How Do I Create a Single View of the Customer Journey in HubSpot Across All Hubs?
Unify identity and taxonomy, model objects & associations, sync external data with guardrails, and map touchpoints with Journey Analytics—reported on one trusted scorecard.
Start with a shared identity model (email/domain + external IDs) and a journey taxonomy (lifecycle, journey stage, campaign IDs). Standardize objects & associations (Contacts, Companies, Deals, Tickets, Subscriptions/Payments, Custom Objects). Connect external systems with Operations Hub Data Sync and protect owner/stage fields. Track web/app actions using Behavioral Events and map milestones in Customer Journey Analytics. Use Datasets and Custom Reports to publish one journey scorecard for conversion, velocity, attribution, retention, and expansion.
Single-View Checklist
How to Build One Journey View—Step by Step
Create your journey spine first. Align on lifecycle and journey stages (e.g., Engage → MQL → Accepted → Opportunity → Won → Onboard → Adopt → Renew/Expand) with stage criteria, SLAs, and recycle/rejection codes. Choose identity keys—email for Contacts, domain + external account ID for Companies, explicit external IDs for Custom Objects—and adopt consistent campaign IDs and UTMs. This lets HubSpot stitch ads, forms, chat, web sessions, calls, tickets, subscriptions, and payments to the same people and accounts.
Next, model objects and associations so insights roll up cleanly. Require Deals to associate to the buying Company and all relevant Contacts; Tickets associate to the account and, when upsell/renewal, to the current Deal. Add Subscriptions/Payments (Commerce Hub) and any Custom Objects (e.g., licenses, product usage, partners). Enforce property validation and ownership protections to keep owners and stages authoritative, and use Ops Hub Data Sync with field-level directionality and filters so external tools can’t overwrite critical fields.
Finally, instrument and report. Capture key actions with Behavioral Events (trial started, seat added, training completed). Define journey gates in Customer Journey Analytics to visualize conversion and time between steps. Standardize math in Datasets (original source, time-in-stage, sourced vs. influenced pipeline) and publish Custom Reports and dashboards. The outcome is one journey scorecard leaders trust—showing stage conversion/velocity by segment, channel attribution, onboarding health, renewal rate, and expansion revenue.
Journey Data Model Matrix (Sample)
| Object | Identity Key(s) | Required Associations | System of Record | Critical Properties | Notes |
|---|---|---|---|---|---|
| Contact | Email, Contact ID | ↔ Company, ↔ Deals (buyer roles) | HubSpot | Lifecycle, Journey Stage, Original Source | Protect owner; block stage edits from non-CRM tools. |
| Company/Account | Domain + External Account ID | ↔ Contacts, ↔ Deals, ↔ Tickets | ERP/CRM (per field) | ICP Tier, Industry, Region | Use Data Sync filters to limit non-customers. |
| Deal/Opportunity | Deal ID | ↔ Company, ↔ Contacts (all buyers) | HubSpot | Stage, Amount, Product(s) | Time-stamp stage changes for velocity. |
| Ticket/Onboarding | Ticket ID | ↔ Company, ↔ Contact, ↔ Deal (when applicable) | CS Tool/HubSpot | Status, SLA, Category | Use for value-realization milestones. |
| Payments & Subscriptions | Payment ID / Subscription ID | ↔ Deal, ↔ Company, ↔ Contact | Commerce Hub | Amount, Term, Renewal Date | Drives revenue and retention views. |
| Custom Object (e.g., Usage) | External Product/License ID | ↔ Company, ↔ Contact | Product DB | Seats, Last Active, Milestones | Surface as Behavioral Events for journeys. |
Tip: document mapping & directionality in a shared runbook; audit owner/stage changes weekly.
Journey Scorecard (HubSpot Dashboard)
- Stage Conversion & Velocity — by segment and channel.
- Sourced vs. Influenced Pipeline/Revenue — standardized attribution.
- Time-to-First Value — onboarding milestone completion.
- Win Rate & ASP — by ICP tier and product.
- Renewal & Expansion — NRR/GRR and expansion revenue.
Frequently Asked Questions
See the Whole Journey—Decide with One Scorecard
The Pedowitz Group models your data, connects apps, instruments key moments, and builds Journey Analytics and dashboards—so every team runs on the same customer view.
Build My Journey View