Guide · Updated October 26, 2026 · By Aliaksei Vilenski

HubSpot Property Fill Rate: What It Is and How to Check It

Fill rate is the quickest signal that a custom property is dead weight, and the easiest one to misread. Here is what the number means, where HubSpot shows it, how to check one property by hand, and when a low number does not mean "delete".

Short answer: A HubSpot property's fill rate is the percentage of records of an object that have any value for that property: records with a value ÷ total records × 100. HubSpot shows it in two native places on every plan: the Export all properties spreadsheet (Settings → Properties) and the panel that opens when you choose Archive on a property. To check one property by hand, count records where the property is known and divide by the object's total record count. A low fill rate flags a cleanup candidate, but it doesn't prove the property is safe to delete.

What is property fill rate in HubSpot?

HubSpot defines fill rate as "the percentage of records that have a value for the property." It is measured per object: a contact property is measured against all contacts, a deal property against all deals.

Fill rate = (records where the property has a value ÷ total records of that object) × 100

Worked example: your portal has 20,000 contacts and 1,500 of them have a value in webinar_attended_2025. The fill rate is 1,500 ÷ 20,000 × 100 = 7.5%.

Two details matter when you read it:

  • Any value counts. Fill rate tells you a value exists, not whether it is correct, current, or useful. For number properties, HubSpot's "is known" filter treats 0 as a known value, so a record with 0 counts as filled.
  • The denominator is every record of the object, not just the records the property is meant for. That is the main source of misleading numbers, covered below.

Where does HubSpot show property fill rate?

HubSpot shows fill rate natively in two places, both available on all products and plans, including free HubSpot.

1. The "Export all properties" spreadsheet

  1. Click the settings icon in the top navigation bar, then select Properties in the left sidebar.
  2. In the upper right, click Export all properties. You need export permissions.
  3. Select the objects you want, choose a file format, and click Export. HubSpot emails you a download link and also posts it in your notification center. Several objects come as a zip with one file per object.

Each row includes the property's name, internal name, type, group, creator, usages, and fill rate. For contact, company, deal, and ticket properties, the file also includes the last updated time and update source. Sort by fill rate, lowest first, to get your shortlist for that object.

2. The archive panel

In Settings → Properties, pick an object, hover over a property, click More, then Archive. The right panel shows Fill rate for this property with a link to review the records, plus Assets preventing archiving and Other assets using this property. Nothing is archived until you click Archive property, so you can open the panel to read the number and close it. This is the quickest way to see one property's fill rate next to its dependencies.

On every plan, HubSpot's data model health check (Data Management → Data Model → Health tab) also flags properties with a "low fill rate", though it doesn't publish the threshold or show a ranked percentage list. Paid hubs (Starter and above) also get the data quality Property Insights view, which flags properties with no data, unused properties and duplicates. It isn't available on free HubSpot. See PropSweep vs HubSpot's data quality tools.

How do I check how many records have a value for a property?

If you want the raw counts behind the percentage, or need to count only a subset of records, use a segment:

  1. Click More, then go to CRM → Segments.
  2. Click Create segment → Manually and select the object (contacts, companies, deals…).
  3. Click + Add filter, pick the property, and choose is known. "Is known" includes every record that has a value for the property.
  4. Click Save and process segment. When processing finishes, the exact record count appears under the segment's name.
  5. Divide that count by the object's total number of records and multiply by 100.

For a quick look without saving anything, you can apply the same filter on the object's records page: click Advanced filters → Add filter, select the property, and set the criteria. Segments are more useful when you want to restrict the denominator, for example to one pipeline or lifecycle stage: add that filter to both the "is known" segment and a second segment for the total.

How to read the number: common pitfalls

A raw fill rate is a starting point, not a verdict. These cases regularly make a useful property look dead, or a dead one look healthy.

