What is it?

HubSpot now automatically captures and stores key property values when events occur, giving you historical context for better reporting and attribution.

Why does it matter?

Great reports need the whole story. With historical company and lifecycle data captured automatically, and the ability to enrich custom events with any object property you choose, you can trust your attribution models, spot winning touch points, and double-down on what truly works—no workarounds or guesswork required. Time-stamped context can help you answer questions like:

• "Last year's form submissions look strong, but were those contacts actually tied to the same companies back then?"
• "Did our 'aware' leads or our 'opportunity' leads respond better to that email?"
• "Who was the contact owner when that custom event happened?"

How does it work?

Every time HubSpot logs a standard event—whether it's a form submission, email open, call start, or deal stage change—the platform now automatically captures two key details: Primary associated company and lifecycle stage. You can use these properties to filter and analyze your data within the historical context from when events originally occurred.

When you build reports, lists, workflows, or datasets that use enriched event data, you'll find new property groups available called object property snapshots. The historical properties appear in dedicated property groups, allowing you to filter and analyze based on the actual state of objects when events occurred. For example, when someone fills out a form, HubSpot will lock in which company they belonged to and where they were in your funnel at that exact moment.

When creating a custom event, you can also enrich your event with property data from your linked objects. This will capture the state of those properties when your event occurred. For example, if you have a custom event when someone signs up for your product, you can capture key details like who their contact owner was or which business unit they belonged to at that exact moment, giving you accurate attribution and insights into past performance.

Who gets it?

Enterprise Customer Platform, Content Hub Enterprise, Marketing Hub Enterprise, Operations Hub Enterprise, Sales Hub Enterprise, Service Hub Enterprise

Learn More:

Learn more on the Knowledge Base