Combine and enhance data with the data studio

What is it?

Data studio brings all your external data together in one experience, where you can sync, combine, and activate customer data from across your tech stack.

Build powerful datasets with data from external apps like Google Sheets, Snowflake, and dozens of data sync apps—then activate those datasets in segments, workflows, reports and the CRM with just a few clicks.

Why does it matter?

For the first time ever, you can visualize, manage and use external data directly in HubSpot without modeling it in your CRM first. The data studio gives you fast access to data from across your tech stack, and provides easy to use tools to help you activate that data across HubSpot.

Instead of working with incomplete customer data that's scattered across disconnected systems, you can now combine data from Google Sheets, Snowflake, Office 365, and dozens of data sync apps in one intuitive workspace — then immediately activate that unified data across segments, workflows, reports and the CRM.

This matters because siloed data is what's standing between you and the personalized, revenue-driving campaigns your business needs to grow. When customer insights are trapped across separate platforms, you miss critical buying signals, can't accurately measure what's driving revenue, and end up competing with generic messaging while your competitors leverage complete customer intelligence.

The data studio changes this by giving you a complete view of every customer relationship. Instead of spending hours wrestling with spreadsheets or waiting for technical resources, you unlock insights that transform your marketing, sales and success processes from guesswork into precision.

When your data is this unified and accessible, your segmentation becomes laser-focused, your personalization genuinely resonates, and your AI becomes dramatically more powerful.

How does it work?

With Data Studio, you can...

Combine external data and data from HubSpot CRM

• Sync data continuously from third party apps directly into a dataset
• Combine these external data sources with other data sources (both external and from HubSpot CRM) to build and enhance your datasets

Create and manage datasets

• Create new columns of data in your datasets using functions, formulas, and AI
• View and manage all usable datasets and data sources in one place, and monitor the usage of your saved datasets and data sources

Create smart columns in datasets

• Use the new Data Agent to do web research and generate content based on your external data sources and your prompt
• Enrich your dataset records directly in data studio, filling gaps in customer profiles automatically

Activate your datasets across the HubSpot platform

• Use datasets as filter criteria in lists
• Create a workflow using data from datasets
• Sync your dataset data directly to properties in HubSpot CRM
• Use datasets as the basis for custom reports
• Export datasets as CSVs, or sync them to Google Sheets and Office 365
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What you can do with the data studio...

Create smarter customer segments

Combine data from multiple sources — like product usage from Mixpanel and company info from your CRM — to build segments based on complete customer intelligence.

Power personalized workflows

Set up automated campaigns that trigger based on external data, like reaching out to customers showing upgrade signals in your product or re-engaging accounts that haven't logged in recently.

Sync enriched data to your CRM

Update contact and company records with calculated insights from your combined datasets — like a "product engagement score" that helps sales prioritize outreach and marketing tailor messaging.

Build targeted campaigns

Create marketing segments that blend HubSpot data with external signals to identify your highest-value prospects or customers most likely to churn, then activate those insights across email campaigns, ads, and sales outreach.

For more details, check out this knowledge base article!

How to get access

Please note that this beta is available for customers with Data Hub Professional or Enterprise.

You can access the data studio by clicking on 'Join beta' below.

A few other notes:

• Connecting the data studio to data warehouses is available for Data Hub Enterprise customers only
• This feature uses HubSpot Credits. Learn more here.
• Features in data studio that use HubSpot Credits are only available for customers on HubSpot's Seats pricing model. If you'd like to access these features but have not yet moved to the new pricing model, please contact your HubSpot CSM!