diff --git a/homeassistant/components/cloud/__init__.py b/homeassistant/components/cloud/__init__.py
index 038bc227fcd..33b5e248561 100644
--- a/homeassistant/components/cloud/__init__.py
+++ b/homeassistant/components/cloud/__init__.py
@@ -228,7 +228,7 @@ async def async_setup(hass, config):
 
     cloud.iot.register_on_connect(_on_connect)
 
-    await cloud.start()
+    await cloud.initialize()
     await http_api.async_setup(hass)
 
     account_link.async_setup(hass)
diff --git a/homeassistant/components/cloud/client.py b/homeassistant/components/cloud/client.py
index 93c6fcd9086..4c039f3888c 100644
--- a/homeassistant/components/cloud/client.py
+++ b/homeassistant/components/cloud/client.py
@@ -108,8 +108,8 @@ class CloudClient(Interface):
 
         return self._google_config
 
-    async def logged_in(self) -> None:
-        """When user logs in."""
+    async def cloud_started(self) -> None:
+        """When cloud is started."""
         is_new_user = await self.prefs.async_set_username(self.cloud.username)
 
         async def enable_alexa(_):
@@ -150,7 +150,10 @@ class CloudClient(Interface):
         if tasks:
             await asyncio.gather(*(task(None) for task in tasks))
 
-    async def cleanups(self) -> None:
+    async def cloud_stopped(self) -> None:
+        """When the cloud is stopped."""
+
+    async def logout_cleanups(self) -> None:
         """Cleanup some stuff after logout."""
         await self.prefs.async_set_username(None)
 
diff --git a/homeassistant/components/cloud/google_config.py b/homeassistant/components/cloud/google_config.py
index 65cbe8bb342..aed66ae179d 100644
--- a/homeassistant/components/cloud/google_config.py
+++ b/homeassistant/components/cloud/google_config.py
@@ -62,7 +62,7 @@ class CloudGoogleConfig(AbstractConfig):
     @property
     def should_report_state(self):
         """Return if states should be proactively reported."""
-        return self._cloud.is_logged_in and self._prefs.google_report_state
+        return self.enabled and self._prefs.google_report_state
 
     @property
     def local_sdk_webhook_id(self):
diff --git a/homeassistant/components/cloud/manifest.json b/homeassistant/components/cloud/manifest.json
index 129b9f83819..d5e93a2a370 100644
--- a/homeassistant/components/cloud/manifest.json
+++ b/homeassistant/components/cloud/manifest.json
@@ -2,7 +2,7 @@
   "domain": "cloud",
   "name": "Home Assistant Cloud",
   "documentation": "https://www.home-assistant.io/integrations/cloud",
-  "requirements": ["hass-nabucasa==0.46.0"],
+  "requirements": ["hass-nabucasa==0.47.1"],
   "dependencies": ["http", "webhook"],
   "after_dependencies": ["google_assistant", "alexa"],
   "codeowners": ["@home-assistant/cloud"],
diff --git a/homeassistant/components/google_assistant/helpers.py b/homeassistant/components/google_assistant/helpers.py
index ebbed89347e..4e3ade38e39 100644
--- a/homeassistant/components/google_assistant/helpers.py
+++ b/homeassistant/components/google_assistant/helpers.py
@@ -15,10 +15,10 @@ from homeassistant.const import (
     ATTR_SUPPORTED_FEATURES,
     CLOUD_NEVER_EXPOSED_ENTITIES,
     CONF_NAME,
-    EVENT_HOMEASSISTANT_STARTED,
     STATE_UNAVAILABLE,
 )
-from homeassistant.core import Context, CoreState, HomeAssistant, State, callback
+from homeassistant.core import Context, HomeAssistant, State, callback
+from homeassistant.helpers import start
 from homeassistant.helpers.area_registry import AreaEntry
 from homeassistant.helpers.device_registry import DeviceEntry
 from homeassistant.helpers.entity_registry import RegistryEntry
@@ -105,15 +105,14 @@ class AbstractConfig(ABC):
         self._store = GoogleConfigStore(self.hass)
         await self._store.async_load()
 
-        if self.hass.state == CoreState.running:
-            await self.async_sync_entities_all()
+        if not self.enabled:
             return
 
         async def sync_google(_):
             """Sync entities to Google."""
             await self.async_sync_entities_all()
 
-        self.hass.bus.async_listen_once(EVENT_HOMEASSISTANT_STARTED, sync_google)
+        start.async_at_start(self.hass, sync_google)
 
