February 04, 2026 HubSpot Updates - Upgraded Social Analytics

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February 04, 2026 HubSpot Updates - Upgraded Social Analytics

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HubSpot Platform Updates: Social Analytics Overhaul, Contact Recovery Controls, and Commerce Improvements

On February 4th, 2026, HubSpot released eight updates spanning social media analytics, contact management, service operations, and commerce functionality. The standout themes include significant investments in social media reporting capabilities and continued expansion of commerce hub features.

Today's batch brings particular value to marketing teams with two complementary social analytics updates, while operations teams gain more precise control over contact recovery workflows. Commerce users see continued improvements to tax handling and quote template flexibility.

Platform Updates Detailed

Restore Deleted Contacts by Workflow

This public beta now includes the ability to filter and restore contact deletions in the recycle bin by both user and workflow source, offering more precise control over which records to recover. Users can pinpoint deletions by specific workflow or user, rather than restoring by date alone.

Why It Matters: Workflow and user-triggered bulk deletions can mistakenly remove hundreds of contacts at once. Previously, restoring by date often meant recovering unwanted deletions alongside needed contacts. This targeted filtering saves time and reduces the risk of restoring irrelevant records.

For more details, visit: Restore Deleted Contacts by Workflow

Display Support for 0% Tax Rates

Users can now display $0 tax amounts when tax is assessed at 0% across quotes, checkout, invoices, and payment links. This update applies to both portals using automated sales tax (AST) and those configuring custom tax rates through the tax rate library. Previously, $0 tax could not be shown to buyers, and users were blocked from creating 0% rates entirely.

Why It Matters: This update improves transparency by ensuring buyers understand when tax was assessed, even when the amount is zero. Clear tax documentation reduces confusion, builds trust, and improves billing clarity for transactions where tax legitimately calculates to zero.

For more details, visit: Display Support for 0% Tax Rates

Assigned Teams Are Now Editable in Help Desk

Users can now edit a ticket's assigned teams directly in the help desk workspace from the About This Ticket panel, inline from help desk table views, and through workflows using Rotate Record to Owner (to team only, not via Edit Record). Only teams with at least one main team member holding a service seat appear as options. This feature is available for Service Hub Professional and Enterprise tiers.

Why It Matters: Assigned teams determine where tickets appear in spaces, which views see the ticket, and which teams take action. Previously, this value could only be set through automatic routing, leaving admins unable to correct misrouted tickets or reassign responsibility as priorities shift. Support managers now have more flexibility in how tickets flow through teams.

For more details, visit: Assigned Teams Are Now Editable in Help Desk

Upgraded Social Analytics

The enhanced social Analyze tab offers a new set of ready-to-use reports across four fundamental categories: growing your brand, driving engagement, tracking leads from social, and optimizing content, plus a general performance overview. This public beta provides curated reports highlighting the most important metrics for proving and improving social media ROI.

Why It Matters: Marketing teams need clear, accessible ways to demonstrate social media value to stakeholders. This upgraded Analyze tab provides straightforward insights without requiring users to sift through complex data, making it especially helpful for understanding how social media contributes to lead generation and audience engagement. Note: Historical data is only available starting from July 1st, 2025, or the date your social account was connected if after that date. Users can opt out to access data collected before July 1st, 2025.

For more details, visit: Upgraded Social Analytics

Social Metrics in the Custom Report Builder

This public beta unlocks social media data directly within the Custom Report Builder, enabling customized reports using metrics including engagements, reactions and likes, impressions, video views, comments, saves, link clicks, and reach. Users can build tailored reports for deeper analysis across networks.

Why It Matters: Standard social reports may not meet every organization's analytical needs. This feature empowers advanced users to conduct in-depth analysis comparable to dedicated social media analytics tools, building reports that align with specific business goals. The same historical data limitation applies: data availability begins July 1st, 2025, or the social account connection date if later.

For more details, visit: Social Metrics in the Custom Report Builder

Credit Memos QuickBooks Online Data Sync

Credit memo sync for QuickBooks Online is now available in private beta. This feature enables syncing credit memos from HubSpot to QuickBooks Online, including line items, discounts, and automated sales tax. Credit memo applications to invoices sync bidirectionally between both systems.

Why It Matters: Previously, credit memos required manual recreation in both HubSpot and QuickBooks Online, creating duplicate work and potential errors. This integration allows credit memos created in HubSpot to automatically appear in QuickBooks Online within minutes, maintaining accurate financial records across both systems.

For more details, visit: Credit Memos QuickBooks Online Data Sync

Edit Seller Company and Contact in Quote Templates

Users can now change the seller, contact, and company at the quote template level, allowing standardized seller information across all quotes created from that template. Additionally, users can now display a seller contact's phone number on quotes. This reduces the need for sales reps to make adjustments at the individual quote level.

Why It Matters: Organizations representing multiple sub-companies with different names, addresses, and contacts can now create dedicated templates for each entity. This standardization at the template level ensures consistent branding and contact information without requiring manual edits on every quote.

For more details, visit: Edit Seller Company and Contact in Quote Templates

Take Action with Claude: Update CRM Records and Access Engagement History

The Claude integration continues expanding with new capabilities for updating CRM records directly and accessing engagement history. These live features enable users to take action within HubSpot from external AI tools.

Why It Matters: AI-assisted CRM management reduces context-switching and enables faster record updates. As organizations explore AI integration with their HubSpot data, these capabilities represent continued expansion of what's possible through the Claude partnership.

For more details, visit: Take Action with Claude: Update CRM Records and Access Engagement History

Key Takeaways and Next Steps

Social Media Reporting Maturity: The dual social analytics updates signal HubSpot's investment in making Marketing Hub competitive with dedicated social tools. Teams should evaluate both the ready-to-use Analyze tab for quick insights and the Custom Report Builder for advanced analysis needs, while noting the July 2025 historical data boundary.

Commerce Hub Expansion: Multiple updates—0% tax rate display, credit memo syncing, and quote template seller controls—continue building out HubSpot's commerce capabilities. Organizations using HubSpot for quotes and payments should review these features for potential workflow improvements.

Operational Precision: Both the contact recovery filtering and help desk team editing updates address real operational pain points around data management and ticket routing. These quality-of-life improvements give admins more control when things go wrong or priorities shift.