Complete the transition before March 2025
RollWorks released new HubSpot custom properties to all customers on November 13th 2024 and will continue to write data to both old and new custom properties until March 2025 to give you time to transition your HubSpot reports, dashboards, or Workflow automations to read from the new custom properties.
Download a file including all new HubSpot Custom properties and definitions here.
The RollWorks integration with HubSpot enables you to view and use the following Account-based data directly in your HubSpot Company records so that you can measure impact with HubSpot reports and trigger HubSpot Workflows to automate activities.
Before you start
Before your HubSpot users can see RollWorks data directly in HubSpot your CRM Administrator must complete all the steps in this initial installation guide.
Daily Sync 12pm UTC
The sync of RollWorks data to your HubSpot custom objects and properties occurs daily at 12 pm UTC. The sync job may take up to 3 hours to complete. If you make changes to HubSpot properties you may wait until the next daily sync is complete.
RollWorks Custom Properties in HubSpot
After completing the initial installation steps, RollWorks will automatically create custom properties in your HubSpot instance to write aggregated RollWorks data so that you can build reports and dashboards in HubSpot.
The custom properties containing RollWorks data are linked directly to your Company object in HubSpot.
| HubSpot Object | Definition |
|---|---|
| Company |
At a high level this object aggregates the following RollWorks data linked for the corresponding Company record:
|
| Contact | Not available |
New vs Legacy Custom Properties
RollWorks custom properties in HubSpot are categorized under Groups. The name of the Group determines if the custom property is new or legacy.
| New Custom Properties | Legacy Custom Properties | |
|---|---|---|
|
Data Group |
RollWorks Data for [Profile Name] |
RollWorks Data |
To quickly find the new RollWorks custom properties when building reports or automations in HubSpot:
- Type "RollWorks"
- Select only properties listed under the header called ROLLWORKS DATA FOR [YOUR PROFILE NAME]
- Do not use properties listed under the header ROLLWORKS DATA or ROLLWORKS SALES INSIGHTS
If you have multiple RollWorks profiles connected to one HubSpot instance, both RollWorks profiles will write data back to HubSpot. You can distinguish each RollWorks Profile's data based on the name of the Group ROLLWORKS DATA FOR [Profile Name].
If you don't know the name of each RollWorks Profile, you can find the name of each individual profile by navigating to Settings > Advertiser Profiles.
How do we match Companies between RollWorks and HubSpot
We only sync data to existing HubSpot Company records
RollWorks will not create new HubSpot Company records through the daily data sync. Alternatively, you can use the RollWorks Command Center to uncover in-market accounts with and create new Company records in HubSpot.
The daily integration sync will write RollWorks fit, intent, engagement, and advertising data linked to the associated HubSpot Company record. RollWorks uses the default property 'Company domain name' in your HubSpot Company object to match the company domain between RollWorks and your HubSpot Company records.
| In HubSpot | In RollWorks |
|---|---|
|
We use the domain entered under the 'Company domain name' property in your HubSpot Companies as the lookup field. |
We use the Company Domain associated with the account record in the RollWorks database.
|
If 'Company domain name' in HubSpot is blank or incorrect
We will not be able to recognize a match between the RollWorks database of accounts and your HubSpot Company records. We will not sync data for that Company.
If the same 'website' is used across multiple HubSpot account records
HubSpot automatically deduplicates Company records by company domain, however, if multiple HubSpot Company records have the same domain under the 'Company domain name' property, we will write data to all company records that match.
RollWorks normalizes the Account by removing any prefix or suffix
- haci.honda.com is normalized to honda.com
- hca.fujifilm.com is normalized to fujifilm.com
- honda.com/es is normalized to honda.com
Account List fields
The table below contains the Account List custom properties synced to HubSpot and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| Account List Name | tal_Names |
This custom field contains the name of the Account Lists this account is a member of. Learn more about Account Lists here. |
Journey Stage fields
The table below contains the Journey Stage custom properties synced to the HubSpot Company object and their definitions. Learn more about journey Stages here.
