40 Point HubSpot Audit: How to Do It [Step by Step Videos]

Free HubSpot Audit

Written by

Frances Neese

Created on

March 18, 2023

Performing a regular audit of your account is a great way to declutter and streamline your use of HubSpot so that you’re only using the features that are most relevant to your needs. 


In addition, regular audits can help ensure that your data is clean and organized so that it’s easy to find and use when you need it. And if you have multiple team members using HubSpot, an audit can help ensure that everyone is on the same page and using the platform in the same way. 


Finally, if you ever decide to switch from HubSpot or stop using the platform altogether (gasp!), having an up-to-date audit will make it much easier to hand off your account to someone else or export your data before shutting down your account for good.     

Feeling overwhelmed? We’ll do a more in-depth audit for you for $3,500!


FREE HubSpot Audit


Ready to get started? Here’s what we recommend:


HubSpot Data  

1. HubSpot Plan Overview

The first step is to go to your Account and make sure that you’re not over paying for the number of contacts you have, or will ever have. 

If you are on a newer HubSpot subscription, checking Marketing vs. Non-Marketing contacts is the best way to understand which contacts you are paying for. There are many resources with step-by-step instructions on checking your contact limits, if you’re on a legacy plan keep reading on ways to organize your contacts with lists so you know who should stay and who can go.


2. Organize Teams and Permissions


Do you have multiple team members using HubSpot? Then it’s important to take a look at how you’ve organized them and what permissions they have. 


Start by navigating to user settings to see all the people who have access to your HubSpot account. (Note: you’ll need to have the proper permissions to be able to see some of these things)


Then, take a look at what they can do within the platform. 


Are they only able to view data, or can they make changes? Do they have access to all of your account data, or only some of it? 


It’s also important to consider how you want people to be able to work together within HubSpot. 


For example, do you want certain team members to be able to see and edit each other’s work? Or would you prefer that everyone work independently? 


The way you answer these questions will help you determine what teams to create and what permissions to assign to each team. Doing so will ensure that everyone has the access they need to do their job, without being able to accidentally make changes that could impact the rest of your account. 

3. Automatically Sync Companies, Deals, and Lifecycle Stages


If you’re using HubSpot’s sales tools, take a look at how your companies, deals, and lifecycle stages are synced for a seamless data handoff.


We recommend starting by making sure Contact and Company records are automatically syncing. Once that box is checked data will flow between the two records and your contacts Lifecycle Stage will be updated when their associated deal moves through the Pipeline (yay! automation!). 


4. Lead Scoring



Are your leads lost in the shuffle, unsure of where they belong in the sales funnel? It’s time to give them a makeover using HubSpot Score. 


This scoring system allows you to assign points based on criteria such as website engagement and custom property information, ensuring that each contact is placed in the appropriate lifecycle stage and associated with the correct campaigns. 


The process is simple – navigate to Settings, select Properties, and then HubSpot Score. From there, you can name your property and begin adding + and – criteria for an accurate score. 



Step 5 AND 6: Identifying Duplicate Contact Properties and Merging Duplicate Contacts



It can be a nightmare to have duplicate contact properties in your HubSpot account. Not only does it take up space and clutter your system, but it can also lead to inaccurate data and reporting. Thankfully, HubSpot offers a simple solution for identifying and resolving these duplicate properties.


If you are on the free or starter version of HubSpot you’ll need to export your contacts and deduplicate them in excel. If you are on a Professional or Enterprise subscription you can manage your duplicate contacts by navigating to Contacts, clicking Actions and then Manage Duplicates. 


Pro tip: HubSpot will send you emails when new duplicates are found, they’re so nice!

Once you’ve completed the steps above and found all your duplicated contacts you’ll need to go through that list manually (but wait, if you have Operations Hub you can do this in bulk!!!). If the contact looks similar or you know it’s the same person you’ll want to merge those records together so the data is associated to one contact. It’s quite simple, just click Review and Merge to bring the two contacts together. It’s a tedious process, but if you turn on a good podcast it’ll fly by. 


7. Deleting Bounced Contacts



By removing bounced contacts, you’re improving the overall health of your database. This not only ensures more accurate reporting but also improves deliverability for future campaigns. 


The best way to do this is to create a list of bounced contacts. Navigate to Contacts, Lists, and Create a new active list with “hard bounce is known” as the filter. 


Pro Tip: You can do the same for unsubscribed contacts just filter with “unsubscribed from all emails is equal to true”. 


8. Delete or Archive Old Lists



Do you have a tendency to create lists and never look at them again? In HubSpot, these old lists can take up valuable space and reduce the efficiency of your contacts database. It’s time for a clean sweep! 


Consider deleting or archiving any lists that no longer serve a purpose. This will free up room for new lists and help streamline your organization process. Plus, it’ll make it easier to search through your contacts in the future. 


