A glossary of key terms for understanding integrations, with a focus on HubSpot, Integration Glue, and core concepts like sync methods, objects, workflows, and system limits.
🔧 Core Integration Terms
1. API (Application Programming Interface)
A set of rules and protocols that allow systems to communicate and share data. APIs are the foundation for most integrations.
2. Endpoint
A specific function or data resource accessible via an API (e.g., /contacts, /deals). Used to send or retrieve specific types of data.
3. Webhook
A way to automatically push data to another system in real time when certain events occur (e.g., new contact created).
4. Middleware
A software layer or platform that connects systems, manages data flow, and often includes transformation and error handling capabilities.
5. Integration Glue
Our integration partner and framework provider. Integration Glue supplies the architecture we use to build and run secure, scalable, and custom integration solutions between HubSpot and external systems. Their platform handles syncing, transformation logic, error handling, scheduling, and system authentication.
6. Sync (Synchronization)
The process of ensuring that data stays consistent between systems.
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One-way sync: Data flows in a single direction.
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Two-way sync: Data updates are exchanged between systems.
7. Source of Truth (System of Record)
The authoritative system where a piece of data is originally created or maintained. Determines which system’s data takes precedence during syncs.
8. Data Mapping
The act of aligning fields between two systems so the right information ends up in the right place (e.g., email in one system maps to Email in HubSpot).
9. Transformation Logic
Rules applied to reformat or convert data as it moves between systems — for example, formatting dates, converting currencies, or combining fields.
10. ETL (Extract, Transform, Load)
A classic method for data processing: extract from the source, transform as needed, and load into the destination system.
11. Scheduled Task
A recurring automated process that runs at a predefined cadence (e.g., every 15 minutes, hourly, nightly) to fetch, compare, and update data between systems.
Scheduled tasks are used when real-time syncing (e.g., webhooks) is not required or not available. Choosing the right cadence balances system load and data freshness. For example:
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Near real time (e.g., every 5 minutes) for operational data
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Low-frequency (e.g., hourly, daily, weekly) for reporting or bulk syncs
12. Rate/API Limiting
API-imposed restrictions on how many requests you can make in a given time period (e.g., 1000 requests per hour). Exceeding limits can cause errors or delays.
13. Error Handling / Logging
Mechanisms to detect, record, and report problems in an integration (e.g., failed syncs, malformed data). Critical for support and stability.
14. Payload
The actual data being transferred in an API call, typically formatted in JSON or XML.
15. JSON (JavaScript Object Notation)
A lightweight data-interchange format commonly used in APIs for structured data.
16. Delta Sync
Only synchronises records that have changed since the last update — efficient for large datasets.
17. Full Sync
Synchronises all data regardless of whether it’s been updated or not — often used for initial loads or audits.
18. Retry Logic
The process of automatically retrying failed requests due to temporary issues like timeouts or connection problems.
19. Throttling
Purposefully slowing down requests to avoid breaching rate limits or overloading systems.
20. API Versioning
Maintaining multiple versions of an API (e.g., v1, v2) to support compatibility over time.
21. Latency
The time delay between when a change occurs in one system and when it’s reflected in the other.
🧩 HubSpot-Specific Terms
22. Object
A core data type in HubSpot. Standard CRM objects include:
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Contacts (individuals)
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Companies (organisations)
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Deals (sales opportunities)
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Tickets (support requests)
Custom objects can be created for unique business cases. -
Invoices (billing and payment information)
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Line Items (individual products or services listed on an invoice or deal)
- Custom Object (A bespoke object created to model unique business entities - fully supported in integrations)
23. Record
A single instance of an object (e.g., one Contact (John Doe) = one record).
24. Property
A field that stores specific data on a record. For example, a Contact may have First Name, Email, or Lifecycle Stage.
25. Property Group
A way of grouping properties for better UI organisation in HubSpot.
26. Association
A link between two records — e.g., a Contact associated with a Company or a Deal. HubSpot supports labelled associations like “Decision Maker”.
27. Workflow
A tool for automating actions in HubSpot. Can be used for internal automation (e.g., updating records), customer-facing automation (e.g., emails), or external integration triggers (e.g., calling webhooks).
28. Pipeline
A structured series of stages (e.g., for Deals or Tickets) used to track progress and drive automation or reporting.