Determine your list criteria

Use lists to organize your contacts and companies by their common traits. Once you understand the filtering options, you can set criteria to build lists that help achieve your business goals. You can add up to 250 filters to a list.

Depending on the type of list and your HubSpot subscription, you can choose from the following filter types:

Please note: because of Apple's recently announced iOS 15 privacy features, contact-based lists filtered by engagement properties (e.g., Marketing emails opened, Recent sales email open date, Last engagement date) or Marketing emails may include or exclude unexpected contacts. Learn more about how to navigate these changes in HubSpot.

Choose and combine list criteria

Before selecting criteria, learn how to choose filter options and use multiple sets of criteria to segment your records. Using these filters properly will help to pull in the correct records for your goal.

Select filter options and criteria

Once you select a filter category (e.g. Contact properties, Form submissions), you can segment by a property value (e.g. Lifecycle stage property) or an activity (e.g. submissions to a specific form). You can then choose filter options to specify the relationship between this value or activity and the records on your list. Learn how to select options and criteria depending on the field type.

Use AND and OR logic

List criteria can also be combined to filter records in a more specific way.

• To identify objects that meet all criteria within a set of list filters, use AND logic. All filters included within the same filter group automatically follow AND logic.

• To identify objects that meet at least one criteria within a set of list filters, use OR logic. OR logic is automatically followed between separate filter groups.

For example, you may want to send a marketing email to new leads, or to any contacts that filled out a form on your website. To gather those contacts, you can create a list with two filter groups:

• One group to filter for contacts who became a lead at a certain time and have a known email address.
• Another group to filter for contacts that converted through a form submission.

The list will include either contacts who became a lead in that time and have a known email address, or contacts that converted through a form submission. Learn more about other ways to use AND and OR logic within HubSpot.
 
 

List filter categories and criteria

Object information and associated CRM activities

You can set criteria for your lists based on contact, company, deal, ticket, activity, or line item properties. Contact lists can also be segmented based on product, sequence enrollment, payment, feedback submission, and custom object properties. Company lists can also be segmented based on properties of associated quotes. Contact and company lists can also segment based on tracked terms. 

Examples of possible criteria include:

• contacts with the value Subscriber in the Lifecycle stage contact property.
• companies with an associated deal where the Amount deal property is greater than $5,000.

• contacts who have at least one call logged on their contact record.

To set your criteria, select a property, then depending on your property's field type, choose an option to set criteria based on that property:

Please note: certain filter options work differently in lists compared to views, and may return different results (e.g., contains any of in lists vs. contains exactly in views).

• contains all of: select multiple values. A record’s property must contain all of these values to be included in the list.
• contains any of: for Text properties, enter your text. A record’s property must contain the entire part of the entered text to be included in the list. For example, if you filter by Job title and select contains any of CTO, the list will include records with the values CTO and Director, because "cto" is part of both values. If you want to filter by specific values, use the criteria Is equal to any of instead.
• doesn’t contain all of: select multiple values. A record’s property must have none of these values to be included in the list.
• doesn’t contain any of: for Text properties, enter your text. A record’s property must not contain any of the entered text to be included in the list. Select the checkbox to include records with empty values.
• ends with any of: for Text properties, enter your text. A record’s property must match the entered text at the end of the property value to be included in the list.
• has (n)ever contained exactly: for Text properties, enter your text. A record's property must have historically (never) contained the exact entered text to be included in the list. If you choose to filter records that have never contained exactly, select the checkbox to include records with empty values.
• has (n)ever been any of: select multiple values. A record’s property must (not) have historically had any part of these values to be included in the list.
• has (n)ever been equal to: select a value. A record’s property must (not) have historically had the exact value to be included in the list.
• has (n)ever been equal to any of: for Text properties, enter your text. A record’s property must (not) have historically been equal to the exact entered text to be included in the list. If you choose to filter records that have never been equal to any of, select the checkbox to include records with empty values.
• is after: for Date picker properties, select a date on the calendar. A record’s property must have a date value that is after the selected date to be included in the list.
• is after property: for Date picker properties, select another Date picker property. A record’s property must have a date value that is after their date value in the second property to be included in the list.
• is any of: select multiple values. A record’s property must have at least one of these values to be included in the list.
  
