If HubSpot’s August 2025 updateThe fireworks show is over, and September is the cleanup crew: organized, efficient, and exactly what your teams need to work faster with fewer errors. This month's updates include long-awaited reporting features, improved data safeguards, and a few AI enhancements that eliminate tedious tasks without increasing complexity.
Here are 14 updates we're highlighting for managers and administrators, along with real examples and explanations of their significance.
Updates managers will love
- Custom Report Builder social metrics
- Support Macros
- CRM record timeline updates
- Replaceable Analysis Tabs: Home pages and website pages
- Preparing for a meeting in Breeze Assistant
- The customer agent now manages all your front office interactions, focusing on agent objectives and lead evaluation.
HubSpot administrators will appreciate the updates
- Comprehensive data backup and recovery solution
- Association actions now include support for the Lead object
- Remove whitespace and format casing in text properties
- Manage associations in bulk
- Dashboard limits update
- Create mathematical expression formulas using artificial intelligence
- Email templates now include support for fallback values in personalization tokens
- Recover lost contacts using an automation process
HubSpot updates that managers should not overlook
Create more effective dashboards using social media analytics
What’s new:HubSpot has finally incorporated social post and social channel performance data into the Custom Report Builder. Previously, social metrics were limited to the "Analyze" section of the social tool and a few pre-made reports. However, this update allows you to include post-specific and channel-specific data in your custom dashboards. This means metrics such as impressions, interactions, video views, link clicks, reactions, comments, and even changes in subscribers are now accessible in a single location.
How it helps youFor social media managers and marketing executives, this introduces reporting versatility that was previously unattainable. Rather than switching between HubSpot's Analyze section and other dashboards, you can now accomplish tasks such as:
- Analyze the effectiveness of organic and paid strategies across different channels in a single report.
- View engagement based on post type to improve your content strategy.
- Emphasize the highest and lowest performing posts to guide your team or reuse successful content.
- Monitor the increase and loss of subscribers in conjunction with views and interactions to assess effectiveness.
Status: Public Beta
Applicable HubSpot Hubs: Marketing Hub
Applicable HubSpot Tiers: Professional, Enterprise
Simplify ticket handling using Support Macros
What’s new:Support representatives can now reply to tickets and initiate several follow-up tasks with one click through Support Macros. Each macro includes a pre-written message along with ticket-related workflow actions, enabling teams to resolve issues more quickly.
How it helps youThis update helps save time and maintains uniformity throughout your support workflow. Rather than handling each step individually, representatives can initiate a sequence of tasks such as sending a response, closing a ticket, and alerting another team member with just one click. For expanding support teams, it offers an efficient method to keep up with speed and quality as the number of tickets grows.
Status: Private Beta
Applicable HubSpot Hubs: Service Hub
Applicable HubSpot Tiers: Enterprise
Gain a better understanding of each customer encounter
What’s new:HubSpot introduced an updated CRM record timeline, making it simpler to monitor and examine activities associated with your records. The new layout with threads visually links related interactions, allowing you to easily trace the progression of conversations and engagement history.
How it helps youThis release enhances the clarity and performance of one of HubSpot's most frequently used tools. Whether you're examining a deal's activity prior to a meeting or reviewing past communications, the organized layout and intelligent filters allow you to concentrate on what is most important. You'll spend less time looking and more time taking action based on insights that help relationships progress.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Tailor analytics dashboards by substituting Analyze tabs
What’s new:You now have the ability to swap out the default Analyze tab for websites and landing pages with a personalized dashboard of your preference. Rather than being limited to HubSpot's pre-set analytics, teams can decide which reports are displayed when users select "Analyze," highlighting the data that is most relevant to their objectives.
How it helps youThis minor adjustment provides marketers with increased flexibility and authority in their reporting. Interested in emphasizing attribution information, high-traffic pages, or specific campaign statistics? Replace the standard dashboard and achieve your goal.
It's an easy method to make important findings more visible without needing additional steps to navigate.
Status: Private Beta
Applicable HubSpot Hubs: Content Hub
Applicable HubSpot Tiers: Professional, Enterprise
Enter meetings well-prepared with Breeze Assistant
What’s new:The Breeze Assistant now displays your next scheduled meeting with a one-click Prepare view. It automatically creates a brief summary of relevant records, recommends discussion points and agendas, and identifies potential questions or issues based on recent activity, giving you the necessary context without having to search through timelines.
How it helps youSales representatives and customer success managers can reduce preparation time and maintain consistent, high-quality interactions. This is particularly beneficial during handoffs or consecutive calls where context might be lost. When your records contain detailed history, the preparation becomes remarkably comprehensive; when they don't, it remains unobtrusive.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Convert discussions into opportunities using Customer Agent objectives
What’s new:The Customer Agent is now capable of evaluating leads and forwarding them straight to your sales team through updated Agent Goals and Lead Qualification configurations. Alongside addressing customer concerns, the agent can also:
- Identify high-intent website visitors.
- Gather qualification information according to your standards, and input it into your CRM.
How it helps youThis release transforms your chatbot into a forward-thinking lead-generation system. By establishing the characteristics of a "qualified" potential customer, you can guarantee that each conversation produces tangible outcomes.
