HubSpot Audit Guide: For In-House Teams and Agency Partners"

Sep 23, 2026

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A HubSpot audit is a comprehensive overview of your portal, which will help you find out exactly what might be causing an issue, so you can address it. You can also proactively see which tools and/or features you are not using and start using them for a much better utilization of your HubSpot portal.

If you are using HubSpot, chances are you are running into one or two issues. And chances are you are running into hundreds. Sometimes, these issues can cause significant problems for your operations and really cause you a lot of troubles.

In this blog, we’re taking a look at a pretty easy and basic HubSpot audit you can do with your own HubSpot portal. Let’s get going.

HubSpot Portal Audit

Understanding Your HubSpot Ecosystem

Before diving into specific areas, it's necessary to gain an overall understanding of your HubSpot portal.

Identifying Key Users and Roles

Understand who uses HubSpot and their responsibilities to identify potential training needs and access permissions.

Assessing HubSpot Tool Utilization

Analyze which tools are used frequently and which are underutilized. This information can help you optimize resource allocation.

Evaluating Data Quality and Consistency

Assess the accuracy, completeness, and consistency of data across your HubSpot portal. Clean and accurate data is crucial for effective reporting and decision-making.

Contact and Company Management

Data quality is crucial for successful HubSpot utilization.

Contact Duplication

Identify duplicate contact records to maintain data accuracy. You can manually merge duplicates one at a time, or use help from a HubSpot Agency who will do it with their own softwares.

Company Duplication

Ensure accurate and consistent company information. The rules from contact duplication also follow here.

Email Hard Bounced Contacts

Review and remove hard bounced contacts to improve email deliverability. If you don’t want to remove them altogether, at least remove them from marketing campaigns.

Unused Workflows

Identify and deactivate workflows that are no longer relevant.

Unused Lists

Delete or archive lists that are no longer in use to declutter your portal.

Unused Properties

Review custom properties and delete those that are no longer necessary.

Tracking and Analytics

To measure the effectiveness of your HubSpot campaigns, robust tracking and analytics are essential.

Google Ads Tracking

Ensure proper integration between HubSpot and Google Ads to track ad performance and ROI.

FB Ads Tracking

Integrate Facebook Ads with HubSpot to measure campaign effectiveness and optimize ad spend.

LinkedIn Ads Tracking

Connect LinkedIn Ads to HubSpot for lead generation and campaign analysis.

Lifecycle Stage Management

Effective lifecycle stage management is crucial for nurturing leads and understanding customer journeys.

Contact Lifecycle Stage Management

Define clear stages in the buyer's journey and accurately assign contacts to appropriate stages.

Customer Lifecycle Stage Management

Track customer lifecycle from Subscriber to Customer and Evangelist.

Evaluating Data Quality and Consistency

Assess the accuracy, completeness, and consistency of data across your HubSpot portal. Clean and accurate data is crucial for effective reporting and decision-making.

Deal Management

Optimize your sales process with effective deal management.

Deal Management System

Evaluate the efficiency of your deal pipeline and stages.

Deal Automation

Assess the use of automation for deal-related tasks and identify improvement opportunities.

Deal Association with Contact/Company/Ticket

Ensure accurate associations between deals and related objects.

Optimizing Properties

Custom properties enhance HubSpot's functionality, But, if you can’t organise them properly, you will not get the full value out of them.

Grouping Manually Created Properties

Organize custom properties into logical groups for better management.

Creating Calculation Properties

Utilize calculation properties to automate data analysis and reporting.

Record View Customization

Tailor record views to improve user experience and productivity.

Contact/Company/Deal/Ticket Record View Customization

Customize record views to display relevant information and streamline workflows.

Left Side View

Optimize the left-side panel for quick access to essential information.

Right Side View

Utilize the right-side panel effectively for related records and actions

Card View

Evaluate the usefulness of card view for different record types.

Private App Health

Ensure the optimal performance of your custom-built HubSpot apps.

Private App Health Checkup (API Call, Error)

Monitor the performance of your private apps, identify errors, and optimize their functionality.

Checking Reports Quality

Accurate and insightful reports are crucial for data-driven decision-making.

Check Average Report Data Quality

Evaluate the accuracy and reliability of data within your reports.

Check Funnel Reports Data Quality

Analyze the consistency and completeness of data in your sales and marketing funnels.

Check All Reports of the Main KPIs

Review reports related to key performance indicators (KPIs) to ensure they accurately reflect business performance.

Evaluating Marketing Channel Performance

Understanding the effectiveness of your marketing channels is essential for optimizing your efforts.

Check Marketing Email Health

Analyze email open rates, click-through rates, and conversion rates to assess email performance.

Check Social Media Connections

Verify integrations with social media platforms and data synchronization.

Check ADS ROI Settings

Evaluate the accuracy of ad spend and return on investment calculations.