  
   
• is before: for Date picker properties, select a date on the calendar. A record’s property must have a date value that is before the selected date to be included in the list.
• is before property: for Date picker properties, select another Date picker property. A record’s property must have a date value that is before the date value in the second property to be included in the list.
• is between: for Date picker properties, select two dates on the calendar. A record’s property must have a date value that is equal to or after the first selected date and equal to or before the second selected date to be included in the list.
• is (not) equal to: enter or select a value. A record’s property must (not) be equal to this value to be included in the list. For Numerical properties, an entered value of 0 is equal to a property value of 0, as well as to an empty property value.
• is (not) equal to all of: enter or select multiple values. A record’s property values must (not) be equal to all of these values to be included in the list.
• is (not) equal to any of: for Text properties, enter your text. A record’s property must (not) be equal to any of the entered text to be included in the list. If you choose to filter records that are not equal to any of, select the checkbox to include records with empty values.
• is greater than: for Numerical properties, enter a number. A record’s property must have a value that is greater than the entered number value to be included in the list.
• is greater than or equal to: for Numerical properties, enter a number. A record’s property must have a value that is greater than or equal to the entered number value to be included in the list.
• is known: all records with a value for the property will be included in the list. For Numerical properties, 0 is a known value, so records with a value of 0 will be included in the list with this filter is selected.
• is less than: for Numerical properties, enter a number. A record’s property must have a value that is less than the entered number value to be included in the list. An empty property value is included as less than 0.
• is less than or equal to: for Numerical properties, enter a number. A record’s property must have a value that is less than or equal to the entered number value to be included in the list. An empty property value is included as less than or equal to 0.
• is more than: for Date picker properties, enter a number, select a unit of time, then select ago or from now (e.g. 5 days ago, 10 weeks from now). A record’s property must have a date value that matches the defined time frame to be included in the list.
• is none of: select multiple values. A record's property must have a value that does not match any of the selected values to be included in the list. If you want to include records that have no value for that property, you can select the checkbox to include records with empty values in the list.

• is not between: for Date picker properties, select two dates on the calendar. A record’s property must have a value before the first selected date or after the second selected date to be included in the list.
• is unknown: all records that do not have a value for the property will be included in the list. For Numerical properties, 0 is a known value, so records with a value of 0 will not be included in the list with this filter selected.
• starts with any of: for Text properties, enter your text. A record’s property must match the entered text at the beginning of the property value to be included in the list.
• (not) updated in last: enter a number of days. A record's property must (not) have been updated within the last number of days you enter. If you choose to filter records that have not been updated in that time, you can select the checkbox to include records with empty values as not being updated.
• was updated after property: select another property. A record’s property must have been updated after the last update of the second property to be included in the list.
• was updated before property: select another property. A record’s property must have been updated before the last update of the second property to be included in the list.

List membership

You can filter records based on their list memberships. This filter can help you to combine different lists.

To set your criteria:

• Select a list, then select an option:
  • is member of list: any record included in the selected list will be added to the new list.
  • is not member of list: any record not included in the selected list will be added to the new list.

You can also select list membership for an associated object. For example, create a list of contacts based on their associated company's list membership. 

Form submissions

You can filter contacts based on their submissions to a HubSpot form.

To set your criteria:

• Select the form.
• In the dropdown menu, select to filter by if the Contact has filled out form or if the Contact hasn’t filled out form. You can select a specific HubSpot page that the form is on. This will filter out all contacts who did or did not submit to the specific form on that specific page. Otherwise, select Any page if there is no specific page.
• To refine the submissions further, click Refine this filter to filter by date, page location, or number of submissions.

Please note: if you've selected a non-HubSpot form, you cannot further refine the result by a specific page and should select Any page. The dropdown menus only include HubSpot pages and will not include any external pages that have your non-HubSpot form.

Import membership

You can filter records based on the import they were part of. This filter will include only the 1,000 most recent imports.

