Featured image displaying the logos of HubSpot and Google Sheets in Unito's guide to setting up a simple Two-Way Sync

How to Connect and Sync HubSpot to Google Sheets with Automated 2-Way Updates

This guide will show you how to connect HubSpot with Google Sheets to create an automated two-way sync between spreadsheets and tasks, tickets or deals. Similar steps and principles apply to our other CRM to spreadsheet integrations, including Salesforce or Pipedrive with Microsoft Excel, Smartsheet, Airtable and more.

When you sync HubSpot to Google Sheets with Unito, your rows will become HubSpot tasks and your columns will become fields. That’s because Unito takes the text from the first row of each spreadsheet, the table header, and turns them into mappable fields. So make sure to assign names to each column that match with the fields you want to sync with HubSpot.

Syncing HubSpot to Google Sheets with Unito enables you to automatically:

  • Populate a spreadsheet with HubSpot task or deal information, including: title, member, label, due date, status, description footer, checklists, and custom fields.
  • Create new tasks or deals in HubSpot based on Google Sheets rows with specified fields.

Why connect HubSpot and Google Sheets?

There are a number of different ways to use this workflow between HubSpot and Google Sheets. You can use it to review HubSpot projects from a spreadsheet or simply collaborate with HubSpot users from a more flexible Google Sheet.

And then there’s Sales reporting. Perhaps you need to share an update on the pipeline, deals, client projects, or something else; but your stakeholders don’t like to use the CRM. Whether that’s HubSpot, Salesforce, Pipedrive, or another, it can be a pain having to copy-paste deal information into a spreadsheet. When you’re still trying to hit your monthly targets, the last thing you need is the added distraction of having to update a spreadsheet.

With Unito’s Google Sheets integration, you can build an automated sales report, removing the burden of manual updates from your team.

Before we connect HubSpot and Google Sheets to Unito:

  • Ensure you have an account in Google Sheets with the right permissions to access and modify data.
  • Install the Unito add-on for Google Sheets.
  • Prepare your Google Sheets sales report with row headers indicating the fields you want to sync from your CRM. Row header names don’t need to perfectly match CRM fields as long as you know which spreadsheet column you want those fields to populate.

Install the Unito add-on to your Google Workspace

Start by going to docs.google.com. At the top of your Google Sheet, select Add-ons, then on Get add-ons. Search for “Unito for Google Sheets” and you should see the add-on.

GoogleSheet - Marketplace add-on
You can find more detailed steps on this process here.

Install it and you’ll see some instructions for how to use it.

Prepare your Google Sheets header row

When you sync data from other work tools, that data will be matched to a specific column. Those columns are essentially custom fields so you can name them anything you like, although we recommend choosing names that match with your fields in HubSpot. Rows will sync with HubSpot tasks or deals, while the columns sync with fields related to those tasks or deals.

Sales report
Here’s an example of a filled-in header row, ready to sync with Unito.

The first and last cell at the top of your spreadsheet must be titled: UnitoID and Last Modified. The Unito extension does this for you with the press of a button, or you can simply do it manually.

Insert two columns
With these columns, Unito knows that everything between them should be synced. And they’ll be filled automatically, so you never need to touch them. You can even hide them and they’ll still work as intended in the background.

Step 1: Connect HubSpot and Google Sheets to Unito

Now that you have the add-on and your report is built, it’s time to build your Unito workflow. Navigate to the Unito App and select +Create Flow. On the next screen, select Start Here to connect Google Sheets and your other tool.

Sales report - connect your tools
In this demo we’re syncing Google Sheets with HubSpot but the same principles apply to any Unito flow.

When you’re ready, click Confirm.

Step 2. Choose a flow direction between HubSpot and Google Sheets

Now you can set your flow direction: this tells Unito where to create work items automatically based on your manual activity. In this context, work items are your Google Sheets rows or HubSpot tasks, tickets or deals.

In our demo, we don’t want Google Sheets to create new work items in HubSpot since we’re just using Unito for reporting purposes. But you could use a two-way workflow if you wanted to have manually created rows in Google Sheets turn into HubSpot tasks or deals.

Sales report – flow direction – HubSpot Google Sheets

Click Confirm when you’ve chosen a flow direction. 

Step 3. Set up rules to filter HubSpot tasks, deals or tickets from syncing to Google Sheets

Unito allows you to create customizable rules to filter specific work items in HubSpot from syncing to Google Sheets.

