Determine filter criteria

When filtering records or assets in HubSpot, you can set up filters with criteria specific to your business and its processes. For example, you can create lists with certain contacts to send marketing emails, filter high-priority deals on the deals index page to keep track of the most important opportunities in your pipeline, or customize filters to analyze data in a report.

In this article, review common HubSpot tools where you'll use filters, as well as the criteria and operators available to help you specify and access data.

Common tools that use filters

Filters are used across HubSpot in many tools, including the following:

• Object and tool index pages: organize records for objects, such as contacts, companies, deals, tickets, calls, or products, and for assets such as chatflows, campaigns, blog posts, and website pages. On an index page, you can filter data only for that object or tool (e.g., only contact properties on the contacts index page). Learn how to filter records.
• Lists: organize your contacts, companies, tickets, deals, custom objects, orders, and carts by their common traits. Lists can be used as criteria for filters in other tools and for contacts, you can send marketing communications to specific lists. In lists, you can filter based on the selected object and properties of associated records. Learn how to create lists.
• Reports: analyze data based on records and assets in HubSpot, such as contacts, marketing interactions, or feedback survey submissions. Learn how to create reports.
• Workflows (Professional and Enterprise only): set criteria for records to be enrolled in automations. Learn how to create workflows.
• Lead scoring (Marketing Hub Professional and Enterprise only): set criteria based on contact and company property values and actions to set qualification scores. Learn how to create lead scores.

AND and OR logic in filters

Criteria can be combined to filter in a more specific way.

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

• To identify records or assets that meet at least one criteria within a set of 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.
 
 

Filter categories and criteria

Please note: the following is an exhaustive list of filter categories and criteria across HubSpot, but depending on the object, tool, and your HubSpot subscription, the options available will vary.

Object and activity properties

You can set criteria based on object and activity information stored in properties. 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:

• contains all of: select multiple values. A record’s property must contain all of these values to be included.
• 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. For example, if you filter by Job title and select contains any of CTO, records with the values CTO and Director will be included, because "cto" is part of both values. If you want to filter by specific values, use the criteria Is equal to any of or Contains exactly instead.
• contains exactly: for Text properties, enter your text. A record’s property must contain the exact entered text to be included. For example, if you filter by Job title and select contains exactly CTO, records with the values CTO will be included, but Director will not.
• doesn’t contain all of: select multiple values. A record’s property must have none of these values to be included.
• 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. Select the checkbox to include records with empty values.
• doesn't contain exactly: for Text properties, enter your text. A record will be included if its property value doesn't contain the entered text.
• 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.
• 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. 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.
• has (n)ever been equal to: select a value. A record’s property must (not) have historically had the exact value to be included.
• 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. 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.
• 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.
• is any of: select multiple values. A record’s property must have at least one of these values to be included.
• 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.
• 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.
• 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.
• is (not) equal to: enter or select a value. A record’s property must (not) be equal to this value to be included. 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.
• 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. 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.
• 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.
• is known: all records with a value for the property will be included. For Numerical properties, 0 is a known value, so records with a value of 0 will be included when 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. 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. 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.
• 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. If you want to include records that have no value for that property, you can select the checkbox to include records with empty values.

• 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.
• is unknown: all records that do not have a value for the property will be included. For Numerical properties, 0 is a known value, so records with a value of 0 will not be included when this filter is 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.
• (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.
• 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.

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 included.
• is not member of list: any record not included in the selected list will be included.

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. 

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.
• is not in import: all records not included in the import will be included.

Workflow enrollment (Professional and Enterprise only)

You can filter 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, then select an option:

• Contact is(n't) currently active: records who are (not) currently enrolled in the workflow will be included.
• Contact has (never) completed: records who have historically (never) completed the workflow will be included. 
• Contact has (never) been enrolled: records who have historically (never) been enrolled in the workflow will be included.
• Contact has(n't) met the goal: records who have (not) met the goal of the workflow will be included.

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 included.

Ads interactions

You can filter by the corresponding Google Ad, Facebook Ad, and LinkedIn Ad properties connected to the HubSpot ads tool. Learn more about how to filter based on ad interactions.

Buyer intent

You can filter lists by whether or not a buyer intent company visit has been completed.

To set your criteria:

• Select Buyer intent company visit, then select an option:
  • has completed: all records hat have completed a buyer intent visit will be included. To specify the number of completions, click the Number of completions checkbox, then set whether to include records with exactly, more than, or less than a number of visit completions.
  • has not completed: all records that haven't completed a buyer intent visit will be included.
• To filter by when the visit ocurred, in the left panel, within the same group, click Add filter, then select Ocurred at. Select a date or range of dates.

CTAs (Marketing Hub or Content Hub Starter, Professional and Enterprise only)

You can filter by clicked or viewed calls-to-action (CTAs). 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 CTA click or CTA view, then select an option:
  • has completed: all records that have completed a CTA click or view will be included. To specify the number of completions, click the Number of completions checkbox, then set whether to include records with exactly, more than, or less than a number of click or view completions.
  • has not completed: all records that haven't completed a CTA click or view will be included.

• To filter by a specific CTA or completion date, 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. Records that have interacted with the selected CTA will be included.
  • is not equal to any of: select the CTA from the dropdown menu. Records that have not interacted with the selected CTA will be included.
  • is known: records that have interacted with any CTA will be included.
  • is unknown: records that have not interacted with any CTA will be included.

• To set your criteria based on when a CTA click or view occurred, select Occurred at, then select a date or range of dates.

Custom events (Enterprise only)

You can filter by custom events 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, then select an option:

• • has completed: all records that have completed an event will be included. To specify the number of completions, click the Number of completions checkbox, then set whether to include records with exactly, more than, or less than a number of event completions.
  • has not completed: all records that haven't completed an event will be included.

