What This Update Actually Is
Selective sync for Salesforce objects is a new filtering layer inside the HubSpot-Salesforce integration. You set criteria in your Salesforce app settings. Any Salesforce object that matches those criteria syncs to HubSpot. Any object that doesn't match gets skipped entirely.
Think of it like HubSpot's inclusion lists, but applied on the Salesforce side of the pipe. Before this update, that kind of control only existed once data had already entered HubSpot. Now you can stop unwanted records before they ever cross the threshold.
It's available today for custom objects, tickets, and companies and deals once those are upgraded to v2. Support for contacts is coming later in 2026. This update is included in Professional and Enterprise tiers across Marketing Hub, Sales Hub, Service Hub, Content Hub, and Smart CRM.
Why HubSpot Shipped This
The HubSpot-Salesforce integration has always had an asymmetry problem. HubSpot gave you inclusion lists to control what synced from HubSpot to Salesforce. But Salesforce flowing into HubSpot? That was harder to govern cleanly.
The old workaround was setting up a dedicated integration user in Salesforce. That user's visibility and permissions controlled what data HubSpot could see. It worked, but it required Salesforce admin involvement, licensing considerations, and ongoing maintenance. Most mid-market teams either set it up wrong or skipped it entirely.
The result was predictable. Junk Salesforce records cluttering HubSpot. Closed-lost deals from three years ago syncing into active CRM views. Test objects polluting reports. Humans spending hours cleaning up data they never wanted in the first place.
This update addresses that directly. It also fits HubSpot's broader push to rebuild the Salesforce sync engine on sturdier foundations. If you haven't read about that longer-term effort, the context matters for how you plan your integration setup over the next 18 months.
We covered the full scope of that engine rebuild in HubSpot Salesforce Integration, Take 2: 12 Years Later, the Engine Is Finally Getting Rebuilt. Selective sync is one piece of a much larger picture.
How to Use It Step by Step
- Go to Settings in your HubSpot portal and navigate to Integrations, then Salesforce.
- Open the Salesforce app settings. Look for the Selective Sync option. It sits in the same area where you'd manage your sync rules for each object type.
- Choose the object type you want to filter: custom objects, tickets, companies, or deals. Companies and deals require the v2 upgrade first.
- Set your filter criteria. These work like inclusion list logic: define the field conditions a Salesforce object must meet to be eligible for sync.
- Save your filters and test with a known Salesforce record. Confirm it either syncs or is correctly excluded based on your criteria.
- Document your filter logic in your integration runbook. When contacts become available later this year, you'll want to replicate the same discipline to that object too.
One important caveat: this does not retroactively remove Salesforce records that already synced before you set these filters. You're controlling the flow going forward. Existing records will need separate cleanup if they don't belong in your portal.
What It Touches in Your HubSpot Strategy
This update has ripple effects across more than just your integration settings. Here's where it actually shows up in your day-to-day operations.
Data quality in your CRM gets a direct benefit. Fewer unwanted records means cleaner lists, more accurate segmentation, and reports you can actually trust. If your team relies on deal or company data for forecasting, this filter is load-bearing for that accuracy.
Key Takeaway
Selective sync doesn't replace good data hygiene practices, but it does stop a major source of incoming noise. Set your filters before your next Salesforce data push, not after.
Workflows and automation also benefit. When bad records don't enter HubSpot, they can't accidentally trigger enrollment criteria. That's especially relevant for ticket-based workflows in Service Hub or deal-stage automations in Sales Hub.
Your Salesforce admin relationship gets simpler too. You no longer need a dedicated integration user just to gate what comes through. That removes a dependency that slowed down integration changes for a lot of teams.
Custom objects see an immediate win here. These are often the most inconsistently governed object type in a dual-CRM setup. Giving HubSpot admins filter control over which custom objects arrive is overdue.
Key Takeaway
If you've already upgraded companies and deals to v2 as part of the Salesforce sync engine rebuild, selective sync is now available for those objects. If you haven't upgraded yet, that's your next priority.
For teams managing data accuracy across a dual-CRM stack, this pairs well with HubSpot's recently added ability to revert individual property values. If something does slip through, you now have faster tools to correct it.
