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HubSpot Audit Portal Made Simple: A Step-by-Step Guide

b2b inbound marketing agency
13 Minute Read

Actionable HubSpot Audit Guide + Checklist

This guide will walk you through everything you need to know in order to conduct a comprehensive HubSpot audit.

When used to its fullest potential, HubSpot is a powerful and effective tool that lets you grow your organization in a systemized and efficient fashion. It acts as the core for your inbound marketing and provides the network data needed to create a concise picture. With so many options to leverage, you end up with a lot of pans in the fire and often lose sight of imperfections or a potential slowdown in performance.

HubSpot acts as the heartbeat of your marketing so your team can perform day-to-day procedures such as emailing, blogging, and social media. Most organizations spend around 100 hours each month on inbound marketing.

If you want to utilize the network of data to its fullest potential, then you’ll need to perform a HubSpot portal audit to catch any gaps and measure efficiency. Don’t let the warning signs slip by, start an audit today using this step-by-step guide.

A HubSpot audit is not exactly fun. The process is very methodical, but at the end of the day, you will have an organized contact database, clean data for optimum analysis, streamlined segmentation, and improved performance.

Once you perform a few audits through the years, you’ll find the process simpler. Every portal differs and there is no standard audit. They are all slightly different, but if you adhere to a checklist and stay the course then you’ll have success and manage to cross all your ‘t’s’ and dot all your ‘i’s’ to finalize the process.

Why Do You Need to Carry Out a HubSpot Audit?

If you think that you can forgo a HubSpot audit, you’d be sadly mistaken. Everyone who relies on a HubSpot needs to regularly perform an audit. It doesn’t matter what tools and hubs your organization relies on or considers integral; you’ll benefit from an audit.

In some situations, it's critical that you carry out a HubSpot audit and don’t pass go. If your organization is currently experiencing any of the following situations, then it’s imperative that you pencil in an audit as a priority on your to-do list.

  • New to HubSpot.
  • Experiencing issues and problems with documents, systems, organizing files, and more.
  • Have started to miss marking and sales opportunities.
  • Brought on new members to your teams in marketing, sales, and services.
  • Started to face technical problems that you can’t seem to fix or even figure out.

Any time you let your HubSpot account become messy then your sales, services, and marketing processes will take a nosedive. You’ll start having problems locating files, duplication of information can occur, and your data will become increasingly unreliable.


Without a solid process to adhere to, your entire HubSpot experience will become subpar. You might end up wasting a considerable amount of time and resources. Eventually, you’ll lose leads which hurts your organization's business and reputation while impacting the bottom line.

A HubSpot audit is like peeling an onion layer by layer. You open everything up so you can truly see how well your organization is doing and can focus on how to improve the process. You’ll also be able to clearly see the resources that you have and can benefit from using.

What is Included in a HubSpot Audit?

Your organization’s HubSpot tools vary depending on the package you use. You’ll need to review and analyze your particular tools during a HubSpot audit.

HubSpot has a variety of plans that each have different features under the various tools of service, marketing, sales, and CRM. You’ll need to audit the common tools within them and the various packages.

  • Service Hub: Knowledge base, automation, tickets, feedback, and conversions.
  • Sales Hub: templates, tasks, snippets, files, emails, and other custom objects.
  • Marketing Hub: CTAS, emails, forms, campaigns, blogs, and buyer personas.
  • CRM: Workflows, landing pages, templates, files, emails, custom objects, tasks, and snippets.

How Long Will a Complete HubSpot Audit Take from Start to Finish?

In today’s fast-paced business environment everything focuses on time and money. If it takes too long, then it's going to start chipping away at your bottom line. Not to mention, your team wants instant gratification. If there is a roadblock in how things progress, then the wheels can actually grind to a halt causing delays across departments.

With time being such a crucial factor, it only makes sense that the first question asked is always how long a HubSpot audit is going to take to perform from start to finish. If the time seems extended, then your team members will probably start rolling their eyes and grumbling over the delays.


Let’s first state that every organization is different and each HubSpot account varies. These crucial factors mean that the length of time of a HubSpot audit is going to differ significantly. To be blunt, one size does not fit all and there is no set time frame.

Nothing is written in stone, and everything is somewhat fluid when it comes to the time frame of a HubSpot audit. It might take a few weeks or a few months to complete depending on many components and factors.

