> ## Documentation Index
> Fetch the complete documentation index at: https://docs.invoca.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Invoca for HubSpot: Integration Overview

> Send call and Signal data into HubSpot Contact records, using either a Form Submission or a Direct API integration.

Invoca is a call tracking and conversational analytics solution that attributes inbound calls to digital campaigns. HubSpot is a CRM platform that helps sales and marketing teams track customers, contacts, and prospects through every stage of conversion.

Together, the Invoca and HubSpot integration connects your accounts so that whenever a customer calls your business through an Invoca phone number, Invoca sends data about that call — including any conversions ("Signals") from that call — into HubSpot, where it's added to the customer's Contact record.

## What this integration lets you do

* **Segment your HubSpot Contacts** by their phone calls and call outcomes, to better personalize outreach.
* **Score your Contacts** to focus on the right leads as they move through your funnel.
* **Understand the marketing story behind your deals** — see which campaigns, pages, and channels drive customers to call your business.

## How the integration works, at a high level

Regardless of which setup option you choose, the integration works the same way under the hood:

1. **You define a firing rule in Invoca** — for example, all completed calls, or calls where a specific Signal occurs.
2. **Invoca tries to match the caller to a HubSpot Contact.** Depending on the option you choose, Invoca matches on caller ID (phone number), email, and/or a HubSpot cookie ID (`hubspotutk`) captured on your website.
3. **Invoca sends call and Signal data to HubSpot**, where it's written to the matched Contact's record.

Both options require the same two pieces of HubSpot account information: your **HubSpot Portal ID** and a **HubSpot Private App Access Token** scoped to the Contacts object. Both also benefit from capturing the `hubspotutk` cookie ID as an Invoca Marketing Data field, which ties a phone call back to the caller's digital journey on your site before they called.

## Two ways to integrate

Invoca offers two methods for sending call and Signal data to HubSpot. They send the same underlying data, but differ in how it's delivered and how Contacts are matched and created.

|                                 | Form Submission Integration                                                                                           | Direct API Integration                                                                                                                |
| :------------------------------ | :-------------------------------------------------------------------------------------------------------------------- | :------------------------------------------------------------------------------------------------------------------------------------ |
| **How data arrives in HubSpot** | As a Form Submission, attached to the Contact's activity timeline                                                     | Written directly to custom fields on the Contact record                                                                               |
| **Creates new Contacts?**       | No, by default (HubSpot can be configured to create one from an unmatched form submission)                            | Yes, automatically, when no matching Contact is found                                                                                 |
| **Matches on**                  | Caller ID (phone) and/or `hubspotutk` cookie                                                                          | Email and/or phone number                                                                                                             |
| **Multiple matches found**      | Not applicable — form submission is still recorded                                                                    | Invoca skips the record to avoid overwriting the wrong Contact                                                                        |
| **Good fit if you…**            | Want a lightweight setup using HubSpot Forms, and mainly want visibility into calls tied to Contacts you already have | Want Invoca to actively create and update Contact records, with data in dedicated custom properties rather than a form submission log |

### Option 1: Form Submission Integration

This method sends Invoca call and Signal data into HubSpot as a submission to a dedicated HubSpot form — the original, form-based approach. Data appears on the Contact timeline as a form submission activity.

### Option 2: Direct API Integration

This method uses the HubSpot Contacts API to search for, create, and update Contact records directly with call and Signal data, stored in custom Contact properties.

## Which option should I choose?

Both options are fully supported. As a general rule, choose the **Form Submission Integration** if you want the simplest setup and are comfortable working with call data through a form submission activity feed. Choose the **Direct API Integration** if you want Invoca to automatically create Contacts for unmatched callers and prefer dedicated custom properties over a form log.

If you're not sure which is the best fit, reach out to your account team or [support@invoca.com](mailto:support@invoca.com) for a consultation.