9. Tracking Code


Did you know that using tracking code in HubSpot can give you a top-to-bottom audit of all your marketing efforts? From email campaigns to social media posts, tracking code allows you to see how consumers are engaging with your brand and where they’re coming from. And with the ability to track specific keywords and links, you can easily analyze the effectiveness of your advertising campaigns and make adjustments as necessary.


Taking the time to add tracking code may seem like extra work, but it’s worth it in the long run for an in-depth look at how your marketing strategies are performing.


Installing the tracking code is simple and is available on all subscription levels. Depending on your content management system, you could install the hubspot tracking code in just a few minutes.


10. Managing Data Security


As a marketer, having access to customer data is a huge privilege. But with that privilege comes the responsibility of keeping it secure. That’s why it’s important to research and implement top third-party data security tools on HubSpot to protect your customers’ information. In addition, make sure your website has features like two-factor or multi-factor authentication and cookie notices for compliance with GDPR regulations. Here is how to turn on GDPR functionality in HubSpot.


Are you feeling lost? We’ll do a more in-depth audit for you for $3,500!


FREE HubSpot Audit


HubSpot Marketing 


11. Email Performance


Review your email campaign performance and based on the results an A/B test of your subject lines and call-to-action buttons may reveal areas for improvement and increase conversion rates. 


Furthermore, analyzing your email list can ensure you are targeting the right audience and eliminate unsubscribes. 


12. Content Performance


Revisit your marketing goals and make a list of your highest converting urls. Were the results surprising? What keywords would help you convert more?


If you’re not sure how to see which urls are your highest converting you may want to check out some of these softwares:

SEMRush – free trial and overall website performance 

Google Analytics – free for overall website visits and attributions

HubSpot SEO tool – linking your urls with the topic cluster tool will give you in depth data on how well certain content is converting.

13. Creating Campaign Goals

When creating a campaign in HubSpot, it’s important to have a clear goal in mind. Your goals should be SMART – Specific, Measurable, Achievable, Relevant, and Time-bound. Determine what success looks like for your campaign, whether it be a certain number of leads generated or an increase in website traffic. 


This focus on specific goals will help guide your actions and ensure that you are successfully achieving the desired outcomes. Additionally, setting up metrics to track and measure your progress will ensure that you stay on track and allow for opportunities to optimize your approach as necessary. By setting achievable goals and tracking your progress, your campaigns in HubSpot will reach their full potential.


14. Website SEO


Your website’s performance can make or break your online presence, and a crucial component of this is search engine optimization (SEO). 


Fortunately, HubSpot offers a comprehensive SEO audit tool to evaluate and improve your website’s rank in search results. 


Pro Tip: you can do a free SEO scan of your website on any HubSpot subscription, this is a great tool to see where areas of improvement may be before you commit financially to another software. 


15. Landing Page Optimization


How people navigate your landing page makes all the difference when it comes to conversions.


To see how your HubSpot landing pages are performing, navigate to Marketing → Website → Website Pages → Landing Pages, you’ll see a list of recommendations.


16. Using Pop-Up Forms

Diversifying forms can improve submission rates, and you can see their success with lots of pre-built reports if you’re on a Professional or higher subscription. You may have a contact form or a service form but creating a pop-up form gives you the opportunity to get in front of prospective customers in a different way with different offers. You can create a pop-up form the same way you create a regular HubSpot form. 

17. Social Media Performance


Look at your most recent posts and analyze their reach, engagement, clicks, and shares


Determine what type of content is performing well and why. Then, take steps to boost underperforming posts and create more content in line with what resonates with your audience. It’s also important to monitor any negative feedback and address it in a timely manner. 


By regularly auditing your social media performance in HubSpot, you can ensure that your brand maintains a positive presence online. Plus, don’t forget to keep track of your competitor’s social media activity for even more insights into what’s driving success in the industry. 


18. Optimize CTAs


Are your calls-to-action as effective as they could be? 


The first step to finding out is to look at the CTAs that have been performing well and consider what makes them successful


Are they placed prominently on the page? Do they have clear and convincing language? 


On the other hand, examine CTAs that are underperforming and try to determine why. Perhaps they need a redesign or different placement on the page. By regularly conducting a CTA audit, you can constantly improve their effectiveness and drive more conversions for your business. 


19. Optimizing forms


Are your forms converting like they should be? It’s time to take a closer look at your HubSpot account and optimize those forms for maximum conversion. 


Begin by auditing each form’s layout and design. 

Is the language clear and concise? 

Are the fields necessary and organized logically? 


Next, consider factors like thank you page customization and form submission notifications. 


Lastly, test out different call-to-action buttons to see which ones result in higher conversions. 


By taking the time to audit and optimize your forms, you’ll be able to generate more leads and ultimately drive more conversions for your business. 


