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Omnivore URLs in HubSpot

Review Omnivore URLs in HubSpot

This article explains:

  • What an Omnivore URL represents in HubSpot

  • What has changed compared to Freshdesk (and what hasn’t)

  • How Omnivore URLs are used in HubSpot

  • How reporting is improved

For required Support procedures, refer to the internal article “Linking Companies and Omnivore URLs on Tickets.”

What an Omnivore URL represents in HubSpot

An Omnivore URL represents a specific Omnivore account or setup for a retailer.

A single retailer (company) may have:

  • One Omnivore URL

  • Multiple Omnivore URLs (for example, different brands, regions(NZ, AU etc), marketplaces, or Omnivore instances)

Each Omnivore URL should be treated as a distinct retailer account, even when multiple URLs belong to the same company.

Omnivore URLs are tracked explicitly rather than assumed to be one-to-one with companies.

Not all companies in HubSpot will have an Omnivore URL.
Companies that are still leads, prospects, or pre-install retailers may exist without any Omnivore URLs until/if an Omnivore account is created.

How Omnivore URLs are used in HubSpot

Omnivore URLs provide a consistent account-level context across HubSpot. They ensure activity, history, and reporting relate to the correct Omnivore account, not just the Company.

They are used in the following ways:

On tickets
Omnivore URLs identify which specific retailer account an issue relates to.
This prevents issues for different Omnivore accounts under the same company from being mixed together and ensures troubleshooting and reporting are done against the correct account.

On deals
Omnivore URLs link Deals to the correct Omnivore account.
This is important where a single company operates multiple accounts but onboarding, or sales activities apply to only one of them.

On contacts
Omnivore URLs provide context about which Omnivore account a contact is associated with.
This helps distinguish contacts across different accounts, agencies, or child companies under the same business.

On companies
Companies show all Omnivore URLs operated by that retailer.
This provides a complete view of the retailer’s footprint without splitting the business into multiple company records.

Across the platform
By using Omnivore URLs consistently:

  • Activity is attributed to the correct account

  • Historical context is preserved

  • Support, Sales, and AM work from the same account view

  • Reporting reflects real retailer usage

How Omnivore URLs relate to companies

Companies represent the retailer as a business entity or and agency.
Omnivore URLs represent the individual Omnivore accounts operated by that business or agency.

One company can be associated with multiple Omnivore URLs.
This avoids duplicating companies while still preserving separation between different retailer accounts.

HubSpot also supports parent and child companies (for example, enterprise retailers like CRG, Mobileciti, or agencies).

This structure represents a hierarchy, while Omnivore URLs represent Omnivore accounts and sit alongside it.

Where parent and child companies are used, Omnivore URLs are associated with the relevant child company, not the parent.
Parent companies exist for roll-up visibility only.

What has changed from Freshdesk to HubSpot

In Freshdesk

  • Truncated Omnivore URLs were often represented as separate “companies”

  • This helped separate accounts but blurred the line between a business and an Omnivore account

  • Reporting and account history were fragmented

In HubSpot

  • Companies represent the retailer as a business

  • Omnivore URLs are tracked explicitly as their own records

  • Tickets, Deals, and Contacts can all reference the correct Omnivore URL

What has not changed

  • Retailers are still treated as a single business where appropriate

  • Omnivore URLs are not automatically inferred or guessed

What to do when an Omnivore URL isn’t in HubSpot yet

It is expected that some Omnivore URLs will not yet exist in HubSpot, especially for:

  • New retailer setups

  • Newly created Omnivore accounts

  • URLs discovered during troubleshooting

  • Failures of the Omnivore to HubSpot automated sync.

When this happens:

  • The Omnivore URL must be identified and added to the appropriate Company

The required process for tickets is documented in the internal article:
“Linking Companies and Omnivore URLs on Tickets.”

How reporting is improved

Previously, reporting was largely Freshdesk company-based.
For retailers with multiple Omnivore URLs, this:

  • Sometimes mixed unrelated activity together

  • Made trends difficult to interpret

With Omnivore URLs tracked explicitly across Tickets, Deals, and Contacts, HubSpot can now:

  • Report support volume per Omnivore URL

  • Analyse deal performance by retailer account

  • Track engagement and issues at the correct account level

  • Provide clearer insights for Sales, Support and AM

What Omnivore URLs are not

Omnivore URLs are not:

  • A ticket-only concept

  • Assumed to be one per company

They are deliberately explicit to maintain data quality across HubSpot.

Where to find how-to steps

For step-by-step instructions on:

  • Linking a company to a ticket

  • Selecting or adding an Omnivore URL

  • Handling missing or unclear information

Refer to the internal article:
“Linking Companies and Omnivore URLs on Tickets.”

Summary

  • Omnivore URLs represent individual retailer accounts

  • They are used across Tickets, Deals, Contacts, and Companies

  • Companies may also sit within parent/child structures

  • Omnivore URLs sit alongside this and represent Omnivore accounts

  • Support context and reporting are clearer as a result