How to decide on your list criteria

Last updated: May 16, 2018

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Lists help you identify and organize your contacts by traits they have in common. By seeing all your options for list segmentation and understanding what your marketing goal is, you can decide which criteria makes sense for creating your list.

Contact, company, or deal property

You can filter contacts by contact, company, or deal property. For example, you can create a list of contacts with the same HubSpot Lifecycle Stage, contacts with an associated company Industry of Healthcare, or contacts with an associated deal Amount greater than $5,000.

When you select a property from the Please select a property dropdown menu, you'll see the specific options available for that property, which will differ depending on the field type.

For example, the HubSpot Lifecycle Stage contact property is a radio select field type, so you can select existing or historical option values.

The deal property Amount is a number field type, so you can select arithmetic operations like is equal tois less than or equal tois greater than, as well as historical numeric values.

Activity

You can filter contacts by activity they've had with your company - meetings, conversations, tasks, notes, one-to-one emails, and phone calls that have been logged in HubSpot.

For example, you can create a list of contacts who have had a call or meeting logged on their contact record, or have been sent a one-to-one email. Or, you can create a list of contacts that have had a call outcome of "No answer".

List membership

You can filter contacts by list membership to build a list off an existing list. For example, you may have another list set up and want to use that existing list criteria along with some additional criteria. Or, you may want to create a list that doesn't include the members of an existing list.

Form submission

You can filter contacts by submission of a HubSpot form on:

  1. A specific form
  2. A specific page
  3. Date(s) or number of times

For example, you can create a list of contacts who have submitted any HubSpot form, or create a more granular list of contacts who submitted a specific form on a specific page, within a specific date range.

Marketing email activity

You can filter contacts by their marketing email activity, and refine this by date. For example, you can create a list of contacts who have been sent a specific marketing email, clicked a specific link in a marketing email within a specific date range, or had a marketing email bounce when it was sent.

Page view

You can filter contacts by pages they've viewed on your website, and refine this by date or number of times. For example, you can create a list of contacts who visited one of your product pages but didn't look at your pricing page, in order to target that audience to engage them further down the marketing funnel and convert them into customers.

Page view options include:

  1. Contact has/has not visited exact URL: any contact who has a page view in their contact record timeline that matches the exact URL specified. For example, entering http://www.domain.com/pricing/marketing will show contacts who have or have not visited the specific tracked page containing that exact URL. A wildcard (*) will not work here; you can instead use regex, explained in option #3. 
  2. Contact has/has not visited URL containing: any contact who has 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 here; you can instead use regex, explained in option #3. 
  3. Contact has/has not visited URL that matches regular expression: also known as regex, this is an advanced functionality that HubSpot Support does not support, so it should only by implemented by users who are familiar with regular expressions. RegExr is a helpful website to learn, build, and test Regular Expressions. If it takes HubSpot's internal processes more than one second to test a contact against a condition using a regex filter, HubSpot will automatically return a value of false, and the contact will not pass the evaluation for that filter.

Please note: 

Event

You can filter contacts by 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 at least twice.

Please note: the event option is only available for Marketing Hub Enterprise accounts.

Workflow status

You can filter contacts by workflow status. For example, you can create a list of contacts who are currently active in a specific workflow, have never completed a specific workflow, or have met a specific workflow's goal.

Please note: the workflow status option is only available for Marketing Hub Professional and Enterprise accounts.

Call-to-Action

You can filter contacts by a call-to-action (CTA) status. For example, you can create a list of contacts who have seen or not seen a specific CTA, or contacts who have or have not clicked a specific CTA.

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.

AdWords, Facebook Ad, or LinkedIn Ad property

If you're using the HubSpot ads tool with the following ad accounts:

  • Google AdWords
  • Facebook Ads
  • LinkedIn Ads

you can filter contacts by the corresponding AdWords, Facebook Ad, and LinkedIn Ad properties. For example, you can create a list of contacts with an Adwords Conversion property value of "true".

Please note: as of July 31, 2017, the LinkedIn Ads integration has been removed from HubSpotAny LinkedIn campaigns originally created in HubSpot will continue to run in LinkedIn Ads.

Combining multiple list criteria

List criteria can be combined in multiple ways to filter contacts on more granular levels, and AND and OR logic can be used with multiple criteria sets. 

For example, you can create a list of contacts who have a Lead status of "Open", AND submitted a specific form, AND clicked a specific CTA, OR who are not a member of a specific list, AND have met a specific workflow's goal.

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