There’s a default setting in all new flows to only sync work items created after the date you launch your flow. That’s a safeguard to ensure your flow works as intended. If you’re happy with the results, you can remove the condition in your rules by selecting the trash bin icon on the right-hand side.

Sales report - rules HubSpot Google Sheets

In our demo, we’ve chosen to sync by specific stages: Commercial trial, Converted/Closed won, Onboarding, Proposal review, and Scoping. In addition to stages, you could also filter by date, deal status, or any other field that matters to you and your team.

Find out more about setting rules.

Step 4. Pick fields to keep in sync between HubSpot deals or tasks and Google Sheets rows

If rules decide when, if, and how information lands in your report, field mappings determine what specific data points will appear in your spreadsheet.

You can either set up your fields from scratch or let Unito do so automatically. If you select auto-map, you can still change mappings afterwards or add custom fields. If you’d rather DIY and know exactly how you want your fields mapped, start from scratch.

What are Field Mappings?

Your fields will be automatically mapped for two-way updates. That means any changes in one project will be applied to the other. You can adjust any or all fields to sync one-way in either direction if you prefer. That would mean only the source field will change information in the destination field.

Click Select a field for each tool, and find the appropriate field to map. If you realize halfway through that you want to rename the header rows in your spreadsheet, you’ll have to save your progress in Unito, close the app and reload it in order for the new header row names to appear.

Here is an example of our completed field mappings for a simplified report:

Sales report - mapping
The blue question mark signifies one of our custom fields: Number of units.

Since you can name every field in your spreadsheet, try to pick names that match intuitively with your fields in HubSpot. Then simply add mappings between your HubSpot fields and those you created in Google Sheets. Information from your HubSpot fields will then appear in the designated spreadsheet column. As mentioned earlier, think of your columns as fields and rows as work items (tasks, tickets, deals).

Find out more about setting field mappings.

Step 5. Save and launch your HubSpot Google Sheets integration

And that’s it! You’ve just built a flow between HubSpot and Google Sheets. Congratulations! Now you can watch as Unito automatically populates your Google Sheet sales report based on HubSpot data. If you followed the steps above, your flow will now:

  • Automatically create new rows in Google Sheets based on HubSpot activity
  • Keep fields up to date between tools with Unito’s two-way sync

The report can be updated by Unito in real-time, so you never need to initiate the workflow or manually create a new report each time.

Bonus: automating project reporting with Google Sheets and Unito

Tired of building all your reports manually? Us too. That’s why we built a progress report template for Google Sheets that’s designed to work with Unito.

A screenshot of Unito's progress report template for Google Sheets.
A screenshot of Unito's progress report template for Google Sheets.

Use Unito to sync data from any work management tool in your stack into Google Sheets, and get immediate insights on how your projects are doing. Learn more about the template — and get access to it — here.

About this HubSpot Google Sheets integration guide

Sales, Reporting for Duty

Your sales team might work out of a specialized tool, but that specialized work impacts the entire business. When you need to keep stakeholders in the loop, you’re better off meeting them on neutral ground.

By syncing sales data to a Google Sheet with Unito, you can automate sales reporting — saving time and effort for your team while increasing the visibility of their work. 

So go ahead and crush your quotas. Unito will take care of the rest. 

More about Google Sheets and Unito 

Google Sheets has exploded in popularity in recent years. The Google Suite — which includes Google Drive, Google Slides, and Google Sheets among other apps — has more than 2 billion monthly active users. Even if only 5% of them use Google Sheets, that’s 100 million users! This prevalence is important. You want your sales reports to be accessible to collaborators across your company — not only those with access to your team’s specialized tool stack. We needed sales information at Unito to be accessible to product managers, marketing team leaders, and other non-customer-facing team members. All of them used Google Sheets for one thing or another. 

But even beyond usage, Google Sheets is both flexible and simple for anyone to pick up. That flexibility means you can customize your sales tracking report to perfectly suit your use case and even go beyond the native reporting of your sales tools. And when the data starts rolling in, you can share it with confidence, knowing no one will struggle to jump in and read the data.

In Unito’s Report on Reporting, 37% of respondents said they spent at least three hours a week on reporting. With the right tools, you can cut that time down to minutes.

Trello users can check out a similar guide to streamline reporting with Trello and Google Sheets.

What’s next after integrating HubSpot and Google Sheets with Unito?

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