If you’re using HubSpot, you’re probably also using other tools —forms, spreadsheets, CRMs, ad platforms, maybe even a custom app.
The goal is simple: connect everything so data moves automatically, without manual work or constant dev help. But getting that setup right can get messy.
Zapier vs. Operations Hub is a common comparison for handling this. Both offer automation and integrations, but they work differently.
This guide breaks down when to use each, what they’re good at, and what to watch for. Whether you’re syncing leads from a form or managing complex RevOps workflows, this will help you pick the right tool for your setup.
A Quick Primer: Integration, Automation, and Data Sync
Before we compare Zapier and Operations Hub, let’s clear up three terms you’ll see a lot: integration, automation, and data sync. They’re often used interchangeably, but they’re not the same, and understanding the difference will help you make smarter choices.
Integration
Integration connects two systems so they can talk to each other. It’s the starting point. If you use HubSpot and Google Sheets, integration is what lets them exchange data. But on its own, it doesn’t do anything. You still need to tell it what to do with that connection.
Automation
Automation is what takes action after the connection is made. It follows rules or triggers you’ve set. Someone fills out a form? Automation can push that info to HubSpot, send a follow-up email, and ping your team in Slack without manual steps. It reduces human error and keeps processes moving.
Data Sync
Data sync keeps records up to date across platforms. If a contact changes their email in one tool, sync makes sure it updates everywhere else. Without this, you’ll end up with mismatched records, duplicated contacts, and reporting headaches. It’s essential if you’re syncing CRMs, billing systems, or events.
These three concepts work together, but they solve different problems. And depending on what you’re trying to fix, one tool may fit your needs more than the other.
Now that you know how integration, automation, and data sync work, let’s look at the tools that help you do them, starting with Zapier.
What is Zapier?
Zapier is a no-code tool that connects apps so they can work together without you having to do it manually. It’s especially useful when you’re using tools that don’t integrate directly with HubSpot.
If your app doesn’t talk to HubSpot out of the box, Zapier usually fills the gap. It connects thousands of tools and automates tasks between them, without the need for a developer.
Zapier Key Terms to Know
Trigger: This is what starts the automation. It’s the “when”, like a new row in Google Sheets, a form submission, or a contact added to a list.
Action: This is what happens after the trigger. It’s the “then”, like creating a contact in HubSpot, sending a Slack message, or updating a deal record.
Zap: A full automation made up of one trigger and one or more actions. It’s basically: When X happens, then do Y. You can build multi-step Zaps and set conditions to control what happens.
Zapier doesn’t do deep thinking or complex logic. It just moves data from Point A to Point B.
How Zapier Works with HubSpot
Zapier acts like a go-between. You choose a trigger in one tool, and Zapier carries out an action in another. That setup is your Zap.
Say you get a new Facebook lead. Zapier can catch it and push the details into HubSpot as a contact—no CSVs, no manual entry. You don’t need to code or build anything custom. Just connect your tools and decide what should happen when.
It’s especially handy when you use tools that don’t have a built-in way to share data. Zapier fills in the gaps so things move in the background without your help.
Where Zapier Fits Best with HubSpot
Zapier is great for quick, task-based automations. It’s not meant for complex workflows. But it’s perfect when you just need to send data from one app to another.
Here are some of the most common Zapier + HubSpot setups:
You can send Facebook ad leads into HubSpot instantly, no spreadsheets required.
You can post to Slack when a deal moves stages in HubSpot, so your team knows what’s happening in real time.
You can log form submissions from tools like Typeform or Gravity Forms into HubSpot, making sure nothing gets lost.
What Zapier Does Well
Connects tools without native integrations: Zapier is helpful when you’re using niche software or long-tail apps that don’t talk to HubSpot on their own.
Fast setup for small tasks: You can move data, trigger alerts, update fields, or create records in just a few clicks.
Doesn’t require dev resources: You don’t need technical skills or a developer to get started.
You’ve seen where Zapier fits. Let’s take a closer look at the other side of the equation, HubSpot’s own Operations Hub.
What is Operations Hub?
If you’re using HubSpot already, Operations Hub helps your data stay clean, organized, and useful. It automates tasks, formats fields, and keeps tools in sync without needing workarounds or third-party connectors.
Unlike external tools, Operations Hub works inside HubSpot. It follows HubSpot’s logic, uses its records, and fits into your existing workflows. It gives RevOps and system admins more control over how data moves, behaves, and stays reliable across the platform.
To learn more about this, check out this blog about HubSpot Operations Hub.
