How to set up HubSpot to Tableau Integration

If you’re using HubSpot to manage marketing or sales and rely on Tableau for analytics, integrating the two can streamline your workflow. Instead of manually exporting data or switching between platforms, you can sync your HubSpot data directly into Tableau for easier analysis and reporting.

This guide walks you through the Hubspot Tableau integration process, helping you track lead conversions, monitor campaign performance, and build more insightful dashboards with less effort.

What is HubSpot?

HubSpot is a leading CRM platform that helps businesses manage their marketing, sales, and customer service efforts. It provides tools for email campaigns, lead tracking, automation, and detailed reporting. With everything in one place, teams can easily attract, engage, and support customers at every stage of their journey.

What is Tableau?

Tableau is a powerful data visualization and business intelligence tool that helps users turn raw data into interactive, easy-to-understand dashboards and reports. It supports a wide range of data sources and enables users to explore insights through drag-and-drop functionality. With Tableau, businesses can make data-driven decisions faster and more effectively.

Prerequisites

• A HubSpot developer account.
• A Tableau account.

Manual Method to Connect HubSpot Tableau Integration

• Step 1: Install the Client Library
• Step 2: Get the Authentication Key
• Step 3: Identify the Required API
• Step 4: Implement the API Call
• Step 5: Prepare the HubSpot Data
• Step 6: Move the Data into Tableau

Step 1: Install the Client Library

Given below are the different client libraries supported by HubSpot. Install the library from the links given below that you want to use to make API call:

Language	Package Link
Node.js	https://www.npmjs.com/package/@HubSpot/apiclient
PHP	https://packagist.org/packages/HubSpot/apiclient
Ruby	https://rubygems.org/gems/HubSpotapiclient
Python	https://pypi.org/project/HubSpotapiclient/

Step 2: Get the Authentication Key

• Log in to your HubSpot developer account. Click the settings icon in the main navigation bar. Now, move your mouse to Integrations and click on the API key.
• If a key hasn’t been generated, click the Generate an API key option. If there is an active key, click on Show, and a window will pop up with the API key. 

Step 3: Identify the Required API

• Once you install a client library, you need to identify the API call from the HubSpot resource. For fetching different data, HubSpot provides different APIs.
• You can use GET, POST, PUT and DELETE methods for the same.
• For example, to fetch all lead-specific data using the contacts API, we need to use GET /contacts/v1/lists/all/contacts/all method. Refer to the official page to view the implementation using different clients.

Step 4: Implement the API Call

• In this article, an API call has been made using a Python client. All the HubSpot API calls return data in JSON format.

Sample Python code:

import requests
import json
import urllib

max_results = 500 
hapikey = 'demo' 
count = 5 
contact_list = []
property_list = []
get_all_contacts_url = "https://api.hubapi.com/contacts/v1/lists/all/contacts/all?"
parameter_dict = {'hapikey': hapikey, 'count': count}
#type your Authentication key in place of hapikey
headers = {}

# Paginate your request using offset
has_more = True
while has_more:
	parameters = urllib.urlencode(parameter_dict)
	get_url = get_all_contacts_url + parameters
	r = requests.get(url= get_url, headers = headers)
	response_dict = json.loads(r.text)
	has_more = response_dict['hasmore']
	contact_list.extend(response_dict['contacts'])
	parameter_dict['vidOffset']= response_dict['vidoffset']
	if len(contact_list) >= max_results: # Exit pagination, based on whatever value you've set your max results variable to. 
		print('maximum number of results exceeded')
		break
print('loop finished')

list_length = len(contact_list) 

print("You've succesfully parsed through {} contact records and added them to a list".format(list_length))

Step 5: Prepare the HubSpot Data

Sample Response Data: Here data is extracted in JSON format.

Example response:
{
  "contacts": [
    {
      "addedAt": 1390574181854,
      "vid": 204727,
      "canonicalvid": 204727,
      "mergedvids": [
        
      ],
      "portalid": 62515,
      "iscontact": true,
      "properties": {
        "firstname": {
          "value": "Bob"
        },
        "lastmodifieddate": {
          "value": "1483461406481"
        },
        "company": {
          "value": ""
        },
        "lastname": {
          "value": "Record"
        }
      },
      "formsubmissions": [
        
      ],
      "identityprofiles": [
        {
          "vid": 204727,
          "savedattimestamp": 1476768116149,
          "deletedchangedtimestamp": 0,
          "identities": [
            {
              "type": "LEAD_GUID",
              "value": "f9d728f1dff149b09caa247dbdf5b8b7",
              "timestamp": 1390574181878
            },
            {
              "type": "EMAIL",
              "value": "mgnewemail@HubSpot.com",
              "timestamp": 1476768116137
            }
          ]
        }
      ],
      "mergeaudits": [
        
      ]
    },
    {
      "addedAt": 1392643921079,
      "vid": 207303,
      "canonicalvid": 207303,
      "mergedvids": [
        
      ],
      "portalid": 62515,
      "iscontact": true,
      "properties": {
        "firstname": {
          "value": "Ff_FirstName_0"
        },
        "lastmodifieddate": {
          "value": "1479148429488"
        },
        "lastname": {
          "value": "Ff_LastName_0"
        }
      },
      "formsubmissions": [
        
      ],
      "identityprofiles": [
        {
          "vid": 207303,
          "savedattimestamp": 1392643921090,
          "deletedchangedtimestamp": 0,
          "identities": [
            {
              "type": "EMAIL",
              "value": "email_0be34aebe5@abctest.com",
              "timestamp": 1392643921079
            },
            {
              "type": "LEAD_GUID",
              "value": "058378c6951343e1a13a43a98d47aa22",
              "timestamp": 1392643921082
            }
          ]
        }
      ],
      "mergeaudits": [
        
      ]
    }
  ],
  "hasmore": true,
  "vidoffset": 207303
}

Since the data fetched by the API is in JSON format, the data needs to be formatted before moving it into Tableau. For this, you need to identify the schema of the database or data warehouse and specify the data formats according to the data fetched.

Step 6: Move the Data into Tableau

• Your data is now ready for analysis. Create a new workbook in Tableau and load data into it using the “Load Data from a Data Source” option.
• Using Tableau, you can analyze this fetched data and create visualizations and dashboards.

Conclusion

This article offers valuable insights into HubSpot, Tableau, and the different approaches you can use to set up a HubSpot-Tableau integration. Although it is possible to build the integration manually, the process can be lengthy, intricate, and error-prone. Opting for a streamlined solution can save time, reduce complexity, and minimize the risk of mistakes, enabling you to focus more on leveraging your data effectively.

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