To set your criteria:

• Select an import, then select an option:
  • is in import: all records included in the import will be included in the list.
  • is not in import: all records not included in the import will be included in the list.

Ads interactions

If you're using the HubSpot ads tool and you've connected one of your ad accounts, you can filter contacts by the corresponding Google Ad, Facebook Ad, and LinkedIn Ad properties. Learn more about how to segment contacts based on ad interactions.

Marketing emails

You can filter contacts by their marketing email activity, and refine this by date.

To set your criteria:

• Select a marketing email.
• Select the activity to filter the contacts by.
• To refine further, click to expand Refine by date, then select an option.

Email subscriptions

You can filter contacts based on the status of their email subscriptions. You can view email subscriptions in the left panel of a contact record.

To set criteria:

• Select an option:
  • Contact has opted into all of: contacts who have opted into all of the select subscriptions will be included in the list.
  • Contact has opted out of all of: contacts who have opted out of all the selected subscriptions will be included on the list.
  • Contact has not opted into all of: contacts who have neither opted in or opted out of the selected subscriptions will be included in the list.
• Click the dropdown menu, then select the checkboxes of the subscriptions you're filtering by.
• To refine further, click to expand Refine by date, then select an option.

Media interactions

You can filter contacts based on their interactions with your media content, such as images, HubSpot video, or connected Media Bridge apps.

To set your criteria based on an interaction with a specific piece of media:

• Select to filter by Media.
• To set your criteria, select an option:
  • is equal to any of: select the media from the dropdown menu. Contacts who have interacted with any of the selected media will be included in the list.
  • is not equal to any of: select the media from the dropdown menu. Contacts who have not interacted with any of the selected media will be included in the list.
  • is known: contacts who have interacted with any media will be included in the list.
  • is unknown: contacts who have not interacted with any media will be included in the list.

To filter based on the date of a media interaction:

• Select to filter by Occurred at.
• Select an option.
• Depending on the criteria, click the date picker and select a date or range of dates.

Page views (Marketing Hub or Content Hub Professional and Enterprise only)

You can filter contacts by pages they've viewed on your website and refine this by date or number of visits.

To set your criteria:

• Select an option:
  • Contact has (not) viewed at least one URL equal to: contacts who have a page view in their contact record timeline that matches/doesn't match the exact URL specified. A wildcard (*) will not work. There is a limit of 2048 characters for the URL. 
    • Select either Standard or UTM only.
      • Standard: enter the URL of the page.
      • UTM only: enter any UTM parameters for the page's URL. Source, Medium, and Campaign are mandatory. 

• • Contact has (not) viewed at least one URL containing: contacts who have a page view in their contact record timeline that contains a specified part of a URL. For example, entering /marketing will show contacts who have visited a page on your website that contains /marketing in the page URL, such as http://www.domain.com/marketing/trade-shows or http://www.domain.com/contact/marketing-company. A wildcard (*) will not work.
  • Contact has (not) viewed at least one URL that matches regular expression: this is an advanced functionality, also known as regex, that HubSpot Support does not support. To learn more about building and testing regular expressions, visit RegExr. If HubSpot takes more than one second to test a contact against a condition using a regex filter, it will automatically return a value of false, and the contact will not pass the evaluation for that filter. A wildcard (*) will work.

• In the field, enter a URL.
• To refine further, click Refine this filter to filter by date or number of views.

Calls-to-action (Marketing Hub or Content Hub Starter, Professional and Enterprise only)

You can filter contacts by whether or not they have clicked or viewed a call-to-action (CTA). This can be further refined by the CTA or the date that the interaction occurred. For example, you can create a list of contacts who have clicked on a specific CTA in a specific month.

To set your criteria:

• Select a CTA click or CTA view.
• In the left panel, within the same group, click add filter. 
• To set your criteria based on a specific CTA, select CTA:
  • is equal to any of: select the CTA from the dropdown menu. Contacts who have interacted with the selected CTA will be included in the list.
  • is not equal to any of: select the CTA from the dropdown menu. Contacts who have not interacted with the selected CTA will be included in the list.
  • is known: contacts who have interacted with any CTA will be included in the list.
  • is unknown: contacts who have not interacted with any CTA will be included in the list.