  • Company size.
  • Goals within marketing, sales, and service.
  • HubSpot tool stack.
  • Content within the HubSpot account.
  • Time on HubSpot.
  • Availability of team to carry out HubSpot portal audit.
  • Time spent communicating with the resource.

HubSpot audits carried out correctly. You might mistakenly believe they consist of quick reviews, but they are actually exceptionally in-depth.

hubspot_onboarding_plan-1200x638If you want things to function well, then carrying out a HubSpot audit is not just an option but a necessity. You’ll obtain a deeper understanding and greater insight with a document that lets you effectively clean your entire HubSpot account, paving the way for smooth processes, obtaining greater leads, and yielding HubSpot to its greatest potential.

HubSpot Portal Audit

When carrying out a portal audit, you’ll outline your steps as follows:

  • Go over your marketing goals.
  • Examine your HubSpot portal.
  • Look over your data.
  • Evaluate your security.
  • Isolate your particular problems for greater scrutiny.

Step One: Check All Contacts & Company Data

Your contact and company list can become befuddled. Creating an effective database, require regular cleanup. Ideally, you should check all contacts and company data quarterly.

Pull up your contacts and company info to examine for the following:

  • Have you tagged your contacts accurately such as lead, SQL, MQL, subscriber, etc.?
  • Were all leads assigned?
  • Have unsubscribed, hard bounces, and unengaged contacts been frequently purged?
  • Are there any duplicate companies or contacts that undergo management and merging frequently?


Ideally, you should regularly clean up your contacts and companies to improve all reporting accuracy, optimize email delivery and help eliminate graymail.

Examine all data (a time-consuming process but a necessity and well worth the effort). Has everything been accurately entered into your HubSpot portal? Look over contacts, and offline resources to make sure that everything is effectively creating leads.

Sometimes things simply have not been entered into the system accurately and it is imperative that you catch such mistakes.

Knowledge is the key to success and once you figure out that things have not been accurately entered or carried out then you can start creating organization and prioritizing all information. You want to ensure that your data accurately projects genuine, correct numbers.

Create Buyer Personas

With HubSpot, you can create buyer personas that are semi-fictional target customers. Audit your buyer personas to make sure they are an accurate representation. Update them using any psychographic or demographic information. After updating, tag your contacts. Buyer personas help you personalize your marketing campaigns.

Look over buyer personas to help ensure effective targeting, genuine personalization, and greater segmentation. For this process, you’ll find that HubSpot has a built-in tool right on the platform.


Upload the personas and update them. You might want to meet with your sales team to ensure that the information provided is both accurate and current.

  • Are the personas true representatives of the target audience that your organization is striving to reach?
  • Do you need to add new personas?
  • Have all of the personas been updated with insights and new demographics so that your team can better develop each one?

After refreshing all of your organization’s personas and updating each one then it's time to look over your HubSpot personas tool. Make sure that each of the contacts has been tagged with their own persona within the HubSpot database. You can undertake this task in a few ways. Luckily, the process does not involve individually updating each contact but instead tackling the process in combination.

  • Import your contacts in bulk and add an updated persona column.
  • At this point, any contacts that are already within your database are de-duplicated if the email address is the same. In such a situation, their persona field is updated.
  • Tag each contact as a persona using their contact properties and behaviors to effectively create workflows. Basically, you‘ll update the contacts using their job titles.
  • Include a job title or self-select role on the contact forms so that you can better toggle each of the person's contacts to the property.

Organize Active Assets & Archive Inactive Assets

Review all forms, workflows, and lists. archive any that are old or unused. Do you have a high number of active assets? If so, create folders and then start to organize them based on usage. It can take time to carry out this process, but it will actually cut down on future time wasted and cut the confusion.

Use Data Formats

If your data formats are off, then accurate reporting is almost impossible. You’ll need to pull data that focuses on specific data points, but if the data is formatted difficult then you’ll have inaccurate and incomplete datasets. You’ll never be able to accurately analyze the situation unless you take the steps needed to clean up.


Clean up the following formatting issues first:

  • Phone number formatting.
  • First and last names.
  • Email addresses.
  • Mailing addresses.

Checking the Health of Email

Email acts as a key player in virtually every marketing and sales effort. HubSpot gives you the tools you need to quickly analyze your organizations email open and click rates, so you truly know if you are getting most of the process.

You’ll want to review your email metrics and think about the context of the industry and its benchmarks so you can figure out if you are doing well or if you’ll need to focus on making changes and improvements.

