# Shopify + HubSpot integration and analysis

Connect Shopify and HubSpot to Hendrik. Review Shopify commerce outcomes beside HubSpot lead and deal movement for a real lead-assisted purchase journey.

## The question this stack can answer

Are HubSpot assisted sales showing up as Shopify purchases?

## What Hendrik reads from each source

- **Shopify:** Orders, refunds, payment status, product cost coverage, and location inventory show what happened in the store.
- **HubSpot:** Contacts, deals, and pipeline stages show whether paid leads become qualified pipeline.

## What you need to connect

- Use one explicit 28-day comparison window, time zone, market, and legal-entity scope before comparing values.
- Connected Shopify order, refund, and inventory data for the same store and comparison window.
- 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.

## Important limits

- Declared UTM text is not a verified ad-platform campaign identity; cost coverage and provenance control any margin claim.
- Contacts and deals do not automatically map to an ad-platform lead, website session, store order, or Stripe payment.

## Illustrative example

### Shopify + 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.

*About this example: Synthetic data · illustrative analysis · Hendrik only acts with the permissions you give it.*

- net order value (USD, 28 days) (Shopify): 110,000 USD → 106,000 USD
- qualified deals created (count, 28 days) (HubSpot): 34 → 29
- refund value (USD, orders from the prior 28-day cohort) (Shopify): 6,800 USD → 9,200 USD

### What Hendrik checks

- **Order and refund cohorts:** Compare Shopify net order value with refunds by original order cohort. Keep paid status and the store currency visible.
- **Pipeline definition:** Check HubSpot form routing, deal stage definition, stage-history timing, and identity coverage before using pipeline movement.
- **Explain the divergence:** Shopify: net order value (USD, 28 days) changed from 110,000 USD to 106,000 USD. HubSpot: qualified deals created (count, 28 days) changed from 34 to 29. Compare the timing and definitions before attributing one change to the other.

### What Hendrik sees

Shopify net order value fell and refund value rose. HubSpot qualified deals created fell.

### What to do next

Confirm that the business process uses both systems for the decision before changing acquisition; reassess after identity coverage is known.

**Limit:** Do not assume a Shopify customer is a HubSpot contact or that a deal caused an order.

## Provider documentation

- [Shopify documentation](https://help.shopify.com/en/manual/reports-and-analytics)
- [HubSpot documentation](https://knowledge.hubspot.com/reports)

## Start with this stack

[Create a workspace and connect Shopify + HubSpot](https://app.withhendrik.com/auth?mode=sign-up&acquisition_channel=marketing&return_to=%2Fonboarding%2Factivation&cta_location=integration_markdown&landing_page_id=combination-shopify-hubspot&combination=shopify-hubspot)