Crm Data Quality

Read bulk-operations/SKILL.md first — JSONL piping, batch read, pagination, and dry-run/digest/confirm gating apply to every command below.

Property discovery

Don't guess property names. List them:

hubspot properties list --type contacts --format table
hubspot properties list --type contacts | jq -c 'select(.type=="enumeration") | {name, label}'

Same for --type companies, deals, or any custom type (hubspot objects types).

1. Find incomplete records

!name = NOT_HAS_PROPERTY (missing or empty). Bare name = HAS_PROPERTY. Within one --filter, chain with AND; multiple --filter flags are OR'd.

hubspot objects search --type contacts --filter "!email" --properties firstname,lastname,company
hubspot objects search --type contacts --filter "!phone AND !mobilephone" --properties email
hubspot objects search --type contacts --filter "!hubspot_owner_id" --properties email,lifecyclestage

For >100 results, use the pagination loop from bulk-operations.

2. Normalize field values

Search → reshape with jq → pipe into update. objects update is irreversible, so --dry-run first — the dry-run → digest → confirm flow is required at every row count, not just >100 (bulk-operations covers it end to end). Reshape patterns: bulk-operations/resources/json-patterns.md.

# Collapse spellings into one canonical value — 1. preview
hubspot objects search --type contacts --filter "company~acme" \
| jq -c '{id, properties:{company:"Acme Corporation"}}' \
| hubspot objects update --type contacts --dry-run \
| tee /tmp/normalize.preview.jsonl

# 2. lift the digest + confirm (present at every row count)
digest=$(jq -r 'select(.digest != null) | .digest' /tmp/normalize.preview.jsonl)
confirm=$(jq -r 'select(.digest != null) | .target.id' /tmp/normalize.preview.jsonl)   # single: record ID; batch of 2+: row count

# 3. execute — re-pipe the SAME inputs plus --digest/--confirm
hubspot objects search --type contacts --filter "company~acme" \
| jq -c '{id, properties:{company:"Acme Corporation"}}' \
| hubspot objects update --type contacts --digest "$digest" --confirm "$confirm"

# Lowercase emails (read, reshape, write) — 1. preview
hubspot objects search --type contacts --filter "email" --properties email \
| jq -c '{id, properties:{email: (.properties.email | ascii_downcase)}}' \
| hubspot objects update --type contacts --dry-run \
| tee /tmp/lower.preview.jsonl

# 2. lift the digest + confirm, then 3. re-pipe the SAME inputs to execute
digest=$(jq -r 'select(.digest != null) | .digest' /tmp/lower.preview.jsonl)
confirm=$(jq -r 'select(.digest != null) | .target.id' /tmp/lower.preview.jsonl)
hubspot objects search --type contacts --filter "email" --properties email \
| jq -c '{id, properties:{email: (.properties.email | ascii_downcase)}}' \
| hubspot objects update --type contacts --digest "$digest" --confirm "$confirm"

3. Dedupe with hubspot objects merge

Secondary is folded into primary and deleted. Irreversible. Dry-run/digest/confirm gating applies.

# Single pair — dry-run first, then execute with the digest + confirm (confirm = the secondary ID for one pair)
hubspot objects merge --type contacts --primary 149 --secondary 425 --dry-run
hubspot objects merge --type contacts --primary 149 --secondary 425 --digest <hash> --confirm 425

Bulk: pipe JSONL {"primary":"...","secondary":"..."} on stdin (omit --primary/--secondary).

Pagination required. objects search caps at 100 rows per call and jq -s slurps a single stream into memory — running the snippet below against a raw search will silently miss every duplicate that crosses a page boundary. Collect the full set first with the pagination loop from bulk-operations/SKILL.md (write to /tmp/contacts.jsonl), then dedupe from the file:

# /tmp/contacts.jsonl produced by the pagination loop (bulk-operations/SKILL.md)
jq -s -c '
    group_by(.properties.email)[]
    | select(length > 1)
    | sort_by(.id | tonumber)
    | .[0].id as $p | .[1:][] | {primary: $p, secondary: .id}
  ' /tmp/contacts.jsonl \
| hubspot objects merge --type contacts --dry-run | tee /tmp/merge-preview.jsonl

Lift the digest/confirm from the preview line at any size — select(.digest != null); for a batch the confirm is the pair count (.target.id), and mutation_kind is BulkData only above the 100-row threshold (RecordMutation at or below it, but the digest is present either way). Re-pipe the same producer with --digest/--confirm (see bulk-operations).

4. Audit properties

hubspot properties list (and get, batch-read) emits {name, label, type, fieldType, groupName, optionsDisplay} per row. Enum option values are exposed via properties options-list — no need to read them off a live record or the UI.

# Count properties per group (HubSpot groups standard fields; custom groups stand out)
hubspot properties list --type contacts | jq -rs 'group_by(.groupName) | map({group: .[0].groupName, count: length}) | .[]'

# All enumeration properties
hubspot properties list --type contacts | jq -c 'select(.type=="enumeration") | {name, label, fieldType}'

# Create a DQ flag property, then set it via the normalize pattern in section 2
hubspot properties create --type contacts --name dq_missing_phone --label "DQ: Missing Phone" --prop-type string --field-type text

Enum options — list and manage (properties options-*, v0.11.0)

# List the allowed options on an enumeration property
hubspot properties options-list --type contacts hs_buying_role
# each row: {"value":"EVALUATOR","label":"Evaluator","displayOrder":9,"hidden":false}

# Add / rename / remove an option (options-delete is irreversible — dry-run → digest → confirm, confirm = the option value)
hubspot properties options-create --type contacts hs_buying_role --label "Evaluator" --value EVALUATOR --display-order 9
hubspot properties options-update --type contacts hs_buying_role --value EVALUATOR --label "New Label"
hubspot properties options-delete --type contacts hs_buying_role --value EVALUATOR --dry-run
hubspot properties options-delete --type contacts hs_buying_role --value EVALUATOR --digest <hash> --confirm EVALUATOR

HubSpot-defined properties with read-only options reject options-create/update/delete before the API is called.

Recovery

Merge is irreversible. After any merge, hubspot history --since 1h captures the audit trail. If wrong direction, restore the secondary from the UI's recycle bin.