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Overview

Bidirectional syncs let you use HubSpot data in Unify and keep HubSpot up to date with your team’s activity. Use CRM data to filter records, apply exclusions, and automate outreach, then sync records and activity back to HubSpot. Enable Bidirectional syncs after configuring your mappings and sync rules. Follow the HubSpot integration guide for setup instructions.

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Syncing changes to HubSpot

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Sync rules

Sync rules determine which actions in Unify create or update HubSpot records. You can configure rules for prospecting a person, enrolling them in a sequence, email activity, task activity, and logged call outcomes. In Settings → HubSpot, open Sync rules. Choose a behavior for each event: For example, use Sync if already exists for prospecting to update people already in HubSpot. Choose Sync to also create records for new prospects. Click Save after changing your rules. Plays can also create or update records through a HubSpot sync action. These explicit actions use the workspace connection and run according to the play, independently of automatic sync rules. Bidirectional syncs must be enabled. See the play action reference. When automatic writes use personal connections, the account depends on the triggering action. See How Unify uses the connections.

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Overwriting data

Mapped sync writes use the write behavior selected for each property. Review these settings before enabling writes: some behaviors replace existing HubSpot values. Overwrite on manual edit is available only for fields that support it. Configured default values fill empty properties. Explicit property values set by a sync action can override mapped values. Chat writes the requested values using the permissions granted to the Unify app in HubSpot.

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Duplicate prevention

Before creating a HubSpot record, Unify looks for an existing match. It updates the matched record according to your field mappings. If there is no match, Unify creates a record when the sync allows creation. Matching rules vary by object, as described below. Unify does not merge existing HubSpot duplicates.

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Supported objects

If there is an existing contact that matches the Unify person being written, it is selected for the update. Matches are determined based on email address. If there are no matches, Unify can create a new contact when the sync permits creation and includes an email value.If there are multiple contacts that match the Unify person, only one is selected for the update.
Unify can sync a company alongside its contact, or when a HubSpot sync action runs within a play that is running on companies.If there is an existing company that matches the Unify company being written, it is selected for the update. Matches are determined based on the company domain. If there are no matches, Unify can create a new company when the sync permits creation and includes a domain value.If there are multiple companies that match the Unify company, only one is selected for the update.
Enabled sync rules can write emails sent through Unify sequences or manual tasks, and replies to those emails. Unify looks for an existing email activity before creating one and can update a match. The corresponding person must already exist in HubSpot as a contact, or the sync behavior must allow Unify to create the related contact.
When a call outcome is logged and its sync rule allows writing, Unify writes the call using the Phone call mapping. The activity is linked to the matched person in HubSpot. Available notes, disposition, duration, recording, and transcript data can accompany the call.See Syncing calls to your CRM for provider differences and troubleshooting.
Unify writes eligible Unify tasks to HubSpot as HubSpot tasks. This includes ready or completed non-email tasks, such as phone-call and action-item tasks, and completed email or reply tasks. Unify does not write email tasks to HubSpot before they are complete because completing an email task in HubSpot can imply that the email has been sent, while email sending is controlled in Unify.HubSpot tasks are associated with the corresponding HubSpot contact. If the corresponding person does not already exist as a HubSpot contact, Unify must sync the person to HubSpot before the task can be written.Task sync uses the Task object mapping in Field mappings. Unify writes values such as the task subject, body, task type, status, priority, timestamp, and owner. When a task is deleted in Unify, Unify archives the matching task in HubSpot.

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Review sync results

Review all writes, including manual and chat writes, in Sync log. Select an attempt to see the result and connection used. Open a record under Details to see its written values and HubSpot record ID.

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Syncing changes from HubSpot

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Records and fields

Changes to HubSpot companies, contacts, and deals update the corresponding records in Unify. Field mappings pair HubSpot properties with Unify attributes and control which values sync. HubSpot deals are read into Unify as opportunity records. They can be associated with companies and people when the HubSpot deal has the corresponding company or contact association. Deal data is primarily CRM-owned. Unify uses it for record context, filters, and exclusions, such as excluding companies with open opportunities from outbound plays. When you change how HubSpot properties map into Unify, Unify reprocesses existing records for the affected object in the background alongside regular syncs. The mapped values update in Unify as this work progresses.

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Initial sync

When you first enable bidirectional syncs, Unify performs an initial sync of your existing HubSpot data. This can take several hours. For an exceptionally large CRM with tens of millions of records, it can take a couple of days.

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Ongoing changes

After the initial sync, Unify checks for new and updated HubSpot records approximately every 15 minutes and synchronizes those changes. Large batches of changes can take longer to process, delaying when they appear in Unify. HubSpot record associations, such as the link between a contact and its company, are also refreshed by a daily sync.

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Task completion

HubSpot-to-Unify task sync is limited to completion updates. When a non-email HubSpot task that was written by Unify is marked complete in HubSpot, Unify marks the corresponding task complete in Unify. Email tasks are excluded from this completion sync.

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Missing records or values

Confirm that the workspace connection is active and bidirectional syncs are enabled. Allow the initial sync or a large batch of changes to finish.A company needs a valid domain and a person needs a valid email through the incoming mapping. Check those values on the CRM record and review the corresponding mapping. Also confirm that the connected account can read the record and its required fields.
Check the field mapping and its read behavior. Do nothing leaves the Unify attribute unchanged; Fill if empty preserves a value already in Unify. A mapping change starts background reprocessing, so existing records may update gradually.For an unavailable field, review its type and the connected account’s access with your CRM administrator. If the record still differs after syncs have caught up, contact support with the CRM record ID, field name, expected value, and time of the change.