Undo and Redo Enrichment Data Changes
Thursday, October 8, 2026
What it is
Users with data enrichment access can now undo property changes made by any enrichment flow. From the data enrichment activity log, you can undo property changes from a past enrichment, either for specific records or across the full batch run, down to individual properties. Live as of October 8, 2026. Every hub from Starter up, with Smart CRM limited to Professional and Enterprise. To use it, go to Settings > Data enrichment > Activity, find the activity, and click Details to see every affected record. Select records one at a time or use Select all records, then click Revert enrichment. To revert only specific properties, click the "x properties were updated" link on a record and pick the properties. Records or properties that were already reverted cannot be reverted again. A notification then summarizes how many records were reverted or failed, with a link back to the activity log.
Why it matters
When an enrichment flow runs on the wrong list or writes incorrect data to thousands of records, cleaning it up used to mean hours of manual work. Now you can reverse enrichment activity directly from the activity log, restoring original values without touching records one by one. The control is granular. You can roll back a whole batch, a handful of records, or a single property on a single record, so a bad prompt or a wrong list no longer means choosing between living with the damage and rebuilding it by hand.
The Take
The first thing to get straight is what this is not. If you have ever received the email about an enriched data delete request, where a person opted out through a data provider, that is related but different. That email is about one individual, and only the enriched data on the record is removed, never the contact. This update is about the other direction: you ran an enrichment flow, it wrote values you do not want, and now the activity log lets you take those writes back. On the show, one of the hosts had written about that notification email back in January, and it was the reason this update got a real conversation instead of a skim.
The part I keep coming back to is where the weight lands. As I said on the show, "all the liability being pushed towards the HubSpot customer here. And I think rightfully so." A rollback button makes that easier to carry, but it does not make the decision for you. The risk-team reflex is to see a list of opt-outs and say delete it all. Meanwhile many of those people already opted in in other ways, expect to hear from you, and are getting an experience built on that data. Intent matters, and so do the regulations that apply to you. I also said it plainly: "It's in the hands of the user, but they don't want it. They don't want it in their hands. That's the whole point of enriched data." Nobody wants to confirm every field is current by hand, so we automate it, and then we own what the automation wrote. What I said at the end is still the point: "These systems are not built to figure out that messy middle in between, which is what the humans are for."
Who should act: anyone with data enrichment access who runs enrichment flows against lists, especially if you have ever pointed one at the wrong audience or shipped a prompt you later regretted. Take ten minutes to find the Activity tab and see what is in your log before you need it. Admins who own the compliance conversation should also know this exists. Who can skip it: portals that never run enrichment, or teams without data enrichment access.
Watch Us Discuss This
The full segment from the show, us working through this update start to finish.
FAQ
Does reverting an enrichment delete the contact?
No. Reverting restores the original property values that an enrichment flow overwrote. The related enriched data delete request email is about a person who opted out through a data provider, and in that case only the enriched data on the record is removed, never the contact.
Can I revert just one property instead of the whole batch?
Yes. Per HubSpot, you can revert across the full batch run, for specific records, or down to individual properties. On a record, click the "x properties were updated" link and pick the properties to revert. Properties or records that were already reverted cannot be reverted again.
Can Breeze do the rollback for me?
One of the hosts asked Breeze and got a tentative yes, as in: give it the notice and the contact name and tell it to roll back. They had not tested it, so treat it as unverified and use the activity log for anything that matters.
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