Pro Tip: you can sync your non-HubSpot forms into your portal to gather similar data and add conversion information to your reports (WIN!)


20. Organize Workflows

Are you finding yourself drowning in a sea of HubSpot tasks? It may be time to audit your account and redefine your workflow.


First, take inventory of what tools and features you have at your disposal. Are some going unused or underutilized? 


Next, assess the frequency and types of tasks that come up on a regular basis. Can they be organized into templates or automations? 


Finally, think about delegating tasks to team members to disperse the workload more evenly. Don’t hesitate to get creative with the way you organize workflows – the end goal is to streamline your processes for maximum efficiency and productivity. 


Workflows can become messy very quickly, which is why it’s important to have a clear Flywheel and customer journey. Lifecycle stages also help tremendously in making sure you and your team know where every lead is in the buying journey (and aren’t running through workflows they should be… yikes)


We got you, if you’re hitting a wall… We’ll do a more in-depth audit for you for $3,500!


FREE HubSpot Audit



HubSpot Sales 


21. Is your sales team using HubSpot?


If not, what are they using?


Use this step to verify what users are in your account and create teams. 


22. Does your sales team have personal emails connected?



Link to change if they aren’t using the company email address (note: you have to be logged into your HubSpot portal to see this link)


23. Has your sales team set up the Sales Chrome Extension?


Use the link above to set up the extension and start to generate data based off of conversations happening in emails.


This will automatically create contacts, automatically create properties, and the sales reps will be able to see actions in emails. 


This tool is a game changer, and we highly recommend using it. 


24. Are you tracking deals?


If not, how are you tracking who becomes a customer?


If you’re paying for any of the sales subscriptions, you should be using the deals pipeline. 


It’s a great way for sales reps to keep track of sales! 


25. Are you using custom deal stages?


If you’re using a pipeline, you can use custom deal stages to customize for your businesses needs. 


26. Have you set up sales goals?


Check out this blog on how to create and crush sales goals with HubSpot!


27. Are you using tasks?



This can be used in many different ways in HubSpot. You can create a task for a company, deal, or contact. Or you can create a task for marketing purposes or sales purposes. 


Or maybe you want to follow up with a prospect after a sales call.


After utilizing tasks, you’ll never have another to-do list fall through the cracks!


28. Do you have documents in the portal for Sales reps to use in emails?


Documents is a great sales tool because your entire sales team can see all the documents. 


29. Have you set up the meetings link?


Meeting links are perfect for simplifying booking meetings. Instead of sending an email saying “I’m free Monday, Tue, and Fri before noon,” you can link your calendar!


30. Are you using quotes?


If you’re using deal pipelines, reporting on revenue, or have products, you should use quotes. That way when someone clicks on a quote, you’ll be notified. And you can do reports on quoted amounts vs closed amounts!


31. Do you have line items/products in the product library?


Similar to quotes, you can also track your products!


32. Have you set up playbooks?


If you’re paying for sales pro and above, your sales and service team has a straightforward guide on what to do. 


You can create one and associate it based on products or services you want to sell. That you have a streamline process for everyone to use!


33. Are you using HubSpot calling?



If you have a team that’s constantly calling people, this is a great tool to have! You can have a HubSpot number that will automatically track calls for you. 


34. Have you set up HubSpot payments?



Set up HubSpot payments and get all your payment data in one place. 


35. Are you actively using payments in quotes?



When someone opens a quote, the prospect can automatically check out!


You’re almost to the end! If you’ve gotten far but need additional help, we’ll do a more in-depth audit for you for $3,500!

FREE HubSpot Audit


HubSpot Service


36. Do you have 1+ ticket pipelines set-up?


If you have a hundred tickets in one pipeline, it might be a good idea to use more than one. 


37. Are you tracking ticket success with SLAs?



If you have any kind of ticketing system, you can create an automated system to track them with SLAs. 


38. Have you set up a Customer Portal?


Similarly built like you would a landing page, you can build a customer portal. You can segment people, so you can only give access to customers. 


39. Have you created a KB (Knowledge Base)?


Are you using knowledge based articles in your content strategy? They work on the backend to help support your customer success team. 


Are you getting the same questions over and over? Knowledge based articles might be for you!


40. Are you using feedback surveys?



This is a great way to generate feedback after a sale has been closed! The great thing is that you can automate a whole lot of this. 


You did it!! How are you feeling? If you’re overwhelmed or need a second set of eyes we’ll do a more in-depth audit for you for $3,500!

FREE HubSpot Audit


As we mentioned earlier, audits don’t have to be boring—or intimidating! Performing regular audits of your HubSpot account can actually be quite beneficial, helping ensure that you’re getting the most out of the platform and keeping your data organized.


Have more questions about how to perform a HubSpot audit? We’d love to hear from you!


Leave us a comment below or contact us today.

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Free DIY HubSpot Audit