Feature Comparison: Zapier vs. Operations Hub
If you’re deciding how to connect HubSpot with your tools, here’s a side-by-side look at where each option fits and what really matters when you’re making the call.
| Feature | Zapier | Operations Hub |
|---|---|---|
| App Library | 7,000+ apps | Native + API-based integrations |
| Ease of Use | Very easy, drag-and-drop | Familiar to HubSpot users |
| Logic & Customization | Basic (unless higher-tier) | Advanced with code & webhooks |
| Real-Time Triggers | Depends on plan | Real-time built-in |
| Data Sync | One-Way | Two-Way (for supported app) |
| Pricing | Free to $$$ (based on tasks) | Included in HubSpot tiers |
App Connectivity
Zapier: Zapier connects with over 7,000 apps. That includes common tools like Google Sheets, Slack, and Calendly, as well as niche apps you may not expect. If you’re using platforms that don’t have a built-in HubSpot connection, Zapier fills in the gaps.
Operations Hub: Operations Hub focuses on apps with native, supported integrations inside HubSpot. It works best when your core tools already live in or near the HubSpot ecosystem. It can support custom API workflows, but you’ll need technical help to set those up.
If you’re using lesser-known or highly specific tools, Zapier is the more flexible option.
Ease of Use
Zapier: The UI is clean and straightforward. Pick a trigger, set an action, and test it. Most people don’t need a developer to build basic automations.
Operations Hub: The experience feels familiar if you have already used HubSpot. However, the deeper features, like custom code, require someone who can work in JavaScript.
Zapier is easier out of the gate. Operations Hub takes more setup but offers more control once you’re in.
Logic & Customization
Zapier: You can add basic filters, delays, and conditional logic. It works fine for straightforward flows, but it gets messy with more complex setups unless you layer Zaps or upgrade to a higher plan.
Operations Hub: You can add advanced logic with custom code. You can branch flows, calculate values, or clean up data on the fly. Webhooks also open more flexibility when connecting with external tools.
If your workflow needs decisions, calculations, or data transformations, Operations Hub can handle it, but only if someone technical builds it.
Timing of Automations
Zapier: Zapier runs on polling intervals, which means it checks for new data on a schedule. It checks for updates every few minutes (depending on your plan), so there’s always some delay.
Operations Hub: Automations inside HubSpot run in real time. As soon as something changes in HubSpot, the workflow kicks in immediately.
If speed matters, like routing leads during live sales, Operations Hub wins.
Data Sync
Zapier: Zapier is event-based and is mostly one-way. It moves data from App A to App B based on an event. If App B changes later, you’ll need another Zap to sync it back.
Operations Hub: HubSpot’s Data Sync feature offers two-way sync for supported apps. Updates flow in both directions, keeping records aligned across platforms.
If two teams use different systems, like marketing in HubSpot and sales in Salesforce, Operations Hub helps avoid mismatched records.
Pricing
Zapier: It has a free tier, but it’s limited. You’ll need a paid plan for complex workflows, premium apps, or shorter time delays. If you’re using it across teams or tools, costs stack up quickly.
Operations Hub: Some functionality is included in HubSpot’s free and paid tiers. But the features that make it powerful, like custom code or data formatting, require a paid Operations Hub tier (Professional or Enterprise).
If you’re already paying for HubSpot, it might make more sense to stay in-platform than to pay for another tool.
When to Use Zapier vs. Operations Hub
Which tool to use? Here’s a simple breakdown to help you decide based on how your team works today.
If You’re Just Getting Started or Don’t Have a Dev Team
Zapier is a good fit when you want quick wins without writing code.
You’re a small team using basic tools: Works well for connecting apps like Google Sheets, Typeform, or Slack to HubSpot.
You just need a simple, one-way data flow: Ideal for tasks like sending Facebook leads into HubSpot.
You’re not ready for a bigger HubSpot plan: Zapier helps you fill gaps until you scale.
If HubSpot Is Central to Your Workflow
Operations Hub is better when HubSpot is your main platform and you’re focused on scale and data control.
You rely on HubSpot for reporting and processes: Ops Hub helps keep your CRM clean and organized.
You need two-way syncing: Sync data with tools like Salesforce or Google Contacts—no need to build separate flows.
You want control over how data behaves: Use automation or custom code to format, clean, or validate data before it’s saved.
Zapier vs. Operations Hub: Quick Wins and Red Flags
Choosing between Zapier and Operations Hub comes down to what you’re trying to connect, how your data flows, and how much control you need. Here’s a quick look at where each tool works best and what to watch out for.
When Zapier Makes Sense
Fast setup: Set up automations in minutes with templates.
Non-HubSpot connections: Works well for tools like calendars, Slack, or spreadsheets.
Ideal for marketing and sales: Great for testing campaigns or using a limited tech stack.
Things to Watch on Zapier
One-way data flow: Changes in HubSpot don’t sync back unless you build another Zap.
No data cleaning: Zapier doesn’t check for duplicates or validate data.
Can get messy: Overlapping or conflicting Zaps can be hard to manage as your setup grows.
