Understanding HubSpot custom field mapping and visibility in Unify

Last updated: March 19, 2026

When working with HubSpot integrations in Unify, you may notice that some custom fields behave differently than expected. This article explains how custom fields from HubSpot sync to Unify and what limitations exist for field mapping and display.

How custom fields sync from HubSpot to Unify

Custom fields created in HubSpot will sync to Unify, but their functionality depends on how they were created and populated:

  • Standard HubSpot custom fields: These fields can be mapped in Unify's field mapping interface and displayed as columns in audience views

  • Third-party integration fields: Custom fields populated by external tools (like web visitor identification services) will sync to Unify but have limited display capabilities

Limitations with third-party populated fields

If you're using third-party tools that create and populate custom fields in HubSpot, be aware of these limitations in Unify:

  • These fields cannot be displayed as columns in audience views or list views

  • They can still be used for audience creation and filtering, as long as they are supported field types

  • Fields that aren't mapped in person-level mappings won't appear in list views

Special considerations for web activity fields

Unify's "Last Web Activity" field has specific requirements:

  • It can only be populated by Unify's own web tracking system

  • External web activity data from other providers cannot be mapped to this field

  • If you need to track web activity from third-party tools, you'll need to use those tools' custom fields for audience filtering

Working with custom fields for audience creation

Even if custom fields don't appear as viewable columns, you can still leverage them effectively:

  1. Use custom fields to create targeted audiences based on specific criteria

  2. Filter audiences using custom field values (for example, "Last page viewed: Pricing")

  3. Combine multiple custom fields to create sophisticated audience segments

Best practices

  • Test field mapping after creating new custom fields in HubSpot

  • Use Unify's native tracking for web activity data when possible

  • Focus on audience creation rather than column display for third-party populated fields

  • Verify that custom fields contain supported data types for optimal functionality