Building Custom HubSpot Integrations: Handling API Limits and Large Data Volumes

HubSpot’s open API makes it easy to connect with other tools. For small setups, the native integrations or simple connectors like Zapier are often enough.
But as soon as your organisation starts syncing thousands of records or managing multiple systems, things get complicated.

That’s when custom HubSpot integrations — built with proper API handling, error monitoring, and scalable design — become essential.

The hidden challenge: API limits

Every API has limits. HubSpot is no different.
By default, HubSpot’s API allows a fixed number of requests per day and per second (for example, 100 requests per 10 seconds per app, depending on your tier).

That’s fine when you sync a few hundred contacts. But if your CRM or ERP sends bulk updates — for example, when:

• someone updates all records in Salesforce,
• a marketing campaign triggers a property change for thousands of leads,
• or a data import tool pushes a mass sync - the HubSpot API queue can suddenly hit its limits and the integration stalls.

We’ve seen it happen many times: syncs that usually take seconds suddenly take hours, or worse — stop completely until limits reset.

Why large data volumes break “simple” integrations

Most plug-and-play or marketplace integrations don’t account for data scale.
They simply try to sync everything, all the time.

That’s fine for a few hundred records — but dangerous when your CRM has tens of thousands of contacts, deals, and custom objects.

Here’s what can go wrong:

• API throttling: too many requests in a short time triggers errors.
• Incomplete syncs: the process stops midway, leaving data mismatched.
• Retry storms: integrations keep retrying failed requests, causing even more pressure on the API.
• Cost & performance issues: every unnecessary sync consumes processing time and bandwidth.

Smart strategies to handle HubSpot API limits

From our experience building custom integrations for HubSpot, here are best practices that help scale safely:

1. Use incremental syncs
   Instead of syncing everything every time, pull only records changed since the last successful run.
   HubSpot APIs support timestamps and filters — use them to reduce load.
2. Implement queueing and batching
   Send data in small, controlled batches (e.g. 100–200 records per request).
   If a system triggers a mass update, the queue can process it gradually without exceeding limits.
3. Monitor rate limits dynamically
   HubSpot API responses include headers like X-HubSpot-RateLimit-Remaining.
   Use these to slow down requests automatically when you’re near the threshold.
4. Retry intelligently
   Don’t retry failed requests instantly. Add exponential backoff (wait longer between retries).
   That keeps the integration stable even during peak load.
5. Log and alert
   Always log sync attempts and errors.
   Set up automatic alerts when the integration slows down or API limits are hit — you’ll fix issues before users notice.

Large data = custom architecture

For high-volume environments, it’s often better to introduce a middleware layer between HubSpot and other systems.
This can be a lightweight integration service built with tools like AWS Lambda, Google Cloud Functions, or a Node.js app running on your infrastructure.

This middleware:

• handles API limits and batching,
• transforms data before it hits HubSpot,
• stores sync logs for monitoring,
• retries automatically when the source system floods with updates.

This architecture is far more resilient than a direct “system A → HubSpot” connection.

Dealing with custom objects and relationships

Large organisations often rely on custom objects — invoices, subscriptions, or contracts.
Native integrations rarely handle these.
When we build custom integrations, we often:

• create new objects in HubSpot to store business-specific data,
• link them with existing Contacts or Companies,
• and define sync rules that reflect real-world workflows.

This approach ensures HubSpot mirrors your business, not the other way around.

Our approach at Easy Tech Partners

We’ve built many custom HubSpot integrations — from financial systems and logistics software to custom CRMs.

Our process is designed for stability and clarity:

1. Discovery & design – we define what data truly needs to flow and how often.
2. BPMN diagrams – we map integration logic visually so both business and tech teams are aligned.
3. API-first development – we code lightweight, scalable integrations using best practices.
4. Monitoring & alerting – so that sync issues are visible before they become problems.

The result?
Integrations that survive bulk updates, API limit spikes, and schema changes — without breaking.

Final thoughts

HubSpot’s native integrations are great for small setups, but they’re not built for scale.
When your business depends on accurate, high-volume, real-time data, custom integrations are the only reliable option.

With proper API management and smart architecture, you can connect HubSpot to any system — without worrying about limits, data loss, or sync delays.

At Easy Tech Partners, we help teams design integrations that actually work in real-world conditions.

👉 Contact us if you’d like to discuss your HubSpot integration.