When Operations Hub Makes Sense
Protect your CRM: Ensures clean data enters your CRM using filters and formatting.
Scaling business: Grows with you, allowing for more complex automation.
Long-term control: Custom code, webhook triggers, and data sync offer deeper control.
Things to Watch on Operations Hub
Not beginner-friendly: Requires a learning curve or technical help if you’re not familiar with workflows and data logic.
Advanced features in higher tiers: Features like custom code and data sync are only available in paid plans.
Custom code needs technical knowledge: Writing JavaScript is required for complex logic.
Limited outside HubSpot: Works best with HubSpot-native tools; you’ll need Zapier for external tools.
Exposes CRM structure issues: If your data model isn’t clean, Operations Hub can highlight gaps, but it cannot fix them.
Can You Use Both Zapier and Operations Hub?
Sometimes, the best answer is both. Use Zapier to connect HubSpot to tools that don’t natively integrate, like niche scheduling apps. Use Operations Hub to structure data inside HubSpot, ensuring it fits your CRM setup and stays organized. Each tool has its role. Knowing when to switch from one to the other is key.
Where They Work Well Together
External data capture → internal routing: Use Zapier to pull in data from tools like Typeform, then let Operations Hub manage the internal workflow (assigning owners, formatting fields, syncing to Salesforce).
Mixed tech stacks: If your marketing team uses HubSpot and sales uses another CRM, Zapier connects the two. Operations Hub keeps HubSpot organized.
Lead enrichment and scoring: Use Zapier to pull in leads from Facebook Ads, then let Operations Hub enrich the data and apply logic like lead scoring or routing.
| Situation | Use Zapier | Use Operations Hub | Use Both |
|---|---|---|---|
| Connect non-HubSpot apps | ✔ | ✔ | |
| Two-way CRM sync | ✔ | ✔ | |
| Clean messy data (phone, dates) | ✔ | ✔ | |
| Automate without dev resources | ✔ | ✔ (with setup) | ✔ |
| Scale with advanced logic | ✔ | ✔ |
How to Avoid Messy Overlaps
Clear handoffs: Decide which tool owns the start of the process to avoid duplication or loops.
Consistent naming: Keep naming conventions clear (e.g., ZAP → FB Lead to HubSpot, OPS → Lead Enrichment).
Document workflows: Maintain a simple document showing who owns each part of the process and which tool handles what.
Limit Zapier to transport: Use Zapier to move data, and let Operations Hub handle logic and decisions.
It’s Not One Tool. It’s the Right Stack.
It’s not about which tool is “better.” Instead, it’s about how each one fits your setup and where you’re trying to go.
For example, Zapier is a good fit if you’re just starting out or working with a mix of tools like Airtable, Trello, or a smaller CRM. It’s quick to set up and helps connect HubSpot to what you’re already using. On the other hand, if your team already works primarily inside HubSpot, across sales, marketing, or ops, then Operations Hub often makes more sense. It gives you control over logic, data rules, and internal processes without leaning too much on outside tools.
That said, it doesn’t have to be one or the other. In many cases, Zapier handles the external connection, while Operations Hub takes over once the data reaches HubSpot, routing it, formatting it, scoring leads, or syncing systems.
Still, whichever tools you use, avoid building in isolation. A single broken Zap or misconfigured workflow can throw off your data or reporting. So, before you automate anything, map it out. Know where the data comes from, where it needs to go, and who’s responsible for it.
In the end, the best setup isn’t one tool doing everything; it’s the right mix working together, clearly and cleanly, without stepping on each other’s toes.
Eager to optimize your business operations and drive sustainable growth?
Streamline your workflow and ensure long-term success with our expert support.
Set Up a Session
Frequently Asked Questions (FAQs)
Is Zapier safe for customer data?
Zapier is secure, but use it carefully. Avoid sending sensitive data like credit card info or personal identifiers unless you’ve reviewed compliance needs. It’s built for automation, not data governance.
Will Zapier slow down my HubSpot workflows?
It can. Zapier uses polling unless you’re on a higher-tier plan, so actions may be delayed by a few minutes. If timing is critical, Operations Hub is more reliable for real-time triggers inside HubSpot.
Are there alternatives to Zapier and Operations Hub?
Yes. Tools like Make (Integromat), Workato, or custom APIs can work, especially for niche apps or advanced needs. But if you’re already using HubSpot, start by seeing what Operations Hub can handle before adding another tool.
What happens if a Zap fails?
Zapier can notify you by email, but only if you’ve set up alerts. Without them, failures can go unnoticed. Check your Zap history regularly and use built-in error logging when possible.
Is Operations Hub included in my HubSpot plan?
Some features are. Basic data sync is available in many tiers, but custom code, webhooks, and advanced automation require a Professional or Enterprise subscription. Check your HubSpot plan for details.