SituationWhat the fill rate showsWhat to do
New propertyLow, because it only applies to records created or updated since it was added.Check its creation date. Give it time before judging it.
Applies to some records only (one pipeline, one lifecycle stage, one record type)Low, because the denominator includes every record of the object.Recalculate against the relevant subset. 3% of all deals may be 100% of renewal deals.
Single checkbox / booleanA box set to "No" is still a value. If a form, import or workflow sets it on every record, the property looks full.Look at the value split, not just whether a value exists.
Defaults set by a form, import or workflowHigh, even if no person ever uses it.Check the update source in the export and the usages column.
Calculated propertiesDepends on whether the input properties have values, not on human use.Judge the inputs and whether anyone reports on the result.
Integration-synced propertiesShows sync coverage, not whether your team uses the data.Ask the integration owner before touching it. Deleting can break the sync.

Why 0% doesn't always mean safe to delete

An empty property can still be wired into your portal. A workflow may branch on it ("if unknown, do X"), a form may be waiting to collect it, a segment may filter on it, or an integration may be about to start writing to it. HubSpot's archive panel lists the assets that block archiving and the ones that merely use the property. Check both, and check outside HubSpot too: external scripts and integrations that read or write via the API won't show up there.

The opposite also happens: a property can be 90% full and still be dead, because an old import filled it once and nobody has looked at it since. That is a staleness question, not a fill-rate one. See empty vs unused vs stale HubSpot properties.

What is a good fill rate for a HubSpot property?

There is no universal threshold. A "good" fill rate depends on what the property is for. These are reasonable starting points for a review, not rules:

  • 0%, created a while ago: the strongest cleanup candidate. Check dependencies, then archive.
  • Under about 5%: worth asking the owner why it exists. Often a one-off campaign or an abandoned field, but it may be a narrow-scope property that is doing its job.
  • Low on a field you rely on (lead source, industry, deal type): this is a data capture problem, not a cleanup one. Fix the form, the required fields or the import, don't archive.
  • High: not automatically healthy. Check the update source and whether the values are still current.

Compare like with like. A property that only applies to one pipeline should be measured against that pipeline, and a field captured at signup should be close to full for recent records.

Per-object vs cross-object fill rate (and how PropSweep calculates it)

HubSpot's native views are per object. The export gives you one file per object, and the archive panel shows one property at a time. That is fine for an audit of contacts. It gets tedious when you want to compare contacts, companies, deals, tickets and custom objects in a single list.

PropSweep is a read-only HubSpot app that builds that cross-object list. For each custom property (HubSpot's default properties are skipped), it uses HubSpot's CRM Search API with the HAS_PROPERTY filter to count records that have a value, divides by the object's total record count, and multiplies by 100. That is the same definition HubSpot uses. All results go into one list sorted emptiest-first.

  • Free: contact properties only, showing the 5 least-filled, one scan every 7 days.
  • Pro Pass ($19 one-time for 6 months): contacts, companies, deals, tickets, leads, line items, products and quotes, plus custom objects, with automatic weekly re-scans and CSV export.

PropSweep measures fill rate only. It doesn't measure staleness or last-updated dates, and it doesn't check whether a property is used in workflows, so you still need the archive panel's dependency check. When you're ready to remove properties, follow how to safely archive or delete HubSpot properties. For the wider process, see how to find unused properties in HubSpot.

See fill rate for every custom property

Install PropSweep free from the HubSpot Marketplace. Read-only, no credit card.

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FAQ

Does HubSpot have a fill rate report?

Yes. The Export all properties spreadsheet in Settings → Properties includes a fill rate and usages column for each property, on all HubSpot plans. The archive panel also shows the fill rate for a single property.

Does a value of 0 count toward fill rate?

For number properties, HubSpot's filters treat 0 as a known value, so a record with 0 counts as having a value.

Is fill rate the same as property usage?

No. Fill rate measures how many records have a value. Usage measures where the property is referenced in HubSpot tools such as workflows, forms and segments. An empty property can still be used, and a full one can be unused.

Sources

Aliaksei Vilenski

Founder of PropSweep, a read-only HubSpot app that measures how full every custom property is so admins can clean up their CRM.