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Using URL Properties in HubSpot to Link External System Records

HubSpot’s URL property type allows you to store and display clickable links directly on contact, company, deal, or custom object records.

This feature is especially useful for teams that use HubSpot alongside other systems (e.g. Salesforce, ERP, or internal databases).
It provides one-click access to external records without leaving HubSpot.

Why Use a URL Property

Previously, links were stored as plain text, which meant they weren’t clickable and were prone to formatting errors.
Now, the URL field type:

  • Displays the link as a clean “Open Record” button

  • Validates the URL format automatically

  • Can be shown directly in the record sidebar or under the record name

  • Improves data accuracy and navigation speed

Common Use Cases

Use Case Example
Salesforce CRM Link HubSpot contacts or companies to matching Salesforce records.
ERP or Accounting System Connect HubSpot companies to accounts in NetSuite or SAP.
Internal Platform or App Link directly to a customer or project record in your internal system.
Support System Add quick links to Zendesk or Jira tickets related to a contact.

Example:
On a HubSpot contact record, you might see:

Record in Salesforce → [Open Record]
Clicking opens that record in Salesforce instantly.

How to Create a URL Property

  1. Go to Settings → Properties.

  2. Choose the object (Contact, Company, Deal, or Custom Object).

  3. Click Create property.

  4. Configure the property:

    • Label: e.g. Record in Salesforce

    • Internal name: record_in_salesforce

    • Field type: URL

  5. Save.

Display the Property on Record Cards

  1. Open any record (e.g. a contact).

  2. Click View → Customize the left sidebar.

  3. Add your new property to the top section under the record name.

  4. Save the layout.

You’ll now see a clickable link below the contact’s or company’s name for immediate access.

Automation Options

Option 1 – No-Code (Workflow)

If records include a unique external ID (like a Salesforce Record ID or ERP code), you can automatically generate URLs using a workflow.

Steps:

  1. Go to Automation → Workflows.

  2. Create a contact-based or company-based workflow.

  3. Enrol records where the external ID is known.

  4. Add a Set property value action and use a merge expression such as:

     
    https://yourcompany.my.salesforce.com/

  5. Save and test.

Each record will automatically display its own clickable “Record in Salesforce” link.

Option 2 – Developer (API Integration)

If you have a middleware or integration (like Make, Zapier, or a custom API), you can update the property programmatically.

Example API call:

 
PATCH https://api.hubspot.com/crm/v3/objects/contacts/{contactId}
Authorization: Bearer YOUR_ACCESS_TOKEN
Content-Type: application/json

{
"properties": {
"record_in_salesforce": "https://yourcompany.my.salesforce.com/0038X00005ABCDE"
}
}

You can dynamically pass the external record URL whenever a contact or company syncs from another system.

Example URL Patterns

System Example URL
Salesforce https://yourcompany.my.salesforce.com/
NetSuite https://system.netsuite.com/app/common/entity/contact.nl?id=
Zendesk https://yourdomain.zendesk.com/agent/tickets/
Custom Portal https://portal.yourcompany.com/client/

Best Practices

  • Create one URL property per external system (e.g. “Record in Salesforce,” “ERP Account Link”).

  • Automate population via workflows or APIs instead of manual entry.

  • Add to record headers for easy visibility and standardisation.

  • Test URLs routinely to confirm they open the correct record.

Benefits

Benefit Description
One-click access Navigate to external systems directly from HubSpot.
Data accuracy URL validation reduces formatting and copy errors.
Efficiency Saves time searching in other systems.
Unified view HubSpot acts as the central hub linking all related systems.

Setup Checklist

Step Action ✅
1 Create a custom property with field type URL. ☐
2 Label it clearly (e.g. Record in Salesforce). ☐
3 Add the property to your contact/company/deal sidebar. ☐
4 Decide whether to populate it using a workflow or API. ☐
5 If using a workflow, insert a merge expression to build the URL dynamically. ☐
6 If using an API, configure your integration to push the full URL value. ☐
7 Test several records to ensure the links open correctly. ☐
8 Roll out to all relevant pipelines or object types. ☐

Key Takeaway

The URL property makes HubSpot a central access point for connected systems.
It turns every record into a one-click gateway to external data — reducing friction, saving time, and improving collaboration across teams.