HubSpot Incident Runbook

Overview

Rapid incident response procedures for HubSpot CRM integration failures, including triage, mitigation, and postmortem templates.

Prerequisites

• Access to application logs and metrics

• HUBSPOT_ACCESS_TOKEN

  available for manual testing
• Communication channels (Slack, PagerDuty)

Instructions

Step 1: Quick Triage (< 2 minutes)

#!/bin/bash
# hubspot-triage.sh -- Run this first during any incident

echo "=== HubSpot Quick Triage ==="
echo "Time: $(date -u)"

# 1. Is HubSpot itself down?
echo ""
echo "--- HubSpot Platform Status ---"
curl -s https://status.hubspot.com/api/v2/summary.json | jq '{
  status: .status.description,
  active_incidents: [.incidents[] | {name, status, updated_at}]
}'

# 2. Can we reach the API?
echo ""
echo "--- API Connectivity ---"
STATUS=$(curl -so /dev/null -w "%{http_code}" \
  https://api.hubapi.com/crm/v3/objects/contacts?limit=1 \
  -H "Authorization: Bearer $HUBSPOT_ACCESS_TOKEN")
echo "API Status: HTTP $STATUS"

# 3. Rate limit state
echo ""
echo "--- Rate Limits ---"
curl -sI https://api.hubapi.com/crm/v3/objects/contacts?limit=1 \
  -H "Authorization: Bearer $HUBSPOT_ACCESS_TOKEN" \
  | grep -i "ratelimit\|retry-after"

# 4. Check our health endpoint
echo ""
echo "--- Our Health Check ---"
curl -sf https://your-app.com/health | jq '.services.hubspot' || echo "Health check failed"

Step 2: Decision Tree

Is HubSpot status page showing an incident?
├── YES → HubSpot-side outage
│   ├── Enable fallback/degraded mode
│   ├── Notify stakeholders: "HubSpot platform issue"
│   └── Monitor status page for resolution
└── NO → Our integration issue
    ├── Is the error 401/403?
    │   ├── YES → Token revoked or regenerated
    │   │   └── Get new token from Settings > Private Apps
    │   └── NO → Continue diagnosis
    ├── Is the error 429?
    │   ├── YES → Rate limit exceeded
    │   │   ├── Check if another app is consuming quota
    │   │   └── Reduce request volume or wait for reset
    │   └── NO → Continue diagnosis
    ├── Is the error 5xx?
    │   ├── YES → HubSpot transient error (not on status page)
    │   │   └── SDK retries should handle this (numberOfApiCallRetries)
    │   └── NO → Application bug
    └── Check application logs for the real error

Step 3: Common Incident Responses

Token Revoked (401)

# Verify current token
curl -s https://api.hubapi.com/crm/v3/objects/contacts?limit=1 \
  -H "Authorization: Bearer $HUBSPOT_ACCESS_TOKEN" | jq .category
# If "INVALID_AUTHENTICATION":

# 1. Go to HubSpot Settings > Integrations > Private Apps
# 2. Regenerate the access token
# 3. Update in your secret manager:
aws secretsmanager update-secret --secret-id hubspot/production \
  --secret-string '{"access_token":"pat-na1-NEW_TOKEN"}'

# 4. Restart/redeploy application
# 5. Verify connectivity

Rate Limit Exceeded (429)

# Check remaining quota
curl -sI https://api.hubapi.com/crm/v3/objects/contacts?limit=1 \
  -H "Authorization: Bearer $HUBSPOT_ACCESS_TOKEN" \
  | grep -i "daily-remaining"

# If daily limit is exhausted:
# 1. Wait for midnight UTC reset (check Retry-After header)
# 2. Identify the source of excessive calls in logs
# 3. Emergency: request limit increase from HubSpot support

HubSpot Platform Outage (5xx)

# Enable degraded mode if you have one
# export HUBSPOT_FALLBACK=true

# Typical HubSpot incident resolution: 15 min to 2 hours
# Monitor: https://status.hubspot.com
# Subscribe to updates via email/SMS on status page

Step 4: Communication Templates

Internal (Slack):

:red_circle: P1 INCIDENT: HubSpot CRM Integration
Status: INVESTIGATING
Impact: [e.g., "Contact syncing is delayed", "Deal creation failing"]
Cause: [e.g., "HubSpot API returning 429", "Access token expired"]
ETA: Monitoring / [time estimate]
Next update: [time]
Thread: [link to incident channel thread]

Status Page:

HubSpot Integration Degraded

We are experiencing issues with our HubSpot CRM integration.
[Specific user impact: e.g., "New lead capture is delayed."]

Our team is actively working on resolution.
Last updated: [ISO timestamp]

Step 5: Postmortem Template

## Incident: HubSpot [Error Type]
**Date:** YYYY-MM-DD
**Duration:** X hours Y minutes
**Severity:** P[1-4]
**Correlation IDs:** [list from error responses]

### Summary
[1-2 sentence description of what happened]

### Timeline (UTC)
- HH:MM - Alert fired: [description]
- HH:MM - On-call acknowledged
- HH:MM - Root cause identified: [cause]
- HH:MM - Mitigation applied: [action]
- HH:MM - Full recovery confirmed

### Root Cause
[Technical explanation with HubSpot API details]

### Impact
- CRM operations affected: [contacts/deals/tickets]
- Duration: [X minutes/hours]
- Data impact: [any missed webhooks, delayed syncs]

### Action Items
- [ ] [Preventive measure] - Owner - Due date
- [ ] [Monitoring improvement] - Owner - Due date

Output

• Triage script identifying issue source in < 2 minutes
• Decision tree guiding response based on error code
• Specific remediation for 401, 429, and 5xx scenarios
• Communication templates for internal and external updates
• Postmortem template with timeline and action items

Error Handling

Scenario	First Action	Escalation
401 Auth failure	Regenerate token	Contact HubSpot if tokens keep expiring
429 Rate limit	Reduce volume, wait for reset	Request limit increase
5xx Platform error	Enable fallback mode	Monitor status.hubspot.com
Webhook delivery failure	Check endpoint logs	Verify URL and signature

Resources

• HubSpot Status Page
• HubSpot Support
• Error Handling Guide

Next Steps

For data handling and GDPR compliance, see

hubspot-data-handling

.