| Field Label | API Name | Definition |
|---|---|---|
| Current Journey Stage | journey_stages_current |
Journey Stage the account is currently in. Journey Stage will be blank if the Account does not meet the criteria of any of your stages. |
| Previous Journey Stage | journey_stages_previous |
Journey Stage the account was in prior to the Current Journey Stage. Journey Stage will be blank if the Account does not meet the criteria of any of your stages. |
| Journey Stage Change Date | journey_stages_change_date |
Date the account changed from Previous Journey Stage to Current Journey Stage. |
| Journey Stage Change Direction | journey_stages_change_direction |
This field value can be Progressed, Regressed or blank. This field indicates if the account progressed or regressed through your Journey Stage funnel configuration in RollWorks. |
|
Journey Prediction |
journey_prediction |
This field value can be High, Medium or blank. High: top 5% of positively predicted accounts – on average, High accounts are 25x more likely to become an open opportunity than an average account Medium: top 40% of positively predicted accounts – on average, Medium accounts 5x more likely than more likely to become an open opportunity than an average account Blank: we will not produce journey prediction data for an account if any of the following criteria is true:
|
Account Advertising fields
Advertising metrics synced to HubSpot Company records aggregate data from the following types of campaigns/playbooks:
- Account Targeting Campaigns
- Account Targeting Playbooks
- Bombora Intent Playbooks
- Website Contact Targeting Campaigns
- Website Retargeting Campaigns
- Website Retargeting Playbooks
- LinkedIn Campaigns launched via RollWorks
We do not sync any advertising data for Facebook/Instagram Campaigns.
We aggregate all advertising data for all campaign types and it is not possible to filter by specific campaign types or campaigns names. For such granular reporting, login to the RollWorks platform directly.
For each RollWorks advertising metric, you will find 4 different custom properties so that you can build your reports using 4 different look-back periods: 7, 30, 60, and 90 days.
The table below contains the Advertising custom properties synced to the HubSpot Company object and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| Active Playbooks | playbook_names |
The name(s) of the RollWorks Playbooks that are currently serving ads in RollWorks separated by commas. This property is updated daily to add/remove any Playbook Name that have been paused or launched. |
|
Active Campaigns (COMING SOON) |
(COMING SOON) |
The name(s) of the RollWorks Campaigns that are currently serving ads in RollWorks separated by commas. This property is updated daily to add/remove any Campaign Name that have been paused or launched. All types of Web Campaigns are included LinkedIn Campaigns are included Facebook campaigns are excluded |
| Ad Spend in the last 7 days | adactivity_ad_spend_7d |
Aggregated Advertising spend for an account during the specified look-back days. |
| Ad Spend in the last 30 days | adactivity_ad_spend_30d | |
| Ad Spend in the last 60 days | adactivity_ad_spend_60d | |
| Ad Spend in the last 90 days | adactivity_ad_spend_90d | |
| Ad Impressions in the last 7 days | adactivity_impressions_7d |
Count of Impressions for an account during the specified look-back days. |
| Ad Impressions in the last 30 days | adactivity_impressions_30d | |
| Ad Impressions in the last 60 days | adactivity_impressions_60d | |
| Ad Impressions in the last 90 days | adactivity_impressions_90d | |
| Ad Clicks in the last 7 days | adactivity_ad_clicks_7d |
Count of Ad Clicks for an account during the specified look-back days. |
| Ad Clicks in the last 30 days | adactivity_ad_clicks_30d | |
| Ad Clicks in the last 60 days | adactivity_ad_clicks_60d | |
| Ad Clicks in the last 90 days | adactivity_ad_clicks_90d | |
| Conversions in the last 7 days | adactivity_conversions_7d |
Count of total conversions tracked for an account during the specific look-back window. This field surfaces the number of conversion events as defined in RollWorks, and contains both attributed and non-attributed (i.e., organic) to RollWorks. Click here to learn how conversion events are defined in your RollWorks account. |
| Conversions in the last 30 days | adactivity_conversions_30d | |
