Previously, custom events needed to be tied to an object record to be created. Now, custom events can be created without tying to an object for the purposes of automation in the new agentic automation builder.
This unlocks automation from anywhere in your stack, regardless of whether the event is directly tied to something in your CRM. When something happens in your tech stack or in the world that your team should act on immediately, you can now route it through HubSpot.
In addition to using these events in automation, objectless custom events can be viewed and managed alongside other custom events in Data Management > Event Management in the navigation menu.
For either webhook or API custom events, select No Object as your object type.
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