01 - Introduction to the HubSpot Integration

Introduction

Similarweb Sales Intelligence integration with HubSpot creates a two-way connection that automates data entry and enhances prospecting efficiency. The integration allows Similarweb to send our data into your HubSpot to instantly create new records or update existing ones. Simultaneously, the integration allows Similarweb to automatically exclude existing HubSpot records from your search results, ensuring you focus exclusively on finding new business.

Core Capabilities

Seamless Export: You can export Companies and Contacts directly from Similarweb to HubSpot with a single click, choosing exactly which Similarweb fields you want to send to HubSpot. 

Companies Exclusion: The integration allows you to "suppress" or exclude companies that already exist in HubSpot from your Similarweb search results, so you won’t waste time researching companies you’re already talking to. 

Automated Enrichment: Automatically enrich your existing HubSpot records with Similarweb data. This keeps your HubSpot up-to-date with critical data points like monthly visits, revenue, tech stack, contact data and many more without manual intervention.

Data Privacy & Security 

We only access your data to facilitate the export/exclusion features. 

No Data Sharing: We never use your HubSpot data to expand our own database, nor do we share it with other customers or third parties. 

Internal Access Restricted: Similarweb internal employees cannot access your HubSpot data. 

For Export & Enrich: 

1. We check the company website or contact email solely to prevent creating duplicates.
2. We use your user email to automatically assign you as the owner of any record you export.
3. We read your list of data fields so you can map them to Similarweb data. We do not read the values inside those fields for export purposes.

For Companies Exclusion: 

1. We only access this if you actively enable the ״Exclude HubSpot records in Lead Generation” toggle. 
2. We read your list of companies to remove them from your Similarweb search results
3. If you choose to use exclusions filter, we access specific field values like Company Owner or Lifecycle Stage to apply those filters correctly. 

If you ever decide to disconnect the integration or end your subscription, we automatically delete all your synced CRM data from our system.

02 - Connecting and Managing HubSpot Integration

The integration is connected and managed via the integration page on the platform. To begin, click here and follow the subsequent steps.

Initial Connection

The Similarweb admin must have permissions on HubSpot in order to proceed with the integration. 

Click the Connect button. A new window will appear; enter your HubSpot credentials and accept the Terms and Conditions agreement. 

Note: your organization’s HubSpot Administrator must complete this portion of the setup.

Once Similarweb and HubSpot are connected, the Manage HubSpot Integration page will appear as shown below. From here, you can configure your settings, disconnect the integration using the Disconnect button, or connect other CRMs using Connect other CRMs in the upper-right corner.
 

Managing your integration

There are three integration settings to configure:

• See HubSpot data in Similarweb: Choose which capabilities you wish to enable for your team. 
  • Connect HubSpot records to Similarweb lists: Surface sales signals on your CRM records by auto-creating enriched lists per user showing their Companies & Contacts.
  • Exclude HubSpot records in Lead Generation: Hide companies already in HubSpot from your Similarweb search results, either all records or specific ones filtered by Company Owner or Lifecycle Stage.
  • See record status and owner in Similarweb: Display whether a company is already in HubSpot and who owns it, visible when viewing Company Analysis, Lead Generation, and Lists.
• Export from Similarweb to HubSpot: Choose which record types you want to allow your team to export. Use Edit field mapping to configure which Similarweb fields map to your HubSpot fields.
• Enrichment: Automatically enrich dedicated records in your HubSpot with Similarweb data. Use Edit field mapping to configure your enrichment flow, or click + Create new to get started.

03 - See HubSpot data in Similarweb

This section covers the settings that bring your HubSpot data into Similarweb, giving your team context on existing CRM records directly within the Similarweb platform. There are three capabilities to configure under this section.

Connect HubSpot records to Similarweb lists

This feature automatically creates enriched Similarweb lists based on your HubSpot CRM records, updated once an hour. One list per user, surfacing the companies or contacts already assigned to them. This means your sales team can see Similarweb signals (traffic, engagement, tech stack, etc.) directly on the accounts they already own in HubSpot, without any manual list-building.

It pulls your existing CRM records into Similarweb and auto-generates enriched lists per user, showing their assigned Companies & Contacts with full Similarweb data layered on top. Instead of prospecting from scratch, your team can instantly see live Similarweb intelligence on the accounts they're already working on, making outreach sharper and conversations more informed.