Research carried about by MailChimp found that the average open rate for businesses is 21.56% with a click-through rate of 2.49%.

inbound marketing email

To improve the health of your email you’ll want to develop a strategy and stick to it such as the following:

  • Database cleanup.
  • Personalization.
  • Suppression of graymail.
  • Test different subject lines and send times.
  • Try different messaging, content formats, and CTAs to grab attention.

Step Two: Re-evaluate Your Marketing Goals

When embarking on your HubSpot portal audit, you’ll want to take the time to reevaluate your marketing goals. You need to have a firm handle on your goals and know them completely. Keep the ball in sight and rolling. This way, when you enter HubSpot, you can more easily envision your goal and see how to reach it without missing a beat.

If you don’t have defined goals, then you’ll start your marketing campaign in the dark and have no pathway. You can easily get lost and end up going in circles like a dog trying to catch its tail. You won’t know when you have even attained a goal and when you are still chasing that elusive dream.

The goal of any organization is to build its brand and obtain greater revenue. Generating leads to closure and providing ROI is a necessity.

Figure out your revenue number and then start to work backward to see how many leads you'll need to obtain the goal amount and surpass it.

Weigh the following leads:

  • Leads needed to go on to sales.
  • Leads ready to go to sales.
  • The number of visitors who need to visit your organization’s website to generate the needed initial leads.


If you are left scratching your head at this stage because you truly have no idea about your company’s leads and their status, then it’s time to start things from scratch. Your goal is to have a 1 to 2% conversion rate to act as a baseline. You can then use the baseline information after a few months to act as a crystal ball so you can better foresee your future goals and reach them.

If your website traffic is low, then you’ll want to increase the traffic and support a predictable and steady conversion rate – this means that you need to get the right traffic to your website to attain the goal.

Remember, it’s all about obtaining SMART (specific, measurable, achievable, relevant, and time-bound) goals. Everyone on your team needs to be on the same page to achieve SMART goals. Set a genuine timeline and ensure that everyone has complete transparency.

Step Three: Examine the HubSpot Audit Portal Data

Now that you have set goals to act as a starting point, it’s time for you to launch your HubSpot Audit Portal. Data is the pulse of HubSpot. The data tells you how your marketing efforts are doing. They give you the insights you need to make crucial decisions for your business. Due to the importance of data, your first step in a HubSpot audit is Traffic Analytics (Reports Analytics Tools Traffic Analytics).

b2b marketing strategySelect a time period to examine. Ideally, you should view the past year to get an idea of how your organization’s marketing has progressed. Then take a look at a quarter and, finally, closely examine the last month so you can see exactly how your team’s activities have affected everything as a whole.

Look at either your conversion rate or your traffic so you know what to focus on during your audit. You want to figure out which one to improve on.

Here are a few helpful benchmarks:

  • Organic traffic should account for 35 to 40% of the overall traffic. If your top source of traffic is direct traffic, then you’ll want to use more tracking links for the business instead of sending people direct links to the site. It's helpful to know where your contacts are coming from.
  • Conversation rate matters because it shows you how much of the traffic that visits your site becomes a known lead that you can nurture and hopefully close.
  • All conversion rates vary based on industry, but you’ll want to set a goal of 1% as a starting point and then try to reach 2 to 5%. You’ll need to get the rate that works best for your organization while keeping it stable so you can truly cultivate a predictable lead generation process.
  • Look over all sources of traffic so you can see where your contacts come from and then see which source provides the highest bounce rate or shorter visit length. You do not want to waste an excessive amount of time and effort with paid social if your normal posts to social media are actually achieving better results. If this is the case, then you’ll want to at once change your paid strategy and focus on spending more time doing what is actually working instead of what is not.

Step Four: Deciphering Your Data

Once you decide how to decipher your traffic analytic report, then it’s time to determine improvements. The sheer preponderance of data available can easily become overwhelming. You’ll want to focus on quick wins and find ways to bring value to your marketing effort. Avoid creating a tedious to-do list that will take too long to implement.


A successful portal audit should take only 15 to 30 minutes to carry out.

Below is a list of what to focus on from the traffic analytics report:

Conversion Rate

Is your website's conversion rate lower than you want? You’ll want to gain insights into the rights because you are low.
Examine the landing pages which is where most conversions occur. If your landing pages are getting acceptable traffic but the conversions have fallen below 20% then you’ll want to focus on improving conversions.


