Unleashing the Power of Google Scripts and HubSpot API for Seamless Automations

In the modern business landscape, automation is no longer a luxury — it is a necessity. For firms that rely on HubSpot as their CRM and Google Workspace for daily operations, the combination of Google Apps Script and the HubSpot API creates a powerful bridge between these two ecosystems.

At Goodwood Consulting, we frequently build custom integrations using this combination, particularly for financial services clients with complex data requirements that go beyond what native integrations can handle.

Why Google Scripts + HubSpot API?

Google Apps Script provides a free, serverless runtime environment that is deeply integrated with Google Workspace products. Combined with HubSpot's comprehensive API, this pairing offers several advantages:

• Zero Infrastructure Cost — Google Apps Script runs on Google's servers with generous free-tier limits, eliminating the need for dedicated hosting or cloud functions for many automation tasks
• Native Google Workspace Integration — direct access to Google Sheets, Gmail, Google Drive, and Google Calendar without additional authentication or setup
• Time-Based Triggers — built-in scheduling capabilities that allow automations to run at specific intervals without external cron services
• Rapid Development — JavaScript-based scripting with a built-in IDE, debugging tools, and version control makes prototyping and iteration fast

Use Case 1: Automating Data Feeds for ETF Sponsor Websites

The Challenge

ETF sponsors need to display up-to-date fund performance data, holdings information, and distribution details on their investor-facing websites. This data often originates from multiple sources: custodians, fund administrators, and internal systems. Manually updating website content is time-consuming, error-prone, and creates compliance risk.

The Solution

We built a Google Apps Script automation that pulls fund data from structured Google Sheets (maintained by the operations team or populated by custodian feeds), transforms it into the required format, and pushes it to both HubSpot (for CRM record updates) and the website CMS via API.

The script runs on a scheduled trigger, ensuring that fund data on the website is always within 24 hours of the source data. Error handling and notification logic alerts the operations team if any data validation checks fail, preventing stale or incorrect data from reaching the public website.

Use Case 2: Complex Workflow Automations for Custom Objects

The Challenge

HubSpot's native workflow engine is powerful, but it has limitations when dealing with complex custom object relationships, conditional logic spanning multiple objects, or operations that require data aggregation across many records.

The Solution

Google Apps Script can serve as an external workflow engine that interacts with HubSpot's Custom Object API to perform operations that would be difficult or impossible within native workflows. Examples include:

• Aggregating data across multiple custom object records and writing summaries to a parent record
• Performing complex calculations (weighted averages, running totals, vintage-year groupings) that exceed HubSpot's calculated property capabilities
• Orchestrating multi-step processes that require conditional branching based on data from multiple objects
• Generating formatted reports in Google Sheets from HubSpot custom object data

Use Case 3: Integrating HubSpot with External Systems

Many financial services firms use specialized tools for portfolio management, compliance, and reporting that are not available in HubSpot's native integration marketplace. Google Apps Script can serve as lightweight middleware, connecting HubSpot with these external systems through their respective APIs.

We have built integrations that sync data between HubSpot and portfolio management systems, pull compliance data from external databases into HubSpot contact records, and push deal data from HubSpot into financial planning tools. The Google Apps Script layer handles authentication, data transformation, error handling, and logging.

Best Practices

• Error Handling — always implement comprehensive error handling and notification logic. API calls can fail for many reasons, and silent failures lead to data integrity issues
• Rate Limiting — respect HubSpot's API rate limits by implementing exponential backoff and batch operations where possible
• Logging — maintain detailed logs of all API interactions for debugging and audit purposes. Google Sheets can serve as a simple but effective log destination
• Security — store API keys and sensitive credentials in Google Apps Script's Properties Service rather than hardcoding them in your scripts
• Testing — use HubSpot's sandbox environment for development and testing before deploying automations against production data