Sender + CRM stack
Instantly + HubSpot: one set of numbers
See which Instantly campaigns created HubSpot deals. OutboundManager joins Instantly sends and replies to HubSpot deals on the contact, and credits each deal to the last touch before it was created.
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The question this page answers
Which Instantly campaigns created HubSpot deals, and which rep gets the credit?
Why Instantly and HubSpot do not line up on their own
Instantly knows the email address of every lead, the campaign they are in, which mailbox sent each step and whether a reply or a bounce came back. It has no record of the deal that was opened afterwards, what it was worth or whether it closed.
HubSpot knows the deal, its amount, stage and create date, the contacts and company associated with it, its owner, and the meetings and calls logged against those contacts. It does not hold a campaign-level record of your cold outreach: which campaign, mailbox or LinkedIn account made the last touch before the deal existed.
Depending on how your native sync is set up, Instantly activity may also appear on HubSpot contact timelines. A timeline answers "was this person contacted". The question a head of SDR asks sits one level up: per campaign and per rep, how many deals, how much pipeline, how much won.
There is also a people problem. Instantly teams tend to run several mailboxes per rep across more than one sending domain, while HubSpot has one owner record per person. Until each mailbox is tied to a rep, nothing connects the addresses that sent the emails to the people who should be measured on them.
How OutboundManager joins Instantly and HubSpot
- Each Instantly lead becomes one contact, identified by the lead's email address. Contacts are de-duplicated on email address first, then on LinkedIn URL.
- HubSpot deals sync with their associated contacts and companies. A deal is linked to outbound activity through those HubSpot associations, matching the associated contacts to the same people.
- When none of a deal's associated contacts carries a touch, the deal's company domain is used as a fallback: any contact at that domain can supply the touch. Free email domains never match.
- Each deal is credited to the most recent email sent, LinkedIn invite, LinkedIn message or call to any of the deal's contacts, before the deal was created and no more than 120 days before it. If that touch is an Instantly email, its campaign, channel and rep win.
- The rep comes from the sender. Every Instantly send carries the mailbox that sent it, and each mailbox is mapped to a rep. Activity with no mapped sender falls back to the campaign owner.
- Instantly replies are classified from their text as interested, not now, not interested, wrong person, opt-out or auto-reply, and sit in one reply queue.
- With write-back on, the source campaign, channel, rep and touch date are written to four OutboundManager properties on the HubSpot deal.
A worked example
A lead at a target account is in two Instantly campaigns. The first sends its last step in early March from a mailbox mapped to one rep. The second sends a step in mid April from a mailbox mapped to another rep. The lead replies, a meeting is held and an account executive creates a HubSpot deal at the end of April. The deal is credited to the second campaign and the second rep, because that email was the most recent one before the deal's create date. The March email is inside the 120 days too, but it was not the last touch.
What you can see once both are connected
- Instantly reply rate and HubSpot pipeline in the same campaign row, so a campaign with plenty of replies and no deals is easy to spot
- Interested Instantly replies in one queue, answered from the mailbox that received them, in the same thread
- Meetings, deals, pipeline and won revenue for every Instantly campaign, in the same row as its activity and reply rate
- Pipeline per rep on the scorecard, next to that rep's Instantly activity, replies and positive replies, each against a weekly target
- Deals with no outbound touch in the window marked as not outbound, so sourced pipeline is not overstated
Campaign to pipeline: every campaign across tools with meetings, deals, pipeline and won revenue. Demo data.
Set it up
Connect Instantly
- In Instantly, go to Settings → Integrations → API Keys and create an API key (API v2).
- Give the key read access: the all:read scope, or read scopes for workspaces, campaigns, accounts, leads and emails. To answer replies from OutboundManager, also add emails:create (or all:create).
- In OutboundManager, an admin opens Settings → Connections and clicks Add connection.
- Pick Instantly. Paste the API key. It is checked against the tool automatically; click Save once it shows Key works. The key is stored encrypted.
- Open Settings → Reps & senders and give each sender a rep. Suggested matches by email are offered; re-mapping later moves the history with the sender.
