HubSpot

Finseo connects to HubSpot via a native Workflow webhook so attribution data flows automatically when contacts are created or qualified. When a lead fills in your "How did you hear about us?" field, HubSpot fires a webhook to Finseo. Finseo normalizes the response into AI source categories (ChatGPT, Perplexity, Claude, Gemini, etc.) and ties the deal value to the source. You see exactly which AI engines drive pipeline and revenue.

1. 01

   Lead source attribution

   When a new HubSpot contact submits a form with "How did you hear about us?", Finseo categorizes the response into AI source buckets and tracks it in your attribution dashboard.

2. 02

   Deal level revenue tracking

   When a deal closes won, Finseo ties the deal value back to the AI source. See total pipeline and closed revenue from each AI engine over any time period.

3. 03

   Multi-touch attribution

   Combine HubSpot lifecycle events with Finseo AI source data to understand the AI engine influence across the full funnel from first touch to close.

4. 04

   Sales team enablement

   Reps see which AI source generated each lead in HubSpot. Use this context to tailor outreach: a Perplexity lead has different intent than a ChatGPT lead.

5. 05

   Marketing channel ROI

   Compare AI search ROI against paid media, SEO, social, and outbound. Most teams find AI search drives the highest ROI per lead because acquisition cost is near zero.

HubSpot is the dominant CRM for B2B marketing teams, with over 200,000 customers. Most HubSpot setups already collect "How did you hear about us?" data via form fields, but the responses sit unstructured in custom properties, never connected to revenue. Finseo categorizes these responses into AI source buckets and ties them to deal value. You finally get an answer to "How much revenue does ChatGPT drive for us?" backed by your CRM data.

1. 01

   Get your Finseo webhook URL

   In Finseo, click Connect on the HubSpot integration card to reveal your project specific webhook URL. Copy it.

2. 02

   Create a HubSpot Workflow

   In HubSpot, go to Automations, then Workflows, then Create workflow. Choose contact based with trigger Form submission, or any trigger that captures attribution.

3. 03

   Add a Send webhook action

   Add an action, then choose Send webhook under Data Ops. Set method to POST and paste the Finseo webhook URL.

4. 04

   Configure the request body

   Choose Customize request body and map: email to Email property, how_did_you_find_us to your attribution property, firstname to First name. Or choose Include all properties to send everything for auto detection.

5. 05

   Test and activate

   Click Test action and select a test contact. Verify success, then activate the workflow. Attribution data flows to Finseo immediately on every new submission.

Do I need HubSpot Marketing Hub Pro for this?

The Send webhook action requires HubSpot Operations Hub Professional or Enterprise (formerly Data Hub Pro). If you are on a lower tier, you can use Zapier or Make as a bridge by triggering on HubSpot Contact Created and POSTing to the Finseo API. The Zapier integration handles this automatically.

The Send webhook action requires HubSpot Operations Hub Professional or Enterprise (formerly Data Hub Pro). If you are on a lower tier, you can use Zapier or Make as a bridge by triggering on HubSpot Contact Created and POSTing to the Finseo API. The Zapier integration handles this automatically.

How do I capture attribution data in HubSpot?

Add a "How did you find us?" field to your forms (Contact, Demo Request, Newsletter). Map it to a HubSpot custom contact property like how_did_you_find_us. Finseo reads this property when contacts are created and categorizes the answer into AI source buckets.

Add a "How did you find us?" field to your forms (Contact, Demo Request, Newsletter). Map it to a HubSpot custom contact property like how_did_you_find_us. Finseo reads this property when contacts are created and categorizes the answer into AI source buckets.

What if my customers do not fill in the attribution field?

Finseo also accepts attribution from URL parameters, referrer headers, and AI source detection. If a contact has no explicit attribution, Finseo uses fallback signals from the visit (referrer, landing page, GA4 source) to estimate the AI source. Direct attribution is most accurate, fallback is better than nothing.

Finseo also accepts attribution from URL parameters, referrer headers, and AI source detection. If a contact has no explicit attribution, Finseo uses fallback signals from the visit (referrer, landing page, GA4 source) to estimate the AI source. Direct attribution is most accurate, fallback is better than nothing.

Can I send deal value to Finseo too?

Yes. Add a second HubSpot Workflow on Deal Stage change (e.g. Closed Won) that POSTs the deal data including amount, stage, owner, and associated contact. Finseo ties the deal back to the original AI source so you see revenue per AI engine, not just leads.

Yes. Add a second HubSpot Workflow on Deal Stage change (e.g. Closed Won) that POSTs the deal data including amount, stage, owner, and associated contact. Finseo ties the deal back to the original AI source so you see revenue per AI engine, not just leads.

Can the agent do anything in HubSpot?

The current HubSpot integration is read only via webhook. The agent does not edit HubSpot contacts, deals, or workflows. If you need bidirectional sync (e.g. to add Finseo AI visibility scores to contact records), contact us about a custom integration.

The current HubSpot integration is read only via webhook. The agent does not edit HubSpot contacts, deals, or workflows. If you need bidirectional sync (e.g. to add Finseo AI visibility scores to contact records), contact us about a custom integration.

How does Finseo categorize the attribution responses?

Finseo uses a continuously updated taxonomy of AI source patterns. Responses like "ChatGPT recommended you", "I asked Perplexity", "Found via Claude" are categorized into ai_chatgpt, ai_perplexity, ai_claude buckets. Free text is parsed using natural language understanding and falls back to manual review for ambiguous cases.

Finseo uses a continuously updated taxonomy of AI source patterns. Responses like "ChatGPT recommended you", "I asked Perplexity", "Found via Claude" are categorized into ai_chatgpt, ai_perplexity, ai_claude buckets. Free text is parsed using natural language understanding and falls back to manual review for ambiguous cases.

Is webhook attribution real-time?

Yes. Webhooks fire within seconds of the HubSpot trigger. Finseo processes the payload, categorizes the source, and updates the dashboard within 5 to 10 seconds. Attribution is visible in real time as leads come in.

Yes. Webhooks fire within seconds of the HubSpot trigger. Finseo processes the payload, categorizes the source, and updates the dashboard within 5 to 10 seconds. Attribution is visible in real time as leads come in.

What payloads does Finseo accept from HubSpot?

Finseo accepts any JSON payload from HubSpot. The auto detection scans for fields named email, firstname, lastname, how_did_you_find_us, source, referral_source, and similar. You can also use Include all properties to send everything and let Finseo figure it out, or use Customize request body for explicit field mapping.

Finseo accepts any JSON payload from HubSpot. The auto detection scans for fields named email, firstname, lastname, how_did_you_find_us, source, referral_source, and similar. You can also use Include all properties to send everything and let Finseo figure it out, or use Customize request body for explicit field mapping.