Already using Introw to share deals with partners? Attribution happens automatically through Introw. This article covers how to additionally track partner attribution inside HubSpot using native HubSpot properties — useful if you want to report on revenue directly within HubSpot.
There are three ways to attribute deals to partners within HubSpot. Each has different trade-offs depending on your HubSpot plan and reporting needs.
Option 1 — Via custom properties
Create a custom deal property (e.g. "Partner") and populate it with your partner names. Works on all HubSpot plans but doesn't scale well with large partner programs.
Step 1 — Go to Settings → Data management → Properties
Step 2 — Create a new property with the following settings:
Object type: Deal
Group: Deal information
Label: e.g. Partner
Field type: Dropdown select (one partner per deal) or Multiple checkboxes (multiple partners)
Step 3 — Add your partner names as property values, then add the property to your deal view to attribute partners directly from the deal record.
✅ Easy and fast set-up ✅ Possible with all HubSpot plans ❌ Not very scalable
Option 2 — Via company association
Associate a partner company to a deal using a custom association label (e.g. partner sourced or partner influenced). More scalable but requires a HubSpot plan that supports association labels.
Step 1 — Go to Settings → Data management → Objects → Deals → Associations
Step 2 — Create an association label:
Objects: Deals-to-companies
Label: partner sourced (and optionally partner influenced)
Step 3 — On any deal, click + Add company and associate the partner company with the appropriate label.
✅ Easy and fast set-up ✅ Scalable ❌ Requires association labels (not available on all plans) ❌ Reporting on this in HubSpot is limited
Option 3 — Via custom object association
Create a custom Partner object in HubSpot and associate it to deals. Best for larger partner programs that need robust reporting.
Step 1 — Go to Settings → Data management → Objects → Custom objects
Step 2 — Create a custom object:
Object name (singular/plural): Partner
Primary display property: Partner Name (Single-line text)
Step 3 — Associate the partner company to the Partner object, then associate the Partner object to your deals. Optionally add association labels to differentiate partner sourced vs. partner influenced.
✅ Scalable ✅ Good for large partner programs ❌ Requires a HubSpot plan with custom objects ❌ More complex to set up