PostHog + HubSpot

Did product activity turn into HubSpot leads and deals?

Connect PostHog and HubSpot to Hendrik. Use PostHog journey and release context with HubSpot pipeline movement to test a lead-quality explanation.

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PostHog + HubSpot review

Previous: 1–28 January. Current: 29 January–25 February. Both periods contain 28 days. Monetary values use USD and all timestamps use UTC. The example compares acquisition measures with CRM deal progression. A submitted lead and a qualified deal are different events, with different reporting dates. The selected website event is a lead form submission.

MetricPreviousCurrent
PostHoglead_submitted events · selected form (count, 28 days)230250
HubSpotqualified deals created (count, 28 days)3429

What Hendrik checks

  1. Event and release context

    Check PostHog event definition, instrumentation coverage, feature-flag exposure, annotations, and session scope before interpreting a journey change.

  2. Pipeline definition

    Check HubSpot form routing, deal stage definition, stage-history timing, and identity coverage before using pipeline movement.

  3. Explain the divergence

    PostHog: lead_submitted events · selected form (count, 28 days) changed from 230 to 250. HubSpot: qualified deals created (count, 28 days) changed from 34 to 29. Compare the timing and definitions before attributing one change to the other.

About this example Synthetic data · Illustrative analysis · Changes require your approval.

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One analysis, different integrations

What each integration adds

Connect your stack

Set up each integration in one workspace.

  1. Create your Hendrik account. Choose a workspace for your business.
  2. Connect your data. Use each integration’s setup instructions above. Availability and permissions are shown in your workspace.
  3. Ask your first question. Hendrik uses the available data and tells you when a comparison needs more history or more data.
Requirements and data limits

What you need

  • Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
  • Connected PostHog project with the relevant event definition and capture coverage.
  • Connected HubSpot account with agreed lifecycle and deal-stage definitions.
  • Keep provider-specific definitions visible and use an identity or product mapping only where it is established for this workspace.

Keep these differences in mind

  • Captured events depend on instrumentation and coverage; they do not automatically identify a payment, order, or campaign.
  • Contacts and deals do not automatically map to an ad-platform lead, website session, store order, or Stripe payment.
  • PostHog persons and HubSpot contacts require an established identity relationship.

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