Quarterly Database Cleanup
A structured quarterly audit that catches data drift before it becomes a crisis. Run this at the start of each quarter (or monthly if the database is large or fast-growing).
Prerequisites
- HubSpot API token in
.env - Python with
hubspot-api-clientinstalled viauv - Previous quarter's report (for trend comparison) — optional on first run
Audit Checklist
1. List Health
- Count total active lists, static lists, and unused lists (zero members)
- Identify lists not referenced by any workflow or email
- Flag duplicate or overlapping lists
2. Bounce Monitoring
- Count contacts with 1, 2, and 3+ bounces
- Hard bounce rate vs. previous quarter
- Review contacts flagged by bounce monitoring workflow
3. Data Quality
- Missing email, company, industry, country, lifecycle stage
- Compare percentages to previous quarter
- Flag any property completeness that dropped more than 5%
4. Scoring Calibration
- Review lead score distribution (histogram)
- Check MQL conversion rate — are high-scoring leads actually converting?
- Adjust scoring model if conversion rate is below 10% or above 50%
5. Engagement Metrics
- Active contacts (engagement in last 90 days) as % of total
- Zombie contacts (no engagement in 6+ months) as % of total
- Email open rate and click rate trends
6. Property Cleanup
- Custom properties with zero populated records
- Properties not used in any list, workflow, or form
- Test/temp properties that should be archived
Step-by-Step Instructions
Stage 1: Before — Gather Baselines
- Locate the previous quarter's report (if it exists) in
reports/. - Run
/hubspot-auditto get fresh numbers across all dimensions.
Stage 2: Execute — Deep Review
For each checklist item above:
- Pull current metrics via the HubSpot API (reuse audit script patterns).
- Compare to the previous quarter's numbers.
- Flag any metric that worsened by more than 5 percentage points.
- Document specific contacts, lists, or properties that need action.
Stage 3: After — Generate Report
Save a report to reports/quarterly-cleanup-{YYYY-Q#}.md with this structure:
# Quarterly Database Health Report — YYYY Q#
## Summary
| Metric | Last Quarter | This Quarter | Change |
|--------|-------------|-------------|--------|
| Total contacts | XX,XXX | XX,XXX | +X% |
| Data completeness | XX% | XX% | +X% |
| Bounce rate | X.X% | X.X% | -X% |
| Zombie contacts | XX% | XX% | -X% |
| Unused lists | XX | XX | -XX |
## Action Items
1. [item with owner and deadline]
2. ...
## Detailed Findings
[One section per checklist item with metrics and recommendations]Stage 4: Rollback
This is a read-only audit — no rollback needed. Action items from the report are executed separately through their respective skills.
Scheduling
- Set a recurring calendar reminder for the first Monday of each quarter.
- Assign an owner for each action item in the report.
- Review the previous quarter's action items for completion before starting the new audit.