     @property
     def enabled(self):
diff --git a/homeassistant/components/http/forwarded.py b/homeassistant/components/http/forwarded.py
index 6dd2d9adb8a..4cc330a85ed 100644
--- a/homeassistant/components/http/forwarded.py
+++ b/homeassistant/components/http/forwarded.py
@@ -4,6 +4,8 @@ from __future__ import annotations
 from collections.abc import Awaitable, Callable
 from ipaddress import ip_address
 import logging
+from types import ModuleType
+from typing import Literal
 
 from aiohttp.hdrs import X_FORWARDED_FOR, X_FORWARDED_HOST, X_FORWARDED_PROTO
 from aiohttp.web import Application, HTTPBadRequest, Request, StreamResponse, middleware
@@ -63,23 +65,30 @@ def async_setup_forwarded(
         an HTTP 400 status code is thrown.
     """
 
-    try:
-        from hass_nabucasa import remote  # pylint: disable=import-outside-toplevel
-
-        # venv users might have already loaded it before it got upgraded so guard for this
-        # This can only happen when people upgrade from before 2021.8.5.
-        if not hasattr(remote, "is_cloud_request"):
-            remote = None
-    except ImportError:
-        remote = None
+    remote: Literal[False] | None | ModuleType = None
 
     @middleware
     async def forwarded_middleware(
         request: Request, handler: Callable[[Request], Awaitable[StreamResponse]]
     ) -> StreamResponse:
         """Process forwarded data by a reverse proxy."""
+        nonlocal remote
+
+        if remote is None:
+            # Initialize remote method
+            try:
+                from hass_nabucasa import (  # pylint: disable=import-outside-toplevel
+                    remote,
+                )
+
+                # venv users might have an old version installed if they don't have cloud around anymore
+                if not hasattr(remote, "is_cloud_request"):
+                    remote = False
+            except ImportError:
+                remote = False
+
         # Skip requests from Remote UI
-        if remote is not None and remote.is_cloud_request.get():
+        if remote and remote.is_cloud_request.get():  # type: ignore
             return await handler(request)
 
         # Handle X-Forwarded-For
diff --git a/homeassistant/package_constraints.txt b/homeassistant/package_constraints.txt
index cb6d10e4084..c59fdafdc7a 100644
--- a/homeassistant/package_constraints.txt
+++ b/homeassistant/package_constraints.txt
@@ -15,7 +15,7 @@ ciso8601==2.1.3
 cryptography==3.3.2
 defusedxml==0.7.1
 emoji==1.2.0
-hass-nabucasa==0.46.0
+hass-nabucasa==0.47.1
 home-assistant-frontend==20210830.0
 httpx==0.19.0
 ifaddr==0.1.7
diff --git a/requirements_all.txt b/requirements_all.txt
index 179017806ea..2e2c63a9d25 100644
--- a/requirements_all.txt
+++ b/requirements_all.txt
@@ -760,7 +760,7 @@ habitipy==0.2.0
 hangups==0.4.14
 
 # homeassistant.components.cloud
-hass-nabucasa==0.46.0
+hass-nabucasa==0.47.1
 
 # homeassistant.components.splunk
 hass_splunk==0.1.1
diff --git a/requirements_test_all.txt b/requirements_test_all.txt
index 22f16c40b79..d48136e74b7 100644
--- a/requirements_test_all.txt
+++ b/requirements_test_all.txt
@@ -441,7 +441,7 @@ habitipy==0.2.0
 hangups==0.4.14
 
 # homeassistant.components.cloud
-hass-nabucasa==0.46.0
+hass-nabucasa==0.47.1
 
 # homeassistant.components.tasmota
 hatasmota==0.2.20
diff --git a/tests/components/cloud/__init__.py b/tests/components/cloud/__init__.py
index 8613c6408fe..40809d2759c 100644
--- a/tests/components/cloud/__init__.py
+++ b/tests/components/cloud/__init__.py
@@ -12,7 +12,7 @@ async def mock_cloud(hass, config=None):
     assert await async_setup_component(hass, cloud.DOMAIN, {"cloud": config or {}})
     cloud_inst = hass.data["cloud"]
     with patch("hass_nabucasa.Cloud.run_executor", AsyncMock(return_value=None)):
-        await cloud_inst.start()
+        await cloud_inst.initialize()
 
 
 def mock_cloud_prefs(hass, prefs={}):
diff --git a/tests/components/cloud/conftest.py b/tests/components/cloud/conftest.py
index 75276a9f2e2..baa1dd6bae8 100644
--- a/tests/components/cloud/conftest.py
+++ b/tests/components/cloud/conftest.py
@@ -48,6 +48,8 @@ def mock_cloud_login(hass, mock_cloud_setup):
         },
         "test",
     )
+    with patch.object(hass.data[const.DOMAIN].auth, "async_check_token"):
+        yield
 
 
 @pytest.fixture
diff --git a/tests/components/cloud/test_client.py b/tests/components/cloud/test_client.py
index dfea8f80cee..c3890fb17ec 100644
--- a/tests/components/cloud/test_client.py
+++ b/tests/components/cloud/test_client.py
@@ -134,7 +134,7 @@ async def test_handler_google_actions_disabled(hass, mock_cloud_fixture):
     """Test handler Google Actions when user has disabled it."""
     mock_cloud_fixture._prefs[PREF_ENABLE_GOOGLE] = False
 
