HubSQL Public API

A viewer asked whether anyone has tried the SQL update. I have not. I think I requested it on one portal and got denied. It is private beta, so it waits until it goes public.

Chris's read is the case for it. The data scientists have been wanting this for a while: just give me access to all the data tables. Now you have self-serve analytics becoming a reality, and even a connector or a wide-open key does not give you access to all the things HubSQL does. He also noted that the page says that, paired with AI, it makes self-service analytics a reality so you do not necessarily need a separate AI solution, and that Sheroes has been testing it.

My side of it. I am wrestling with a couple of multi-headed reporting vipers right now that I cannot solve in Data Studio, because it only supports left and inner joins. The clients do not have external warehouses or BI tools, so how do I get HubSpot data associated with data that is not natively HubSpot, and visualize it alongside other metrics in HubSpot dashboards? What I do not want is vibe-coded dashboards that live on external systems that everybody has to remember or find the link to, and who knows if it is still running in six months. HubSQL is a potential path for solutions like that, particularly if we get full documentation of it through the dev MCP connecting Claude.

The danger is unfettered access without knowing which properties you should actually look at. I am hitting, on a regular basis, some enthusiastic stakeholder who has connected Claude or ChatGPT to HubSpot and put together a really cool, super sophisticated dashboard outside of HubSpot, telling a story they want to take action on, that is completely, fundamentally flawed. They are looking at the date someone became a customer, not whether their subscription is still active, so they announce they have fifteen times as many customers as the actual metrics say. Like I say, the more powerful the tool, the more dangerous it is to use incorrectly. That is still not a solved aspect of this level of power.

Then Chris read that you only get left joins, and they have to follow existing HubSpot associations. I am frankly kind of relieved that I did not get the beta access, because that is time saved. I would have to double check the technical details, but those look like the same constraints as Data Studio data joins, although Data Studio does support inner.

Who should act: nobody this week unless you are already in the beta. Who should watch: anyone stuck on joins Data Studio cannot do. Who can skip it for now: anyone for whom joining data does not ring a bell.