We covered that fix in detail in Revert Single Properties in HubSpot: Fix Data Mistakes Fast. Together, these two updates give RevOps teams a much tighter grip on data integrity.
Who Should Care Most
Not every HubSpot user needs to act on this immediately. But for certain roles and company profiles, this is a high-priority configuration change.
- RevOps leaders running a dual-CRM environment who have complained about data quality since the integration was first set up.
- HubSpot admins who were previously blocked from controlling Salesforce-side sync without looping in a Salesforce admin.
- Sales ops teams where deal and company data integrity directly affects pipeline reporting and forecasting accuracy.
- Service teams using HubSpot for ticket management who don't want Salesforce case records syncing in unless they meet specific criteria.
- Growing companies on Professional or Enterprise plans preparing for a more mature integration setup as they scale.
If you're on Starter or Free, this one isn't available yet. And if your company runs HubSpot only with no Salesforce connection, you can move on. This is a targeted fix for a specific pain point.
George's Take
I've been inside enough dual-CRM portals to know that the Salesforce-HubSpot sync is where data hygiene goes to die. The integration user workaround was never intuitive, and most teams either misconfigured it or gave up on it entirely. This update closes a real gap. It puts filter control in the hands of the humans who actually manage HubSpot day to day, instead of requiring a Salesforce admin on speed dial. My recommendation: don't wait for contacts support to arrive later this year before you start building the habit. Set your filters for the objects that are available now, document your logic, and be ready to extend that same discipline to contacts when it ships.
“The integration user workaround was never intuitive. Selective sync puts filter control back in the hands of the humans who actually live in HubSpot every day.”
Ready to Clean Up Your Salesforce Sync for Good?
Selective sync is a powerful control, but it works best when your broader integration architecture is sound. If your HubSpot-Salesforce setup has accumulated years of workarounds, mismatched field mappings, and records you're not sure belong anywhere, a focused integration audit can save your team hundreds of hours.
The Sidekick team has walked dozens of RevOps and marketing ops leaders through exactly this kind of cleanup. We know where the bodies are buried in a dual-CRM portal, and we know the fastest path from messy to clean. Book a strategy call and let's look at your integration together.
Frequently Asked Questions
What is selective sync for Salesforce objects in HubSpot?
Selective sync lets you set filter criteria inside your HubSpot Salesforce app settings. Only Salesforce objects that match your filters will sync to HubSpot. Objects that don't match are skipped. It works similarly to HubSpot's inclusion lists but applies specifically to records coming in from the Salesforce side of the integration.
Which Salesforce objects support selective sync right now?
As of June 2026, selective sync is available for custom objects and tickets. Companies and deals are supported once you've upgraded those object types to v2 within the integration. Support for contacts is planned later in 2026. Check your Salesforce app settings in HubSpot for availability on your account.
Do I still need a Salesforce integration user to control what syncs to HubSpot?
No. Selective sync removes the strict requirement to set up a dedicated Salesforce integration user just to gate incoming data. You can now define filter logic directly inside HubSpot's Salesforce app settings. That said, integration users may still serve other governance purposes depending on your Salesforce configuration.
Will selective sync remove Salesforce records that already synced to HubSpot?
No. Selective sync controls the flow of new records going forward. Records that already synced to HubSpot before you set your filters will remain in your portal. You'll need to clean up existing unwanted records separately using HubSpot's bulk delete tools or manual record management.
Which HubSpot plans include selective sync for Salesforce?
Selective sync is available on Professional and Enterprise tiers of Marketing Hub, Sales Hub, Service Hub, Content Hub, and Smart CRM. It's not available on Free or Starter plans. If you're unsure whether your account qualifies, check the Salesforce integration settings inside your HubSpot portal.
How does selective sync differ from HubSpot's inclusion lists?
Inclusion lists in HubSpot control which HubSpot records sync outward to Salesforce. Selective sync flips that: it controls which Salesforce records are allowed to sync inward to HubSpot. They work on the same filter logic principle but operate on opposite sides of the integration pipeline.
