HubSpot Salesforce Sync Issues

How to Fix Sync Issues between Salesforce and HubSpot

There are many issues that can break the sync between Salesforce and HubSpot. These can cause inconsistencies between platforms, replicate bad data across CRMs, and pose risks to your data accuracy and reliability.

Insycle makes it easy to deal with Salesforce and HubSpot sync issues, including:

  • Avoid bad “State/Region and “Country” properties that can break the sync.
  • Fix inconsistent picklist values in imported data so it doesn't break the sync.
  • Merge duplicates while the sync is active.
  • Avoid duplicate records being replicated across both CRMs.

Prevent Bad “State/Region" and “Country” Properties from Breaking the Sync

A common issue causing the sync between HubSpot and Salesforce to break is inconsistent values between the two systems. Many times, this comes from the “State/Region” and “Country” properties. In HubSpot, these properties are open-text by default, which can lead to data inconsistencies. In Salesforce, they are picklists. 

In this example, we'll walk through changing the HubSpot Country/Region field to a picklist.

Process Summary

  1. Create a new property in HubSpot for the picklist.
  2. Identify variations in the field.
  3. Standardize the rogue values using the new picklist field.

Step-by-Step Instructions

Create a New Property in HubSpot for the Picklist

To prevent inconsistent values that don't match Salesforce, the HubSpot fields should be replaced with picklists with the values copied from Salesforce. 

In HubSpot, click the Settings icon in the main navigation bar. Then, in the left sidebar menu, click Properties.

Click the Create Property button and enter basic info about the new property. Make sure to give the property a name that can be differentiated from the old, open-text property. Then, click Next.

On the Field Type tab, click the Field type dropdown and choose Dropdown select.

Enter all the values copied from Salesforce to your new picklist, then click the Create button.


Use the Cleanse Data Module to Identify Variations in the Field

The Cleanse Data module highlights variations in the field that you can then standardize to prevent the sync from breaking. 

In the Data Management > Cleanse Data module, select the record type from the top menu.

Under Step 1, use the search to find the field you want to clean up. In the list of fields, check the checkbox next to the one you want to clean up. (This does the same thing as selecting the Field Name from the dropdown under Step 2.)


Once selected, the different values found in this field will populate the Record Viewer at the bottom of the page. 

Select all the variants that should be the same. 

In this example, all values referencing the "United States"—"united states," "USA," and "US"—need to be changed to match the Salesforce value, "United States."


Under Step 3, specify what the selected field values should be changed to. In this example, the new Country Picklist field value will be set to "United States" for each value selected in the Record Viewer. The old Country/Region field will be cleared by leaving the New Value blank.

Click the Update button and confirm the change. ⚠️ Note that there is no preview step here. Once confirmed, the update will be applied to your CRM.


This same process needs to be completed for every value in the new picklist. In the example above, this would need to be done for each country represented in the database.

Disable the Old Free Text Field in Your CRM

Once you've moved data from your old, free text field to the new picklist field, you should change the field properties in your CRM so it is no longer writable. This will preserve the field in case it needs to be reinstated but prevent it from being used and requiring cleanup again.

If you're absolutely certain it won't be needed again, you could consider deleting the old field from your CRM entirely.

Learn More

Merge Duplicates After Syncing HubSpot & Salesforce

Once a sync is set up between HubSpot and Salesforce, the ability to merge duplicates is disabled in the HubSpot app. Insycle's Merge Duplicates module lets you find and merge duplicate records while the Salesforce and HubSpot sync is in place.

Process Summary

  1. Create a custom field in each CRM to identify the master record.
  2. Set up your HubSpot-Salesforce sync settings.
  3. Deduplicate your Salesforce records.
  4. Deduplicate your HubSpot records.
Check Your Sync Settings and Create Custom Fields in Your CRMs 

First, check both your HubSpot and Salesforce sync settings to ensure they are set up correctly. The wrong settings could result in lost data on HubSpot.

Then, to tag the master, you need to create a custom field in both platforms to capture the master tagging. Add a custom field named “Deduplication Master Record” to each CRM, Salesforce, and HubSpot. This field needs to be added to any synced record/object type that you plan to deduplicate.

Follow the instructions in the article, Deduplicate HubSpot & Salesforce While Keeping the Sync Active for complete setup steps.


Use Insycle to Deduplicate Your Salesforce Records

Now you can start merging Salesforce duplicates with Insycle.

Navigate to Data Management > Merge Duplicates and go through the deduplication process as you would if the sync wasn't in place.

In Step 1, choose Salesforce fields and criteria the values must meet to be considered a duplicate.

In the example below, we are looking for Salesforce contacts with the exact same First Name and Last Name and Email Domain.


Under Step 4, configure the rules that specify which record from each set of duplicates should become the master—the record that will remain after the merge that all the other duplicate records will merge into.


As part of the merge process, Insycle will automatically populate the “Deduplication Master Record” field with the value “TRUE” for the record that is chosen as the master.

For complete instructions on configuring your deduplication, see the Bulk Merge Duplicate People, Companies article.

Use Insycle to Deduplicate Your HubSpot Records

After the Salesforce merge, the “Deduplication Master Record” values will automatically sync from Salesforce to HubSpot. This field can then be used to identify the same record as the master in HubSpot.

