Use marketing events

Last updated: March 6, 2025

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

HubSpot can aggregate marketing events from certain connected apps, so you can have a consistent overview of your marketing events. You can also manually associate contacts with your marketing event through an import. Once you've created marketing events in your HubSpot account, you can edit and analyze them, and create custom properties for the events.

If you have a Marketing Hub Professional or Enterprise account, you can also associate marketing events with HubSpot campaigns to keep track of the event's performance and contributions to your campaign.

Create marketing events

You must have Account Access permissions in your account to manually create marketing events and install apps in your account.

In your HubSpot account, navigate to Marketing > Events.
In the upper right, click Create marketing event. If you have GoToWebinar, Eventbrite or Zoom installed you will not need to complete this step.
In the right panel, enter the properties of the event. Learn more about customizing the properties that appear.

You'll see events created via the Marketing events API, the Eventbrite app, the Zoom app, Microsoft Teams webinars, or the GoToWebinar app on the marketing events index page. All webinar events will be synced to marketing events. However, if sync is disabled for a particular event on the connected app's settings page, that event will not sync to HubSpot. If you want the webinar event to sync to HubSpot, but not with marketing events, you can delete the event from the marketing events index page.

In your HubSpot account, navigate to Marketing > Events.
In the table, click a marketing event's name to access more details.
- The left sidebar shows information about the event, including the status of the event and a link to the hosting platform for the event. You can also view properties and their history:
  - To view all event properties, click View all properties.
  - To view the history of the event’s property values, click View property history.
- The Overview section shows the number of registered attendees, canceled attendees, and the number of people who attended the event.
  - Click the respective number of contacts to view who registered for, canceled, and attended the event.
- The Associated campaign section shows which campaigns are associated with the marketing event.
  - Click the name of the campaign to view it.
- The Lists section shows all lists created with marketing event filters specific to the event.
  - Click the name of each list to view it.

Please note: for registrations, HubSpot will always count each registration, even if a registration occurred and was then cancelled.

In Marketing Hub Enterprise accounts, you can also use registration data from your marketing events in an attribution report. If you have Account Access permissions, you can enable these data sources in your Tracking & Analytics settings:

In your HubSpot account, click the settings icon in the main navigation bar.
In the left sidebar menu, navigate to Tracking & Analytics > Attribution.
Under Interaction Types, click to toggle the Registered for a marketing event and Attended marketing event switches on.
Click Save.

Please note: marketing events will only be visible in the marketing events section if there is at least one registrant. If there are no registrants, you will not see the marketing event in this section.

Associate lists with marketing events

You can also segment lists based on marketing events. For example, you can create a list to show all contacts who attended a specific event. The list will display results for attendees synced via your marketing event app or manually imported. To create a marketing event list specific to an event:

In your HubSpot account, navigate to CRM > Lists.
In the upper right, click Create list.
In the left panel, select Contact-based to create a list of contacts.
In the upper right, click Next.
In the left panel, click Add filter.
Select Marketing events. You will see the following options available: Attendance duration, Registered for marketing event, Canceled marketing event registration, and Attended marketing event.
In the left panel directly underneath the option you chose, click Add filter.
Select Event name and select the appropriate event.
In the upper right, click Review and save to configure the list details.

Learn more about marketing event list filters.

Track marketing events in your revenue attribution reports (Marketing Hub Enterprise only)

If a contact is associated with a closed-won deal, any marketing events that they attended or registered for, or any videos that they watched, will receive credit for driving revenue and show up in your revenue attribution reports.

To track marketing events in your revenue attribution reports you can use the interaction types Attended marketing event, Registered for a marketing event and Media played.

Learn more about creating multi-touch revenue attribution reports. You can also use marketing events in a journey report.

Analyze marketing events in the custom report builder

If you are a marketer or event manager, and you need to analyze and report on the performance and engagement of your marketing events, you can create a custom report using Marketing event analytics, Marketing event participation, or Marketing events as your primary data source. Learn more about creating a custom report.

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