orders-related objects using the orders API. Using specific field mappings, e-commerce purchase data is stored. For example, when a buyer adds a set of products to their cart and makes a purchase, that purchase is stored in HubSpot as an order. Order details are then stored in order properties.
Apply a use case now
The following sections walk you through a single procedure to link a data source to a use case, such as audience or conversion action creation. Click on your use case to expand the steps. To link the data source only, and apply a use case later, see Apply a use case later.
Customer Match
Through the “Audience manager” page
- In Google Ads, open Tools > Shared library > Audience manager.
Note: If you already created a segment and skipped adding a data source, click Tools > Data manager > + Connect Product, then go to step 3. - Click + Create remarketing list > + Customer list.
- Under Data source, select Connect a new data source.
- If you previously linked a data source from the Data manager screen that you want to use, select Select an existing source.
- Search and select HubSpot from the list of data sources.
- Select Direct connection*, then click Authorize.
- Enter your HubSpot username and password, then click Continue.
- Read and accept the customer data policy, then click Continue.
- From your existing list of audience segments, select a single audience list that you want to import data from, then click Continue.
- You can also use a single custom compound filter to further slice your audience list. For example, you can create a filter for users who only converted in the last seven days after selecting the “All Converters” list from HubSpot.
- Optional: You can apply filters to define the audience segment that you’ll import. Learn more about using filters.
- To map fields, select the data source fields from the dropdown lists that match the destination fields.
- Optional: Apply transformations to your data.
- From the Review screen, complete your HubSpot connection setup.
- Optional: Add an audience segment to your connection.
Open Tools > Data manager. Select the connection you just made from Connected products and under Usage, click + Add audience segment.
*In addition to linking HubSpot through direct connection, you may opt for third-party integration by Zapier.
Learn more about Customer Match and audience segments.
Offline conversion import and enhanced conversions for leads
Through the “Conversions” page
Tip: Upgrade from offline conversion import to enhanced conversions for leads for more accurate reporting, easier data import, and engaged-view and cross-device conversion attribution.
To set up enhanced conversions for leads, you can either use an existing offline conversion import conversion action or create a new conversion action (recommended if you are switching to a new upload method like Data Manager).
- In Google Ads, click Goals > Summary > New conversion action (or + Create conversion action).
- Select a category to create a conversion action. If you want to use Google Analytics, select a property from the dropdown list.
- Then, select + Add conversion action.
- Select HubSpot from the list of data sources and click Next.
- Sign into your HubSpot account. Enter your HubSpot username and password.
- Read and accept the customer data policy, then click Continue.
- Select a category from the conversion goal list, then click Set up.
- Add conditions to select records to import. For HubSpot connections, all conditions must use the Lifecycle Stage field, unless combined with another condition using an “AND” logical operator.
- Click Continue.
- Optional: You can apply filters to define the conversion events that you’ll import. This is important especially if you have multiple different conversion goals in the file you will be importing. Learn more about using filters.
- All required fields are automatically mapped from HubSpot with the option to edit if you choose to.
- Click Done.
- Optional: Edit connection details.
- Click Save and continue.
*In addition to linking HubSpot through direct connection, you may opt for third-party integration by Zapier.
If you’re using offline conversion imports, we recommend upgrading to enhanced conversions for leads using Google Ads Data Manager. Offline conversion import is a legacy feature, and it doesn’t have the durability features that enhanced conversions for leads offers.
Implementation varies depending on what you're measuring and your capabilities. Follow our guide to upgrading offline conversion imports to determine the method that best fits your needs.
Apply a use case later
In this type of setup, you complete each part of the connection at different times. This can be useful when you are ready to link a data source, but you are not ready to set up your use case–for example, you aren’t ready to create a customer list.
Consider the following scenario:
- Step 1: Dana is an engineer who manages data for your company. Dana sets up the data source to be used for activation in Google Ads. The data source is ready to be associated with a use case.
- Step 2: Mahan is a media specialist who needs to measure audience activation. Mahan creates a customer list and then associates it to the data source that Dana has previously set up, to use that data for Customer Match.
Note: It’s recommended that you add an audience segment or conversion action to a connection that you created. You can either set up an audience segment or conversion action before you link a data source or you can create an audience segment or conversion action in the final step of setting up a data source.
Open Tools > Data manager. Select the connection you just made from “Connected products” and under “Usage”, click + Add audience segment or + Add conversion action.Set up a data source and create a connection to be associated with a use case later.
- In Google Ads, click Tools > Data manager > + Connect Product.
- Under Data source, search and select a data source from the list of products.
- If prompted, select Direct connection.
- Select your use case, read and accept the customer data policy, then click Continue. If you select Audiences, you are prompted to select the data type at this step.
- Enter your data source location and credentials*, then click Next.
- To map fields, select the data source fields from the dropdown lists that match the destination fields.
- Optional: Apply transformations to your data.
- Click Next.
- Enter a name for this connection.
- Optional: Edit connection details.
- Click Finish.
* Use the same credentials and location details for this data source as described in the first part of this article.
- Open the destination you intend to use–for example, begin to create a new customer list or conversion action using the steps from the previous sections. Return to these steps before completing the data source step.
- Under Data source, select Select an existing source.
- Select the data source that was initiated in Step 1 from the list of data sources.
- Continue to follow the remaining steps for your use case in the first part of this article. Note that you will skip further data source-related steps, such as entering credentials, because you completed these previously.
Troubleshoot errors
Quota limit reached
A quota limit is being enforced for HubSpot for how many audience lists you can import at a given time. If the quota limit is reached, a pop-up notification will appear, informing you of your failed connection. You won’t be able to successfully import data from a HubSpot audience list once this limit is exceeded unless you upgrade your HubSpot plan.