Again, go through the deduplication process in the Merge Duplicates module as you would if the sync wasn't in place.

In Step 1, choose HubSpot fields and criteria the values must meet to be considered a duplicate.

In the example below, we are looking for HubSpot contacts with the exact same First Name and Last Name and Email Domain.


Under Step 4, configure one rule that will set the record with the Deduplication Master Record field value of either "TRUE" or "YES," as the master for each duplicate group. The Deduplication Master Record value that was set in Salesforce is available in HubSpot due to the sync.

This will ensure that the master record on HubSpot aligns with the master record on Salesforce. 


Avoid Bad Picklist Values When Importing Data in HubSpot

If your CSV includes a column that is configured as a picklist in your CRM, the values in the CSV need to match the CRM picklist options. Values that don't match up can break the HubSpot-Salesforce sync. 

With the Magical Import module, you can identify inconsistencies in your imported data and standardize it on import so that the bad picklist values never hit HubSpot and therefore never break your sync.

Import a CSV and Clean Up Incorrect Picklist Values

Navigate to Data Management > Magical Import, select the HubSpot database and record type in the top menu, then choose the CSV file that you want to import.

Under Step 1, a red warning icon will appear on the left side of the record if there are any issues. To learn what the problem is and determine steps to resolve it, hover over the red exclamation mark, and an explanation of the error will be displayed.  


If a field in your CRM includes dropdown values and the data included in your CSV does not match, the row will display an "Invalid picklist value" error. This value needs to be changed to match the dropdown options used in your CRM.

You can make quick fixes to individual rows before they are imported by hovering over a value and clicking the pencil icon. Then, select one of the valid picklist options and click Save


If your CSV contains multiple records that need the same value fixed, you can make bulk changes under Step 3


After you've cleaned up all the values, click the Import button under Step 5.

Note that changes are applied to your CRM immediately. There is no preview step.


Compare HubSpot and Salesforce Records to Reveal When Sync is Broken

When your HubSpot and Salesforce integration sync breaks, it can be difficult to figure out when it occurred, what records were affected, and what changes need to be made to get the sync working again.

Using the Compare feature in the Magical Import module, you can use the Salesforce export to troubleshoot the problem and reconcile the CRM records. In this example, we'll walk through using a Salesforce export to compare against HubSpot data in Insycle, but data can be compared the opposite way, with a HubSpot export and the Salesforce data in Insycle.

Process Summary

  1. Export Salesforce records as a CSV.
  2. Upload the CSV file to Insycle.
  3. Compare the Salesforce CSV data to the HubSpot records through Insycle.
Export Salesforce Records to CSV

In Salesforce, create a CSV report for the object type, making sure to include the ID column for the selected object type (Account ID, Contact ID, Lead ID, etc.).


Then export the data to a new CSV file.

Upload the Salesforce Export CSV to Insycle

Navigate to Data Management > Magical Import, select the HubSpot database and record type in the top menu, then choose the Salesforce CSV file that you want to compare.

Make sure to map the ID column for the Salesforce object type (Account ID, Contact ID, Lead ID, etc.) to the matching HubSpot field (Salesforce Account ID, Salesforce Contact ID, etc.).


Compare Salesforce CSV against HubSpot Records

Under Step 2, click the Compare (Preview) tab.

For the Identity Field value, select the corresponding Salesforce record ID. There is a different field for each record type, and the ID field is populated in HubSpot when new data is imported with an active sync. This value will identify which Salesforce contacts exist in HubSpot and which ones do not.


Under Step 4, click the Compare button and download the CSV. This won't create or change any records in either CRM.

Records from your CSV will be compared based on the Identify Field (to identify existing records in your CRM) and your mapped fields (to compare CSV fields to existing field data for the matched record).

If Insycle cannot find a match based on your Identity Field, the ID column in the comparison CSV will say "Not Found," and the Result column will say "Not Compared."

CSV records that were matched to existing CRM records will have all mapped fields compared side-by-side in the (Before) and (After) columns.


To learn more, see the Compare CSV Data to Existing Records In Your CRM article.

Frequently Asked Questions

Can I merge HubSpot and Salesforce companies and accounts without breaking the sync?

Yes. With Insycle, you can first deduplicate in Salesforce and then deduplicate in HubSpot using the Salesforce Account ID field to match the master record, all while the sync is active.

If you were to try to merge companies within the HubSpot application, it wouldn't work when the sync was active.

To learn more, review the article, Deduplicate HubSpot Companies and Salesforce Accounts.

Does it matter which platform I run the original deduplication process in?

Yes, because HubSpot doesn't let you merge companies when the sync is active, it is best to deduplicate in Salesforce first and then follow the steps laid out in the Deduplicate HubSpot Companies and Salesforce Accounts article to ensure that the duplicate companies are also removed in HubSpot.

Do I have to create the "Deduplication Master Record" field for this to work?

Yes, you do have to create the field to deduplicate across HubSpot and Salesforce without breaking the sync. Keeping the master records consistent across both platforms is how you can keep the sync active, and there is no workaround aside from time-consuming manual processes.

Does HubSpot allow you to merge companies while the sync is active?

No. While Insycle lets you merge records while the sync is active, within the HubSpot CRM, you cannot.

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