Skip to content
Get in Touch
All posts

Common Data Schema Mistakes in HubSpot

Picture of Ian Hammond By  Ian Hammond  ·  9 minute read

Struggling with HubSpot's data schema? You're not alone. Here's what you need to know:

  • 30% of databases go bad yearly
  • 33% of execs don't trust their own data
  • 30%+ of sales are lost due to bad data

Top HubSpot schema mistakes:

  1. Poor object links
  2. Duplicate properties
  3. Custom object setup issues

These errors can:

  • Slow down your system
  • Mess up reports
  • Cause integration problems

Here's how to fix them:

  • Clean up properties
  • Improve object links
  • Set up custom objects correctly
  • Test your schema regularly

Remember: Good data structure = better customer relationships and business growth.

"When cleaning up your HubSpot CRM, focus on the Company Object centering on the brand domain." - Dan Moyle, HubSpot Advisor

Keep your HubSpot data clean and connected. Your future self will thank you.

HubSpot Data Schema Basics

HubSpot

Let's break down HubSpot's data structure. Getting this right helps you dodge common schema mistakes.

Main Data Types

HubSpot's CRM uses four standard objects:

  1. Contacts: People who've interacted with your business
  2. Companies: Organisations you deal with
  3. Deals: Potential sales opportunities
  4. Tickets: Customer questions or support issues

These objects have default properties like name and email. But here's the cool part: you can tweak them to fit your needs.

How Objects Connect

HubSpot's data model isn't just a bunch of separate info. It's all connected.

A contact can link to a company. That company might have several deals. If the contact needs help, you can make a ticket that connects to both the contact and their company.

This web of connections gives you a full view of your customer relationships. But it's also where things can get messy if you're not careful.

Using Custom Objects

Sometimes, the standard objects just don't do the job. That's when custom objects come in handy. They let you create new data categories that fit your business.

Here's a real example: A pet kennel made a "Pets" custom object. They used "Pet name" as the main property and "Pet type" as a secondary one. This let them link multiple pets to one contact (the owner), giving them a better picture of their clients.

Custom objects aren't just for fun stuff. They can seriously impact your business. A car dealership created a "Cars" custom object with "Model" as the main property. This helped them keep a detailed car database and track sales inquiries better.

"To understand your existing object relationships and data, you can view an overview of your account's data model by navigating to Reports > Data Management > Data Model." - HubSpot Documentation

This HubSpot tip is pure gold. Before you start making custom objects left and right, take a good look at your current data model. You might be able to do what you need with standard objects and some clever property use.

Just remember, custom objects are great, but they're not free. You'll need an Enterprise-level HubSpot subscription, which can cost between $1,200 and $3,600 per month, depending on which hub you're using.

Common Schema Design Errors

Setting up your HubSpot data schema can be tricky. Let's look at some common mistakes and their impacts.

Bad object connections can cause a chain reaction of data issues. Take TechFlow Inc., a mid-sized tech company. They didn't link their Deals to Contacts and Companies properly. Result? Salespeople couldn't see the full picture of a deal. They missed opportunities and confused customers.

How to avoid this mess:

  • Link deals to both contacts and companies
  • Check your object relationships often
  • Use HubSpot's data model viewer to see your connections

Duplicate Properties

Creating extra or repeat data fields is a common trap. A HubSpot community user puts it bluntly:

Your best bet to resolve this is probably export the data in the duplicate properties to Excel and cleanse/consolidate it there before reimporting it in...

BrandBoost Marketing learned this the hard way. They had three different properties for "Company Size": 'Company Size', 'Number of Employees', and 'Organisation Scale'. It messed up their reporting and confused their sales team.

To dodge this bullet:

  • Let only 1-2 people create properties
  • Check if HubSpot already has a default property for what you need
  • Work with your team to edit existing properties instead of making new ones

Custom Object Setup Issues

Custom objects can be powerful, but poor planning can cause headaches. EduTech Solutions, an e-learning platform, created a "Courses" custom object but didn't link it to their "Students" (Contacts) object. They couldn't track which students were in which courses, wrecking their personalised email campaigns.

To avoid custom object nightmares:

  • Plan your custom object structure with growth in mind
  • Link custom objects to standard objects properly
  • Think about using tickets for project management instead of custom objects if it fits

Olivia Bagnall, an Inbound Consultant and Project Manager, warns:

Custom object personalisation tokens are not available in templates and consequently can't be used in sequences tools, marketing email text etc ... in HubSpot.

This limitation shows why you need to think carefully about how you use custom objects.

How Schema Errors Affect Performance

Schema errors in HubSpot can tank your CRM's performance. Here's how these mistakes slow down your system, mess up reports, and cause connection problems.

