CRM
HubSpot
All-in-one CRM for managing deals, contacts, and support tickets with built-in reporting and pipeline management.
What gets synced
Roiva writes these metric observations on each sync. Reference the key in a value formula to use this data in your ROI calculations.
Deals
hubspot.deals.won_count
Won Deal Count
count
hubspot.deals.lost_count
Lost Deal Count
count
hubspot.deals.won_value
Won Deal Value
currency
hubspot.deals.win_rate
Win Rate
percentage
hubspot.deals.avg_sales_cycle_days
Avg Sales Cycle (days)
duration
hubspot.deals.open_count
Open Deal Count (snapshot)
count
Contacts
hubspot.contacts.new_count
New Contact Count
count
hubspot.contacts.mql_count
MQL Count
count
hubspot.contacts.sql_count
SQL Count
count
hubspot.contacts.lead_to_mql_rate
Lead-to-MQL Rate
percentage
Tickets
hubspot.tickets.new_count
New Ticket Count
count
hubspot.tickets.closed_count
Closed Ticket Count
count
hubspot.tickets.resolution_rate
Resolution Rate
percentage
hubspot.tickets.avg_resolution_days
Avg Resolution Time (days)
duration
Marketing
hubspot.marketing.campaigns_launched
Campaigns Launched
count
hubspot.marketing.email_open_rate
Marketing Email Open Rate (%)
percentage
hubspot.marketing.posts_published
Blog Posts Published
count
hubspot.marketing.organic_sessions
Organic Search Sessions
count
hubspot.tickets.open_count
Open Ticket Count (snapshot)
count
Common use cases
- Track deal win rates and sales cycle length before and after AI tooling
- Measure how AI-assisted outreach affects contact engagement
- Monitor customer support ticket volume and resolution time
- Attribute pipeline growth to specific AI-enabled initiatives
How to connect
- In HubSpot (super admin): Settings → Integrations → Connected apps → Roiva → allow the three optional marketing permissions (campaigns, content, analytics). They are off by default and locked for everyone else until an admin allows them. Campaigns need Marketing Hub Professional or higher — on a lower tier HubSpot will not offer that one, and campaign counts stay recorded by hand.
- In Roiva: Connect via OAuth — you will be redirected to HubSpot to authorize. Tick the optional marketing permissions if you want campaign, email, blog and organic-traffic metrics.
- In HubSpot: Ensure your HubSpot user has access to the CRM objects you want to sync
- Back in Roiva: The connection page reads each thing Roiva syncs, and names any permission HubSpot hasn't granted: a missing CRM one needs a Reconnect, a missing marketing one needs a super admin to allow it first
- Back in Roiva: After connecting, link this connection to an initiative on the Initiatives tab
Tips for capturing value
- Use the object type selector on your initiative link to sync only Deals, Contacts, or Tickets — whichever is most relevant
- Deal win rate and average sales cycle days are strong leading indicators for AI-assisted sales initiatives
- Use Filters to scope data to a specific HubSpot pipeline so you are only measuring the segment your initiative targets
- If a sync run says marketing surfaces were skipped, a HubSpot super admin has not yet allowed those permissions for Roiva — allow them under Connected apps, then Reconnect
HubSpot
Start with the free AI ROI exposure assessment, then connect HubSpot once your workspace is set up.
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