The native HubSpot and Monday.com integration works in one direction and syncs custom fields only at the moment of item creation. This means: all deal changes after the deal is passed to Monday.com - amount, stage, owner, attributes - do not reach the project automatically. Project managers work with data that was outdated the moment the deal was handed off.
Monday.com is used alongside HubSpot as a client project management tool: sales closes a deal in HubSpot, the operations team tracks execution in Monday.com. The logic looks reasonable - until the first data update. Then it turns out that there is effectively no sync: there is a one-time export at creation disguised as an integration.
How the Native HubSpot Monday.com Integration Problem Looks
A company sets up the native integration via the HubSpot Marketplace. Creates a mapping: field “Deal Amount” -> column “Deal Value” in Monday.com, “Owner” -> “Owner”, “Client Type” -> “Client Type”.
The first deal moves to Closed Won - an item with correct data is automatically created in Monday.com. The project team lead opens the board and sees up-to-date information. The system works.
A week later the client adjusts the scope: the contract amount changes from $45,000 to $62,000. The sales rep updates the deal in HubSpot. In Monday.com - nothing. The item shows $45,000.
A month later it turns out that three of ten active projects are being run on stale data: amounts have changed, owners have changed, custom attributes were added that never reached Monday.com at all - the field was created after the mapping was set up.
Why the Native Integration Is Built This Way
The native HubSpot + Monday.com integration is an app from the HubSpot Marketplace that creates a webhook trigger on the event “deal moved to the target stage” and makes a one-time POST request to the Monday.com API to create an item.
The architecture is intentionally simplified: one trigger -> one action. Updates are not tracked because that would require continuous polling or a bidirectional webhook with conflict handling - a task an order of magnitude more complex.
Monday.com builds data around Items (board elements) with an arbitrary column structure. HubSpot builds data around Deals with a fixed property schema. These data models are incompatible without explicit mapping. The native integration solves this problem minimally: it maps fields only at creation, without tracking subsequent changes on either side.
A separate problem: the mapping setup requires an exact match of column names in Monday.com. A typo in a column name (“Deal value” instead of “Deal Value”) means the data simply does not reach the field. There is no warning - the item is created, but the field remains empty.
As of Q2 2026, the official Monday.com documentation explicitly states: “Custom fields can only be synced at the time of item creation” - changes after creation are not synced.
The same structural problem applies to other native HubSpot integrations: the native HubSpot and Jira integration creates tasks only in one direction and does not support status updates, while the HubSpot and Notion integration loses field types and operates with polling delays.
What the Business Specifically Loses
Stale contract amounts. A deal amount change in HubSpot does not reach Monday.com. The project team bills hours and plans resources based on old data - or asks sales again, wasting both sides’ time.
Loss of custom fields when the schema changes. If a new property is added to HubSpot after the initial setup - contract type, region, SLA - it must be added to the native mapping manually. All previously created items will remain with an empty field: there is no automatic backfill.
Duplicates from manual edits. Operations managers quickly realize that data is not updating and start entering changes directly in Monday.com. Within a month the system has two sources of truth: HubSpot for sales and manual records in Monday.com for operations. When they diverge - determining which data is correct requires going back to the team.
One-account limitation. The native integration allows only one HubSpot portal to connect to one Monday.com workspace. If the company has multiple teams with different workspaces - a separate solution must be configured for each.
No historical data. Deals closed before the integration was set up are not transferred automatically. The native integration creates items only for new events. If a company connected the integration six months late - the entire previous pipeline is absent from Monday.com.
A typical result for a team of 20+ people: 2-3 hours per week reconciling data between HubSpot and Monday.com manually, plus errors in project accounting discovered only after project completion.
The Right Approach: Bidirectional Sync via API
A working HubSpot and Monday.com integration is built on two components: a webhook on the HubSpot side and direct calls to the Monday.com GraphQL API.
Event-driven model logic:
- HubSpot sends a webhook on any deal change: stage change, amount update, custom field change, owner change.
- The handler checks: does an item already exist in Monday.com for this deal? If yes - update via
change_column_valuemutation. If not - create viacreate_item. - The mapping is stored in configuration and updated independently of the code: adding a new field = one line in config, no deployment needed.