| Conversions in the last 60 days | adactivity_conversions_60d | |
| Conversions in the last 90 days | adactivity_conversions_90d | |
| AdDriven Conversions in the last 7 days | adactivity_ad_driven_conversions_7d |
Count of total Ad-Driven* conversions tracked for an account during the specific look-back window. This field surfaces the number of conversion events as defined in RollWorks, and contains both attributed and non-attributed (i.e., organic) to RollWorks. *Ad-Driven: A conversion, whereby there was also at least 1 impression in the 30 days prior to the conversion. Click here to learn how conversion events are defined in your RollWorks account. |
| AdDriven Conversions in the last 30 days | adactivity_ad_driven_conversions_30d | |
| AdDriven Conversions in the last 60 days | adactivity_ad_driven_conversions_60d | |
| AdDriven Conversions in the last 90 days | adactivity_ad_driven_conversions_90d | |
| ViewThrough Conversions in last 7 days | adactivity_view_through_conversions_7d | Count of total view-through conversions for an account during the specific look-back days. This field contains only view-through conversions attributed to RollWorks advertising. |
| ViewThrough Conversions in last 30 days | adactivity_view_through_conversions_30d | |
| ViewThrough Conversions in last 60 days | adactivity_view_through_conversions_60d | |
| ViewThrough Conversions in last 90 days | adactivity_view_through_conversions_90d | |
| ClickThrough Conversions in last 7 days | adactivity_click_through_conversions_7d |
Count of total click-through conversions for an account during the specific look-back days. This field contains only click-through conversions attributed to RollWorks advertising. |
| ClickThrough Conversions in last 30 days | adactivity_click_through_conversions_30d | |
| ClickThrough Conversions in last 60 days | adactivity_click_through_conversions_60d | |
| ClickThrough Conversions in last 90 days | adactivity_click_through_conversions_90d |
Account Engagement fields
For each RollWorks engagement metric, you will find 4 different custom properties so that you can build your reports using 4 different look-back periods: 7, 30, 60, and 90 days.
The table below contains the Engagement custom properties synced to the HubSpot Company object and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| Page Views in the last 7 days | adactivity_page_views_7d | Count of all page views for an account during the specified look-back days. |
| Page Views in the last 30 days | adactivity_page_views_30d | |
| Page Views in the last 60 days | adactivity_page_views_60d | |
| Page Views in the last 90 days | adactivity_page_views_90d | |
| Unique Visitors in the last 7 days | adactivity_unique_visitors_7d | Count of Unique Visitors for an account during the specified look-back days. |
| Unique Visitors in the last 30 days | adactivity_unique_visitors_30d | |
| Unique Visitors in the last 60 days | adactivity_unique_visitors_60d | |
| Unique Visitors in the last 90 days | adactivity_unique_visitors_90d | |
| Ad Driven Page Views in the last 7 days | adactivity_ad_driven_page_views_7d |
Count of Ad Driven Page Views for an account during the specified look-back days. Ad-Driven Page View: A page view by an account, whereby there was also at least 1 impression in the 30 days prior to the page view, to any cookie within the same account. |
| Ad Driven Page Views in the last 30 days | adactivity_ad_driven_page_views_30d | |
| Ad Driven Page Views in the last 60 days | adactivity_ad_driven_page_views_60d | |
| Ad Driven Page Views in the last 90 days | adactivity_ad_driven_page_views_90d | |
| Ad Driven Unique Visitors in 7 days | adactivity_unique_ad_driven_visitors_7d |
Count of Unique Visitors for an account during the specified look-back days. Ad-Driven Unique Visitor: A unique visitor by an account, whereby there was also at least 1 impression in the 30 days prior to the visit, to any cookie within the same account. |
| Ad Driven Unique Visitors in 30 days | adactivity_unique_ad_driven_visitors_30d | |
| Ad Driven Unique Visitors in 60 days | adactivity_unique_ad_driven_visitors_60d | |
| Ad Driven Unique Visitors in 90 days | adactivity_unique_ad_driven_visitors_90d |
Account ICP Fit fields
The ICP Fit Grade and ICP Name associated with your accounts can be synced over to HubSpot. We will sync only A, B and C ICP Fit grades to your CRM.
