The data quality command center shows an overview of how data is stored in your HubSpot CRM, and highlights potential issues with your data. You can evaluate possible issues with your properties, records, and data sync integrations. From the command center, you can also drill down further into each asset and take action to improve the quality of your data.
Only users with super admin permissions can access the data quality command center.
Please note: at this time, insights are only available for contacts and companies.
To access the command center:
In your HubSpot account, navigate to Reports > Data Management > Data Quality.
You can view an overview of your data including properties, records, and data sync integrations. The following information is included on the cards:
Properties: the total number of contact and company properties in your account, a daily trend report for property issues, and the number of properties that HubSpot has identified as having any of the following issues:
No data: there are empty or incomplete values for the property on records.
Unused: the property is not used in any HubSpot tools such as lists, workflows, or reports.
Duplicates: there is another property that is similar to the property.
Records: the total number of contact and company records, a daily trend report for record issues, and the number of records that HubSpot has identified as having any of the following issues:
Formatting issues: the contact record has a property value that may be formatted incorrectly (e.g., missing a capital letter for Last name). At this time, formatting data is only available for contacts.
Duplicates: there is another record that is similar to the record.
Data Sync: the total number of connected data sync apps, a daily trend report for data sync issues, and the number of apps that HubSpot has identified as having any of the following issues:
Apps with sync failures: the app is connected and data sync is turned on, but HubSpot has identified that some records are not syncing.
Apps with no active syncs: the app is not syncing either because the account is disconnected, existing syncs are paused, or data sync hasn't been set up or turned on.
Below, learn how to access more information about each section's insights and act on data quality suggestions.
You can view insights into your properties and drill down to take action towards resolving issues.
Hover over a date on the Number of Issues report to view a count of each issue on that day.
To view more information about your properties, click View all property insights.
By default, both contact and company property insights are shown. To view only the properties of a specific object, click the All Objects dropdown menu, then select the object you want to view.
On the Properties card, you can view how many of your properties have No data, are Unused, or are possible Duplicates.
On the Properties to review card, you can view a list of properties that have at least one potential issue. By default, properties are listed in alphabetical order and all issues are shown.
To filter by specific issues, click the All issues dropdown menu, then select the checkboxes next to the issue types you want to view.
Use the search bar at the top of the table to search for a specific property.
Click a column to sort the properties by the data in the column. The columns include:
Name: the name of the property.
Issue: the type of issue identified for the property. Options include No data, Unused, or Duplicates.
Object: the object the property applies to.
Property updated: the most recent date that a value was updated for the property.
Update source: for the most recent update, how the property value was updated.
Fill rate (%): the percentage of records that have a value for the property.
Used in: the number of tools (e.g., lists, workflows) that are currently using the property.
To view more details or take action on a specific property, click the property's name.
To edit the property, click Edit property in the top right. In the right panel,
edit the property.
To export the historical values for the property, click the Actions dropdown menu, then select Export property history.
To archive the property, click the Actions dropdown menu, then select Archive. Learn more about archiving properties.
View additional information about the property:
Property details: the property's name, description, create date, last updated date, and field type.
Fill rate: the percentage of records that have a value for the property. Click View list in the CRM to view a full list of records with values for the property.
Property update sources: a report showing how values have been updated for the property. Click the dropdown menus to filter the report based on Date range and Frequency.
Tools using this property: a list of assets where the property is currently being used. Click the All tools dropdown menu to filter the assets based on specific tools.
You can view an overview of potential issues with contact and company records and resolve them. Possible issues include incorrect property value formatting for contacts (e.g., a contact's first name isn't capitalized), and duplicate records. For value formatting, you can set up rules to automatically fix certain issues.
You can view an overview of possible syncing issues for your Data Sync by HubSpot connected apps, and take action to resolve these issues.
Hover over a date on the Number of Issues report to view a count of each issue on that day.
To view more information about your apps, click View all Data Sync app insights.
On the Data Sync card, you can view how many of your apps have Sync failures or No active syncs.
On the Sync activity card, you can view all of your data sync apps. By default, apps are listed in alphabetical order and all apps are shown.
To filter by specific sync statuses, click the All statuses dropdown menu, then select the status you want to view. Learn more about sync statuses.
Use the search bar at the top of the table to search for a specific app.
Click a column to sort the apps by the data in the column. The columns include:
App: the name of the connected app.
Account: the connected app account.
Status: the sync status of the app.
Failing to sync: the number of records that have not been synced.
Last sync activity: the most recent date or time the app was synced.
Click the name of an app to navigate to the app's sync settings
In the Failing to sync column, click the number to view a list of the records with errors. In the right panel, view the affected records, the object being synced, the app that the records aren't being synced to, and a reason for the error.