Wistia's marketing automation platform (MAP) and CRM integrations send two kinds of data to your connected platform:

Form submissions
Video viewing data (engagement events)

Most data syncing issues stem from a missed integration setup step. This article explains what has to be in place for data to flow, then walks through platform-specific checks for HubSpot, Marketo, and Pardot.

Tip

If your integration was working and suddenly stopped, start by reconnecting it from your account's Integrations page to rule out an expired connection. See our Re-sync Marketing Integrations guide for detailed steps.

Integration requirements

There are four requirements for viewing data and leads to flow from a Wistia video to your MAP or CRM:

Connect the integration on the Integrations page in your Wistia account. If you're using a Wistia Form to identify viewers, set it as the "Primary" integration.
Embed the video on your own web page. Videos must be embedded on a webpage with the necessary tracking script. Embedding is not required if you've opted in to auto-load tracking scripts on Wistia video pages.
The Wistia player script is present and unmodified. Your embed must load E-v1.js (or player.js for the Aurora player) directly from Wistia, not self-hosted or edited. For iframe embeds, the player script must sit outside the iframe, or tracking won't work.
Enable a lead capture form to identify viewers. Either a Wistia Form connected to a MAP list, or a native MAP/CRM form on the video or elsewhere on your site. The form submission sets the tracking cookie in the viewer's browser, which is what lets Wistia attribute viewing data to an identified viewer.

Tracking scripts and automatic script loading

Tracking scripts can be added to your page two ways:

Install it on your webpage yourself, or
Wistia loads it automatically. If you've opted into automatic tracking-script loading, Wistia detects whether a supported script is already present and, if none is, loads one for you. This covers embedded videos and Wistia-hosted video pages.

Automatic loading is available for HubSpot, Marketo, Klaviyo, Eloqua, and ActiveCampaign. To enable it, reconnect the integration and opt in during setup. Account Owners and Managers can manage this account-level setting, and it applies only to videos—not webinars or Channels.

Note

Pardot does not support automatic tracking-script loading. You must add the necessary tracking script to the page with the video embed.

Common integration failure symptoms

Integration issues can manifest in different ways:

Form submissions are not syncing. This usually indicates that the integration isn't connected, isn't set as Primary (when using a Wistia Form), or there's no form on the video or page to capture the lead.
Leads arrive, but viewing/engagement data doesn't. You may be missing a tracking script, or the video is playing on a Wistia media page or public share link instead of being embedded on your site.
Viewing data flows only when the video is embedded on your own page, and a MAP tracking script is present (installed or auto-loaded). A form submission captures the lead but, by itself, doesn't carry ongoing viewing data.

General troubleshooting checklist

Work through these steps in order:

Check the connection. On your Wistia Integrations page, confirm the integration shows as connected. If you use a Wistia Form to identify viewers, confirm it's set as Primary.
Confirm the video is embedded or that automatic tracking script loading is enabled. The video must be embedded on a webpage with a tracking script or shared with automatic script loading enabled on a Wistia-hosted media page.
Inspect the embed code. View the page source and look for class="wistia_embed" (legacy Vulcan player) or wistia-player[media-id='...'] (Aurora player), plus the E-v1.js or player.js script. For iframe embeds, the player script should appear twice—once inside the iframe and once outside it.
Confirm the tracking script. Open your browser's developer tools and search the page (or the Network tab) for your platform's tracking script (see platform sections below). If it's missing and your account uses automatic loading, confirm auto-loading is enabled and not disabled for that specific video.
Confirm a lead capture form is present. Confirm that the video has a Wistia Form (with a MAP list selected in the Customize panel) or a native MAP form (on the video or elsewhere on the page). Without a form submission, viewers can't be identified. The form can be filled out before or after watching, as long as the same browser and device is used.

Platform-specific troubleshooting

HubSpot

Review the Wistia and HubSpot Integration setup guide
Find the tracking script: search the page for hs-script-loader or js.hs-scripts.com or filter the Network tab for hs / hs-script.
HubSpot supports automatic tracking-script loading.
If you're using a Wistia Form, HubSpot must be set as the Primary integration for submissions to sync.

Marketo

Find the tracking script: look for the Marketo Munchkin script on the page.
Marketo supports automatic tracking-script loading. The integration does not need to be set as Primary.
The Marketo integration setup is more involved than other MAPs. Marketo requires you to create, in this order: an API-only user role, an API-only user assigned to that role, and a custom service for the REST API. If the integration won't connect, review these steps and the required API permissions in the integration article.
You can connect the same Marketo instance to multiple Wistia accounts.

Review the Wistia and Marketo Integration setup guide for detailed connection steps.

Pardot (Salesforce Marketing Cloud Account Engagement)

Find the tracking script: search the page for pi.pardot.com or piAid or filter the Network tab for pardot.
Pardot does not support automatic tracking-script loading — the script must be on the page yourself.
Because Pardot is part of Salesforce, logging in uses Salesforce SSO, and setup requires copying your Business Unit ID from Salesforce (Setup → Account Engagement → Business Unit Setup) into the Wistia Integrations page.
Pardot forms serve as lead capture only — they don't carry viewing data. To sync video engagement, use a Wistia Form (or the Player API) to identify viewers. If engagement stopped syncing, reconnect Pardot; the legacy Pardot Wistia Connector no longer reliably syncs viewing data.

See the Wistia and Pardot Integration guide for more information.

Note

Wistia integrates with Salesforce Marketing Cloud Account Engagement (Pardot), not Salesforce Marketing Cloud Engagement (formerly ExactTarget).

Still not working?

If you've confirmed the connection, embed, player script, tracking script, and form, and data still isn't flowing, contact our support team. Be sure to include the following information:

A clear description of what isn't working as expected
A link to the page where the video is embedded
Screenshots of what you are (or aren't) seeing in your MAP/CRM
Your Wistia account URL

Troubleshooting Wistia MAP Integrations