Slower System Speed

A messy HubSpot data schema is like running with your shoelaces tied. Everything slows to a crawl.

Take TechGrow, a SaaS company. Their HubSpot was moving at a snail's pace. Why? They had over 100 unnecessary custom properties. Simple searches took up to 30 seconds. After cleaning up their schema, searches dropped to 2 seconds on average.

"Effective data management is therefore essential for organisations of all sizes."

This quote nails it. Bad data structure isn't just annoying - it's a time and money pit.

Report Problems

Poor data structure turns your reports into a guessing game. It's not just frustrating - it can lead to bad calls.

EduTech Solutions, an e-learning platform, couldn't figure out why their course completion rates looked off. The culprit? They'd moved their "deals" to a custom object called "properties" without linking it properly to their "Students" (Contacts) object. This schema error meant incomplete data and inaccurate insights.

A HubSpot user shared a similar headache:

"We have recently migrated our inventory from 'deals' to a custom object called properties. Because of the migration, we are having to rebuild most of our reports. However, it looks like a lot of the fields and filters that we were using for our reporting are no longer available -- most notably, we had a deals report that we sorted based on its associated company."

This shows how schema errors can turn simple reports into a rebuild nightmare.

Connection Issues

Your HubSpot needs to play well with other systems. But schema errors can throw a wrench in the works.

MarketPro, a digital marketing agency, tried to connect their HubSpot with a custom project management tool. The problem? Inconsistent formatting in their "Company Size" property (mixing numbers and text). The integration kept failing. It took a week of head-scratching to fix.

Here's a wake-up call: Only 3% of organisations' data meets basic quality standards. That means 97% of businesses might be dealing with connection issues due to poor data quality.

To dodge these performance bullets, do regular data audits. Use HubSpot's data model viewer to check your object relationships. And remember: sometimes less is more. Don't create custom properties or objects unless you absolutely need them.

sbb-itb-14d4def

How to Fix Schema Problems

Let's tackle schema problems in HubSpot head-on. Here's how to whip your database into shape and dodge common traps.

Cleaning Up Properties

Got property clutter? It's slowing you down. Here's the fix:

  1. Audit your properties: Look at all your custom properties. Spot the doubles, the unused, and the outdated.

  2. Merge duplicate fields: Use HubSpot's tools to combine look-alikes. "Company Size" and "Number of Employees"? Make them one.

  3. Archive the unnecessary: Don't delete. Archive. Keep the history, ditch the clutter.

  4. Name things right: Set clear rules. Maybe use "camelCase" for custom properties to set them apart.

"Using Insycle, you can automatically clean your database." - Insycle Team

For big databases, this tool can be a lifesaver.

Good object relationships? They're key. Here's how to nail them:

  1. Map it out: Before you change anything, draw it. See how your objects should connect.

  2. Use HubSpot's viewer: Go to Reports > Data Management > Data Model. It's gold for understanding your setup.

  3. Link deals right: Connect them to contacts AND companies. Get the full picture.

  4. Use labels: They explain relationships. Mark a contact as "Decision Maker" or "Influencer" for a company.

  5. Check regularly: Set a reminder. Clean up those relationships every few months.

Custom Object Setup Tips

Custom objects are powerful. Use them wisely:

  1. Do you need it?: Before you make a custom object, see if tweaking existing ones will do the job.

  2. Think ahead: Design for growth. Include properties you might need later.

  3. Name it right: Be clear and consistent. Making a "Products" object? Use "product_name" and "product_sku" for properties.

  4. Link smart: Connect your custom object in ways that make sense. Link "Courses" to "Contacts" (students) and "Companies" (corporate clients).

  5. Write it down: Document everything about your custom objects. Future you (and your team) will thank you.

Testing Your Schema

Test often to keep things running smooth:

  1. Use HubSpot's tools: Check workflow history and property change logs. See how your schema's doing in real-time.

  2. Check data quality: Use HubSpot's data quality center. Find and fix dupes and incomplete fields.

  3. Test integrations: Using other tools? Make sure they play nice with your schema after changes.

  4. Get user feedback: Have your team test the schema. Does it work for everyone?

  5. Watch the metrics: Keep an eye on speed, report accuracy, and what users say. Catch issues early.

Making Schema Changes

Updating your HubSpot data structure is an ongoing process. Here's how to do it right:

Check Current Setup

Before you start, get a clear picture of your setup:

  1. Use HubSpot's Data Model Viewer: Go to Reports > Data Management > Data Model. It's a great tool to understand your current setup.