Instantly integration: what syncs and its limitsInstantly documentation (opens in a new tab)
Connect HubSpot
- In HubSpot, a super admin creates a private app (Settings → Integrations → Private Apps; newer accounts list private apps under Development → Legacy apps).
- Give it these scopes: crm.objects.deals.read, crm.objects.contacts.read, crm.objects.companies.read, crm.objects.owners.read and crm.schemas.deals.read. For write-back, also crm.objects.deals.write and crm.schemas.deals.write.
- Copy the private app's access token.
- In OutboundManager, an admin opens Settings → Connections and clicks Add connection.
- Pick HubSpot. Paste the access token. It is checked against the tool automatically; click Save once it shows Key works. The key is stored encrypted.
- Map HubSpot owners to reps in Settings → Reps & senders. To write attribution back to deals, turn on write-back on the HubSpot connection; it is off until you do.
HubSpot integration: what syncs and its limitsHubSpot documentation (opens in a new tab)
After both are connected
- Map senders to reps. In Settings → Reps & senders, give every mailbox, LinkedIn account, dialer seat and HubSpot owner a rep. Re-mapping later moves the history with the sender.
- Set weekly targets per rep on the same page, so the scorecard shows each number against a target and the overview flags reps under 60% of it.
- Optional: turn on write-back on the HubSpot connection. It is off by default and needs the two deal write scopes; it then fills four OutboundManager properties on each attributed deal.
Good to know
- Instantly + HubSpotAttribution is last touch only. There is no multi-touch or first-touch model, and the 120-day window is fixed.
- InstantlyAPI keys are an Instantly plan feature. If you cannot create one, check your Instantly plan.
- InstantlyInstantly limits its email endpoint to 20 requests a minute, so a large first backfill is spread over several sync runs.
- InstantlyOpens and clicks are not imported. Reply rates are per send, counted from real replies.
- InstantlyReplies sent from OutboundManager are stored as replies, never counted as outreach.
- HubSpotDeal stage history is not synced, only the current stage.
- HubSpotInbound calls are skipped, and cancelled meetings are removed.
- HubSpotHubSpot search returns at most 10,000 results per query; long deal backfills are read in slices, which takes a little longer.
- HubSpotWrite-back only touches deals with an outbound attribution, in a property group named OutboundManager.
Instantly + HubSpot questions
Do I need to change my Instantly campaigns or add tracking fields?
No. Nothing is added to your campaigns, sequences or lead lists. The join uses the lead's email address, which Instantly already has, and the contacts HubSpot already associates with each deal.
A rep created the deal by hand after an Instantly reply. Is it still credited to the campaign?
Yes, when the deal's HubSpot contact (or, failing that, its company domain) matches a person Instantly emailed in the 120 days before the deal's create date. Who created the deal does not matter. The last touch before it was created does.
Do I have to switch off my existing Instantly to HubSpot sync?
No. OutboundManager reads from Instantly and from HubSpot separately, each with its own API key, and does the join itself. It does not depend on, replace or interfere with any sync you already run between them.
What does OutboundManager write to Instantly or HubSpot?
Nothing in Instantly, apart from a reply a person on your team writes and sends from the reply queue. In HubSpot, nothing unless you turn write-back on; then it fills four deal properties in a group named OutboundManager.
Related stacks
- Smartlead + HubSpotSender + CRMWhich Smartlead campaigns turned into HubSpot pipeline, and whose campaigns were they?
- Instantly + HeyReachEmail + LinkedInHow many people did each rep really reach this week across Instantly and HeyReach, and who replied?
- Aircall + HubSpotDialer + CRMHow many Aircall dials and conversations does it take each rep to book a meeting and open pipeline in HubSpot?
The two tools on this page
- InstantlyEmailBring every Instantly mailbox, campaign, send and reply into one rep scorecard, tie campaigns to HubSpot pipeline, and answer replies in-thread.
- HubSpotCRMConnect HubSpot deals, meetings and calls to your outbound tools, so every campaign and rep is measured on pipeline and revenue, not volume.
See Instantly and HubSpot in one set of numbers.
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Instantly and HubSpot are trademarks of their respective owners. OutboundManager is not affiliated with, endorsed by or partnered with Instantly or HubSpot.