Starting on December 1, 2024, HubSpot will be making changes to the way they collect and use personal data through their tracking code, specifically with regards to Buyer Intent. This update will affect all HubSpot customer portals where the HubSpot tracking code is enabled. If you’re a HubSpot Super Admin, you’ve likely received an email detailing these changes, but here’s a closer look at what’s happening and how you can manage your settings.

What Is Buyer Intent?

Buyer Intent is a feature in HubSpot that helps users identify prospects who are most likely to be a good fit for their products or services. By using online identifiers such as IP addresses, HubSpot collects data that signals when someone is showing interest in a particular product or service. This data helps businesses prioritize outreach to those who are actively engaging with their online content, improving lead targeting and overall marketing effectiveness.

What’s Changing?

On December 1, 2024, HubSpot will enable Buyer Intent data sharing by default in your portal if you take no action. This means that data collected by the HubSpot tracking code on your website will be used to improve HubSpot’s products and services, including Buyer Intent. Essentially, this update allows HubSpot to use the tracking code data, such as IP addresses, to help customers like you better identify your best-fit prospects.

What Data Does HubSpot Collect?

HubSpot’s tracking code collects several types of data to improve product functionality and services. This includes:

  • IP addresses: Used to estimate visitor location and help identify returning visitors.
  • Browser information: Helps with troubleshooting and improving performance.
  • Visitor interaction data: Such as pages visited, time on page, and forms submitted.

This information feeds into HubSpot’s Buyer Intent feature, helping you determine which leads are most likely to convert.

Control Over Your Data

While this update will be automatic, HubSpot values your privacy and gives you complete control over your data sharing settings. If you prefer not to share Buyer Intent data, you can easily opt out by adjusting your settings.

To modify your preferences:

  1. Go to your HubSpot Settings.
  2. Locate the Intent Data Access option.
  3. Toggle the switch to OFF to opt out of sharing this data.

You can change this setting at any time if you decide you want to enable or disable Buyer Intent tracking in the future.

What Happens If You Do Nothing?

If you take no action by December 1, 2024, your account will automatically enable Buyer Intent data sharing. HubSpot will begin using the data collected through your tracking code to enhance the Buyer Intent feature for your business.

Learn More

For a more detailed explanation of the data HubSpot collects and how it’s used, check out HubSpot’s knowledge base article on tracking data. You can also review HubSpot’s Terms of Service and Data Processing Agreement to understand how your data is handled.

Conclusion

This change is designed to help you better understand and target your best-fit prospects through HubSpot’s Buyer Intent feature. However, if you’re uncomfortable with sharing this data, you have full control to opt out. Be sure to review your settings before the December 1, 2024, deadline to ensure your preferences are reflected in your account.