Hubspot is a third-party platform that allows you to integrate your Customer Relationship Management (CRM) data with Search Ads 360. This integration allows you to import data for Customer Match and Offline Conversion Import directly from HubSpot, giving you more insight into your overall marketing funnel. Once a Customer Match list or floodlight activity is created, this can then be used downstream to inform campaign bidding and performance.
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Requirements
- Your data should be updated before each import.
- One table or dataview is required per audience list.
- Keep your data import within the enforced quota limit to ensure successful import from a HubSpot audience list.
Set up HubSpot as a data source
Enhance your CRM connection by linking online orders-related objects using the orders API . Using specific field mappings, e-commerce purchase data is stored. For example, when a buyer adds a set of products to their cart and makes a purchase, that purchase is stored in HubSpot as an order. Order details are then stored in order properties.
Apply a use case now
The following sections walk you through a single procedure to link a data source to a use case, such as audience or Floodlight conversion creation. To link the data source only, and apply a use case later, you can refer to Apply a use case later .
Customer Match
Through the “Audience manager” page
- Sign in to your Search Ads 360 account.
- Navigate to a sub-manager account, and then to the Google Ads client account .
- In the page menu, select Data managerunder Setup.
- Select + Connect Product.
- If you previously linked a data source from the Data manager screen that you want to use, choose Select an existing source.
- Search and select HubSpotfrom the list of data sources.
- Select Direct connection*, then select Authorize.
- Enter your HubSpot username and password, then click Continue.
- Read and accept the customer data policy, then select Continue.
- From your existing list of audience segments, select a single audience list that you want to import data from, then select Continue.
- You can also use a single custom compound filter to further slice or dice your audience list. For example, you can create a filter for users who only converted in the last 7 days after selecting the “All Converters” list from HubSpot.
- Optional: You can apply filters to define the audience segment that you’ll import. Learn more about using filters .
- To map fields, select the data source fields from the dropdown lists that match the destination fields.
- Optional: Apply transformations to your data.
- From the Review screen, complete your HubSpot connection setup.
- Optional: Add an audience segment to your connection.
- Select Data managerunder the Setup. Select the connection you just made from Connected products and under Usage, select + Add audience segment.
*In addition to linking HubSpot through direct connection, you can opt for third-party integration by Zapier .
Learn more about Customer Match and audience segments .
Offline Conversion Import
Through the “Conversions” page
- Sign in to your Search Ads 360 account.
- Navigate to a sub-manager account .
- Select Summaryunder Goals, then select + New conversion action.
- Select Import.
- Select CRMs, files, or other data sources.
- Select a tracking method.
- Under "Data source", select Connect a new data source.
- If you previously linked a data source from the Data manager screen that you want to use, choose Select an existing source.
- Search and select HubSpotfrom the list of data sources.
- Read and accept the customer data policy, then select Continue.
- Select a category from the conversion goal list, then select Set up.
- Add conditions to select records to import. For HubSpot connections, all conditions must use the Lifecycle
- Stage field, unless combined with another condition using an “AND” logical operator.
- Select Continue.
- Optional: You can apply filters to define the conversion events that you’ll import. This is important especially if you have multiple different conversion goals in the file you will be importing. Learn more about using filters .
- All required fields are automatically mapped from HubSpot with the option to edit if you choose to.
select Done. - Optional: Edit connection details .
- Select Save and continue.
*In addition to linking HubSpot through direct connection, you may opt for third-party integration by Zapier .
Apply a use case later
In this type of setup, you complete each part of the connection at different times. This can be useful when you are ready to link a data source, but you are not ready to set up your use case, for example, you aren’t ready to create a customer list.
Example
Consider the following scenario:
- Step 1: Dana is an engineer who manages data for your company. Dana sets up the data source to be used for activation in Search Ads 360. The data source is ready to be associated with a use case.
- Step 2: Mahan is a media specialist who needs to measure audience activation. Mahan creates a customer list and then associates it to the data source that Dana has previously set up, to use that data for Customer Match.
Step 1. Initiate the connection to the data source
Note: It’s recommended that you add an audience segment or conversion goal to a connection that you created. You can either set up an audience segment or conversion goal before you link a data source or you can create an audience segment or conversion goal in the final step of setting up a data source.
Open Setup, select Data manager. Select the connection you just made from “Connected products” and under “Usage”, select + Add audience segmentor + Add conversion action.Set up a data source and create a connection to be associated with a use case later.
- Sign in to your Search Ads 360 account.
- Navigate to a sub-manager account .
- In the page menu, select Setupdrop-down, and then select Data manager.
- Select + Connect Product.
- Under Data source, search and select a data source from the list of products.
- If prompted, select Direct connection.
- Select your use case, read and accept the customer data policy, then select Continue. If you select Audiences, you are prompted to select the data type at this step.
- Enter your data source location and credentials*, then select Next.
- To map fields, select the data source fields from the dropdown lists that match the destination fields.
- Optional: Apply transformations to your data.
- Select Next.
- Enter a name for this connection.
- Optional: Edit connection details .
- Select Finish.
* Use the same credentials and location details for this data source as described in the first part of this article.
Step 2. Complete the connection by applying a use case
- Open the destination you intend to use–for example, begin to create a new customer list or conversion goal using the steps from the previous sections. Return to these steps before completing the data source step.
- Under Data source, choose Select an existing source.
- Select the data source that was initiated in Step 1 from the list of data sources.
- Continue to follow the remaining steps for your use case in the first part of this article. Note that you will skip further data source-related steps, such as entering credentials, because you completed these previously.
Troubleshoot errors
Quota limit reached
A quota limit is being enforced for HubSpot for how many audience lists you can import at a given time. If the quota limit is reached, a pop-up notification will appear, informing you of your failed connection. You won’t be able to successfully import data from a HubSpot audience list once this limit is exceeded unless you upgrade your HubSpot plan .