• To set your criteria based on when a CTA click or view occurred, select Occurred at:
  • is equal to: select a date from the date picker. Contacts who have interacted with a CTA on the date will be included in the list.
  • is before: select a date from the date picker. Contacts who have interacted with a CTA before the date will be included in the list.
  • is after: select a date from the date picker. Contacts who have interacted with a CTA after the date will be included in the list.
  • is between: set two dates. Contacts who have interacted with a CTA on or between those dates will be included in the list.
  • is not between: set two dates. Contacts who did not interact with a CTA on or between those dates will be included in the list.
  • is more than: enter a number of days. Then, select days ago or days from now. Contacts that meet the defined timeframe will be included in the list. 
  • is less than: enter a number of days. Then, select days ago or days from now. Contacts that meet the defined timeframe will be included in the list. 
  • is unknown: contacts who have not interacted with any CTA will be included in the list.
  • is known: contacts who have interacted with any CTA will be included in the list.

Calls-to-action (legacy) (Marketing Hub or Content Hub Professional and Enterprise only)

You can filter contacts by legacy call-to-action (CTA) status and refine this by date or number of times. For example, you can create a list of contacts who have seen any CTA (legacy) more than twice.

To set your criteria:

• Select a CTA (legacy).
• Select an option:
  • Contact has(n't) seen this version of the call-to-action: contacts who have (not) seen the call-to-action will be included in this list.
  • Contact has(n't) clicked this version of the call-to-action: contacts who have (not) clicked the call-to-action.
• In the dropdown menu, select Any version of this CTA (includes smart rules) or Default version.
• To refine further, click Refine this filter to filter by date or number of interactions. 

Workflows (Professional and Enterprise only)

You can filter contacts by workflow status. For example, you can create a list of contacts who are currently active in a specific workflow. 

To set your criteria:

• Select a workflow.
• Select an option:
  • Contact is(n't) currently active: contacts who are (not) currently enrolled in the workflow will be included on the list.
  • Contact has (never) completed: contacts who have historically (never) completed the workflow will be included on the list. 
  • Contact has (never) been enrolled: contacts who have historically (never) been enrolled in the workflow will be included on the list.
  • Contact has(n't) met the goal: contacts who have (not) met the goal of the workflow will be included in the list.

Please note: when using the Contact has met the goal filter, only the contacts who met the goal criteria and were sent a marketing email from the workflow will be in the list.

Behavioral Events (Marketing Hub Enterprise only)

You can filter contacts by behavioral events they've completed, and refine this by date or number of times. For example, you can create a list of contacts who have completed a specific event more than twice.

To set your criteria:

• Select an event.
• Select either Contact has completed to filter by contacts who have completed the event, or Contact hasn't completed to filter by contacts who have not.
• To refine further, click to expand Refine by date or Refine by number of times, then select an option.

Marketing Campaigns (Marketing Hub Professional and Enterprise only)

You can filter contacts by campaign influence. For example, you can create a list of contacts who have been influenced by a specific campaign. 

To set your criteria:

• Select to filter by Marketing campaigns.
• Click Marketing Campaign Influence. Then, click Marketing campaign. 
• Select an option:
  • Is equal to any of: contacts that have engaged with one or more assets associated with the selected campaign will be included on the list. 
  • Is not equal to any of: contacts that have not engaged with any assets associated with the selected campaign will be included on the list. 
  • Is known: contacts that have engaged with one or more assets associated with any campaign will be included on the list. 

• • Is unknown: contacts that have not engaged with any assets associated with any campaign will be included on the list. 

List criteria available with integrations

GoToWebinar webinar status

If you've integrated GoToWebinar with HubSpot, you can filter contacts by their GoToWebinar webinar status. For example, you can create a list of contacts who have registered for any webinar, or have not attended a specific webinar.

SurveyMonkey response

If you've integrated SurveyMonkey with HubSpot, you can filter contacts by their SurveyMonkey survey response. For example, you can create a list of contacts that have responded to a specific survey, or even given specific answers to questions in the survey.