• To filter by event properties, in the left panel, within the same group, click Add filter.
• Set criteria for the properties.

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 selected subscriptions will be included.
  • Contact has opted out of all of: contacts who have opted out of all the selected subscriptions will be included.
  • Contact has not opted into all of: contacts who have neither opted in or opted out of the selected subscriptions will be included.
• Click the dropdown menu, then select the checkboxes of the subscriptions to filter by.

Form submissions

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

To set your criteria:

• Select the form, then select your criteria:
  • Contact has filled out form: include contacts that filled out the form. 
  • Contact hasn’t filled out form to include contacts that didn't fill out the form.

• 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.

Marketing campaigns (Marketing Hub Professional and Enterprise only)

You can filter 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 Campaign Influence, then select an option:
  
  • has completed: all records that have engaged with an associated campaign asset will be included. To specify the number of interactions, click the Number of completions checkbox, then set whether to include records with exactly, more than, or less than a number of campaign engagements.
  • has not completed: all records that haven't engaged with a campaign will be included.
• To filter by the campaign and when the interactions occurred, in the left panel, within the same group, click Add filter.

• To filter based on specific campaigns, select Marketing Campaign, then set criteria:
  • Is equal to any of: records that have engaged with one or more assets associated with the selected campaign will be included. Select the campaigns to filter by.
  • Is not equal to any of: records that haven't engaged with any assets associated with the selected campaign will be included. Select the campaigns to filter by.
  • Is known: records that have engaged with one or more assets associated with any campaign will be included. 
  • Is unknown: records that have not engaged with any assets associated with any campaign will be included. 
• To filter based on when the campaign interactions occurred, select Occurred at, then select a date or range of dates.

Marketing emails

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

To set your criteria:

• Select a marketing email.
• Select the status to filter by.
• To refine by date, click Refine this filter, then select Date. Select an option:
  • is on or before: records will be included if the marketing email status was set on or before the selected date.
  • is on or after: records will be included if the marketing email status was set on or after the selected date.
  • is between: records will be included if the marketing email status was set between the selected dates.

Marketing events

You can filter based on actions associated with marketing events.

To set your criteria, select an action associated with marketing events:

• Attendance duration: filter by whether or not records have attended an event, and if so, the length of their attendance. 
  • Select has completed or has not completed to filter by if records have or have not attended an event.
  • To filter by a specific event, the duration of the attendance in time or percentage, or when the event attendance occurred, click Add filter in the left panel to filter by event properties.
• Registered for marketing event: filter by whether or not records registered for a marketing event.
  • Select has completed or has not completed to filter by if records have or have not registered for an event.
  • To filter by a specific event or when the registration occurred, click Add filter in the left panel to filter by event properties.

• Canceled marketing event registration: filter by whether or not records canceled their registration for a marketing event.
  • Select has completed or has not completed to filter by if records have or have not canceled registration for an event.
  • To filter by a specific event or when the cancellation occurred, click Add filter in the left panel to filter by event properties.
• Attended marketing event: filter by whether or not records have attended a marketing event.
  • Select has completed or has not completed to filter by if records have or have not attended an event.
  • To filter by a specific event or when the event occurred, click Add filter in the left panel to filter by event properties.

Media interactions

You can filter based on 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 Media Play, then select an option:
  
  • has completed: all records that have interacted with media will be included. To specify the number of interactions, click the Number of completions checkbox, then set whether to include records with exactly, more than, or less than a number of media engagements.
  • has not completed: all records that haven't engaged with media will be included.
• To filter by the piece of media and when the plays occurred, in the left panel, within the same group, click Add filter.
• To filter based on specific campaigns, select Media, then set criteria:
  • is equal to any of: select the media from the dropdown menu. Records that have interacted with any of the selected media will be included.
  • is not equal to any of: select the media from the dropdown menu. Records that have not interacted with any of the selected media will be included.
  • is known: records that have interacted with any media will be included.
  • is unknown: records that have not interacted with any media will be included.
• To filter based on the date of a media interaction, select Occurred at, then select a date or range of dates.

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

You can filter by pages 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: records that have a page view in their 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.

SMS subscriptions (Marketing Hub Professional and Enterprise only)

You can filter contacts based on their subscriptions to receive SMS messages.

To set criteria:

• Select an option:
  • Contact has opted into all of: contacts who have opted into all of the selected subscriptions will be included.
  • Contact has opted out of all of: contacts who have opted out of all the selected subscriptions will be included.
  • Contact has not opted into all of: contacts who have neither opted in or opted out of the selected subscriptions will be included.
• Click the dropdown menu, then select the checkboxes of the subscriptions to filter by.

WhatsApp subscriptions (Marketing Hub or Service Hub Professional and Enterprise only)

You can filter contacts based on their subscriptions to receive WhatsApp messages.

To set criteria:

• Select an option:
  • Contact has opted into all of: contacts who have opted into all of the selected subscriptions will be included.
  • Contact has opted out of all of: contacts who have opted out of all the selected subscriptions will be included.
  • Contact has not opted into all of: contacts who have neither opted in or opted out of the selected subscriptions will be included.
• Click the dropdown menu, then select the checkboxes of the subscriptions to filter by.

Integrations

If you've integrated apps with your HubSpot account, for certain apps you can filter records based on app-related data.

For example, if you've integrated GoToWebinar with HubSpot, you can filter contacts by their GoToWebinar webinar status or f you've integrated SurveyMonkey with HubSpot, you can filter contacts by their SurveyMonkey survey response.