Integrating CallRail with your HubSpot account lets you send calls, text messages, and form submissions directly to your HubSpot contact activity timelines for a unified view of your lead management.
If you'd like to learn more, check out these support articles:
Calls and Texts Data in HubSpot.
Getting started
In order for CallRail to send data to HubSpot, you'll need your company's JavaScript snippet installed on your website.
Integrating with HubSpot
CallRail's integration with HubSpot is company-dependent within your account. Use the instructions below for each company you'd like to integrate with HubSpot.
- Select the Integrations icon on the left navigation bar.
- Select HubSpot from the list of integrations.
- Choose the company where you’d like to set up this integration.
- Choose which interaction(s) they'd like to send to HubSpot. All interactions will be selected by default, but you can opt out of a specific interaction type. You can choose from:
- Inbound calls
- Outbound calls
- Text messages
- Forms.
- If you opt out of an interaction type, you will not see any contacts OR activities posted from it. For example, if you deselect "Text messages," you will not see any new contacts created from texts to their tracking numbers OR activity records for the text conversations.
- Select Authorize.
- You'll be taken to HubSpot and asked to login to your HubSpot account. We will never see your HubSpot password. If you have access to multiple accounts, this is where you'll choose which one you'd like to connect to the integration. Click Choose Account.
- In the Contact settings in HubSpot section, you'll have the following options.
- Choose Create a new contact when no contact is found, to allow CallRail to post new contacts to HubSpot.
- Choose Do not create new contacts, and CallRail will only post call activities to existing contacts within your HubSpot account.
- Choose Create "@call.com" email addresses, and CallRail will include @call.com email addresses for every new contact we create. We only recommend choosing this setting if part of your HubSpot configuration requires an email address for each contact.
Please note: Contacts created from a HubSpot cookie (hutk) require an email address in HubSpot, so some contacts created by the integration may still include @call.com email addresses even if this setting is disabled. - Once you've selected your configurations, select Update.
- After choosing your HubSpot account, you will be asked to agree to the scope of CallRail data the integration needs access to. Click the checkbox to agree to the scope, and click Connect App.
Using HubSpot's phone number validation
HubSpot's phone number validation feature requires a phone number entered into HubSpot in a specific format, E164. If you want to utilize this validation with data sent from CrallRail, you will need to turn on E164 formatting in your integration.
- Select the Integrations icon on the left navigation bar.
- Select HubSpot from the list of integrations.
- Choose the company where you’d like to set up this integration.
- In the Contact settings section, toggle on Use E.164 formatting for phone numbers.
If this option is not turned on, CallRail will still send data to HubSpot. However, you will not be able to use their phone number validation feature.
How the integration works
Calls, texts and forms tracked through CallRail are sent to HubSpot as activities. Each activity is linked to the corresponding existing HubSpot contact (based on the HubSpot cookie or phone number.) If there is no existing HubSpot contact, a new one will be created.
If we match a HubSpot contact and they have a “real” email address (not “@call.com”,) it will be added to the lead’s data in CallRail.
How CallRail sends data to HubSpot
CallRail sends the following information to HubSpot:
- The tracking number.
- Number name.
- Company name associated with the tracking number.
- Keywords.
- Landing page info.
- Call recording.
- Call recordings can be listened to directly in HubSpot.
- Call duration.
- The contents of any text message sent.
- Tags.
- A comma-separated list of any tags applied to the call, form, or text.
- Value.
- The monetary value applied to the call, form, or text.
- Qualified Lead status.
- The qualified score from the interaction (“Good lead”, “Not a lead” or “Not scored”,) accordingly
- Medium (first touch)
- The first touch medium (what they’d see in activity logs and reports)
- Medium (last touch.)
- The last touch medium.
- Campaign (first touch)
- The first touch campaign (what you will see in activity logs and reports)
- Campaign (last touch)
- The last touch campaign.
- website pool gclid (if using our Google Call Details forwarding integration)
If you are using CallRail’s premium conversation intelligence (PCI), we will also send the call summary into the call notes field inside of HubSpot.
For calls, CallRail will send all of the above information, plus:
- Destination number (the destination number the call was routed to)
- Caller sentiment (if applicable)
For forms, CallRail will send all of the above information, plus form submission data (including names, contact information, and contents of form fields) to the HubSpot contact timelines.
CallRail's Voice Assist and HubSpot
If you are using Voice Assist, HubSpot will match or create contacts using the standard workflow. In addition to this, a form submission will be attached to the contact contacting the information collected on the call. The questions asked by the agent, as well as the caller's responses, will be separate fields. There will also be a Message Taken field that contains the full set of fields and responses together.
Four new custom properties will be created on the contact:
- Voice Assist caller name
- Voice Assist caller preferred phone number
- Voice Assist caller email
- Voice Assist message taken
When any of these fields are present in the form submission, they will automatically populate on the related contact. If there are other fields you would like to map from the form, you should create single-line text fields that match the field name directly. HubSpot will match them automatically as described here.
