# HubSpot

Connect HubSpot to automatically attribute leads, deals, and revenue to ChatGPT, Perplexity, Claude, and other AI search sources via native webhook.

[Connect HubSpot](https://app.finseo.ai/signup) [HubSpot docs](https://developers.hubspot.com/)

## Overview

### What you get with the HubSpot integration

Finseo connects to HubSpot via a native Workflow webhook so attribution data flows automatically when contacts are created or qualified. When a lead fills in your "How did you hear about us?" field, HubSpot fires a webhook to Finseo. Finseo normalizes the response into AI source categories (ChatGPT, Perplexity, Claude, Gemini, etc.) and ties the deal value to the source. You see exactly which AI engines drive pipeline and revenue.

## Use cases

### What you can do with HubSpot and Finseo

Real ways HubSpot customers use Finseo to track and grow AI search revenue.

1. **Lead source attribution**  
   When a new HubSpot contact submits a form with "How did you hear about us?", Finseo categorizes the response into AI source buckets and tracks it in your attribution dashboard.

2. **Deal level revenue tracking**  
   When a deal closes won, Finseo ties the deal value back to the AI source. See total pipeline and closed revenue from each AI engine over any time period.

3. **Multi-touch attribution**  
   Combine HubSpot lifecycle events with Finseo AI source data to understand the AI engine influence across the full funnel from first touch to close.

4. **Sales team enablement**  
   Reps see which AI source generated each lead in HubSpot. Use this context to tailor outreach: a Perplexity lead has different intent than a ChatGPT lead.

5. **Marketing channel ROI**  
   Compare AI search ROI against paid media, SEO, social, and outbound. Most teams find AI search drives the highest ROI per lead because acquisition cost is near zero.

## Why it matters

### Why HubSpot customers need AI visibility tracking

HubSpot is the dominant CRM for B2B marketing teams, with over 200,000 customers. Most HubSpot setups already collect "How did you hear about us?" data via form fields, but the responses sit unstructured in custom properties, never connected to revenue. Finseo categorizes these responses into AI source buckets and ties them to deal value. You finally get an answer to "How much revenue does ChatGPT drive for us?" backed by your CRM data.

## Comparison

### HubSpot alone vs HubSpot with Finseo

| Feature | HubSpot alone | HubSpot + Finseo |
| --- | --- | --- |
| AI source categorization | Free text in HubSpot | Auto categorized into AI buckets |
| Revenue attribution | Lost in custom properties | Tied to AI source per deal |
| Setup | Custom property reports | One HubSpot Workflow webhook |
| Lead routing context | Sales reps unaware of source | AI source visible per contact |
| ROI reporting | Manual exports and joins | Live dashboard by AI engine |
| Multi-touch | Last touch only | Full lifecycle visibility |

## How to connect

### How to connect HubSpot to Finseo

A few steps to wire up your HubSpot account with Finseo. No code required.

1. **Get your Finseo webhook URL**  
   In Finseo, click Connect on the HubSpot integration card to reveal your project specific webhook URL. Copy it.

2. **Create a HubSpot Workflow**  
   In HubSpot, go to Automations, then Workflows, then Create workflow. Choose contact based with trigger Form submission, or any trigger that captures attribution.

3. **Add a Send webhook action**  
   Add an action, then choose Send webhook under Data Ops. Set method to POST and paste the Finseo webhook URL.

4. **Configure the request body**  
   Choose Customize request body and map: email to Email property, how_did_you_find_us to your attribution property, firstname to First name. Or choose Include all properties to send everything for auto detection.

5. **Test and activate**  
   Click Test action and select a test contact. Verify success, then activate the workflow. Attribution data flows to Finseo immediately on every new submission.

## FAQ

### Frequently asked questions about HubSpot

- **Do I need HubSpot Marketing Hub Pro for this?**  
  The Send webhook action requires HubSpot Operations Hub Professional or Enterprise (formerly Data Hub Pro). If you are on a lower tier, you can use Zapier or Make as a bridge by triggering on HubSpot Contact Created and POSTing to the Finseo API. The Zapier integration handles this automatically.

- **How do I capture attribution data in HubSpot?**  
  Add a "How did you find us?" field to your forms (Contact, Demo Request, Newsletter). Map it to a HubSpot custom contact property like how_did_you_find_us. Finseo reads this property when contacts are created and categorizes the answer into AI source buckets.

- **What if my customers do not fill in the attribution field?**  
  Finseo also accepts attribution from URL parameters, referrer headers, and AI source detection. If a contact has no explicit attribution, Finseo uses fallback signals from the visit (referrer, landing page, GA4 source) to estimate the AI source. Direct attribution is most accurate, fallback is better than nothing.

- **Can I send deal value to Finseo too?**  
  Yes. Add a second HubSpot Workflow on Deal Stage change (e.g. Closed Won) that POSTs the deal data including amount, stage, owner, and associated contact. Finseo ties the deal back to the original AI source so you see revenue per AI engine, not just leads.

- **How does Finseo categorize the attribution responses?**  
  Finseo uses a continuously updated taxonomy of AI source patterns. Responses like "ChatGPT recommended you", "I asked Perplexity", "Found via Claude" are categorized into ai_chatgpt, ai_perplexity, ai_claude buckets. Free text is parsed using natural language understanding and falls back to manual review for ambiguous cases.

- **Is webhook attribution real-time?**  
  Yes. Webhooks fire within seconds of the HubSpot trigger. Finseo processes the payload, categorizes the source, and updates the dashboard within 5 to 10 seconds. Attribution is visible in real time as leads come in.