# Your CRM stays the record, and Demander closes the loop

> Demander syncs with HubSpot, Pipedrive or Salesforce: deals, stages and meetings come in hourly, leads go out as contacts with a note, and pipeline stages go back to the ad platforms as offline conversions.

Deals live in your CRM. Demander reads them every hour, ties each opportunity to its account and the touches before it, writes new leads into the CRM, and sends pipeline stages back to the ad platforms so their bidding learns what a good lead looks like.

## What moves in each direction

| Direction | What | When |
| --- | --- | --- |
| CRM to Demander | Deals: name, amount, currency, stage, open, won or lost, created and close dates | Hourly, everything changed since the last sync, with a 5-minute overlap |
| CRM to Demander | Meetings: HubSpot meetings, Pipedrive meeting activities and Salesforce events, with time, title and status | Hourly, right after deals |
| Demander to CRM | Leads: the contact, the company when the e-mail has a business domain, and a note naming the conversion | Within minutes of the conversion, when the CRM is one of your lead routes |
| Demander to ad platforms | An account moving into sales (SQL), a new opportunity and a won deal, with the deal amount | Hourly offline conversion upload, in live mode |

## How deals become pipeline in Demander

Each deal is matched to an account by the company’s website domain, else by the CRM id Demander stored for that account, else through a contact Demander wrote to the CRM. A new deal records an “opportunity created” milestone on the account timeline. A stage move on an open deal, a win and a loss are milestones too, and a won deal adds revenue to the account.

Milestones show on the timeline and are never attribution touches. [Attribution](https://demander.to/features/attribution/) credits the ads, posts, e-mails and visits before each opportunity, and the path explorer shows which sequences of touches lead to deals and which never do.

## Meetings on the account timeline

- **Dated when booked.** A meeting appears on the account timeline on the day it was booked, with its time, title and status, and updates when it is rescheduled, completed or cancelled.
- **Cancellations count for nothing.** A cancelled meeting stops counting toward the account’s intent score.
- **Booking conversions from HubSpot.** HubSpot meetings can complete a booking conversion you define, counted once per meeting and cancelled when the meeting is.

## Offline conversions from CRM stages

1. **Stage events.** An account moving into sales (SQL), a new opportunity and a won deal each become an offline conversion. Opportunity and won events carry the deal amount.
2. **Matched to the click.** Each event is joined to the account’s last consented click id per platform (gclid, msclkid, fbclid, ttclid, li_fat_id, rdt_cid) and, for a contact with e-mail consent, a SHA-256 hashed e-mail.
3. **Uploaded every hour.** Google (Data Manager API), Meta (Conversions API), LinkedIn, Microsoft, TikTok and Reddit. X and Sklik get no offline upload. Nothing goes out outside live mode, and the first live run back-fills.
4. **Mapped to your actions.** Each stage maps to a conversion action, rule or goal on each platform, so the platforms’ bidding can optimise toward opportunities instead of cheap form fills. More in [offline conversions](https://demander.to/resources/offline-conversions/).

## Connecting each CRM

| CRM | How it connects | Notes |
| --- | --- | --- |
| HubSpot | OAuth app, or a private-app token | CRM v3 objects. Won and lost stage ids are configurable (closedwon and closedlost by default). The same connection can publish to HubSpot CMS with the optional content scope. |
| Pipedrive | OAuth, or an API token with your company domain | Pipedrive organisations have no domain field: name the custom field that holds the website, or matching falls back to the exact organisation name. Meeting activity types are configurable. |
| Salesforce | OAuth through an External Client App or Connected App, with PKCE and refresh-token rotation | Accounts and contacts are matched by an external id field when you name one, else by website and e-mail. Your Salesforce admin may need to approve the app. |

Demander works with one connected CRM per workspace. Each CRM’s own rate limits apply: 110 requests per 10 seconds for HubSpot OAuth apps, a daily token budget by plan and seats on Pipedrive, a daily allocation by edition on Salesforce.

> **What Demander leaves to your CRM.** Demander does not create, move or close deals: your team owns stages and amounts in the CRM, and Demander reads them. If you use a CRM other than these three, your backend can send stage changes through Demander’s server events API as conversions with a funnel stage (for example opportunity), and those can go to the ad platforms too.

## Questions

**Does Demander change deals in our CRM?**

No. It reads deals and meetings, and writes leads as a contact, the company and a note. Deal stages and amounts stay with your team.

**How does a deal get linked to the ads that produced it?**

Through the account: the deal is matched by company domain (or a stored CRM id), and the account’s touches carry the campaign, ad, post or e-mail step behind each visit. Attribution then splits the opportunity’s value across those touches by the model you pick.

**We use a CRM that is not listed. What can we do?**

Forward leads to it through a signed webhook or your form endpoint, and send stage changes from your backend through the server events API. Pipeline attribution then follows the conversions you send; deal sync itself needs HubSpot, Pipedrive or Salesforce.

**How quickly do CRM changes show up?**

Within the hour. The sync runs hourly, reads everything changed since the previous run with a five-minute overlap, and the offline conversion upload follows in the same hour.

## Related

- [Attribution](https://demander.to/features/attribution/)
- [Offline conversions](https://demander.to/resources/offline-conversions/)
- [Lead destinations](https://demander.to/platforms/lead-destinations/)
- [Conversion tracking](https://demander.to/features/conversion-tracking/)
- [Demander vs HubSpot](https://demander.to/compare/hubspot/)

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Source: https://demander.to/platforms/crm/ · Demander · reviewed 2026-10-02