HubSpot Audit - Sales Hub

HubSpot Sales Hub is an amazing tool that lets you do everything there is to do in the sales world. Send automated emails, call your prospects, track their data, and keep on reaching out to them until they have no chance but to purchase from you.

But if you want to do it, you have to make sure that the software is running well, and you can use this section to hubSpot audit your Sales Hub!

Calling System

HubSpot has an integrated calling system with their Sales Hub Professional Seats. If you don’t want to use that, you can also buy different calling softwares like Aircall or Justcall, and integrate them with HubSpot. This section is focused on the integration with other softwares.

Check Integration

Verify the integration between your phone system and HubSpot. Double check the data coming in, if the HubSpot transcription and note summary are working or not.

Check Data Syncing

Ensure accurate synchronization of call data with contact and deal records.

Auditing Sequences

Evaluate the quality and usefulness of your sequences.

Check All Emails

Check the quality of the emails sent out and the KPIs that indicate their level of competence.

Check Sequence Timing

Check if the timing of the emails sent out is accurate and if they are sent in a timely manner.

Monitoring Sales Team Performance

Measure sales team performance and identify areas for improvement.

Check if All Sales KPI Reports Exist

Ensure you have reports to track key sales metrics.

HubSpot Audit - Service Hub

HubSpot’s Service Hub provides a lot more than just tickets, it lets you do pretty much everything in Sales Hub Professional, plus it lets you access the Survey functionalities of HubSpot, and also the Customer Portal and Knowledge Base as well.

In order to accurately use all these functionalities, you might need a HubSpot agency that will navigate these waters for you. But you can check whether you need them or not by doing this part of the audit!

Reviewing Ticket Pipelines

Analyze ticket volume, resolution time, and customer satisfaction.

Ticket Management System

Evaluate the efficiency of your ticket pipeline and stages. Make sure that the tickets are accurately jumping between the stages, like it should.

Ticket Automation

Assess the use of automation for deal-related tasks and identify improvement opportunities.

Ticket Association with Contact/Company/Deal

Ensure accurate associations between tickets and related objects.

Evaluating Knowledge Base Engagement

Assess the effectiveness of your knowledge base in resolving customer issues.

Check Knowledge Base Usability and Performance

Measure how well your knowledge base is used and how it impacts ticket volume. If your knowledge base is doing well, it will lead to a lower number of tickets.

Auditing Surveys

Evaluate the effectiveness of your customer surveys.

Check Surveys Usability and Performance

Assess survey design, response rates, and action taken on feedback.

White Label HubSpot Audits for Agencies and Partners

Not every HubSpot audit is done by the business that owns the portal. Agencies that offer HubSpot services but do not have deep in-house audit expertise, and fractional CMOs managing a client’s marketing stack without full-time technical support, often bring in an outside partner to run the audit itself, white label, with no HubXpert branding shown to the end client.

This comes up most often in two situations: an agency about to take over managed services for a new client and wanting a clean picture of the existing portal before committing to a scope, or a fractional CMO who needs a credible, documented audit to bring to a client or leadership team without building that specialty in-house.

HubXpert has run this kind of audit directly. The HubSpot Sales Hub audit for an AI services company case study walks through a real engagement: reviewing configuration, data, and usage patterns across a live Sales Hub instance, then building out the automation and data quality fixes the audit turned up.

What Now?

Now that you have access to the hubspot audit blog, you can check whether you need help, and if you do, you can take help from a HubSpot agency!

Ready to get more out of your HubSpot portal? Contact us for a thorough HubSpot audit and let’s work through it together.

Frequently Asked Questions

How do I know if my HubSpot implementation is actually working?

Check three things first: whether your team is actually using the tools you pay for, whether your contact and deal data is clean enough to trust for reporting, and whether your reports tie back to real revenue instead of just activity counts. If any of those three are unclear, that is exactly what a HubSpot audit like the one in this guide is meant to answer.

How long does a HubSpot audit take?

A self-run audit using the checklist in this guide can take anywhere from a few hours to a few days, depending on how large and how messy the portal is. A professional audit from an agency typically takes one to three weeks, since it usually includes a written report and a prioritized fix list, not just a walkthrough.

Do I need a HubSpot agency to audit my portal, or can I do it myself?

A small portal with one or two users can usually be audited in-house using the checklist structure in this guide. A larger or older portal, especially one with multiple integrations, private apps, or years of accumulated custom properties, usually benefits from an outside audit, both for a fresh set of eyes and for the time it saves your own team.

What is the difference between a HubSpot audit and onboarding?

Onboarding sets up a HubSpot portal for the first time. An audit reviews a portal that is already in use, to find what is broken, unused, or set up incorrectly. Many agencies, HubXpert included, run an audit first before starting any onboarding or migration work, since it shows exactly what is already there before changing it.

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