Please note: If you see a warning similar to the one present in the screenshot above ("The cookie needed to link submissions...."), that means CallRail does not have a HubSpot cookie (HUTK) associated with the call. This warning will happen for calls to source tracking numbers. Even without the cookie, CallRail is still able to associate the form with a contact by email; we recommend that customers using Voice Assist enable the Create '@call.com' email addresses for new contacts setting in the integration setup.
Voice Assist and Hubspot's bidirectional integration
To enable Voice Assist's ability to pull data from your HubSpot account, navigate to your HubSpot integration page and toggle on the option to Pull HubSpot CRM data into CallRail. This option will be toggled off by default.
When Voice Assist finds a match in the connected HubSpot account, the agent will greet the caller by name before offering it to the agent, and note that it has their information on file. If the caller states that the name is incorrect, Voice Assist will instead ask the caller for their information. This prevents situations where multiple people are calling from the same shared phone number. When asking the caller for their contact information, Voice Assist will first ask the caller if the information from Hubspot is correct ("I have your email as john.smith@callrail.com. Is that still correct?"). Post-call, calls where Voice Assist found a CRM record will be tagged with "Voice Assist - CRM match" to indicate that the agent attempted to use this data during the call.
The following data can be viewed by Voice Assist:
- whether the caller is an existing customer or not
- city
- country
- contact owner
- date of first engagement
- description of the first engagement
- first name
- last name
- phone number(s)
- message
- postal code
- record source
- state/region code
- time zone
- street address
How CallRail uses HubSpot's Original Source field
“Original Source” is an attribution field that is populated on contact records in HubSpot and used in attribution-focused reporting. CallRail is able to edit the Original source field, populating it with one of the HubSpot standard values that most closely match the CallRail-determined first-touch source. For example, a call to a Google Ad Extension number would have a determined source of Google Ads in CallRail and would result in a contact record in HubSpot with an Original source of paid search.
Below is a list of HubSpot original source values and their associated CallRail-determined sources:
- Organic search.
- Source contains “organic”, “Apple Business”, “Google My Business”, or “Google Business Profile” but not “Facebook”, “Instagram”, “Twitter”, “Pinterest”, “Nextdoor”, or “LinkedIn.”
- Paid search.
- Source contains “Paid” or “Ads” but not “Facebook”, “Instagram”, “Twitter”, “Pinterest”, “Nextdoor” or “Linkedin.”
- Email marketing.
- Source contains “email.”
- Social media.
- Source contains “Facebook”, “Instagram”, “Twitter”, “Pinterest”, “Nextdoor”, or “LinkedIn” but not “Paid” or “Ads.”
- Paid social.
- Source contains “Facebook”, “Instagram”, “Twitter”, “Pinterest”, “Nextdoor”, or “LinkedIn” AND either “Paid” or “Ads.”
- Referrals.
- Source contains “Referral.”
- Direct traffic.
- Source contains “Direct.”
- Offline.
- Source contains “Print Ad”, “Billboard”, “Direct mail”, or “Van wrap.”
- Other campaigns.
- The source doesn’t match any other patterns listed.
An overview of the Original source field and its values can be found here.
Troubleshooting CallRail's HubSpot integration
- If there is no attribution data with the Contact records (for example, no call recordings), review your Contact properties and property data types
- If you are seeing duplicate contacts:
- Check if your tracker’s destination number also sends call data to HubSpot.
- If you have a Source property as a picklist in HubSpot, you will see its source data passed to a new field called "Call tracking source."
- Make sure you have enough tracking numbers in your website pool. If there aren’t enough tracking numbers in a website pool, misattribution can occur when capturing the HubSpot tracking cookie (hutk)
Spam prevention settings in HubSpot
Our integration creates and uses the following forms: Call Tracking, Email, and Form Capture. We recommend not enabling spam prevention/CAPTCHA for these specific forms, as it will impact our integration's ability to send call and SMS data. If you have enabled spam prevention in HubSpot for these forms, we recommend deactivating it.
See HubSpot’s support article on spam prevention/CAPTCHA.
Deactivating the HubSpot integration
Deactivating a company's HubSpot integration will prevent CallRail from sending data to your HubSpot account. We'll keep your HubSpot credentials saved in case you'd like to reactivate your integration in the future.
- Select the Integrations icon on the left navigation bar.
- Select HubSpot from the list of integrations.
- Choose the company where you’d like to set up this integration.
- Click Deactivate Integration on the right side of the page.
Uninstalling the CallRail app in your HubSpot account
Uninstalling CallRail as a connected app in HubSpot will prevent CallRail from passing lead data to your HubSpot account. Follow the instructions below to disconnect the CallRail app from your HubSpot account.
Prefer HubSpot's instructions? Check out their help article on uninstalling connected apps.
- In your HubSpot account, click the Marketplace icon in the main navigation bar.
- Under Manage, select Connected apps.
- Click Actions on the CallRail app, then click Uninstall.
- In the dialog box, type "uninstall" and click Uninstall.