Exclude HubSpot records in Lead Generation

Companies that already exist in your HubSpot are automatically hidden from your Similarweb Lead Generation search results. This prevents your team from spending time researching or exporting companies you're already engaged with.

Filtering options: You can choose to exclude all HubSpot records, or apply filters to exclude only specific segments. For example, companies at a certain Lifecycle Stage (such as "Customer" or "Opportunity"), or records owned by a specific team member. This keeps your lead generation focused purely on net-new prospects, eliminating noise and avoiding duplicate outreach.

See record status and owner in Similarweb

Similarweb will display whether a company already exists in your HubSpot and who owns that record, which is visible directly within Company Analysis, Lead Generation results, and Lists.

For any company you're viewing in Similarweb, the platform will indicate if that company is already in your CRM and show the name of the HubSpot record owner. It appears in Company Analysis, Lead Generation, and Lists views. Before reaching out or exporting a company, your team can immediately see if a colleague already owns that account in HubSpot, preventing duplicate work and internal conflicts over accounts.

04 - Map the fields you want to export and/or enrich

Field Mapping

Field mapping allows you to choose the exact fields you want to export for each record type: Companies and Contacts. It is a one-time setup that defines the relationship between Similarweb's data fields and your HubSpot fields. Because Similarweb and HubSpot may use different names for the same data point, field mapping is how you tell the integration which Similarweb field should flow into which HubSpot field.

For example: the field Similarweb calls "website" maps to what HubSpot calls "company domain." The field Similarweb calls "company name" maps to HubSpot's "company name." The mapping screen shows you the Similarweb field name on one side and lets you select the corresponding HubSpot field on the other.

This field mapping applies only to exporting records from Similarweb to HubSpot. It determines what data is written to a brand-new HubSpot record on creation, and what data is updated on an existing record if you turn on the overwrite function for that field. Enrichment jobs use their own, separate field mapping step configured inside the Enrichment Job so the fields you map here do not apply to your enrichment jobs.

Steps to Field Mapping:

1. Click on the Edit field mapping in the “Export from Similarweb to HubSpot” section. 

2. For each record type (Companies/Contacts), verify the default fields at the top are mapped to the correct fields within HubSpot. Make sure your HubSpot mandatory fields are all mapped.

3. To add multiple Similarweb data fields, click Add Fields at the upper-right corner, select the desired fields, and then click Add. Alternatively, you can add a single field by clicking Add New Field below the last field.

4. Once the selected fields have been added, you can map the newly added Similarweb fields to your HubSpot fields by selecting them in the dropdown menu under the HubSpot Field column. 

Note: Keep in mind that you can only select HubSpot fields that share the same data type as the corresponding Similarweb field.

5. For each field, you can turn on Overwrite to control what happens if the HubSpot field already has a value. With Overwrite on, Similarweb's value will replace whatever is currently in that HubSpot field. With Overwrite off, Similarweb will only fill in the field if it's empty, and any existing HubSpot value is left untouched.

05 - Export Records from Similarweb to HubSpot 

Once your fields are mapped, you can start pushing data directly from Similarweb to HubSpot. Activate the "Export from Similarweb to HubSpot" toggles to choose which record types you want to allow your team to export. For each record type you can see the number of fields already mapped out of all available fields.

Where to Export From

You can initiate an export from three main areas: 

1. Lead Generation: Select multiple companies, websites or contacts from your search results to export in bulk.
2. Lists: Select multiple companies or websites from your list to export in bulk.
3. Company or Website Analysis: Under “Competitors” you can select multiple companies to export in bulk. Under “Contacts” you can select multiple contacts to export as Contacts in bulk.
4. Sales Intelligence Extension: Export Contact and Company data directly to HubSpot without leaving the record you're viewing.  

Note: In all export options, only the mapped fields will be exported, regardless of the columns currently displayed in the table.

Steps To Export

Export looks the same in each area you choose to export from.

1. Click on the Export button located at the top of the list.

2. Click on Export to HubSpot. 

3. Choose to export Top X results or manually select specific records. When choosing the manual option, a checkbox will appear near each record - check the boxes for the desired records. 

