Contacts

Your database foundation — duplicates, completeness, lifecycle and consent.

Check for duplicate contactsUse Reporting → Data Quality (Command Center) and Contacts → Actions → Manage Duplicates. When merging, keep the record with the richest history as the master. Review contact property fill ratesCheck completion of key fields (email, name, phone, lifecycle stage, source). Low fill rates quietly break segmentation, scoring, and reports. Identify incomplete recordsBuild a list of contacts missing critical properties so you can enrich, route, or suppress them. Review lifecycle stagesConfirm every contact has a stage, none are stuck or skipping stages, and stage-setting isn't being overwritten by conflicting workflows. Review contact sourcesAudit Original Source values for accuracy. Spikes in "Offline Sources" or "Unknown" usually signal tracking or import problems. Check marketing contact statusReview who's set as a Marketing Contact — you pay for these. Set non-engaging contacts to non-marketing to control cost. Check subscription & consent statusVerify subscription types and legal basis (GDPR) are set correctly, and flag contacts with no consent on record. Review bounced & unengaged contactsFind hard-bounced and long-unengaged contacts (Marketing → Email → Bounced). They inflate counts, raise cost, and drag down deliverability for the whole portal. Check contact ownershipIdentify unassigned contacts and contacts still owned by deactivated users so leads don't fall through the cracks.

Companies

Account records, associations, domains and hierarchy.

Check for duplicate companiesUse the Data Quality tool and Manage Duplicates. Consolidate so associations and account reporting stay accurate. Review company associationsFind companies with no associated contacts or deals, and contacts not linked to a company. Use advanced filters to surface orphan records. Check company domainsVerify the domain field is populated and valid — it drives HubSpot's automatic company association and enrichment. Review company propertiesCheck fill rates and consistency on key firmographic fields (industry, size, region, revenue). Review parent/child hierarchiesConfirm multi-entity accounts use parent–child relationships so reporting rolls up correctly. Check company ownershipIdentify unassigned accounts and companies still owned by former team members.

Deals

Pipelines, stages, forecast integrity and ownership.

Review deal pipelinesEnsure each pipeline maps to a real sales process. Retire unused or duplicate pipelines that fragment reporting. Check deal stagesConfirm stage names are clear, exit criteria are defined, and stage probabilities reflect reality for accurate forecasting. Review required propertiesRequire key fields (amount, close date, deal source) at the right stages so reports aren't full of blanks. Check abandoned / stale open dealsFind open deals with no recent activity — "rotting" deals distort your pipeline value and forecast. Review deal ownershipIdentify unassigned deals and deals owned by reps who've left. Check close datesFlag open deals with close dates in the past — they need re-dating or closing to keep forecasts honest. Review deal associationsConfirm deals are linked to the right contacts and companies for attribution and reporting. Validate deal amounts & forecastCheck for zero or blank amounts and outliers that skew pipeline value.

Workflows

Automation logic, conflicts, triggers and ownership.

Review active workflowsList every active workflow and confirm each still matches a current process. Archive what's obsolete. Identify workflows with errorsCheck the workflow health surfaces for failed actions, API errors, and unresolved issues. Check enrollment triggersVerify triggers aren't too broad or too narrow, and that they rely on stable, well-maintained properties. Check re-enrollment settingsConfirm re-enrollment is intentional — accidental re-enrollment causes repeat emails and automation loops. Identify redundant / conflicting workflowsFind multiple workflows editing the same property (e.g. lifecycle stage) and overwriting each other — a top cause of "invisible" leads. Review suppression, goals & unenrollmentCheck suppression lists, goal criteria, and unenrollment logic so contacts exit workflows cleanly. Check workflows owned by deactivated usersReassign automation owned by people who've left before it silently breaks. Review naming & folder structureConsistent naming and folders keep automation auditable and prevent duplicate builds.

Reporting

Dashboards, attribution, tracking and metric definitions.

Review dashboardsIdentify which dashboards are actually viewed and by whom. Consolidate or remove the rest. Check attributionConfirm attribution models and source data are configured for how you actually evaluate channels. Verify conversion trackingCheck the tracking code is installed site-wide and key conversions and forms are recording correctly. Check reporting filtersValidate that report filters (date ranges, owners, pipelines) aren't silently excluding data. Remove obsolete reportsDelete or archive stale reports, including any owned by departed employees. Verify UTM & campaign trackingStandardize UTM parameters and confirm campaigns capture source data consistently. Validate key metric definitionsMake sure critical metrics (MQL, SQL, pipeline) have one agreed definition across every report. Check data sync into reportsConfirm integrated data (ads, Salesforce, etc.) is flowing into the reports that depend on it.

Data Quality

Portal-wide hygiene, formatting, enrichment and integrations.

Run the Data Quality Command CenterOn Pro/Enterprise, use it to auto-surface duplicates, formatting issues, and property problems with a score you can track over time. Identify duplicate records across objectsBeyond contacts, dedupe companies and deals — duplicates fragment history and distort reporting. Standardize naming conventionsApply consistent naming to properties, pipelines, lists, and workflows so the portal stays navigable. Review property valuesClean up dropdown/select options — merge near-duplicates and remove obsolete values that break segmentation. Identify unused / redundant propertiesConsolidate overlapping custom properties and remove fields nothing uses — especially any referenced in workflows or reports. Review data formattingStandardize phone numbers, name capitalization, and country/region values (Data Hub or programmable automation can enforce this on entry). Review data enrichmentCheck enrichment coverage so firmographic and contact fields stay complete and current. Review integration sync healthAudit connected apps: sync direction, field mappings, ownership transfer, and error handling. Disconnect tools you no longer use.

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The checks you left unticked are usually where portals hide the most costly problems — conflicting workflows, silent tracking gaps, and duplicate data that quietly corrupts reporting.

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