---
title: "HubSpot audit: 25 points to check in your portal"
description: A HubSpot audit checklist. 25 points across data, CRM, marketing, sales, service, integrations, security and AI that show where your HubSpot portal needs improvement.
image: https://leadlabs.se/hubfs/Blog/hubspot-audit.jpg
---

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 October 19, 2026

# HubSpot audit: 25 points to check in your portal

![Picture of Emelie](https://app.hubspot.com/settings/avatar/a7bfbbcaf0bc52ffebec008d63b2902f) By  [Emelie](https://leadlabs.se/en/insights/author/emelie)  ·   2 minute read

![Checklist with ticked boxes on a tablet](https://leadlabs.se/hs-fs/hubfs/Blog/hubspot-audit.jpg?width=1600&height=900&name=hubspot-audit.jpg)

A HubSpot portal grows organically. New properties, workflows, lists and integrations are added, and after a couple of years nobody really knows what is being used. An audit gives a clear picture of where you stand and what needs to be done. Here is the checklist we use ourselves.

**In short:** A HubSpot audit covers data, structure, automation, reporting, integrations, security and AI readiness. Use the checklist below, mark each point green, yellow or red and prioritize what affects data and reporting first. Do a larger audit once a year and a smaller check every quarter.

## Data and CRM

1. Share of duplicate contacts and companies.
2. Share of contacts without an associated company.
3. Fill rate on important fields such as industry, country and size.
4. Properties that are unused or duplicated.
5. Lifecycle stages and lead status used consistently.

## Sales

1. Deal stages with clear exit criteria and required fields.
2. Deals with past close dates or no activity.
3. Connected inboxes and calendars for every rep.
4. Sequences and templates that are used and have good reply rates.

## Marketing

1. Authenticated email domain and good deliverability.
2. Marketing contacts who have not received an email in a long time.
3. Forms with the right fields, consent and follow up.
4. Active workflows whose purpose nobody remembers.
5. Campaigns used consistently.

## Customer service

1. Ticket pipeline and routing.
2. A knowledge base that is up to date.

## Reporting

1. Dashboards actually used by leadership, marketing and sales.
2. Attribution and source that work.
3. A forecast you can trust.

## Integrations

1. Connected apps that are still used and working.
2. Clarity on which system owns which data.

## Security and GDPR

1. Number of super admins and users with export rights.
2. Two factor authentication for everyone.
3. Legal basis and retention routines.

## AI readiness

1. Context Home reviewed and complete, with ICP, personas and tone of voice. Read [Context Home in HubSpot](https://leadlabs.se/en/insights/context-home-hubspot-growth-context?hsLang=en).

## How to prioritize

Mark each point green, yellow or red. Fix red points in data and security first, since they affect everything else. Then reporting, so you can measure the effect of the rest. Automation and AI come last, once the foundation holds.

## Frequently asked questions about HubSpot audits

### What is a HubSpot audit?

A HubSpot audit is a review of your portal to see how data, structure, automation, reporting, integrations and security work, and what needs to be improved.

### How often should you do a HubSpot audit?

A larger audit once a year and a shorter check of the most important points every quarter.

### How long does a HubSpot audit take?

A thorough review of a mid sized portal often takes a few days, depending on how many teams, integrations and users you have.

### Can you do an audit yourself?

Yes, with a checklist like this one you get far. An external review can give new perspectives and comparisons with other portals.

### What should you start with after an audit?

Start with what affects data quality and security, then reporting. Automation and AI deliver the best effect when the foundation is in place.

## Summary

A regular audit keeps your HubSpot portal healthy and helps you get more from your investment. Use the checklist, prioritize data and security and follow up every quarter.

Want an external HubSpot audit before next year? Get in touch with LeadLabs.

## Read also

- [Data quality in HubSpot](https://leadlabs.se/en/insights/data-quality-hubspot?hsLang=en)
- [Permissions and teams in HubSpot](https://leadlabs.se/en/insights/permissions-teams-hubspot?hsLang=en)
- [Get HubSpot ready for the new year](https://leadlabs.se/en/insights/hubspot-new-year-checklist?hsLang=en)

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