Your CTAS matter because they spur visitors into becoming conversions. The CTAs occur on blogs or on landing pages. You’ll want to make sure that visitors are actually clicking on the CTAs. Ideally, a click-through rate of a minimum of 1.5% and strive to achieve 2 to 5%. Use A/B testing to see if rewording, positioning, or collaring the CTAs.



Many HubSpot portals fail to use workflows, or they do not utilize them efficiently. However, you can take a subscriber and turn them into a marketing qualified lead, guide them through the buyer’s journey and build a relationship with them.

Examine the analytics in the workflow to determine if your emails are underperforming to rectify the situation. If you have acceptable engagement, then consider lengthening the sequence and using more emails to get leads to go to the next step.

Step Five: Increase Organic - Especially Organic

Every business strives to achieve more traffic. Take a look at the following tools during the HubSpot audit: the pages report and the content strategy tool.


Next to the traffic analysis, you will see the page performance. Examine this to decide which of your pages is actually doing well-driving traffic and which ones require improvement. Use your Google Analytics landing page report and then compare the two so you can figure out why visitors are not landing on specific pages. It might have to do with your SEO.

Use HubSpot’s content strategy tool to explain topics to use in topic clusters so you can quickly become an authority on the subject.


Investigating what works and what needs improvement is integral to your success. You can easily take the data generated from HubSpot’s key areas to get a picture of what you need to focus on next.

Step Six: Examine Data Security

The software industry has started to experience an uptick in security problems. HubSpot accounts with weak security controls may experience fraudulent purchases, malicious emails, or the export of contacts. You’ll want to focus on following specific security measures to better protect your data.

HubSpot offers a nice assortment of free security tools so you can keep your organization’s data safe. Always take the time to familiarize yourself with the tools and then review their usage during your HubSpot portal audit.

Every HubSpot account now can require two-factor authentication (2FA) at user login. The two-factor authentication process lets users up a 2FA and uses it when logging in. Two-factor authentication keeps accounts protected because it requires both a password and a physical device that is associated with the user when logging in.


Every HubSpot account can use a 2FA for every HubSpot user.

Step Seven: Pinpointing Problems

At this point during the HubSpot portal audit, are you still having problems detecting any issues?

Your website traffic appears great, and you have a high percentage of organic traffic with a great conversion rate. However, it is not unusual to have a hard time figuring out what happens now.

How is your revenue actually being impacted?

sales-alignmentYou’ll need to examine your marketing and sales alignment. Is your sales team advancing through the sales process? Are buyers not actually ready to buy and require more nurturing. You’ll need to look at both sides of the count to get a picture of every side involved.

Ensure that sales have achieved an adequate connection to truly fine-tune your marketing efforts so you know what is working and can achieve the highest levels.

Prioritize Your HubSpot Audit

The above steps will help guide your way through the HubSpot portal audit so you can quickly diagnose areas of improvement.

Create a list and prioritize.chart_top_mktg_priorities-1200x712Make a plan to remedy any problems.

Increase website traffic with the following:

  • Blogging frequency.
  • Greater social media presence.
  • Promotions.
  • Tracking and optimizing long-tailed keywords.

Ways to increase website conversion:

  • Add CTAs.
  • Optimize thank you pages.

Greater HubSpot Efficiency

HubSpot gives you the tools that you need to grow your business. You can create an effective business plan and implement your sales and marketing strategy to take it to even greater heights. The key to success is using the platform to its greatest potential. You’ll need to familiarize yourself with the many HubSpot tools and features for greater efficiency.


A HubSpot audit puts the information at your disposal to identify issues so you can operate your business better and find more opportunities for growth.

Tackling a HubSpot audit is a big task. Even if you follow the above step-by-step guide to a HubSpot portal audit, it will still require time that you might not want to sacrifice. Learn how we can help - let us assist with your HubSpot audit. Contact us today to learn more.

Chris Leach

Digital marketing professional with 19-years of tested experience balanced in strategic planning and scaling ROI for lead generation, customer acquisition and client engagement programs. Since starting 310 Creative in 2003, I have had grown it into a Diamond Tier HubSpot® Partner ranked in the top 1% of all HubSpot® partners worldwide and serving as an extension of marketing teams of large brands such as Live Nation and Universal Music Group to help scale marketing and lead generation partnership campaigns for Verizon, Best Buy, AT&T and EMI.

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