The Ultimate HubSpot Audit Checklist for Smarter Marketing, Sales, and Service

A well-oiled HubSpot account is like a sports car: it can take your teams farther and faster, but only if every system gets regular checks. When marketing, sales, and service teams use HubSpot, it’s easy for key parts to fall out of tune—old contacts pile up, users change roles, automations become outdated, and integrations break behind the scenes.

A full HubSpot audit helps you keep everything running smooth. The checklist below covers every key area to make sure your CRM, website, emails, and service tools are in top shape. Grab your digital wrench and follow along.

Account Setup and Technical Configuration

User Roles and Permissions Audit

Start with the basics: who has access and what can they do? A quick sweep of user roles can block security gaps and clear away digital clutter.

• Check user roles: Make sure every user has the correct access level for their job.
• Spot inactive users: Remove or downgrade users who aren’t active. This limits risk and simplifies audits down the road.
• Review security: Confirm only team members who need admin rights have them. Protect sensitive data by setting the right permissions.

Integration Review

Integrations connect HubSpot to the rest of your stack. Broken links or outdated apps can stall work and throw off reports.

• List all integrations: CRM, website, email, and every connected app.
• Check status: Review if the integrations are working or if any show errors.
• Assess relevancy: Remove any tools you no longer use. Add new integrations where your team needs a boost.

Tracking and Analytics Configuration

Clear tracking is like headlights for your marketing efforts. Without it, you’re driving blind.

• Verify tracking codes: Make sure HubSpot and any analytics tags are on every page.
• Google Analytics connection: Double-check that your Google Analytics account is syncing with HubSpot.
• Consent settings: Check that cookie consent banners are active if you work with users in places with privacy laws (like the EU).

Marketing, Sales, and Service Hub Review

Contacts and Data Quality

Dirty data can clog up your sales engine. Keeping your records clean boosts efficiency and avoids embarrassing mistakes.

• Duplicate checks: Use HubSpot’s built-in tools to spot and merge duplicates.
• Incomplete records: Fill in missing info for contacts and companies.
• Outdated info: Remove or update old contacts.
• Segmentation: Review active lists, smart lists, and properties to see if segmentation still matches current campaigns.
• Lifecycle stages: Are contacts moving correctly from lead to customer?

Email Marketing and Automation Audit

Emails and workflows are the heartbeat of digital communication. If your templates or automations are off, your messaging falls flat.

• Templates: Review for old branding, typos, or broken links.
• Workflows: List every active automation. Turn off or fix any that no longer match your goals.
• Lead nurturing: Look over lead nuturing campaigns for gaps, duplicates, or outdated content.
• GDPR compliance: Check that you’re collecting and storing consent data.

Content Assets and SEO Tools Check

Content tools help you attract leads. But content only works if it's updated, optimized, and easy to find.

• Blogs: Review top-performing posts for updates or refresh.
• Landing pages: Fix any pages with low conversion rates or broken forms.
• CTAs: Swap out generic calls-to-action for ones that match current campaigns.
• SEO tools: Run the SEO Recommendations tool and action the top fixes. Optimize for key terms relevant to your services or products.

Sales Pipeline and Deal Management

A good sales pipeline is like a strong backbone—it gives order to chaos and helps reps work smart.

• Deal stages: Check if your pipeline stages are still accurate or if they should change based on your current sales process.
• Customization: Remove unused pipelines or add new ones for different teams.
• Automation: Turn on automation where it saves time (e.g., auto-assigning leads, updating fields).
• Performance review: Check pipeline health and see if deals are stalling at certain stages.

Service Hub Assets Review

Customer service teams need the right tools to solve tickets fast and track feedback.

• Knowledge base: Review articles for accuracy, clear writing, and up-to-date info.
• Ticket pipelines: Audit pipeline stages and automation.
• Feedback surveys: Read through feedback surveys and look for patterns—is anything regularly flagged as an issue?

Conclusion

A regular HubSpot audit keeps your marketing, sales, and service teams working in sync. When your system is up to date, you cut confusion and speed up campaigns. Bookmark this checklist, share it with your team, and run through it every quarter or when your business goes through big changes.

If you need help with a deep HubSpot audit or want to talk strategy, reach out to a certified HubSpot specialist. A tune-up today can mean smoother growth tomorrow.