You measure ROI from Breeze Intelligence by comparing what its three features change in your HubSpot data against what they cost in credits, seats and setup time. It will not calculate that ROI for you: Breeze Intelligence is HubSpot's data enrichment and buyer intent product, so the measurement plan is yours.
Checked against HubSpot's knowledge base on October 19, 2026.
HubSpot launched Breeze Intelligence at INBOUND 2024, built on Clearbit. HubSpot's help docs now describe these features as data enrichment, buyer intent and form shortening. Each needs its own yardstick.
What does Breeze Intelligence actually do?
Data enrichment fills in and keeps current property values on contact and company records, such as job title, industry and company size. Contacts are matched on first name, last name and work email, and companies on company domain.
Form shortening shows only the Email field first, checks enrichment data and existing CRM data, and hides the fields enrichment can fill. If no enrichment data is available, the visitor sees every field.
Buyer intent surfaces companies showing interest. Visitor intent matches website visits collected by the HubSpot tracking code to companies that meet your intent criteria, and research intent surfaces companies researching topics you choose across the web.
How do you measure the value of data enrichment?
Before you turn anything on, count how many contact and company records have empty values in your key properties. After enrichment runs, count again. Three measures cover most of the value:
- Records and properties filled. How many records gained values, and in which key properties.
- Time saved on manual research. Ask the people who looked up company details by hand how long each record took before and after. A short time log over two comparable weeks is enough.
- Effect on segmentation and fit scores. Fit scores in HubSpot's lead scoring tool use property values such as job title or company size, the kind of values enrichment fills. Compare segment sizes and fit scores before and after.
Settings shape what you see. Existing data is kept unless you overwrite it manually or turn on the overwrite setting, so filled records may show no change. Mapping changes apply only to future enrichment, so lock your mapping before the window starts. "Continuously enrich existing records" updates previously enriched records monthly when new data is available, so a window of at least a month captures that cycle.
How do you measure form shortening?
Compare form submissions before and after on the forms that use it, and only those forms, over equal periods with similar traffic. Keep the comparison clean:
- Form shortening works only with forms built in the updated form editor, not legacy forms.
- Conditional logic and redirects are not supported with enriched properties, so forms that relied on them are not like-for-like.
- Visitors with no enrichment data still see the full form, so the change reaches part of your traffic, not all of it.
Also check that the hidden fields still arrive on the record. A shorter form only counts as a win if your team still gets the information it needs.
How do you measure buyer intent?
Follow companies through three stages: surfaced, added to the CRM, and worked as deals.
- Surfaced. Count the companies that meet your intent criteria in a set timeframe. You can filter by timeframe, CRM status, target market and more, and save views to rerun the same count each month.
- Added to the CRM. Count how many of those companies were added to CRM records, whether manually, in bulk or automatically.
- Worked as deals. Track which added companies later had deals created and how those deals progressed. Auto-adding them to a static segment keeps the cohort easy to find.
What does Breeze Intelligence cost to run?
- Data enrichment does not consume HubSpot Credits. Smart properties do.
- Form shortening has not used HubSpot Credits since September 3, 2025.
- Buyer intent uses HubSpot Credits when you add new companies and track their intent signals. Filtering by segment and excluding companies do not consume credits. Viewing more than 20 companies per view needs a Starter, Professional or Enterprise subscription.
- Plans and seats. Data enrichment is available on Marketing Hub, Sales Hub, Service Hub, Data Hub and Content Hub on Starter, Professional or Enterprise, and on Smart CRM and Revenue Hub on Professional or Enterprise. Some features need seats.
Add your team's setup and review hours for a complete cost line.
How do you set a fair baseline?
Compare like with like. Keep the same forms, segments and properties in both periods, and note anything else that changed, such as a new campaign. Where you can, compare a cohort of records enriched after launch with a similar cohort from before.
Your evidence source is the Activity tab in the data enrichment settings. It logs enrichment events with the timestamp, source, user, records, type and details. Automatic and continuous enrichment events are grouped in 3-hour blocks.
A step-by-step measurement plan
- Confirm access. A Super Admin configures enrichment settings and grants "Data enrichment access" under Settings > Users & Teams > Edit permissions > Data Management. For buyer intent, Super Admins assign Buyer Intent and Data Enrichment permissions.
- Record the baseline. Count empty key properties, form submissions, segment sizes and fit scores.
- Test before you enrich. HubSpot recommends testing record eligibility before enriching. Automatic enrichment is off by default.
- Set mapping and overwrite rules. In Settings > Data Management > Data Enrichment, use the Mapping tab to choose a property and an overwrite rule for each field: "Fill empty values only", "Fill empty values and overwrite existing values", or "Do not fill any values".
- Prepare buyer intent. Set up a target market and intent criteria, install the HubSpot tracking code and confirm it fires, add your site domains, and consider a cookie consent banner.
- Turn features on and log the date so your before and after windows are clear.
- Measure at the end of the window. Repeat every baseline count, review the Activity tab, and note the HubSpot Credits buyer intent used.
- Compare value with cost. Set filled properties, hours saved, submission changes and buyer intent deals against credits, seats and hours.
What it does not do
Breeze Intelligence does not calculate ROI, run attribution, forecast revenue, predict churn, or provide a custom scoring engine. It is HubSpot's own product. Deal scores are a Sales Hub feature, not part of Breeze Intelligence. Enrichment can improve the company data around a deal, but it is not what calculates the deal score.
Two cautions for your numbers: the workflow "Enrich record" action and conversational enrichment can overwrite values regardless of your mapping rule, and contacts who opt out of enrichment get an "enrichment opt out" label, so check for that label when you count filled records.
Getting started
Measuring Breeze Intelligence well takes a clean baseline, one yardstick per feature, and a complete cost line. INSIDEA, an Elite HubSpot Partner, can set up your enrichment settings, property mapping, scoring and buyer intent workflows through its HubSpot services.
How INSIDEA works
