Last updated: October 14, 2026
Available with any of the following subscriptions, except where noted:
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Service Hub
Professional, Enterprise
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Seats required for certain features
Topics use AI to automatically classify recurring themes across tickets and conversations. You can view topic and subtopic data in reports and create custom topics to track issues specific to your business.
Using topics, you can analyze and monitor trends and team performance in the help desk and customer agent workspaces. You can also coach the customer agent based on specific topic areas.
If you're a Super Admin, you can opt into the Topics beta.
Seats required A Service Hub Professional or Enterprise seat is required to access topics in help desk.
Please note: topics are currently unavailable for sensitive data accounts, due to additional legal, compliance, and AI-processing requirements.
Use case: Identify support trends
A support manager uses Topics to categorize tickets and conversations, and notices a rise in Account, Access & Permissions tickets. They then update the team's setup instructions to help customers resolve common access issues themselves.
Turn on topic tracking
After you turn on topic tracking, HubSpot begins collecting topic data from eligible tickets and conversations. It may take some time for topics to appear in reports. If topics still aren't appearing after processing is complete, learn more about why some tickets don't have a topic.
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In your HubSpot account, click the
settings icon in the top navigation bar. -
In the left sidebar menu, under Data Management, click Topics.
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Toggle the Topic tracking switch on.
View and manage tracked topics
Access tracked topics
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In your HubSpot account, click the
settings icon in the top navigation bar. -
In the left sidebar menu, under Data Management, click Topics.
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In the upper right, click Manage tracked topics.
View and manage tracked topics
From the tracked topics page, you can view default topic areas and groups, create topics, and manage tracking.
The following default topic areas are available and can be managed from the tracked topics page.
- Billing & Payments
- Account, Access & Permissions
- Subscription & Plan Changes
- Bug Report
- How-To, Setup & Onboarding
- Outage & Service Disruption
- Cancellation Request
- Feature Request
- Other Inquiry
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Product Areas: topics covering specific parts of your product or service, such as individual features, modules, or service lines.
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Voice of Customer: topics capturing customer sentiment, product feedback, and requests.
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General Support: requests that don't match any other topic
- In the upper right, click Create. Then, select Create topic group.
- In the right panel, enter the group name and description.
- Click Create topic group.
- In the upper right, click Create. Then, select Create topic
- In the right panel, enter a topic name and description.
- Click the Topic group or parent topic* dropdown menu and select a group. The new topic will be nested as a subtopic within the group you select.
- Click Create topic.
- Click the three vertical dots.
- Click Edit topic group.
- In the right panel, edit the group name and description.
- Click Save topic group.
- Click the three vertical dots.
- Click Delete topic group.
- In the dialog box, type the number of topics you want to delete to confirm.
- Click Delete topics and subtopics.
You can pause a topic to stop it from collecting new data. Existing data will remain, and you can resume tracking at any time.
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Hover over the topic you want to pause, then click the three vertical dots.
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Click Pause tracking.
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To archive the topic, click the Archive this topic and remove it from your list checkbox.
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Click pause tracking.
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To resume tracking, hover over the topic and click the three vertical dots. Then, click Resume.
Analyze topic performance
Once topics are being tracked, you can analyze their performance across both the help desk and customer agent workspaces to identify trends and monitor team performance. In the customer agent workspace, you can also act on coaching opportunities at the topic level to refine how your agent handles specific types of conversations.
Understand how topics are counted in reports
A ticket or conversation can be associated with multiple topics. For example, a customer might ask about a service and request an appointment in the same conversation.
In default topic reports, each ticket or conversation is counted once under its Primary topic. This is the topic that best represents the reason the ticket started. Therefore, a ticket or conversation associated with multiple topics appears under the primary topic only and not under every associated topic.
To analyze every topic associated with a ticket or conversation, use the following properties in custom reports:
- Primary topic: the topic used for primary-topic reporting.
- Primary topic drill-down 1 and Primary topic drill-down 2: the topic hierarchy, which you can use to break down results by topic group and subtopic.
- All topics mentioned: all distinct topics associated with the ticket or conversation.
Analyze topics in help desk
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In your HubSpot account, click More, then navigate to Service > Help Desk. If More doesn't appear in your account, navigate to Service > Help Desk directly.
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In the left sidebar menu, navigate to Analyze > Topics.
- To filter the dashboard, click the filters at the of the page.
- Click the Metric dropdown menu and select a metric to filter the report by. The report data is grouped by Primary topic.
- In the table, view the Topic, Number of tickets, CX Score, Overall Communication Score (QA), and Time to Close SLA Adherence.
- Click a Topic to view reports on tickets that fall under that topic group.
Analyze customer agent topics
- In your HubSpot account, click More, then navigate to Service > Customer Agent. If More doesn't appear in your account, navigate to Service > Customer Agent directly.
- In the left sidebar menu, navigate to Analyze > Topics.
- Click the dropdown menu at the top of to filter by date range.
- At the top right of the table, click the Form, Email, or Live chat icon to filter by channel.
- In the table below the bar chart, click the topic to see detailed analytics for conversations under that topic.
- To view coaching recommendations based on the topic, click the Coaching opportunities tab.
- Click the Coaching opportunity.
- In the right panel, review the reason the coaching opportunity was identified.
- To coach the agent, click All coaching actions.
- Navigate between the Knowledge, Actions, Handoff, and Experience tabs to take actions that improve the agent's responses such as adding an action or editing handoff guidelines.
Learn more about customer agent coaching opportunities.
Why do some tickets or conversations not have a topic?
Topics are assigned to eligible tickets and conversations that contain a substantive customer inquiry. Some records may not have a topic for the following reasons:
- The ticket doesn't have an associated conversation, such as a manually created ticket with no conversation history.
- The conversation contains an automated message, system notification, empty interaction, or unreadable text.
- The conversation is very recent and hasn't been processed yet.
- Your account has reached its monthly conversation-processing limit.
- The conversation doesn't clearly match a topic you're tracking.
