What is it?

Timeline events—now App events—allow you to send rich activity data from your tech stack into HubSpot. Previously, these events only appeared on timelines, workflows, and lists, but couldn't be used for reporting or analysis across your tech stack.

App events are now available in all HubSpot tools—including Custom report builder, Customer journey analytics, Scoring, Datasets, and updated Workflows support to include branch logic. App events can be managed and analyzed in the event management interface alongside custom events. App events can now be linked to any object type (including app objects, custom objects, and service objects). and work together with app objects to enable custom data models for integrations,

App events can be created and managed through developer projects with enhanced schema validation and version control. While timeline events were previously available to all public apps, new app events are intended for public distribution only and are subject to an approval process moving forward. Existing timeline event integrations continue working unchanged and can be migrated when ready. Customers connecting in-house tooling for internal use should use Custom events instead of App events.

Why does it matter?

Integration data shouldn't be trapped on timelines. You need to analyze trends, understand customer journeys, and trigger sophisticated automations based on activity across your entire tech stack. App events unlock this by making your integration data a first-class citizen across HubSpot's analytics, reporting, and automation infrastructure. When combined with app objects, you can build complete custom data models that mirror your application's unique business logic.

How does it work?

App events can be accessed through the Data management menu → Event Management, where app events and custom events are unified in one interface. These events can be used in HubSpot tools by clicking "Actions" and then Use In" and selecting the tool of your choice. Developers create app events through developer projects.

Who gets it?

Anyone on the new HubSpot Developer Platform now has access to app events.