In this article, we will discuss Amplitude Hubspot integration, with a specific focus on the need to integrate data and how you can benefit by visualizing it on a business intelligence tool like Looker, Tableau, and Power BI. 

Here is an outline of what we will cover in this article:

What is Amplitude?

Amplitude is a Behavioral Analytics Platform for products. It tries to make it easier for companies to understand user behavior. It has features such as Compass that help companies identify behaviors that lead to retention and Microscope which lets businesses look at the data on user behavior.

So basically, Amplitude is a product analytics platform that gives you insights about your customers. It lets you keep track of the activities that improve retention, identify who could become power users through behavioral analysis, and study their motivations and intentions. All this information can help you find pitfalls and opportunities in your product.

Amplitude gives direct access to raw event data to its customers. It uses Amazon Redshift to do this. The reason for this is, that it is not possible to build dashboards that serve all the purposes of every individual user. Companies usually have very specific queries and they are often complex. Amplitude provides raw data so that users can run SQL queries on their own.

Amplitude has real-time dashboards letting you measure and understand user behavior. You can know how many active users you have and what they are doing, session lengths, Pageviews, bounce rates,  user location, traffic source, errors, and bugs

What is HubSpot?

HubSpot is a marketing software that automates marketing activities like attracting leads, converting them, and closing customers. You can manage customer interactions, host web pages, and create blogs, and emails. HubSpot has a Marketing Hub, a Sales Hub, a Service Hub, and a Content management software (CMS) Hub. You can get them separately or get the full platform.

HubSpot acts as an all-in-one tool especially in dealing with inbound marketing and sales. You can also use it to discover keywords to drive organic search, check the ROI of your Ads, create blogs, send emails, keep track of clients, and create dashboards to share reports.

HubSpot lets you measure statistics like Views, Conversion rate, Submissions, Conversion funnel, Contact type, etc.

How to Leverage Amplitude HubSpot Integration Using BI Tools?

There is really no point in having Amplitude HubSpot integration data except to get insights out of it. Connecting your Amplitude HubSpot integration data to a BI tool lets analysts create dashboards and reports. Companies use BI tools to get a clearer picture of how they are doing in the marketplace.

You might be using several marketing tools at the same time and hence connecting your data, let’s say from Amplitude HubSpot integration to a BI tool can help you get a better sense of it. Looking at all the data separately will lead to inaccurate and faulty analyses, which will do harm, not good. It is essential to unify the data to see the real and complete picture.

Once you’ve integrated your data from numerous sales, marketing, and product analytics sources using Amplitude HubSpot integration, you can then analyze this unified data using a BI tool of your choice!

Here are some of the primary benefits of using an Amplitude HubSpot integration with a Business Intelligence tool:

  • Identify trends and patterns in your data.
  • Tracking performance metrics.
  • Visualize data.
  • Track bottlenecks and manage operations.

BI Tools to Visualize Amplitude HubSpot Integration Data

There are many BI tools available in the market catering to different types of users. Let us take a look at a few important ones to help you visualize Amplitude HubSpot integration data in this article.


Looker is a data visualization and real-time analytics tool. Looker has several types of visualizations in the Looker library. You can also create custom visualizations.

Similarly, Looker also has pre-built code blocks for analytics, which can be customized by the user. These are called Looker Blocks.

Looker uses the modeling language, LookerML, which lets users interact with data without having to learn too much SQL. Looker has very powerful capabilities with SQL modeling and hence, customers don’t need to learn SQL to use it.

Looker is a browser-based software and customers can deploy it quickly on their servers or Looker’s servers.

Looker pricing is customized for the customer. It is designed to fit the business by Looker’s pricing specialists. So the customer can request a quote to get their data’s worth!

So, Looker seems to be perfect for users who are not really data scientists and don’t know how to code.


Tableau is one of the leaders in the BI tools market. The basic purpose is the same, simplify raw data, and present it in a more meaningful format. Tableau doesn’t require the users to code and hence is used by all levels of the organization.

You can use Tableau to create dashboards, charts, and reports with Tableau Desktop and Tableau Public.

You can also share all of the above using Tableau Online, Tableau Server, and Tableau Reader.

The great thing about Tableau is that you can pull data from almost anywhere- Excel, PDF, Azure SQL, Google Cloud SQL, or AWS. It has integrations with a huge number of platforms (around 250). The number of data connectors you have will depend on the Tableau version. You can upload your files or connect to the source on a server after which you can drag and drop the dimensions you need.

The data that is pulled is connected to Tableau Desktop where the data analysts develop visualizations. These are shared and viewed in the Tableau Reader. The data from the Desktop can be stored in Tableau Server where the workbooks can be shared. Tableau public does not let you save your workbooks locally. They are saved to Tableau’s public cloud for everyone to access. Tableau Online is a server in Tableau’s cloud with no storage limits.

Tableau is hence an amazing tool to visualize data from disparate sources without having to code.

If you want to learn more about Tableau, you can click here to check out our fantastic blog, which will provide you with in-depth insights on Tableau, its features, and what makes it an absolute must-have BI tool.

