Issue
When syncing a large volume of company records via Reverse ETL into the HubSpot Cloud Mode (Actions) destination using the Upsert Company action in Segment, you may encounter low initial load rates, a high volume of 429: Too Many Requests errors, and hours-long retry loops.
Product
Twilio Segment
Environment
Segment Console
Cause
HubSpot's API rate limit is 100 API calls per 10 seconds. The Upsert Company action does not currently expose a batching configuration, meaning records are sent sequentially. When syncing large data volumes, this sequential processing quickly exceeds the destination's rate limit, resulting in 429 errors and forcing Segment to rely on exponential backoff retries.
Resolution
To resolve this issue and enable batching for Company records, map your data using the Custom Object V2 action instead of the standard Upsert Company action:
- Navigate to your Reverse ETL source in the Segment Console and go to the Mappings tab for your HubSpot Cloud Mode (Actions) destination.
- Click + Add Mapping and select the Custom Object V2 action.
-
In the mapping configuration, set your Object Type as
companies(or use HubSpot's internal object ID for companies, which is0-2). HubSpot requires referencing objects by their short-hand name,fullyQualifiedName, orobjectTypeId. -
If an Enable Batching or Send Batch Data setting is available under optional fields, set it to
true. (Otherwise, because the Custom Object V2 action supports batching at the platform level, the Reverse ETL engine will automatically batch requests to HubSpot's bulk endpoints). - Map your required company fields to the Properties object.
- Save and enable the new mapping, then disable the original Upsert Company mapping.
Additional Information
- Because HubSpot's V3 APIs treat standard objects (like Contacts and Companies) and Custom Objects using the same endpoint structure, the Custom Object V2 action effectively routes batched payloads to HubSpot's bulk endpoints for Companies.
-
If any
429errors still occur during large batched syncs, Segment will automatically adapt based on HubSpot's capacity, slowing down upon receiving retryable errors and speeding up as events are successfully delivered.