GraphQL mutation fragment for updating an item:
mutation {
change_column_value(
board_id: 123456789,
item_id: 987654321,
column_id: "deal_value",
value: "{\"text\": \"62000\"}"
) {
id
}
}The reverse direction - from Monday.com to HubSpot - works analogously: a webhook on item status change updates the deal stage in HubSpot via HubSpot CRM API.
For storing the link between a HubSpot deal and a Monday.com item, a custom field in HubSpot (monday_item_id) is convenient - this allows instantly finding the corresponding item without additional requests to the Monday.com API.
This approach also solves the backfill problem: on first run, the handler iterates all open deals via the HubSpot CRM API and creates corresponding items if they do not yet exist.
If you are interested in the architecture of sync with Monday.com GraphQL API - see Kommo + Monday.com: automatic project creation from won deals: the same GraphQL model, but on the other CRM’s side.
A custom integration of this type takes 2-3 weeks of development in a typical Exceltic.dev project. After launch the team gets real bidirectional sync without manual reconciliation.
Who This Is Critical For
The limitations of the native HubSpot Monday.com integration become a problem under several conditions:
- A team of 10+ people where sales and operations work in different tools
- Deals change after closing: amounts are adjusted, terms are added, owners change
- HubSpot custom properties are actively used and must be visible in Monday.com
- Bidirectional sync is needed: project status in Monday.com should update the deal stage in HubSpot
If deals do not change after closing and only basic fields need to be passed to Monday.com - the native integration will suffice. This is a rare scenario for B2B companies with long execution cycles.
If you are interested in how HubSpot data models work and how that affects integrations with external tools - comparison of Kommo and HubSpot data models explains the structural differences between the platforms.
Frequently Asked Questions
Can bidirectional HubSpot Monday.com sync be configured via the native integration?
No. As of Q2 2026, the native integration works only in one direction: from HubSpot to Monday.com. Updates from Monday.com do not automatically return to HubSpot. Bidirectional data exchange requires a custom integration via both platforms’ APIs or an intermediary service - Zapier, Make, Unito. Each has limitations: sync delays from 10 minutes to an hour, costs from $50/month and above, dependency on an additional tool in the stack.
Why don’t HubSpot custom fields sync to Monday.com after item creation?
This is an architectural limitation of the native app. The webhook in the native integration fires only on the event “deal moved to the target stage” and makes a one-time item creation request. After that there is no change-tracking mechanism - the native integration does not subscribe to webhooks for deal property changes in HubSpot, so it does not receive subsequent updates.
What third-party solutions address the native HubSpot Monday.com integration limitations?
Unito - bidirectional sync with field mapping, aimed at no-code users. Make and Zapier - scenario-based automations requiring each workflow to be configured separately. Resynced specializes in HubSpot + Monday.com and updates data every 10 minutes. All of them add delays and cost extra. A custom API integration eliminates delays and gives full control over mapping and update logic.
What happens to historical HubSpot deals when the native integration is connected?
They are not synced automatically. The native integration creates items only for new events after the connection point. All deals closed earlier must be migrated manually or via an additional script. For companies with a long history - 500+ closed deals - manual migration takes several workdays.
How do you avoid data duplication if the native integration is already running?
The main cause of duplication is operations managers entering data manually in Monday.com in parallel with what arrives from HubSpot. To prevent this: either clearly divide which fields are edited only in HubSpot and which only in Monday.com - and maintain this discipline organizationally. Or switch to a custom integration with an explicit ownership policy for each field.
Summary
The native HubSpot and Monday.com integration is suitable for a simple scenario: pass a few basic fields at the moment a deal closes and never update them again. For teams where deal data continues to change after handoff to a project, the native integration creates problems quickly and silently - managers start entering data manually, two sources of truth emerge, and by that point rectifying the situation without a data audit is no longer possible.
If you have HubSpot + Monday.com and data between the systems is diverging - describe the task to the Exceltic.dev team. We will analyze your data schema and propose a sync architecture that does not require manual reconciliation.