If you’re wrangling leads using both Userflow and HubSpot, you know the pain of keeping data in sync. Maybe you’re tired of copying info between tools, or you’re missing out on key insights because your onboarding and CRM don’t talk to each other. This guide is for folks who want real, working integration without fuss, code, or vague promises—just a clear path to getting Userflow and HubSpot working together to manage leads without losing your mind (or your Saturday).
Why bother integrating Userflow and HubSpot?
Quick reality check: Userflow is great for onboarding and collecting user info, but it doesn’t replace a proper CRM like HubSpot. HubSpot is where you nurture, score, and close leads. If you’re running onboarding flows in Userflow but your sales or success team lives in HubSpot, you’re probably missing out on:
- Up-to-date user info (like signup details or onboarding progress)
- Triggered follow-ups based on what users actually do
- A single source of truth for leads—avoiding duplicates and data gaps
Integrating the two means less manual work, happier teams, and a better shot at actually using your data instead of just collecting it.
How does Userflow connect to HubSpot?
Let’s be honest: there’s no native, one-click “Connect to HubSpot” button inside Userflow. But you’ve got a couple of real-world options, and you don’t need to write any code. Here’s what works (and what’s just noise):
- Zapier or Make.com (formerly Integromat) – The most straightforward way for 99% of teams. No dev needed, reliable, and you can tweak as you go.
- Custom API integration – Only worth it if you have complex, ongoing needs and in-house developers. Otherwise, it’s overkill.
- Third-party “connector” apps – Sometimes useful, but often just add cost and complexity. Stick with Zapier or Make.com unless you have a special case.
We’re going with Zapier in this guide because it’s the fastest and safest bet for most people. If you’re already using Make.com, the steps are similar.
What you’ll need before you start
Don’t skip this—it’ll save you headaches later.
- A Userflow account with flows that collect user data (like signups, onboarding steps, or feedback)
- A HubSpot account with access to Contacts (the free tier works for basic setups)
- Admin or integration permissions on both sides
- A Zapier account (the free tier is usually enough to get started)
- A clear idea of which data you want to sync (e.g., new signups, onboarding completion, custom fields)
Pro tip: Write down the exact field names and test with a real user—don’t trust what you remember from setup.
Step-by-step: Connecting Userflow to HubSpot with Zapier
1. Map out what you want to sync
Don’t skip straight to clicking buttons. First, figure out:
- Which Userflow events matter? (New user, onboarding complete, survey submitted, etc.)
- What data do you want in HubSpot? (Email, name, company, plan, custom fields)
- Should you create a new contact, update an existing one, or both?
If you skip this, you’ll end up with messy data or duplicate contacts.
2. Set up Userflow to send data out
Userflow doesn’t push data out by default, but it does support webhooks—these are the magic that lets you notify other tools (like Zapier) when something happens.
How to do it:
- Go to your Userflow dashboard.
- Click on Settings > Integrations > Webhooks.
- Click Add webhook and pick the event you care about (like “User completed flow”).
- Leave this tab open—you’ll need to paste your Zapier webhook URL here in the next step.
Watch out for: Not all events send all the data you might want. Double-check what’s included in each webhook payload.
3. Create a Zap in Zapier
Now you’ll wire up the “when this happens in Userflow, do that in HubSpot” logic.
Here’s how:
- Log in to Zapier and click Create Zap.
- Trigger: Search for “Webhooks by Zapier” and pick “Catch Hook.”
- Zapier will give you a unique URL—copy this.
- Go back to Userflow, paste this URL into your webhook setup, and save.
- In Userflow, trigger the event (e.g., run through the onboarding flow as a test user) so Zapier can catch a sample payload.
- Back in Zapier, test the trigger—you should see real data from Userflow.
Real talk: If you don’t see data come through, double-check that your event actually fired in Userflow and that the webhook URL is correct. 90% of failures happen here.
4. Set up the HubSpot action
- For the Zap action, search for “HubSpot.”
- Pick “Create or Update Contact” (this avoids annoying duplicates).
- Connect your HubSpot account if you haven’t already.
- Map the fields from Userflow to HubSpot:
- Email (required)
- Name, company, plan, or any custom fields you want
- Test the action—Zapier will send a test contact to HubSpot.
Heads up: If you have custom fields in HubSpot, make sure they exist before mapping. Otherwise, Zapier will throw an error or just ignore your data.
5. Turn on your Zap and test with real users
- Flip the Zap “on.”
- Go through your actual Userflow as a test user (don’t just use the Zapier test).
- Check HubSpot to see if the contact appears with all the right info.
If something’s not right: - Check your field mappings. - Look for typos in email addresses or field names. - Review the Zap history in Zapier for any errors.
Optional: Add more logic or steps
Once you’ve got the basics working, you can get fancy (but don’t overdo it):
- Set up filters in Zapier (e.g., only send leads from certain plans)
- Enroll new contacts in HubSpot workflows (send a follow-up email, assign to a rep, etc.)
- Update deals or custom objects if your sales process is more involved
But honestly, start simple. Every extra step is another thing that can break.
What works, what doesn’t, and what to skip
What works well: - Simple, event-based syncing (new user, onboarding complete, etc.) - Passing basic fields and a couple of custom attributes
What doesn’t: - Real-time, high-volume syncing (Zapier is fast, but not instant—minutes, not seconds) - Complex custom objects or relationships (expect to roll up your sleeves or use HubSpot APIs directly) - Bi-directional sync (Userflow mostly pushes data out; pulling data back in is a pain)
What to ignore: - Overly complicated integration tools promising “AI-powered” syncing—usually overkill - Custom code unless you have a dev team and a real reason
Pro tips to keep things running smoothly
- Keep it simple. Start with just the fields and events you need. You can always add more later.
- Document your setup. Write down what triggers what, and who owns the Zapier account. Future you will thank you.
- Test regularly. Set a reminder to run through your flow every few weeks—integrations break when APIs change.
- Limit notifications. Don’t spam your sales team with every minor event. Focus on what actually moves the needle.
Wrapping up: Start small and iterate
Integrating Userflow and HubSpot doesn’t have to be a weekend project or a source of endless frustration. Zapier (or Make.com) lets you connect the dots without code, and you can always add complexity when you actually need it. Stay skeptical of tools that promise to “do it all”—most teams just need reliable, basic syncing. Get your core flows working first, check that your data actually lands in HubSpot, and build from there. Don’t wait for “perfect”—just get it working, and improve as you go.