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Use marketing events

Last updated: September 15, 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

Permissions required Account Access permissions are required to manually create marketing events and install apps in your account. 

  1. In your HubSpot account, navigate to Marketing > Events.
  2. In the upper right, click Create marketing event. If you have GoToWebinar, Eventbrite or Zoom installed you will not need to complete this step.
  3. 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 turned off 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. 

  1. In your HubSpot account, navigate to Marketing > Events.
  2. 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 Segments section shows all segments created with marketing event filters specific to the event.
      • Click the name of each segment 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:

  1. In your HubSpot account, click the settings settings icon in the top navigation bar.
  2. In the left sidebar menu, navigate to Tracking & Analytics > Attribution.
  3. In the Marketing section, click to toggle the Marketing event registered and Marketing event attended switches on.
Screenshot showing how to toggle on the interaction types for marketing event attribution.
  1. Click Save.
  2. In the dialog box, click Save & start processing. 

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. 

Register contacts to marketing events with workflows (BETA)

A Professional or Enterprise subscription is required to use workflows. 

Use the Register Contact to a Marketing Event workflow action (BETA) to automatically register contacts to marketing events in HubSpot. If you regularly host marketing events, this will help you streamline the event registration process. For example, you can create a workflow to automatically register a contact to a marketing event once they submit a specific HubSpot form.

Please note: this workflow action can only be used for marketing events that are manually created in HubSpot. It can't be used for events synced through integrations.

To set up the workflow action:

  1. In your HubSpot account, navigate to Automation > Workflows. 
  2. Click the name of an existing workflow or create a new workflow.
  3. Set your enrollment triggers. For example, you can select a specific form as enrollment trigger. 
  4. Click the + plus icon to add an action.
  5. In the left panel, under Marketing, click Register contact to a marketing event. 
  6. From the Marketing Event dropdown menu, select the marketing event you want to register contacts for. 
  7. In the Date of registration field, select a date in the calendar or map the field to an existing contact date property. Please note, this step is optional. If no registration date is specified or if the field is mapped to an empty property, the date and time when the contact enters the workflow will be used.
  8. Then, click Save to add the action to your workflow.
  9. In the upper right of the workflow editor, click Review and publish.
  10. Review your workflow setup. Then click Turn on workflow, to turn on the workflow. 

Once live, the workflow will automatically register every contact who submits the form to the marketing event.

Create a segment of marketing event contacts

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

To create a marketing event segment specific to an event:

  1. In your HubSpot account, navigate to CRM > Segments.
  2. In the upper right, click Create segment.
  3. In the left panel, select Contacts to create a list of contacts.
  4. In the upper right, click Next.
  5. In the left panel, click Add filter. 
  6. Select Marketing events. You'll see the following options available:
    • Attendance duration
    • Registered for marketing event
    • Canceled marketing event registration
    • Attended marketing event.
  1. In the left panel, underneath the marketing event filter you chose, click Add filter.
  2. Select Event name and select the event from the dropdown menu. 
Screenshot showing how to set up a segment filter for a marketing event.
  1. In the upper right, click Review and save to configure the list details.

Learn more about marketing event segment filters.

Analyze marketing events in revenue attribution reports 

A Marketing Hub Enterprise subscription is required to track marketing events in revenue attribution reports. 

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 Marketing event attended, Marketing event registered, and Played media.

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

A Professional or Enterprise subscription is required to create custom reports. 

If you're 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 participations, or Marketing events as your primary data source. Learn more about creating a custom report. 
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