  2. Audit Your Properties: Look at all your custom properties. Find duplicates, unused, and outdated ones. TechFlow Inc. found 50 duplicate properties during their audit, which were slowing down their system.

  3. Review Object Relationships: Check how your objects connect. Are deals linked to both contacts and companies? MarketPro found 30% of their deals weren't properly linked, causing major reporting issues.

Fix Data Problems

Now, let's fix those issues:

  1. Merge Duplicate Fields: Use HubSpot's tools to combine similar fields. EduTech Solutions merged "Company Size" and "Number of Employees", making their data cleaner and easier to use.

  2. Standardise Data Input: Create a standard structure for data entry. Make certain fields mandatory if you have a Professional or Enterprise subscription. BrandBoost Marketing cut data entry errors by 40% with this step.

  3. Clean Up Inactive Contacts: Remove contacts who haven't engaged in the last 6 months. SaaS company GrowthGenius saw a 15% boost in email deliverability after doing this.

  4. Refine Custom Objects: If you're using custom objects, make sure they're set up right. Link them to standard objects in ways that make sense for your business.

"When cleaning up your HubSpot CRM, I often focus on the fact that the Company Object centers on the brand domain (or website). If you have duplicate Companies, it's likely because of a past import where the database did not include a column for the company website. This is critical for maintaining a cleaner database of Companies." - Dan Moyle, Accredited HubSpot Advisor

Test Your Changes

After making changes, make sure everything works:

  1. Use HubSpot's Tools: Check workflow history and property change logs. See how your schema's doing in real-time.

  2. Run Reports: Generate your usual reports. Make sure the data looks right.

  3. Test Integrations: If you're using other tools with HubSpot, make sure they still work after your changes.

  4. Get User Feedback: Have your team test the updated schema. Does it work for everyone? TechGrow had their sales team test for a week, catching three big issues before full rollout.

  5. Monitor Performance: Keep an eye on system speed, report accuracy, and user feedback. Catch issues early to prevent bigger problems later.

Conclusion

Getting HubSpot's data schema right is key to making the most of your CRM. We've looked at common problems and how to fix them, focusing on why good data structure matters.

Here's what we covered:

1. Keep your data clean

Bad data can mess up your work. A third of executives don't trust their own data, and companies lose about 30% of sales because of it. Check and clean your data often.

2. Link objects correctly

Connecting Contacts, Companies, Deals, and Tickets gives you a full picture of customer relationships. TechFlow Inc. found 30% of their deals weren't linked right - don't make the same mistake.

3. Plan custom objects carefully

Custom objects are powerful but can cause trouble if not set up well. EduTech Solutions had issues with their "Courses" object, showing why good planning matters.

4. Watch out for slow-downs

Schema errors don't just annoy you - they can slow things down a lot. TechGrow cut search times from 30 seconds to 2 seconds by cleaning up extra properties.

5. Keep improving

Managing data isn't a one-time job. You need to keep working on it. Dan Moyle, a HubSpot expert, says:

"When cleaning up your HubSpot CRM, I often focus on the fact that the Company Object centers on the brand domain (or website). If you have duplicate Companies, it's likely because of a past import where the database did not include a column for the company website. This is critical for maintaining a cleaner database of Companies."

By following these tips, you're setting yourself up for growth. Companies that personalise marketing and can measure results see sales go up by 19% on average.

Fixing your HubSpot data schema might seem tough, but it's worth it. Clean data means better reports, smarter choices, and happier customers. Keep testing and tweaking your schema as your business grows.

Your HubSpot CRM isn't just a tool - it's the heart of your customer relationships. A solid data structure doesn't just organise info - it helps you connect with customers and grow your business.

FAQs

How do objects organise your HubSpot data?

Objects in HubSpot are the backbone of your CRM. They help you sort your data into logical groups, making it a breese to manage and analyse customer info.

Here's the lowdown on how objects keep your HubSpot data in check:

HubSpot gives you four main objects right off the bat: Contacts, Companies, Deals, and Tickets. These cover most of your basic business relationship needs.

But what if you need something more specific? That's where custom objects come in. Let's say you run a real estate agency. You might create a "Properties" object to keep tabs on your listings.

Now, here's where it gets interesting. Objects can link to each other, creating a web of relationships. HubSpot explains it like this:

"Each object has individual records which can be associated with records of other objects (e.g., Lorelai Gilmore is a contact associated with the company The Dragonfly Inn)."

This connection lets you see the big picture of your customer relationships in one glance.

Within each object, you've got properties. These are the specific bits of info you want to track. For a Contact, you might have "First Name", "Email", or "Job Title".

Objects also create a natural pecking order in your data. A Company object might be linked to multiple Contact objects, representing that company's employees.