Unlocking Marketing ROI with Aircall & HubSpot Integration

We all know that proving the value of marketing efforts to the wider business is difficult when tools don’t talk to each other properly. Even so, properly integrating platforms like Aircall and HubSpot gets pushed down the to-do list because it’s fiddly. Often, no one has the time or technical expertise to vet third-party integrations properly, let alone set them up and test them.

As a result, you lose valuable insight. You can’t attribute phone conversations to lead activity, and Sales and Marketing operate on slightly different versions of the truth. 

But a reliable integration between Aircall and HubSpot can make all the difference.

At MarCloud, we support marketing teams using HubSpot to clean up their data, connect their tools, and set up integrations that work, so they can focus on strategy, creativity, and delivering campaigns on time. Here’s what we’ve learnt when it comes to the Aircall HubSpot integration, and why it’s worth prioritising sooner rather than later.

Aircall is a cloud-based phone system designed for businesses that need something more sophisticated than a basic VoIP. It’s especially popular with sales and support teams who want a simple way to manage calls, log notes, and track activity across teams and regions.

HubSpot, of course, is your CRM and marketing platform. Ideally, it’s the place where all your prospect and customer data lives.

When you integrate Aircall with HubSpot, the two tools sync up so that your call activity feeds directly into the contact records, deals, and reporting dashboards you’re already using. This means you no longer have to rely on colleagues remembering to add notes manually, and your reporting becomes more complete without extra admin.

In true marketing style, I’m going to answer with yes… but.

HubSpot has an out-of-the-box integration for Aircall that allows you to sync data (using Data Sync by Hubspot) and log basic call activities within HubSpot. The sync is two-way and in real time, with default field mapping.

However, any more advanced functionality requires a custom integration. For example, if you wanted to sync custom fields, manage SMS opt-outs, or have unique logic for managing call tracking within HubSpot. This is when an expert should support your Aircall integration.

Let’s take a closer look at some of the practical benefits this integration can bring:

1. Call data where it belongs

Every inbound and outbound call made through Aircall can be automatically logged against the relevant contact in HubSpot, along with the call recording, notes, and outcome. That’s a win for data integrity and a major time-saver for your team.

2. Better attribution and ROI tracking

If your sales team is speaking to leads generated by a marketing campaign, you want to be able to show that connection. When call data sits in a silo, this isn’t easy. But when it flows into HubSpot, you can attribute outcomes to touchpoints and prove the impact of marketing with more confidence.

3. Shared context across teams

The integration helps bridge the gap between marketing, sales, and support. Everyone can see a full history of communication in one place, which makes for better handovers and more joined-up customer experiences.

4. More efficient workflows

With features like click-to-dial directly from HubSpot and automatic call logging, your sales team can work faster. That includes creating tasks, triggering follow-up sequences, or updating lifecycle stages based on call outcomes.

5. Stronger reporting

Call data can feed into HubSpot’s custom reports and dashboards. This allows you to analyse call volumes, conversion rates, campaign influence, and more, without exporting data from different systems and stitching it together manually (which comes with a number of risks!).

As useful as the readymade Aircall to HubSpot integration is, it’s not always plug-and-play. We’ve helped teams who’ve tried to set it up themselves and run into issues like contacts not syncing properly, reporting fields missing, or workflows failing to trigger.

Here are some common stumbling blocks:

• Duplicate records: If your HubSpot data isn’t clean to begin with, you may find calls logging against multiple versions of the same contact.

• Lack of user adoption: If teams don’t fully understand how the integration works, they may not use it properly or trust the data.

• Reporting gaps: Not all call activity is tracked by default, so you’ll want to ensure key fields and properties are mapped correctly to your reports.

• Workflow misfires: If you’re building automation based on call outcomes, those outcomes need to be captured consistently and in a way HubSpot recognises.

This is where it pays to have someone technical (and ideally, familiar with both HubSpot and Aircall) in your corner. At MarCloud, we’re often brought in to audit and implement integrations like this because most marketing teams don’t have the time or inclination to test every use case. We do, because it’s what we specialise in.

Beyond the technical setup, the real value of the Aircall HubSpot integration comes from how it supports your day-to-day work as a marketing leader.

• Campaign attribution: Link calls directly to contacts who came through paid ads, social campaigns, or email nurtures, and prove what channels are generating real conversions.

• Lead scoring and lifecycle updates: Use call activity as a trigger to adjust lead scores, mark contacts as MQLs or SQLs, or kick off a nurture series if a call was missed.

• Account-Based Marketing (ABM): Track how many meaningful conversations are happening with your target accounts and where the gaps are in engagement.

• Customer Retention: Log and report on post-sale support calls to identify trends, flag recurring issues, and collaborate with service teams on churn prevention.

In short, yes… provided the integration is implemented properly.

The Aircall HubSpot integration can help close the loop between marketing, sales, and service. It gives you cleaner data, more reliable reporting, and the operational efficiency that helps free up time for more strategic work. You don’t need to manually wrangle spreadsheets or chase down colleagues for call details. It’s all there in HubSpot, ready to use.

That said, the integration is only as good as the setup. If you’re looking to get it right the first time (or fix what’s already in place), MarCloud can help. As a certified HubSpot Solutions Partner, we help HubSpot Marketing Hub customers align data and build integrations that last.

If you’d like support getting the Aircall HubSpot integration set up (or sorted out), we’re always happy to talk through what’s possible. Send us a message and we’ll jump on a call.