HubSpot is a powerful tool — when it’s set up and maintained correctly. But without regular checkups, your CRM can turn into a data swamp, your workflows may break, and your emails might land straight in the spam folder.
That’s why auditing your HubSpot setup every quarter is a must. In this guide, we’ll walk you through a practical, easy-to-follow HubSpot audit checklist for 2025 to help you find issues before they cost you leads, money, or reputation.
Let’s dive in. 💡
Your CRM is only as good as the data in it. A cluttered, outdated, or duplicate-filled database will slow you down and confuse your team.
Contact properties: Are key fields (e.g., Lifecycle Stage, Lead Source) being used consistently?
Duplicate contacts & companies (Use HubSpot’s deduplication tool)
Contact segmentation: Are your lists working as intended?
✅ Pro tip: Use filters and smart lists to identify inactive or bounced contacts and clean them regularly.
Even one broken automation can cause major damage — from wrong emails going out to leads falling through the cracks.
Email open/click rates (adjust subject lines, CTAs, and design accordingly)
Workflow goals: Are they still aligned with your current funnel?
Broken or paused automations
Email suppression lists (are important leads being excluded?)
👉 Also, check your email health status via Postmark’s email deliverability guide.
An optimized pipeline helps your sales team focus on real opportunities instead of chasing dead leads.
Deal stages: Are they clear, updated, and aligned with your process?
Abandoned or stuck deals: Follow-up or remove
Task automation: Are reps getting timely reminders?
Integration with calendar and inbox: Is it all synced?
⏳ Reminder: If deals stay in one stage too long — it’s time to improve your follow-up system or rework stage definitions.
You can’t improve what you don’t measure. Are your dashboards showing meaningful insights?
Outdated or unused reports
Alignment with KPIs
Funnel drop-off rates
Conversion paths and campaign performance
📈 Consider comparing your data with HubSpot’s Benchmark Reports to see how your numbers stack up.
Who can do what in your portal? Security and transparency matter.
Remove access from former employees
Assign roles properly (Admin, Sales, Marketing, etc.)
Review integrations: Are all connected tools still in use?
🔒 Don’t forget to enable two-factor authentication for all users.
Even if your HubSpot setup was perfect last year, things change — teams evolve, products shift, and strategies update. A quarterly audit ensures:
Your CRM stays clean and useful
Automations work without errors
Sales and marketing stay aligned
Reporting remains actionable
And most importantly: You stop leaving money on the table.
Running a detailed audit takes time and expertise. If you’d rather have HubSpot experts do it for you, CRM Magnetics offers a comprehensive HubSpot Audit service.
We'll identify quick wins, long-term gaps, and help you get more out of HubSpot — guaranteed.