How to Build Revenue Analytics Across Stripe, Salesforce, and HubSpot with CRM and Payments APIs

March 4, 2026

Revenue analytics features are common in many B2B SaaS products. Customers want dashboards that combine sales pipeline data, subscription revenue, and payment activity in one place so their teams can understand performance across the entire customer lifecycle.

For example, a RevOps platform might show pipeline forecasts from Salesforce alongside subscription revenue from Stripe. A customer success analytics tool might correlate deal activity from HubSpot with recurring revenue metrics to identify high-value accounts or churn risk.

The challenge is that this data typically lives in separate systems. Salesforce and HubSpot store CRM pipeline data, while Stripe manages subscriptions and payments. Each system exposes different APIs, authentication flows, and data models.

Unified simplifies this by providing normalized APIs across CRM and payment platforms. Developers can retrieve pipeline, subscription, and payment data through consistent objects and endpoints, allowing their product to build revenue analytics features for customers without maintaining dozens of integrations.

Why SaaS Products Need Revenue Analytics

Revenue analytics is a core capability in many SaaS platforms built for sales, RevOps, or finance teams.

Examples include:

• RevOps analytics platforms
• SaaS metrics dashboards
• Revenue intelligence tools
• Customer success analytics platforms
• AI sales assistants

These products combine multiple sources of data:

• CRM pipeline data from platforms like Salesforce and HubSpot
• Subscription billing data from payment systems like Stripe
• Payment transactions and collections across billing platforms

When these data sources are connected, SaaS products can deliver dashboards that show the full lifecycle of revenue—from opportunity creation to recurring subscription revenue.

Common Revenue Analytics Use Cases

Revenue analytics dashboards typically support several common workflows.

Pipeline forecasting

Sales teams estimate expected revenue using deal values and probability of closing.

Revenue attribution

Products connect pipeline opportunities with subscription and payment data to measure conversion from deals to revenue.

Recurring revenue metrics

Subscription platforms track metrics such as MRR, ARR, renewals, and churn.

Collections monitoring

Finance teams analyze payments received against subscriptions and billing cycles.

Customer revenue segmentation

Analytics tools group customers by plan, revenue contribution, or contract size.

Unified Categories Used in Revenue Analytics

Revenue analytics products typically combine data from two Unified API categories.

Using normalized APIs across these categories allows SaaS products to retrieve revenue data across multiple platforms through consistent endpoints.

Unified Objects and Key Fields

Unified standardizes the core objects required to build revenue analytics dashboards.

CRM Objects

Deal fields are particularly important for forecasting revenue.

For example:

• amount represents the potential value of the opportunity
• probability represents the likelihood of closing
• closing_at represents the expected close date

These fields allow analytics tools to estimate expected revenue.

Payments Objects

The subscription object includes detailed fields used to calculate recurring revenue metrics.

Important fields include:

• status – indicates whether the subscription is active, canceled, or paused
• current_period_start_at and current_period_end_at – define the billing cycle
• interval and interval_unit – define billing frequency (monthly, yearly, etc.)
• lineitems – subscription plan pricing information
• unit_amount and unit_quantity – pricing details used to compute recurring revenue

These fields allow SaaS platforms to calculate metrics like MRR and ARR.

Revenue Metrics and How They Map to Data

Revenue analytics platforms derive key metrics from CRM and payment data.

Pipeline value

Calculated using CRM deal data.

weighted_pipeline = deal.amount * deal.probability

This estimates expected revenue based on opportunity probability.

Cash collected

Calculated from payment transactions.

collections = sum(payment.total_amount)

This metric tracks actual cash received from customers.

Monthly recurring revenue (MRR)

Calculated using active subscriptions.

MRR = sum(active subscription monthly value)

Subscription billing cadence determines the conversion of revenue into monthly values.

Annual recurring revenue (ARR)

ARR = MRR * 12

ARR measures total recurring revenue across the customer base.

These metrics allow analytics platforms to compare pipeline forecasts with actual subscription revenue.

Connecting Customer Accounts

Customers connect their CRM and billing platforms using Unified Connect.

Typical authorization flow:

1. Your application launches the Unified Connect authorization component.
2. The user selects integrations such as Salesforce, HubSpot, or Stripe.
3. The user authorizes access to their account.
4. Unified redirects back to your application with a connection_id.

Your application stores the mapping:

user_id → connection_id

All Unified API requests reference this identifier to access customer integrations.

Retrieving CRM and Revenue Data

Revenue analytics dashboards retrieve data from CRM and payment APIs.

CRM endpoints

GET /crm/{connection_id}/deal
GET /crm/{connection_id}/contact
GET /crm/{connection_id}/company

These endpoints provide pipeline information and account context.

Payments endpoints

GET /payment/{connection_id}/payment
GET /payment/{connection_id}/subscription

These endpoints return payment transactions and recurring subscription data.

Applications typically use filters such as:

• updated_gte to retrieve records updated after a given timestamp
• contact_id to retrieve payments for specific customers

This allows analytics pipelines to retrieve incremental updates efficiently.

Data Flow for Revenue Analytics

A typical revenue analytics architecture follows this pattern.

1. Connect customer systems

Customers authorize Salesforce, HubSpot, and Stripe through Unified Connect.

2. Backfill CRM and subscription data

Retrieve deals, payments, and subscriptions through paginated API requests.

3. Store normalized records

Persist CRM and payment data in your analytics database.

4. Run incremental syncs

Use the updated_gte parameter to retrieve records updated since the last sync.

5. Subscribe to webhooks

Register webhook subscriptions to detect changes in CRM and payment records.

6. Update analytics dashboards

Recalculate revenue metrics and refresh dashboards in real time.

This architecture keeps revenue dashboards synchronized with customer systems.

Keeping Revenue Data Updated

Unified supports webhook events that notify applications when records change.

Common webhook events include:

CRM events

• deal created
• deal updated
• contact updated

Payment events

• payment created
• subscription updated
• subscription canceled

Unified supports both native webhooks and virtual webhooks.

Native webhooks deliver immediate push notifications when supported by the provider. Virtual webhooks simulate real-time updates through managed polling when native webhooks are unavailable.

These events ensure that revenue analytics dashboards always reflect the latest pipeline and subscription data.

Supported Platforms

Unified provides broad integration coverage across CRM and payment systems.

CRM platforms (47+ integrations)

Examples include:

• Salesforce
• HubSpot
• Pipedrive
• Zoho CRM
• Microsoft Dynamics 365
• Copper
• Close

Payment platforms (16 integrations)

Examples include:

• Stripe
• PayPal
• Square
• Chargebee
• GoCardless

This allows revenue analytics products to support many customer environments without building individual integrations.

Why Product Teams Choose Unified

Building revenue analytics features across CRM and billing systems typically requires multiple integrations.

Unified simplifies this by providing:

• normalized APIs across CRM and payments platforms
• consistent data models for pipeline and subscription records
• unified authorization flows
• webhook events for real-time updates

Instead of maintaining complex integration infrastructure, product teams can focus on building revenue insights and analytics features for their customers.

Start building revenue analytics across Stripe, Salesforce, HubSpot, and dozens of other platforms today.

→ Start your 30-day free trial

→ Book a demo