Power BI

Power BI is another market leader and a tough competitor to Tableau. It is more focused than Tableau when it comes to data manipulations. Basically, it is a tool that you can use to connect data from various sources to visualize, analyze, and share. It is a Microsoft product and hence it has an interface that feels similar to Excel.

Data analysts and non-analytical users, both can use Power BI.

Power BI has components like Power Query for data transformation, Power Pivot for tabular data modeling, Power View for visualization, Power Map for geospatial data, and Power Q&A for questions and answers.

Power BI is constantly being improved by Microsoft and it definitely enjoys the advantage of Microsoft’s architecture.

How to Integrate Amplitude and HubSpot Using Hevo Data?

Hevo Data helps high-performing marketing analysts do just that. It provides access to unified marketing data from not just Amplitude (one of Hevo’s free sources) and HubSpot but from several other sources. As you saw, unifying data from disparate sources and in the right format is essential for any sort of fruitful analysis.

Amplitude Hubspot Integration never got easier than before. Amplitude offers Hubspot as an inbuilt Destination. The HubSpot destination lets you sync your Amplitude-created cohort with your HubSpot contact lists for targeting purposes.

When you send your Amplitude cohort to Hubspot, it will appear in the Contacts section of your Hubspot dashboard. Amplitude cohorts will have an “amplitude_” prefix in the name.

HubSpot will only accept users who have identifiers. For example, if User A, User B, and User C are all members of the Amplitude cohort (Cohort 1) and HubSpot only has identifiers for User A and User C, HubSpot will only create a list with User A and User C and will exclude User B.

Benefits of Using Hevo Data

  • Say Goodbye to Data Silos
  • Focus on Insights, not on Data Preparation
  • More time for doing research, identifying opportunities, and new customer acquisition
  • Improve sales, retain customers and increase profitability

Configure Hubspot as a Destination

  • After successfully logging in, Navigate to the Data Destinations section of your Amplitude dashboard.
  • Tap the Hubspot tile.
  • To authenticate, sign in to your Hubspot account (via OAuth). Once you’ve successfully logged in, navigate to the account containing the cohort you want to sync.
  • You will then be returned to the Amplitude dashboard. Choose the identifiers that will be used for the cohort sync. When you’ve finished, click Save.
  • Then, in the Amplitude dashboard, go to the Cohort section.
  • After finding (or building) the cohort you want to send to HubSpot, click Sync To. Select the Hubspot account to which you want to send the cohort from the dropdown.
  • Set your sync frequency: one-time or scheduled. Syncs can be scheduled on an hourly or daily basis.

NOTE: Only the initial sync of a scheduled cohort sync will include the entire cohort. All subsequent syncs will include all additions and deletions made since the previous sync. Set your sync frequency: one-time or scheduled. Syncs can be scheduled on an hourly or daily basis.

Finally, Load all your Hubspot Data onto your desired Data Warehouse using Hevo, a No-Code Data pipeline within minutes. Refer to the following documentation for a comprehensive step-by-step guide.

Hevo Activate For Amplitude and HubSpot 

Amplitude Hubspot Integration Banner

HubSpot is a CRM platform that provides marketing, sales, content management, and customer service products. Hevo Activate can be used to synchronize and transform data from your data warehouse into HubSpot objects. Thereafter you can use the BI tool of your choice to generate reports & business insights. Click here, for a detailed step-by-step guide.

Steps to Use Hevo Activate For Amplitude and HubSpot

  • Step 1 Connect: Connect Amplitude & Hubspot as discussed above to sync your Amplitude-created cohort with your HubSpot contact lists for targeting purposes.
  • Step 2 Integrate: Perform Amplitude HubSpot integration and store the Data onto your desired Data Warehouse using Hevo, a No-Code Data Pipeline and make it analytics-ready. 
  • Step 3 Analyze: Using Hevo Activate, configure Hubspot as a target & visualize your unified data from Amplitude HubSpot integration in your preferred BI tool and derive actionable insights in minutes.


What are your thoughts on performing Amplitude HubSpot integration? Which business intelligence tool would you prefer to use to visualize Amplitude HubSpot integration data?

In this guide, we discussed how to leverage Amplitude HubSpot integration using BI tools and how you can simplify Amplitude or HubSpot ETL from source to destination like a Data Warehouse in as easy as 3 simple steps using Hevo Data ETL & Hevo Activate.

Visit our Website to Explore Hevo

You can use it to transfer data from multiple data sources into your Data Warehouse, Database, or a destination of your choice. It helps transfer data from HubSpot to a destination of your choice for free. It provides you with a consistent and reliable solution to managing data in real-time, ensuring that you always have Analysis-ready data in your desired destination. 

Want to take Hevo for a spin? Sign Up for a 14-day free trial and experience the feature-rich Hevo suite first hand.

Share your experience of performing Amplitude HubSpot integration in the comment section below.

Nikhil Annadanam
Freelance Technical Content Writer, Hevo Data

Nikhil specializes in freelance writing within the data industry, delivering informative and engaging content related to data science by blending his problem solving ability.

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