Wistia’s integration with HubSpot lets you send webinar registrant and attendee data to your HubSpot instance.
Before you start
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 webinar registration to HubSpot
HubSpot form automation for webinar registration
Send webinar emails through HubSpot
Connect webinar registration to HubSpot
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.
Webinar engagement data in HubSpot
When contacts register for or attend your webinar, Wistia sends that activity to HubSpot. You can use this data to segment contacts, trigger workflows, and track webinar engagement.
Requirements for syncing webinar engagement data
HubSpot is connected as your primary integration.
Your event uses a Wistia registration form connected to a HubSpot list.
To sync Wistia contact properties, turn on attendee data syncing. On the Integrations page, select the "For Webinars" checkbox, then click "Connect" or "Update".
Note
Attendee and engagement data don't sync when using a native HubSpot form for registration. To sync engagement, use a Wistia registration form or set up HubSpot form automation.
What webinar data syncs to HubSpot
Wistia sends engagement data to HubSpot in two ways:
Timeline events: Each registration, attendance, poll response, and Q&A question gets its own entry on the contact's activity timeline. Entries are never overwritten, so the contact's full webinar history stays put.
Contact properties: Wistia properties on the contact record hold their most recent webinar activity. These are overwritten each time the contact registers or attends.
Webinar timeline events
Registration: name, email, phone, job title, company, event name, join link, IP location, UTM parameters, and referrer
Attendance: event name and link, time watched (in minutes), percent watched, chat message count, poll response count, external link clicks, IP location, UTM parameters, and referrer
Poll response: one entry per poll answered, with the question and the contact's answer
Q&A question: one entry per question asked, with the question text
Note
Chat syncs as a message count only. The messages themselves stay in Wistia.
Webinar contact properties
These properties include Wistia Live Last Attended, Wistia Live Last Attended Event Name, Wistia Last Engagement (percent watched), Wistia Last Played Time, and counts for polls, chats, and link clicks. See Webinar Attendance Data for the full list.
Find webinar engagement data in HubSpot
To view a contact's webinar activity:
Open the contact record in HubSpot.
Click the "Activities" tab.
Use the activity filters to include Wistia webinar events and "Marketing events".
To see everyone who registered for or attended a webinar, go to "Contacts," open the dropdown menu, and select "Marketing events."
Segment and report on webinar engagement
Lists and workflows: Filter on Wistia webinar timeline events or contact properties. For example, build a list of contacts who attended a specific webinar, or start a workflow for attendees who watched more than 50%.
Reports and dashboards: Use the Wistia contact properties. Timeline events are not included in HubSpot reports.
Tip
Contact properties only hold a contact's most recent webinar. To report on one specific webinar, build a list from its timeline events and report on that list.
Configure form automation for HubSpot forms
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 emails with HubSpot
Send webinar confirmation emails, follow-ups, and personalized links through HubSpot.
See Webinar Emails and Personalized Links with HubSpot to get started.
Track webinar visitors with your HubSpot tracking script
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.
Troubleshooting
A registrant didn't sync to HubSpot
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.
My HubSpot form registrants show 0 in Wistia
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.
Webinar fields are missing in HubSpot
If you connected your integration a while ago, disconnect and reconnect HubSpot so Wistia can create the webinar properties.