Troubleshooting HubSpot audience filters and properties not updating in Unify

If your HubSpot properties aren't appearing in Unify audience filters or your audience targeting isn't working as expected, there are several common causes and solutions to resolve these issues.

Common Requirements for HubSpot Properties in Unify

For HubSpot properties to work properly in Unify audiences, they must meet these requirements:

• Contacts must have email addresses - Unify uses email domains for deduplication and requires email addresses for data ingestion from HubSpot

• At least one record must have the field populated - Empty properties will not be available for filtering even if they exist in HubSpot

• Only single-select picklist fields are supported - Multi-select picklist fields cannot be used as audience criteria

Troubleshooting Missing Properties

If a HubSpot property isn't appearing in your Unify audience filters, check the following:

1. Verify field population: Ensure at least one contact or company record has a value in this field

2. Check field type: Confirm the property is a single-select field, not multi-select

3. Validate email addresses: Make sure the contacts using this property have email addresses populated

4. Understand property visibility limitations: Some HubSpot properties may be available for creating audiences and filtering conditions but cannot be displayed as columns in audience views. If you can use a property in audience filters but don’t see it as an available column, this is expected behavior for certain field types.

Troubleshooting Unexpected Companies in Audience Previews

If you see companies appearing in your audience preview that don't seem to match your filter criteria, the most common cause is linked or duplicate HubSpot company records sharing the same domain.

How Unify evaluates linked records:

Unify groups company records that share the same domain. When evaluating audience criteria, if ANY linked record matches your filters, the company will appear in the audience—even if other linked records show different field values.

To troubleshoot this issue:

1. Open the company in Unify and check the Linked Records tab to see if multiple HubSpot company records are associated with the same domain

2. Review the filter field values (e.g., lifecycle stage, engagement status) on each linked HubSpot company record

3. Identify which linked record has the matching values that caused the company to appear in your audience

4. If needed, merge or align duplicate records in HubSpot so the key fields are consistent across all records for that domain

This is expected behavior—Unify is working correctly when it includes companies based on any matching linked record.

Working with Multi-Select Properties

Since multi-select properties aren't supported in Unify, you'll need to create a workaround:

1. Create a new single-select property in HubSpot as an alternative to your multi-select field

2. Populate at least one record with a value in this new single-select field

3. Wait approximately 30 minutes for the new property and its values to sync to Unify

4. Use the new single-select property in your audience filters

Handling Contacts Without Email Addresses

If you have contacts or companies in HubSpot without email addresses that need to be included in Unify audiences:

1. Export these records as a CSV file from HubSpot

2. Upload the CSV to Unify

3. Use the enrichment feature to add missing email information

This enrichment process helps populate email data for records that would otherwise be rejected during the standard ingestion process.

Still Having Issues?

If your properties still aren't appearing after following these steps, allow up to 30 minutes for changes to sync between HubSpot and Unify. Property updates and new field creation may take time to reflect in your audience filter options.

Using Properties for Filtering vs. Display

HubSpot properties in Unify can be used in two ways, and not all properties support both:

• Filtering and audience creation: Most HubSpot properties that meet the basic requirements (populated, correct field type, contacts have emails) can be used to create audiences or filter conditions

• Column display: Some properties may not be available as displayable columns in audience views, even though they can be used for filtering

If you can successfully create an audience using a specific HubSpot property but don’t see it as an available column option, the property is working correctly—it's simply not supported for column display. You can still use it effectively for audience targeting and segmentation.