Account-level data in HubSpot

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 and trigger workflows to automate activities:

  • RollWorks advertising performance metrics
  • RollWorks Account identification data
  • Sales Insights Spike data



Contact-level data in HubSpot

With the RollWorks + Hubspot integration, you will not be able to see contact-level ad performance metrics. Only account-level advertising performance metrics are available.


RollWorks data available in HubSpot

After completing the HubSpot Integration process outlined in this Help Center guide, RollWorks will automatically create a set of custom Company Properties in your HubSpot instance to export our ad performance data. These Custom Company Properties are listed in the tables below:


RollWorks advertising data in HubSpot

Hubspot custom Company Property


RollWorks Last Activity

The date on which the last RollWorks attributed Impression or Click was recorded.

RollWorks Impressions

Sum of company level impressions for 30 days since last activity date.

RollWorks Advertising Spend 

Sum of RollWorks spend against a company for 30 days since last activity date.

RollWorks Clicks

Sum of RollWorks company level ad clicks for 30 days since last activity date.

RollWorks Page Views

Sum of pages viewed by the company for 30 days since last activity date.

RollWorks Conversions

Total of click and view conversions by a company for 30 days since last activity date.

RollWorks Click Conversion 

Sum of click-through conversions by a company for 30 days since last activity date.

RollWorks View Conversion 

Sum of view-through conversions by a company for last 30 days since last activity date.

RollWorks Account List Name

The name of the RollWorks Account List(s) the company is a member of.

Active RollWorks Campaigns / Playbooks

The name of the currently active RollWorks Campaign and/or Playbook the company is being targeted in.

RollWorks Journey Stage

The name of the Journey Stage the company was most recently in.

RollWorks Journey Stage as of

The date Journey Stage was last updated. RollWorks only syncs Journey Stage for accounts on an Account List.


Sales Insights Spike activity Data

Hubspot custom Company Property


Spike Raw Score

The output of the Sales Insights data science model looking at various inputs of account engagement. 

This score is a number between 0-100 that is used to calculate Spike Level and is only visible to CRM Admins.

As a Sales Insights user you will most likely not use this number.

Spike Level

✍️  Spike Level is the primary data point that should be utilized by your Sales team to prioritize accounts spiking in engagement.

We use machine learning to establish Account Spike thresholds as Low, Medium, or High. These Spike Levels are dynamic and responsive to the volume of organic site traffic for your site to ensure that when accounts are flagged as Low, Medium, or High for spike activity, it is compared to your own organic website engagement.

Spike Score Reason 

This field refers to the engagement actions that occurred leading to the account spiking. 

For example: # of clicks, # of unique visitors, # of lead events.

Last Spike Timestamp

Shows the last time an account spiked in engagement.

Last Modified date

Shows the last time the engagement data was updated. Engagement data is calculated off the previous day's engagement data, meaning Last Modified Date of today would be based on engagement that occurred yesterday. 


Data Sync

  • The data sync between RollWorks and HubSpot is scheduled daily at 9:00 am (UTC).
  • The export syncs the last 30 days of company-level campaign data between matched RollWorks company domains and HubSpot Company website URLs. 
  • In order to receive advertising metrics, Account List membership and Campaign/PB membership, you must create at least one Account List. Journey Stage data will be exported for all accounts RollWorks matches.
  • If duplicate Company records exist in HubSpot, RollWorks matches domains based on the Company record with the most recent last modified date.


Create reports in HubSpot

Because the RollWorks data is stored in your HubSpot custom Company Properties, this data can be used to create custom reports, and dashboards directly in HubSpot.

To create a custom report in HubSpot follow the steps below:

  1. Sign in to HubSpot. Go to 'Reports' and click 'Create Custom Report'Screen Shot 2021-10-25 at 12.13.10 PM.png
  2. Select 'Single Object', choose the 'Company' object, and click 'Next'
      • Note: only company-level advertising performance metrics are availableReport Builder HubSpot 2021-10-25 at 12.08.14 PM.jpg
  3. Click 'Add Company Property' and add 'Company Name'Screen Recording 2021-10-25 at 12.41.09 PM.gif
  4. Click 'Add Company Property' and search RollWorks: The Custom Properties listed above will be displayed, click the name of each custom property to add them to your report. Once you have selected all the RollWorks properties, click 'Next'Screen Recording 2021-10-25 at 12.27.34 PM.gif
  5. Choose the following and click 'Save'
      • Choose chart type = 'Table'
      • Configure table = 'Unsummarized data table

hb create report.png

​​Once you have finished creating your report, you can choose to save just the report or add the report to a HubSpot dashboard to view RollWorks Ad Performance metrics for any company record in HubSpot that is on an Account List in RollWorks.

You can add RW company-level performance data from RollWorks to any company-level reports in Hubspot by adding these custom company properties to your reports. 


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