4. Lastly, click on the Export button.

Once the Export is completed, you'll get a success message and you will have the option to download a CSV log file.
 

What Happens During Export

When you export from Similarweb, one of two things happens depending on whether the record already exists in your HubSpot:

If the record does not yet exist in HubSpot:
Similarweb creates a brand new record and populates it with the data from your mapped fields. For example, if you've mapped "website" to "company domain" and "employee count" to "number of employees," those Similarweb values will be written into the new HubSpot record on creation.

If the record already exists in HubSpot:
Similarweb will not create a duplicate. Instead, it will update the existing record using your mapped fields. If you have the overwrite setting enabled for a field, Similarweb will replace whatever value is currently in that HubSpot field with the Similarweb value. If overwrite is not enabled, existing values in HubSpot will be left unchanged.

Export Credits Costs

Exporting records from Similarweb to HubSpot utilizes Monthly Export Quota. This quota is shared between CSV, HubSpot, and Salesforce exports. 
 

1 Record Export = 1 Credit from the user monthly allowance which is 10K exports per user per month.

06 - Enrich HubSpot Records with Similarweb data

Create Enrichment Jobs

Set up recurring automation that will continuously enrich your Companies or Contacts with Similarweb metrics, ensuring your team always works with the most accurate and up-to-date data. Here you will be able to choose the enrichment frequency, the target records, the specific criteria for enrichment, and which fields get enriched.

Steps to Create Enrichment Job:

A. Enrichment Type

Choose the method that best aligns with your workflow and needs: 

• Immediate: Automatically enriches CRM records the moment they are created or updated. Ideal for real-time visibility. 
• Ongoing: Allows you to schedule periodic updates to ensure your data remains accurate over time. 

B. Enrichment Settings

1. Define the record type: Select Companies or Contacts. While each job focuses on one record type, you can run up to ten jobs simultaneously.
2. Enrichment Level: You can choose to enrich the record with aggregated data including all company-related domains or limit the enrichment to data for the single domain linked with the CRM record.
3. Refresh Data (for ongoing jobs only): You can set a time interval for when records will be automatically refreshed with new data. There is an option to never refresh data as well (this enriches the record once and does not update it again).

• As soon as possible: Records will be enriched every time new data is available.
• Every 2, 3 or 6 Months: Records will be enriched every 2, 3 or 6 data snapshots.

4. Traffic data: All traffic & Engagement data seen will come from the country or region selected. you can choose to view worldwide traffic or narrow down to a more specific search. 

Note: The available options are determined by the country filters included in your purchased plan.
 

C. Enrichment rules

You can choose to enrich all records of the selected type or specific records by defining rules. 

• Enriching All Records: Select the "All companies/contacts" option. 
• Enriching Specific Records: Set rules based on existing HubSpot fields.

For example: 

• Basic Rule: If you want to enrich only new leads, you would include a rule like: “Lead Status = New”. 
• Adding Specificity: To further narrow down the enrichment, you can add more rules, such as: “City = London”. 

Following this example, you would only enrich new leads that originate from London.
 

D. Field Mapping

Select the Similarweb metrics you want this enrichment job to write into HubSpot, and map each one to its corresponding HubSpot field. 

This mapping is specific to this enrichment job, separate from the field mapping used for exporting records. A metric can be mapped differently here, or not mapped at all, compared to your export configuration. As with export mapping, you can only map a Similarweb metric to a HubSpot field that shares the same data type. The fields you map here determine both what gets written to HubSpot and how many data credits the job will cost per record (see Data Credits Costs for Enrichment below).

E. Review your enrichment before Submitting 

On the last step you will be able to review your enrichment job. This summary shows the enrichment type, settings, rules, and the fields you've mapped, plus how many data credits it will cost each time a record in your HubSpot is enriched with Similarweb data.

Data Credits Costs for Enrichment 

1. Companies 

• Base Cost: 25 data credits. This covers the mandatory fields of Website and Company Name, and all metrics included in the Lead Enrichment Bundle. 
• Additional Fields: 1 data credit per field for any data outside the standard bundle.
• Technographics: A flat fee of 10 data credits, regardless of how many technographic fields you add.