The table below contains the ICP custom properties synced to the HubSpot Company object and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| ICP 1 Grade | ICP1_Grade__c |
(A, B, C) This score indicates how closely the account resembles your ICP model. We will only sync ICP Fit Grades A, B, and C. This field will be blank if the account could not be graded, or the account scored D to F. |
| ICP 2 Grade | ICP2_Grade__c | |
| ICP 3 Grade | ICP3_Grade__c | |
| ICP 4 Grade | ICP4_Grade__c | |
| ICP 5 Grade | ICP5_Grade__c | |
| ICP 6 Grade | ICP6_Grade__c | |
| ICP 7 Grade | ICP7_Grade__c | |
| ICP 8 Grade | ICP8_Grade__c | |
| ICP 1 Name | ICP1_Name__c |
Name of the Ideal Customer Profile (ICP) associated with a fit grade. |
| ICP 2 Name | ICP2_Name__c | |
| ICP 3 Name | ICP3_Name__c | |
| ICP 4 Name | ICP4_Name__c | |
| ICP 5 Name | ICP5_Name__c | |
| ICP 6 Name | ICP6_Name__c | |
| ICP 7 Name | ICP7_Name__c | |
| ICP 8 Name | ICP8_Name__c |
Account Spike fields
When an Account Spike is detected the Spike data is synced over to your HubSpot company records only when all the conditions below are true:
- RollWorks detects an Account Spike based on our Account Spike data science model.
- The company domain is correctly entered under the 'Company domain name' field in your HubSpot Company record.
- The company domain entered under 'Company domain name' matches the Company domain in the RollWorks database.
When the three conditions above are met RollWorks will sync Account Spike data to HubSpot even if the account is not part of an Account List.
The table below contains the Account Spike custom properties synced to the HubSpot Company object and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| Spike Date | salesinsights_spike_date |
Last date an Account Spike in website and ad engagement was captured for the account. Calculated based on our proprietary Account Spike data science model. |
| Spike Level | salesinsights_spike_level |
Website and advertising engagement level for the account compared to a prior activity, calculated based on our proprietary Account Spike data science model. |
| Spike Reason | salesinsights_spike_reason |
The specific engagement actions that occurred leading to the last Account Spike, calculated based on our proprietary Account Spike data science model. |
| Spike: Number of Matched Contacts | salesinsights_total_matched_contacts |
Number of contacts that contributed to the Account Spike event. If we are able to match the Spike for this Account to any of your existing CRM contacts at the moment the Spike happened this field will indicate how many contacts were matched. if we are not able to match a contact this field will be 0. Please note that we only match 'Spike: Number of Matched Contacts' against contact records, leads are excluded. |
Account Keyword Intent fields
RollWorks will sync the intent keywords an account was surging with in the last 7 days, we will write new intent data every day and once we have 7 days worth of data we will start deleting intent data older than 7 days. The keywords are limited to the specific intent keywords you are monitoring through RollWorks.
The table below includes all the Keyword Intent custom properties synced to the HubSpot Company object and their definitions.
| Field Label | API Name | Definition |
|---|---|---|
| Very High Intent Keywords (last 7 days) | keyword_intent_very_high_intent_keywords |
This field will show you which keyword the account is demonstrating a Very High level of intent. Very High level means the account is consuming content related to that keyword in the top 1% of all other keywords tracked by RollWorks. |
| High Intent Keywords (last 7 days) | keyword_intent_high_intent_keywords_count |
This field will show you which keyword the account is demonstrating High level of intent. High Level means the account is consuming content related to that keyword in the top 10% of all other keywords tracked by RollWorks.account is demonstrating intent at a High level. |
| Count Very High Intent KWs (last 7 days) | keyword_intent_very_high_intent_keywords_count |
Number of keywords the account is surging with Very High Intent in the last 7 days. Very High level means the account is consuming content related to that keyword in the top 1% of all other keywords tracked by RollWorks. |
| Count High Intent KWs (last 7 days) | keyword_intent_high_intent_keywords_count |
Number of keywords the account is surging with High Intent in the last 7 days. High Level means the account is consuming content related to that keyword in the top 10% of all other keywords tracked by RollWorks.account is demonstrating intent at a High level. |
Create New Account Records in HubSpot
RollWorks will not create new Account records in your HubSpot instance through the daily HubSpot integration sync. Alternatively, you can use the the RollWorks Command Center to uncover in-market accounts and create new Company records in your HubSpot instance.
When do we write RollWorks data to HubSpot Contact records
The HubSpot integration daily sync will not write RollWorks advertising and engagement data over to your HubSpot Contacts. RollWorks data is only written in your HubSpot Company records.
You can use Discovery Workflows to uncover unknown contacts at in-market accounts and create new contact records in HubSpot.