What is it?
Custom events are now available to all Pro customers. Previously an Enterprise-only feature, Custom events let you track any behavioral data that matters to your business such as product usage, purchasing behavior, offline interactions, third-party platform activity, and changes to properties inside HubSpot.
Why does it matter?
Most critical customer moments happen outside what HubSpot captures automatically: a user activating a core feature, a shopper abandoning a configured cart, or an attendee scanning a badge at your booth. These signals shape whether a lead converts, a customer expands, or an account churns. Custom events bring all of those moments into HubSpot, where they can be used across your workflows, segments, reporting, lead scoring, and AI. The more behavioral context you bring in, the more intelligent your CRM becomes.
This opens up powerful use cases across your entire customer journey:
- - Track product milestones: Track key milestones like account setup, feature activation, and usage thresholds so marketing and sales can act on what's actually happening inside your product.
- - Capture purchase behavior: Capture product views, add-to-cart actions, and loyalty activity to build targeted segments and trigger abandoned cart workflows or surface high-intent shoppers.
- - Measure website engagement: Track engagement, measure video watch percentages, scroll depth, and time on page to weight lead scores based on real engagement.
- - Record property changes. Track when important things change inside HubSpot. For example, when a deal moves forward, a lead score shifts, MRR goes up or down. Maintain a historical record of these changes and use them to trigger automations and build reports.
- - Capture offline moments: Bring badge scans, store visits, and field sales activity into HubSpot so teams and AI have the complete customer picture.
- - Sync third-party data: Sync webinar attendance, support tickets, community engagement, and payment events with webhooks or product usage data from tools like Pendo, Segment, and Amplitude.
How does it work?
Pro customers can access custom events in Settings > Data Management > Custom Events. From there, you can create new event definitions, view incoming event data, and manage properties associated with each event.
To send event data into HubSpot, you can use:
- - Use the Events APIs
- - Connect through supported integration partners
- - Track object changes to unlock property changes on your HubSpot objects
- - Use the event visualizer or custom javascript for website interactions
- - Connect third party apps through webhooks
- - Import static interaction data
Once events are flowing, you can use them as enrollment triggers in workflows, build custom reports, and create segments and datasets based on event data.
Note: Pro customers are limited to 10 million event occurrences per month. Enterprise customers are limited to 30 million event occurrences per month. Both Pro and Enterprise customers can define up to 500 distinct event types.
Who gets it?
Content Hub Professional and Enterprise, Marketing Hub Professional and Enterprise, Data Hub Professional and Enterprise, Sales Hub Professional and Enterprise, Service Hub Professional and Enterprise, Commerce Hub Professional and Enterprise, Smart CRM Professional and Enterprise
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