Wistia’s integration with HubSpot lets you send webinar registrant and attendee data to your HubSpot instance.

To use HubSpot with Wistia webinars, HubSpot must be connected as your primary integration. To sync attendee-level data, enable attendee data syncing on the HubSpot integration settings page and connect registration to a HubSpot list. If your HubSpot integration was connected before April 14, 2025, disconnect and reconnect it before setting up form automation.

To get started, connect the HubSpot integration from the Integrations page in your Wistia account settings. You must be an Account Owner or Manager to access the Integrations page. Refer to our integration overview for more details.

Once connected, you can leverage the integration with the following webinar functionality:

Connect your Wistia registration form to a HubSpot list, or use a native HubSpot form for webinar registration.

Wistia form + HubSpot list: Wistia stores registrants and sends registrant and attendee data to your connected HubSpot list. That includes custom form questions, referral URLs, UTMs, and poll and Q&A responses.

​Native HubSpot form: Registrant data stays in HubSpot only. Wistia won't show registrants or attendance for the event. To use a HubSpot form and still track attendance in Wistia, set up HubSpot form automation (below).

Once you choose a Wistia form or a HubSpot form for an event, you can't switch to the other type. To change it, create a new event.

See Connect Webinar Registration to HubSpot to get started.

Automatically register contacts for a Wistia webinar when they submit a HubSpot form.

Using a HubSpot form is not the same as HubSpot form automation. For automation, your event must still have a Wistia registration form selected—you don't have to share it, but it's required so Wistia can register contacts and track attendance. Only email, first name, and last name sync from HubSpot to Wistia; custom HubSpot form fields stay in HubSpot.

See HubSpot Form Automation for Webinar Registration for more information.

Send webinar confirmation emails, follow-ups, and personalized links through HubSpot.

See Webinar Emails and Personalized Links with HubSpot to get started.

When HubSpot is connected and tracking script auto-load is enabled, Wistia loads your HubSpot tracking script on Wistia-hosted event pages, embedded webinars, and embedded registration forms.

To turn this setting off for a single webinar, click the gear icon on the event and toggle tracking script auto-load off. Because Wistia-hosted event pages are on a different domain than your website, HubSpot may treat the same person as two visitors until they register.

Check that the registrant's answers, especially Country, match an allowed option in the matching HubSpot dropdown property. For example, "United Kingdom of Great Britain and Northern Ireland" must exist as an option. Add the missing value in HubSpot, then contact our team to resync those registrants.

A native HubSpot form doesn't send registrations to Wistia. Your registrants can still join with the link they received. To track attendance in Wistia, use a Wistia form connected to HubSpot, or set up HubSpot form automation.

If you connected your integration a while ago, disconnect and reconnect HubSpot so Wistia can create the webinar properties.