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Analyze custom events

Last updated: February 1, 2024

Available with any of the following subscriptions, except where noted:

Marketing Hub   Enterprise

Learn how to analyze custom events. This includes visited URL events, clicked element events, and manually tracked events.

Please note: this article walks through the new custom events tool, which replaces the previous events tool. Any events created in the legacy tool will continue to work, and you can still manage and analyze those events in the legacy tool.

Event completions can be analyzed from the custom events tool, and event data will also be available in the custom report builder and attribution reports.

View event completions

  • In your HubSpot account, navigate to Reporting > Reports > Custom events.
  • Click the Analyze tab.
  • To filter the data for a specific time range and frequency, click the Date range and Frequency dropdown menus.
    • If you select a rolling date range, the data set will exclude the current day.
    • A week in the report starts on Sunday by default, when the date range selected consists of a week, or when the frequency is set to Weekly.
  • To view chart data for specific events in the chart, select the checkboxes next to those events in the table.
  • To view more detail for an event, including completions, unique visitors, and the properties associated with the event, click the name of the event in the table.
    • Completions reflects the number of times the event was completed, while Unique visitors reflects the number of visitors to the page where the event lives. 
    • Keep in mind that not every person who completes an event is necessarily a contact in your CRM. And if an anonymous visitor later converts to a contact, HubSpot will retroactively add event data to their contact timeline.

Report on custom events

Using the custom report builder, you can create reports that use custom events as a data source:

  • In your HubSpot account, navigate to Reporting & Data > Reports.
  • In the upper right, click Create report.
  • Select Custom Report Builder.
  • To use custom events as your primary data source, click the Primary data source dropdown menu, then select Custom events

  • If you want to use custom events as a non-primary source, you can select Custom events from the Other section. 

  • Continue building your report. To specify which event you want to report on, in the left sidebar, click the Browse dropdown menu, then select Custom events. Then, under Custom events, select the event you want to report on. 

Please note: you can only use data from one custom event per report. Attempting to include properties from multiple events will reset any event fields already in the report.

In addition to building custom reports, you can also enable a custom event as an interaction type for revenue attribution and deal create attribution reporting. To properly attribute revenue to your event, ensure your API call includes the necessary asset types and interaction sources.

To begin tracking event interactions, enable the interaction type in your account settings. Once enabled, your current attribution reports will reprocess to include new event data moving forward. Reports cannot retroactively pull in past event data.

For example, you create an event that tracks when users log in to your mobile app. If a contact who has logged in to the mobile app is later associated with a closed won deal, the login event can be given credit for contributing to that closed revenue. 


Please note: it can take up to two days for HubSpot to reprocess existing reports with your event data, depending on the amount of data in your account. 

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