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What are HubSpot's data limits for contacts, properties, and workflows?

Limits exist per tier on properties, workflows, lists, and marketing contacts.

HubSpot publishes its limits, and the ones that actually bite during an implementation are marketing contacts, custom properties, segment counts and custom objects. Everything below comes from HubSpot's public Product and Services Catalog, which HubSpot updates, so verify against your own subscription before you design around a number.

Contacts are not the constraint, marketing contacts are

You can store a very large number of records. What you pay for is marketing contacts. HubSpot's documentation states that only marketing contacts count toward your contact tier and affect your subscription cost, and that non-marketing contacts can still receive sales one-to-one emails, sequences, registration emails, ticket kickback emails, transactional emails and feedback surveys. What they cannot receive is marketing email, ads audience membership, and marketing actions in workflows. Deciding your default marketing status at import time is one of the highest impact decisions in an implementation.

Properties, segments, dashboards

  • Custom properties: the catalog currently lists 1,000 custom properties per object.
  • Calculated properties: currently listed at 40 on Starter and 200 on Professional.
  • Segments, formerly lists: for Marketing Hub, currently up to 50 active and 1,000 static on Starter, 1,200 of each on Professional, and 2,000 of each on Enterprise.
  • Dashboards: currently 30 on Starter, 75 on Professional, 100 on Enterprise, with 50 reports per dashboard.
  • Teams: currently up to 10 on Starter and up to 300 on Professional and Enterprise.
  • Custom objects: HubSpot lists these with Enterprise subscriptions, and states that the number of custom objects and properties you may have depends on your subscription.

Email sending headroom

Marketing Hub monthly email send limits are expressed as a multiple of your marketing contact tier, currently 5x on Starter, 10x on Professional and 20x on Enterprise per calendar month.

What we watch for

A thousand properties sounds infinite until a migration brings across every field from a legacy CRM. We prune during migration rather than after, because an unused property is a field a rep has to scroll past forever. Same logic on segments: a portal that creates a list per campaign will hit a real ceiling, and the fix is naming conventions and cleanup, not a bigger tier.

Related: How much does HubSpot cost and how do HubSpot seats work?, What is the difference between HubSpot Free, Starter, Professional, and Enterprise?, Can you migrate my data from another CRM to HubSpot?, What is the difference between an active list and a static list in HubSpot?.