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Security and identity ⇄ CRM

Azure Active Directory to HubSpot integration — real-time, two-way sync

Keep Azure Active Directory and HubSpot in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Adopted by fast-scaling companies moving mission-critical data in real time

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Why teams connect Azure Active Directory and HubSpot

Keep the people HubSpot and Azure Active Directory both track in agreement in real time: the internal users who own records in HubSpot, and the customer login accounts in Azure Active Directory.

A CRM and an identity system usually describe different populations. HubSpot tracks customers, contacts, and the deals in motion; Azure Active Directory governs who is allowed to sign in and what they can reach. Where the two meet is people. The reps who own records in HubSpot are the same employees Azure Active Directory provisions and disables, and when Azure Active Directory also runs the login accounts for your product, the customers in HubSpot are the same users Azure Active Directory authenticates. Left unconnected, a departure in Azure Active Directory leaves stale ownership sitting in HubSpot, and a signup in Azure Active Directory never reaches the account it belongs to.

Stacksync syncs Ticket, Quote, Goal, Owner in HubSpot with Service principals, Directory roles, Devices, Users in Azure Active Directory in real time and in both directions, matching on email or an external ID and mapping field by field. You decide which system owns which fields, and new users, role and group changes, deactivations, and account status move within seconds instead of waiting on a quarterly access review or a manual export.

Common use cases

  • 01 Sync HubSpot Tickets with an internal support database to unify service reporting across channels.
  • 02 Push product signup and usage events into HubSpot contact properties to drive lifecycle marketing segmentation.
  • 03 Replicate Groups and their Members into a Postgres warehouse for access reviews and entitlement reporting.
  • 04 Mirror Applications and Service principals into a database or CMDB to track app ownership and credential expiry.

Common sync patterns

Where Azure Active Directory governs your workforce: CRM users kept current

New employees in Azure Active Directory become active users in HubSpot with the right role, and group or department changes update their access and team, so the CRM's user list matches the directory without an admin re-keying it.

Deactivation and record hand-off

When someone is disabled in Azure Active Directory, the matching user in HubSpot is deactivated too, and the accounts, contacts, and deals they owned are flagged for reassignment, so nothing goes unattended after they leave.

Where Azure Active Directory runs customer login accounts: identity on the customer record

Signup, account status, multi-factor enrollment, and last-login from Azure Active Directory land on the matching contact or account in HubSpot, so go-to-market teams see who has actually activated and who has gone dormant.

What you can sync between Azure Active Directory and HubSpot

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure Active Directory objects HubSpot objects How this pairing syncs
Devices /devices registered or joined to the tenant; typically read-only into asset and security databases. Pipeline Synced with incremental and full sync per the Stacksync docs. Devices is specific to Azure Active Directory and Pipeline to HubSpot — each maps to any object or custom field on the other side.
Users /users in Microsoft Graph; synced two-way — profile attributes, accountEnabled, and assignedLicenses are read out while provisioning writes (create, update, disable, delete) are pushed back. Stages Synced with incremental and full sync per the Stacksync docs. Users is specific to Azure Active Directory and Stages to HubSpot — each maps to any object or custom field on the other side.
Groups /groups covering security and Microsoft 365 groups; created, updated, and deleted through Graph, and read into warehouses for entitlement reporting. Audit Synced with incremental and full sync per the Stacksync docs. Groups is specific to Azure Active Directory and Audit to HubSpot — each maps to any object or custom field on the other side.
Group memberships Member and owner relationships on /groups/{id}/members; added and removed via the $ref endpoint and tracked for changes with delta query on $select=members. Contact Synced with incremental and full sync per the Stacksync docs. Group memberships is specific to Azure Active Directory and Contact to HubSpot — each maps to any object or custom field on the other side.
Applications App registrations under /applications; usually read into a database or CMDB for app ownership and credential-expiry tracking. Company Synced with incremental and full sync per the Stacksync docs. Applications is specific to Azure Active Directory and Company to HubSpot — each maps to any object or custom field on the other side.
Service principals /servicePrincipals (enterprise apps) plus appRoleAssignments; read for app inventory and access-posture reporting. Deal Synced with incremental and full sync per the Stacksync docs. Service principals is specific to Azure Active Directory and Deal to HubSpot — each maps to any object or custom field on the other side.

How changes propagate between Azure Active Directory and HubSpot

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure Active Directory HubSpot Sub-second propagation

DetectionAzure Active Directory notifies Stacksync of record changes through webhook events. Microsoft Graph delta query (deltaLink tokens returning only changed users and groups, with @removed deletions) paired with change-notification.

DeliveryEach detected change is written to HubSpot through its API, with automatic retries and rate-limit backoff.

HubSpot Azure Active Directory Sub-second propagation

DetectionHubSpot pushes changes as they happen — webhook events backed by change data capture. Records: incremental near-real-time change tracking.

DeliveryEach detected change is written to Azure Active Directory through its API, with automatic retries and rate-limit backoff.

Rate-limit considerations

  • Azure Active Directory: Resource-unit throttling: roughly 8,000 ResourceUnits per 10 seconds per app for reads on tenants over 500 users, writes near 3,000 requests per 2.5 minutes; 429 responses include a Retry-After header.
  • HubSpot: Request limits vary by subscription tier and API type.
What ships with Azure Active Directory ⇄ HubSpot

Connect Azure Active Directory and HubSpot for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure Active Directory–HubSpot connection.

Real-time

Two-way sync

Changes in Azure Active Directory or HubSpot instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure Active Directory or HubSpot data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure Active Directory or HubSpot record.

Observability

Monitoring

Track your Azure Active Directory ⇄ HubSpot sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure Active Directory and HubSpot.

How the Azure Active Directory and HubSpot connectors work

Azure Active Directory

Integration surface
Microsoft Graph REST API (v1.0)
Authentication
OAuth 2.0 via the Microsoft identity platform using an Entra ID app registration; app-only (client credentials) or delegated flows, with directory scopes such as User.ReadWrite.All and Group.ReadWrite.All requiring tenant admin consent
Change detection
Microsoft Graph delta query (deltaLink tokens returning only changed users and groups, with @removed deletions) paired with change-notification webhook subscriptions for near-real-time push
Capabilities
read · write · webhooks
Rate limits
Resource-unit throttling: roughly 8,000 ResourceUnits per 10 seconds per app for reads on tenants over 500 users, writes near 3,000 requests per 2.5 minutes; 429 responses include a Retry-After header

HubSpot

Integration surface
REST API (CRM v3)
Authentication
OAuth (choose HubSpot account and authorize Stacksync); requires a HubSpot 'Super Admin' to grant access; optional "Grant access to sensitive fields" checkbox for sensitive/highly sensitive fields
Change detection
Records: incremental near-real-time change tracking. Associations: HubSpot has no native association CDC
Capabilities
read · write · CDC · webhooks
Rate limits
Request limits vary by subscription tier and API type.
HubSpot setup guide
How it works

How to connect Azure Active Directory to HubSpot — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure Active Directory and HubSpot with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure Active Directory connected
    HubSpot connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure Active Directory and HubSpot objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure Active Directory ⇄ HubSpot
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure Active Directory HubSpot
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure Active Directory and HubSpot integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

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SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

Every pair below is a real-time, two-way sync. Search all 534 integrations available for Azure Active Directory and HubSpot.

Popular · 7 of 534
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