Platform module
Database Record Health
16 automated checks to find missing fields, duplicates, invalid emails, and data hygiene issues corrupting your reporting.
Audit results
16 checks · live
Missing required properties
23% of contacts created in the last 30 days are missing the Country property.
Duplicate contact detection
847 contact pairs share the same email or normalized phone number.
Bounced email accumulation
412 contacts with hard-bounced emails are still active in marketing lists.
+13 more findings
Why does HubSpot database health matter?
Bad data is the silent killer of RevOps. When contacts are missing emails, companies lack key fields, or duplicates skew attribution, your team loses trust in the CRM. Marketing segments become unreliable, sales pipelines inflate, and leadership makes decisions on numbers that don't reflect reality.
Sample findings
Examples from a real database audit
Every check produces a finding with severity, an impact estimate, and a step-by-step fix.
Missing required properties
23% of contacts created in the last 30 days are missing the Country property.
Estimated Impact
Geo-based segmentation broken for 1,200 new contacts.
Solution
Mark Country as required on all contact-creating forms and imports.
Duplicate contact detection
847 contact pairs share the same email or normalized phone number.
Estimated Impact
Inflated contact counts and split engagement history.
Solution
Use HubSpot's duplicate manager or a one-time merge automation.
Bounced email accumulation
412 contacts with hard-bounced emails are still active in marketing lists.
Estimated Impact
Sender reputation risk and wasted email sends.
Solution
Auto-suppress hard-bounced contacts from all active marketing lists.
All 16 checks in this module
Featured findings above are 3 of the most impactful. Here's the complete list.
Questions
Database audit questions
How do I clean up dirty HubSpot data?
Start by finding what is broken rather than bulk-editing. A database audit surfaces missing required properties, duplicate contacts and companies, invalid and hard-bounced email addresses, and records with no owner. Fix in that order — deduplication first, then required fields — because deduplicating after a bulk update means redoing the update.
How do I find duplicate contacts in HubSpot?
HubSpot's built-in duplicate manager matches on email and name, which misses duplicates created by different email addresses for the same person or by integrations writing company records twice. RevTrace checks for duplicates across contacts and companies using multiple property signals and reports how many records are affected before you merge.
Why does bounced email data matter in a CRM?
Hard bounces accumulate silently and drag down deliverability for everyone in your database, because mailbox providers score your sending domain on the whole list. Bounced contacts also inflate your database size and your HubSpot tier costs. The audit reports how many bounced addresses are still active in your portal.
What are required properties in HubSpot and why are they missing?
Required properties are the fields your reporting and routing depend on — owner, lifecycle stage, country, industry. They go missing when records enter through channels that do not enforce them: CSV imports, integrations, and API writes all bypass form validation. RevTrace reports fill rates per property so you can see which entry path is leaking.
Database module
16
automated checks
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