2. Contacts

• Base Cost: 1 contact credit. 
• Lead Enrichment Bundle: Adding fields from this endpoint adds a flat 25 data credits to the cost. 
• Additional Fields: 1 extra data credit per field for contact data or fields outside the Lead Enrichment endpoint. 
• Technographics: 10 additional data credits per company.
   

07 - FAQs

General

Q: How does Similarweb handle data privacy with the HubSpot Integration? 

A: Similarweb only uses data from the client’s HubSpot for excluding search results or to exclude data when exporting into it. Only designated admins can activate the integration. We do not use this data in any other way or for any other purpose. If a user disconnects their integration or no longer has an active account with Similarweb, we automatically delete all of the data immediately. Please refer to our T&Cs around the integration for more information.

Q: How do I manage credits? 

A: Administrators can manage credit consumption directly in the Similarweb platform. Navigate to the Settings section and select the Data Credit Management page. From here, you can define the maximum number of credits allocated for CRM enrichment and see exactly how many credits you’ve used. For more information on data credits, see this article here. 

Q: What is field mapping, and why is it important? 

A: Field mapping defines how Similarweb data is transferred to HubSpot records (Companies and Contacts). It allows you to map specific fields and decide if you want them used for export, enrichment, or both.

Q: Can I overwrite existing HubSpot data? 

A: Yes, selecting the 'overwrite' button, enables Similarweb to replace any existing data in the selected fields when exporting to HubSpot.

Export

Q: When exporting a new contact, what happens if the contact already exists in my HubSpot? 

A: The platform will not create a new contact if it already exists in HubSpot, matching an existing Contacts by email or LinkedIn URL. Instead, it will enrich the existing contact’s data based on the data which the admin mapped.

Q: When exporting websites from the platform to my HubSpot who will be the company owner? 

A: We match the email of the exporting user with their HubSpot email. If it is the same email then the user will be the owner of the company in HubSpot. If there is no match, the owner of the company will be the admin who did the integration setup. If the company already exists in HubSpot, we won't change its existing owner.

Q: If mandatory fields are missing, will the export partially succeed, or will the entire process be canceled? 

A: If any required fields are missing, the entire export will fail. HubSpot does not allow the creation of new records if mandatory fields are absent, so the system rejects the full batch rather than exporting partial data.

Q: When exporting companies/contacts into HubSpot how do we match with existing companies/contacts? 

A: We match companies based on their domain/website. We match contacts based on their email address or LinkedIn URL. If you export a contact that already exists but with a different email address, it will create a new contact in HubSpot.

Q: When exporting new contacts, to which company will they be linked? 

A: There are three options:

1. If we were able to match the contact’s company to a single company in HubSpot - the contact will be associated with that company. 
2. If we were able to match the contact’s company to several companies in HubSpot - the user will be presented with a popup asking to which company the system should link the contact. 
3. If we were not able to match any company - the user will be presented with a popup asking if the system should create a new company or to select an existing company to link it to.

If the admin doesn’t allow users to export companies (but only contacts) the user will not be able to select the new company options and will need to select an existing one.

Enrichment

Q: What are the two types of enrichment? 

A: The two enrichment types are:

1. Immediate Enrichment - For enriching records when they are created or updated.
2. Ongoing Enrichment - Runs on schedule, checking and updating records with new data.

Q: How do I access HubSpot Enrichment Jobs? 

A: Go to the integrations page in your Similarweb Sales Intelligence navigation bar, click on Integrations > CRM & connectors for HubSpot integration, and scroll to the bottom to create an enrichment job.

Q: How often data is refreshed in Ongoing Enrichment? 

A: You can set how frequently you want your data refreshed. The system will use the latest available data snapshots from Similarweb.

Q: Can I set rules for enrichment? 

A: Yes, you can create rules using HubSpot fields like Company owner or Status to target specific records (e.g., new leads from London).

Q: Can I edit an enrichment job after it’s created? 

A: You can edit or delete jobs after creation, but the enrichment type cannot be changed.

Q: Why can I only create ten enrichment jobs per account? 

A: We’ve set a limit of 10 jobs to help you create better enrichment settings however we’re open to hearing your feedback.

Q: Can I enrich Contacts? 

A: Yes! The enrichment supports contact enrichment (email, phone number, linkedin, title, seniority and more), allowing you to keep your CRM contact data fresh automatically