The agent autonomously poses pertinent questions, updates CRM details, and can schedule appointments when a lead fulfills your requirements.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Must-have updates for HubSpot administrators
Correct data errors using Unified Backup and Restore
What’s new:HubSpot now automatically conducts daily backups of CRM data for Enterprise portals, allowing administrators to choose which records to restore from the last 14 days. Rather than restoring an entire portal, you can now revert specific data sections.
How it helps youThis functionality offers reassurance to individuals overseeing extensive or complicated portals. Should a process malfunction or an incorrect import damage your data, you can recover just what is necessary without losing other recent changes. It is integrated natively into HubSpot, eliminating the need for external backup solutions or manual exports.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Enterprise
Automate the linking of leads within workflows
What’s new:HubSpot's association features now fully integrate with the Lead object, enabling you to automate how leads link to other records within workflows. You have the ability to establish associations, modify or add association labels, and delete them through lead-focused workflows.
How it helps youThis release eliminates one of the final manual tasks in handling lead information. You can now easily connect leads to companies, deals, and tickets through your automated workflows, ensuring consistency in relationships throughout the CRM. It's a straightforward yet impactful enhancement for improving data accuracy and operational efficiency.
Status: Live
Applicable HubSpot Hubs: Marketing, Sales, Service, Data
Applicable HubSpot Tiers: Professional, Enterprise
Maintain clean CRM data through automatic text standardization
What’s new:Automatically eliminate unnecessary spaces and enforce uniform capitalization for text fields. These formatting guidelines are applied when editing or inputting data, maintaining consistency throughout your CRM.
How it helps youPrecise and consistent data is essential for accurate reporting and tailored experiences. With this update, administrators can effortlessly enforce proper naming standards without the need for manual corrections. This type of improvement enables admins to ensure data accuracy throughout all imports and form entries.
Status: Public Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Streamline CRM data more efficiently through bulk association handling
What’s new:You can now edit or delete associations in bulk directly from the index page. Choose up to 10 records and easily handle or remove old links between contacts, companies, deals, or tickets. No need for workflows or manual sorting.
How it helps youMaintaining accurate connections can be tedious, particularly following imports or significant modifications. This update simplifies the cleaning process, helping administrators save time and enhancing data accuracy.
By swiftly eliminating inaccurate connections, teams can have confidence in the CRM data they rely on for reporting and automation.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Increase your space for reports by upgrading your dashboard limits
What’s new:HubSpot has increased the maximum number of reports allowed per dashboard and the total number of dashboards per portal. You can now include up to 50 reports on a single dashboard, with total dashboard limits varying based on your plan level:
- Free: 10 dashboards.
- Starter: 30 dashboards.
- Professional: 75 dashboards (or 325 with Data Hub Pro).
- Enterprise: 100 dashboards (or 350 using Data Hub Enterprise).
How it helps youThese increased limits simplify the process of organizing and presenting performance data among different teams. You can create more detailed and comprehensive dashboards without concerns about storage capacity. For expanding teams, this offers:
- Better visibility into KPIs.
- Campaign results.
- All CRM tasks in a single location.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Generate intelligent properties immediately using artificial intelligence
What’s new:You can now leverage AI to create formulas for calculated properties in HubSpot. Just explain what you need to calculate, and HubSpot will generate a tailored equation for you. After that, you can check, test, and adjust the formula before finalizing it.
How it helps youThis update eliminates the uncertainty involved in constructing complicated formulas, particularly for teams that are not familiar with HubSpot's calculation syntax. Whether you're standardizing date calculations, summing up totals, or developing new KPIs, you can now accomplish these tasks more quickly and with greater assurance.
Status: Live
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: Professional, Enterprise
Stop faulty personalization using backup tokens
What’s new:HubSpot's one-on-one email templates now include backup values for personalization tags. If a contact's information is not available, HubSpot will automatically use your selected default option (such as "there" or "your team") rather than leaving the field empty.
How it helps youThis update ensures your individual emails and sequences remain clean and free of mistakes. Sales representatives no longer need to verify each contact record prior to sending, and administrators can prevent enrollment issues that previously happened when personalization details were absent.
Status: Private Beta
Applicable HubSpot Hubs: Sales, Service
Applicable HubSpot Tiers: Professional, Enterprise
Recover contacts removed by workflow
What’s new:You can now filter and recover deleted contacts based on the workflow source. A new option in the recycle bin allows you to see deletions by workflow name, enabling you to restore only the contacts impacted by a particular automation, rather than restoring all deleted contacts within a specific time frame.
How it helps youUnintended mass deletions can occur, particularly during testing of processes. This update helps save significant time on cleanup. It's a straightforward protection measure that provides administrators greater control and assurance when handling automations.
Status: Private Beta
Applicable HubSpot Hubs: All Hubs
Applicable HubSpot Tiers: All Tiers
Key insights: September 2025 HubSpot enhancements
Several of these updates emphasized practical improvements rather than eye-catching new features, aiming to simplify daily tasks for both managers and administrators. From simpler data maintenance and more secure recovery options to enhanced automation and personalized dashboards, these modifications refine the specifics that ensure your CRM remains organized and effective.
If you haven't done so yet, spend a few minutes exploring these features in your portal, particularly the data management and workflow improvements. These are minor actions that can significantly enhance accuracy, save time, and boost team efficiency.
We'll return next month with another analysis of the latest HubSpot updates and their implications for your business.
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