# Data Overview

HubSpot exposes a wide range of CRM, sales, marketing, and service data through Coupler.io. You can pull individual entity records, activity logs, and aggregated reports — all in one place.

## Entities and report types

| Entity                                | Type           | Key use case                                |
| ------------------------------------- | -------------- | ------------------------------------------- |
| Deals                                 | CRM records    | Pipeline tracking, revenue forecasting      |
| Contacts                              | CRM records    | Lead management, lifecycle analysis         |
| Companies                             | CRM records    | Account-based reporting                     |
| Tickets                               | CRM records    | Support volume and resolution tracking      |
| Calls, Emails, Meetings, Notes, Tasks | Activity logs  | Rep activity and engagement reporting       |
| Quotes, Line items, Products          | Sales objects  | Quote-to-close and product revenue analysis |
| Leads                                 | Sales Hub      | Prospecting pipeline                        |
| Owners                                | Reference data | User-to-record mapping                      |
| Marketing emails                      | Marketing      | Campaign performance                        |
| Email statistics by period            | Reports        | Aggregated email metrics over time          |
| Performance report                    | Reports        | Website traffic and UTM attribution         |
| Workflows                             | Automation     | Workflow audit and metadata                 |
| Feedback submissions                  | Service        | NPS and CSAT trends                         |

## Available fields by entity

#### Deals

| Field              | Description                              |
| ------------------ | ---------------------------------------- |
| Deal name          | The name of the deal                     |
| Pipeline           | The pipeline the deal belongs to         |
| Deal stage         | Current stage in the pipeline            |
| Amount             | Deal value                               |
| Close date         | Expected or actual close date            |
| Owner              | Assigned HubSpot user                    |
| Create date        | When the deal was created                |
| Last modified date | When the deal was last updated           |
| Deal type          | Type classification (e.g., New Business) |

#### Contacts

| Field                  | Description                       |
| ---------------------- | --------------------------------- |
| First name / Last name | Contact's name                    |
| Email                  | Primary email address             |
| Phone                  | Phone number                      |
| Lifecycle stage        | Lead, MQL, SQL, Customer, etc.    |
| Lead status            | Contact qualification status      |
| Owner                  | Assigned HubSpot user             |
| Create date            | When the contact was created      |
| Last modified date     | When the contact was last updated |
| Company                | Associated company name           |

#### Companies

| Field               | Description                 |
| ------------------- | --------------------------- |
| Company name        | Name of the company         |
| Domain              | Website domain              |
| Industry            | Industry classification     |
| Number of employees | Company size                |
| Annual revenue      | Reported revenue            |
| City / Country      | Location data               |
| Owner               | Assigned HubSpot user       |
| Create date         | When the record was created |

#### Email statistics by period

| Field        | Description                   |
| ------------ | ----------------------------- |
| Period       | Date or period bucket         |
| Sent         | Emails sent in the period     |
| Delivered    | Successfully delivered emails |
| Opens        | Total opens                   |
| Clicks       | Total link clicks             |
| Unsubscribes | Unsubscribe events            |
| Bounces      | Bounce events                 |

#### Performance report

| Field               | Description                                |
| ------------------- | ------------------------------------------ |
| Period              | Date or period bucket                      |
| Sessions            | Website sessions                           |
| Page views          | Total page views                           |
| Contacts (new)      | New contacts generated                     |
| Bounce rate         | Session bounce rate                        |
| Breakdown dimension | Source, UTM, page, form, geolocation, etc. |

## Common field combinations

* **Deals + Owners** — Join these two entities to map deal owner names and emails onto deal records for rep-level reporting
* **Deals + Contacts** — Join to see contact details alongside open opportunities
* **Contacts + Companies** — Join to build account-level contact lists
* **Calls + Deals** — Append activity data to deals to measure engagement by pipeline stage
* **Email statistics by period** — Use the Split data by period option to compare weekly or monthly email performance trends

## Use cases by role

{% tabs %}
{% tab title="Sales ops" %}

* Export Deals to Google Sheets or BigQuery to build pipeline dashboards outside HubSpot
* Join Deals with Owners to create per-rep performance reports with close rates and average deal size
* Use the Aggregate transformation on Deals to calculate total pipeline value by stage or territory
* Pull Goals alongside Deals to track quota attainment automatically
  {% endtab %}

{% tab title="Marketers" %}

* Use Email statistics by period to track open rates, clicks, and unsubscribes over time in Looker Studio
* Pull the Performance report with UTM breakdowns to attribute website traffic to campaigns
* Export Marketing emails metadata to audit campaign cadence and segmentation
* Send data to ChatGPT or Gemini to generate campaign performance summaries
  {% endtab %}

{% tab title="Customer success" %}

* Export Tickets to monitor support volume, resolution time, and ticket status trends
* Pull Feedback submissions to track NPS scores over time and identify at-risk accounts
* Join Contacts with Tickets to see which customers raise the most issues
* Use Meetings and Calls data to measure touchpoint frequency per account
  {% endtab %}
  {% endtabs %}

## Platform-specific notes

* HubSpot's API allows **up to 2 filters at a time**. If you use date filters, that counts as one or two of your available filters — plan your advanced filters accordingly.
* Field names in Coupler.io use **internal HubSpot API names**, which may differ from the labels shown in the HubSpot UI. For example, `firstname` instead of "First name".
* The **Owners** and **Workflows** entities do not support date filtering.
* Custom properties are supported — leave the custom fields input empty to import all custom fields, or list specific internal names to limit the pull.
* The **Performance report** supports breakdown dimensions including UTM parameters, sources, pages, forms, and geolocation.