9 common Salesforce + HubSpot integration errors (and how to fix them)

HubSpot Marketing Hub and Salesforce CRM are two best-in-class GTM tools.

Marketing teams rely on HubSpot to execute campaigns and fill the funnel.

Sales teams lean on Salesforce to manage accounts and close deals.

Together, the two systems can be powerful, but only if the integration is set up and managed well.

For many companies, HubSpot and Salesforce don’t always play nice. The integration is native, but syncing two different data models is rarely seamless.

Below we outline the most common pitfalls and sync errors we see, why they happen, and what you can do to fix them.

The 9 most common integration issues

1. Data mapping problems

HubSpot properties store data on objects like Contacts, Companies, and Deals. Salesforce uses fields on Leads, Contacts, Accounts, and Opportunities. Data must be mapped between the two so that information flows cleanly.

When mappings are incomplete or incorrect, properties won’t sync, or worse, they’ll sync the wrong data.

For example, mapping a Salesforce picklist to a HubSpot open text property will trigger errors or data loss.

The fix is straightforward but tedious:

• Review every mapping carefully.
• Confirm that property and field types are compatible.
• Map Salesforce Record IDs (Contact ID, Lead ID, Account ID, Opportunity ID) to HubSpot properties and set the sync rule to “Always use Salesforce.”
• Reference HubSpot’s compatibility chart: dropdowns to picklists, number fields to double/int, checkboxes to booleans, and so on.

2. Duplicate records

Duplicate records are the number one headache for CRM admins.

They happen when multiple records exist for the same person or company, often with slightly different data.

The causes vary. Salesforce allows duplicate Leads and Contacts, while HubSpot enforces one Contact per unique email address. Using both Leads and Contacts in Salesforce introduces intentional duplication, since every new inquiry generates a Lead, even if the person already exists as a Contact.

Misconfigured integration users with limited visibility can create hidden duplicates.

Additional connected tools, such as Outreach, can also add records and confuse the sync.

Duplicates cause real damage.

Syncing becomes unreliable, because multiple Salesforce Leads and Contacts with the same email collapse into a single HubSpot Contact. Automation breaks down, as workflows may trigger multiple times for one individual. Reporting is skewed when the same achievement is counted twice or excluded altogether.

The solutions involve both process and technology.

Configure Salesforce duplicate rules to align with your data strategy.

Consider moving to an Opportunity-based model in Salesforce and retiring Leads entirely.

Always use a dedicated integration user so HubSpot can “see” all records consistently. And monitor duplicates proactively with tools like Insycle.

If you're dealing with duplicates, don't skip our guide on how to fix and manage duplicates that arise from the HubSpot-Salesforce integration.

3. Import errors

Importing new lists can create issues if data isn’t formatted correctly. Records may fail on sync if a column has no matching property or if emails are invalid.

The best defense is prevention. Review every import before uploading. Confirm that each column maps to a property in both systems. Check for placeholder or fake domains.

A few extra minutes upfront saves hours of cleanup later.

4. Association errors

HubSpot and Salesforce structure relationships differently.

If object associations don’t align, the integration throws errors. For example, HubSpot ties Contacts to Companies, while Salesforce links Contacts to Accounts.

Errors also occur with Custom Objects, where the data models diverge even further.

To fix them, confirm your associations on both sides. Make sure Contacts, Companies, Accounts, and Opportunities are tied to the correct records.

5. Custom code errors

Salesforce automations - Apex, Flows, Process Builder, Workflow Rules, or Validation Rules - can stop records from syncing.

When this happens;

• Find the automation causing the block.
• Update the record,
• adjust the rule,
• or remove conflicting managed packages.

Many times, resolving the Salesforce-side logic clears the sync.

6. Permission errors

The HubSpot integration user needs the right permissions to function. If HubSpot tries to update a record outside of the integration user’s access, the sync fails.

The fix is to dedicate a Salesforce license to the integration user. Use an address like hubspot@yourcompany.com. Grant it full Profile, Role, and field-level permissions. This ensures full visibility and creates a clear audit trail.

7. Property value errors

Sync errors can happen when data is simply wrong.

Examples include a phone number entered into an email field or unsupported characters in a text field.

To fix it, audit and correct the records. Train users to enter valid values. Pay attention to non-English characters and formatting rules that Salesforce may reject.

8. Sync delays

The HubSpot-Salesforce integration does not sync instantly. It runs every 15 minutes, and only certain properties trigger an update.

Non-triggering fields will not update until a triggering property changes.

These delays exist to conserve API calls. Without them, you could run out of Salesforce API capacity by midday.

To manage delays, understand which properties trigger syncs. Enable Activity sync so Salesforce users see form submissions and engagement data right away. And if needed, adjust your daily API call allocation in Salesforce.

9. API call limits

Salesforce accounts have daily API call limits, and HubSpot shares those calls with all other integrated tools. If HubSpot uses too many calls, other apps stop working.

To stay within limits, avoid bulk updates.

Process records in smaller batches or spread updates out over time.

Adjust the call allocation if necessary. And use Inclusion Lists or Selective Sync to reduce the volume of unnecessary data flowing between systems.

Get it right at setup

Problems often begin before the first sync even runs.

A few setup missteps cause downstream issues:

• Leaving “Create and associate companies” enabled in HubSpot creates duplicate Companies.
• Skipping a dedicated integration user in Salesforce creates blind spots.
• Failing to map Salesforce Record IDs leaves HubSpot with incomplete associations.

Turn off the company auto-association setting.

Always use a dedicated integration user.

And map Salesforce IDs into HubSpot with “Always use Salesforce” as the sync rule.

Maintain your integration

Even a well-built integration needs constant care. Depending on data volume, maintenance can take 5 to 30 hours per week.

This includes spot-checking reports, reviewing new sync errors, monitoring new Salesforce rules, and managing duplicates as they appear.

Without a dedicated RevOps resource, integrations quickly drift into chaos.

If you don’t have in-house expertise, outsource integration management.

Stop wrestling your HubSpot-Salesforce integration

If you’re tired of chasing sync errors or second-guessing your HubSpot-Salesforce setup, let’s cut through it together.

Book a call with Tate and we’ll scope where the roadblocks are and how we can help.