-    with patch("hass_nabucasa.Cloud.start"):
+    with patch("hass_nabucasa.Cloud.initialize"):
         assert await async_setup_component(hass, "cloud", {})
 
     reqid = "5711642932632160983"
@@ -149,7 +149,7 @@ async def test_handler_google_actions_disabled(hass, mock_cloud_fixture):
 
 async def test_webhook_msg(hass, caplog):
     """Test webhook msg."""
-    with patch("hass_nabucasa.Cloud.start"):
+    with patch("hass_nabucasa.Cloud.initialize"):
         setup = await async_setup_component(hass, "cloud", {"cloud": {}})
         assert setup
     cloud = hass.data["cloud"]
@@ -261,7 +261,7 @@ async def test_set_username(hass):
     )
     client = CloudClient(hass, prefs, None, {}, {})
     client.cloud = MagicMock(is_logged_in=True, username="mock-username")
-    await client.logged_in()
+    await client.cloud_started()
 
     assert len(prefs.async_set_username.mock_calls) == 1
     assert prefs.async_set_username.mock_calls[0][1][0] == "mock-username"
@@ -279,7 +279,7 @@ async def test_login_recovers_bad_internet(hass, caplog):
     client._alexa_config = Mock(
         async_enable_proactive_mode=Mock(side_effect=aiohttp.ClientError)
     )
-    await client.logged_in()
+    await client.cloud_started()
     assert len(client._alexa_config.async_enable_proactive_mode.mock_calls) == 1
     assert "Unable to activate Alexa Report State" in caplog.text
 
diff --git a/tests/components/cloud/test_google_config.py b/tests/components/cloud/test_google_config.py
index 64d50250259..1f513dbf53e 100644
--- a/tests/components/cloud/test_google_config.py
+++ b/tests/components/cloud/test_google_config.py
@@ -31,6 +31,8 @@ async def test_google_update_report_state(mock_conf, hass, cloud_prefs):
     await mock_conf.async_initialize()
     await mock_conf.async_connect_agent_user("mock-user-id")
 
+    mock_conf._cloud.subscription_expired = False
+
     with patch.object(mock_conf, "async_sync_entities") as mock_sync, patch(
         "homeassistant.components.google_assistant.report_state.async_enable_report_state"
     ) as mock_report_state:
@@ -41,6 +43,25 @@ async def test_google_update_report_state(mock_conf, hass, cloud_prefs):
     assert len(mock_report_state.mock_calls) == 1
 
 
+async def test_google_update_report_state_subscription_expired(
+    mock_conf, hass, cloud_prefs
+):
+    """Test Google config not reporting state when subscription has expired."""
+    await mock_conf.async_initialize()
+    await mock_conf.async_connect_agent_user("mock-user-id")
+
+    assert mock_conf._cloud.subscription_expired
+
+    with patch.object(mock_conf, "async_sync_entities") as mock_sync, patch(
+        "homeassistant.components.google_assistant.report_state.async_enable_report_state"
+    ) as mock_report_state:
+        await cloud_prefs.async_update(google_report_state=True)
+        await hass.async_block_till_done()
+
+    assert len(mock_sync.mock_calls) == 0
+    assert len(mock_report_state.mock_calls) == 0
+
+
 async def test_sync_entities(mock_conf, hass, cloud_prefs):
     """Test sync devices."""
     await mock_conf.async_initialize()
@@ -172,6 +193,7 @@ async def test_sync_google_when_started(hass, mock_cloud_login, cloud_prefs):
     with patch.object(config, "async_sync_entities_all") as mock_sync:
         await config.async_initialize()
         await config.async_connect_agent_user("mock-user-id")
+        await hass.async_block_till_done()
         assert len(mock_sync.mock_calls) == 1
 
 
diff --git a/tests/components/cloud/test_init.py b/tests/components/cloud/test_init.py
index 7202c8a0b39..e478849d3ef 100644
--- a/tests/components/cloud/test_init.py
+++ b/tests/components/cloud/test_init.py
@@ -15,7 +15,7 @@ from homeassistant.setup import async_setup_component
 
 async def test_constructor_loads_info_from_config(hass):
     """Test non-dev mode loads info from SERVERS constant."""
-    with patch("hass_nabucasa.Cloud.start"):
+    with patch("hass_nabucasa.Cloud.initialize"):
         result = await async_setup_component(
             hass,
             "cloud",
@@ -109,7 +109,7 @@ async def test_setup_existing_cloud_user(hass, hass_storage):
     """Test setup with API push default data."""
     user = await hass.auth.async_create_system_user("Cloud test")
     hass_storage[STORAGE_KEY] = {"version": 1, "data": {"cloud_user": user.id}}
-    with patch("hass_nabucasa.Cloud.start"):
+    with patch("hass_nabucasa.Cloud.initialize"):
         result = await async_setup_component(
             hass,
             "cloud",