HubSpot is a marketing platform designed to help increase leads and drive better engagement. They are the masters of inbound marketing—they invented it! Better yet, HubSpot integrates seamlessly with Wistia.

If you're unfamiliar with HubSpot, read through our integration overview to learn how to leverage the connection.

There are three key steps to integrate Wistia and HubSpot:

The first step typically only needs to be completed once, and you’ll only need to repeat steps 2 and 3 for each media you want to track.

First, head to the "Integrations" page in your account settings. In the "Marketing Automation" tab, select HubSpot. You'll be directed to a new page to start setting up the integration.

Click the blue "Set up" button to open the connection modal. Here, you can select HubSpot media bridge and webinar connection options if needed. Then, click "Connect".

In the new window, you'll be prompted to select or sign in to the desired HubSpot instance.

Once connected, you'll be directed back to the integration setup page, where a green "Connected" button will indicate if the integration has been connected successfully.

This will authorize Wistia to request your HubSpot lists and forms for display within videos. Wistia can also create and update contact records to send leads and engagement data into your HubSpot account. Note that HubSpot does not send leads to Wistia, so the next step will help us identify users.

With the HubSpot integration connected, we’re one step closer to enriching our leads with video viewing data for advanced automation. Now we need a method of identifying new and known leads.

The first option is the Wistia Turnstile, which will collect lead information in your Wistia stats and send those leads directly to HubSpot.

With a Turnstile added to the video and connected to a HubSpot list, you can move on to the final step: embed the video on a page with your HubSpot tracking code to start collecting leads.

Looking for more flexibility around form fields? Using a HubSpot form in a Wistia video provides more control over the form fields and appearance, just like a normal HubSpot form. You can even employ custom styling from within the HubSpot forms editor.

The only limitation of using a HubSpot form instead of a Wistia Turnstile is that data will only be sent to HubSpot and not stored in Wistia.

Once the integration is enabled, a HubSpot form section will appear in the "Customize" panel. Select an existing HubSpot form from the dropdown menu and customize your form settings.

Whether you’ve chosen to use HubSpot forms or Turnstile to identify your audience, you’re now ready for the final step .

You’ll also occasionally see some terminology in your HubSpot account that doesn’t match up with audio episodes. For example, you may see the word “video” where you’re expecting “audio,” or the word “watched” instead of “played.” Rest assured that HubSpot handles audio tracking the same as video tracking, and this terminology includes that.

The table below compares the technical requirements for successful tracking using a HubSpot form or Turnstile.

The real magic of this integration involves the Wistia player and the HubSpot tracking script working together. First, you’ll need a webpage set up with your HubSpot tracking script. Embed your media on that page, and you are good to go.

Our friends at HubSpot have some great documentation on finding your HubSpot tracking script and then installing it on your website.

If you’re embedding on a HubSpot landing page or a HubSpot COS page, that script should be installed for you automatically. Wistia media pages (in your account) don’t include the HubSpot tracking code. This is why you need to embed your media out in the wild to start pulling data into HubSpot.

Once the page is set up with your HubSpot script, you can embed your media. We recommend going with the inline, Standard embed, and for videos, the Popover embed is another great option.

Tracking listening data for podcast episodes or other audio files works somewhat differently from tracking videos since you can’t add a Turnstile or a HubSpot form directly to an audio embed. That said, a Turnstile or form submission is always necessary to successfully identify listeners as known leads, so they’re still a part of the equation here. There are two methods for tracking listening data.

The most reliable option is to embed a HubSpot form on a landing page. On submission, the form should take your user to a page where your individual audio episode or audio-only Channel is embedded. You’ll want to ensure that both the page with the form and the page with the embed have a HubSpot tracking code on them.

The other option is to embed the HubSpot form itself on the same page as the episode or Channel. This is less reliable since a user may listen to your content without submitting the form, in which case they wouldn’t be identified or tracked. Again, this page should have a HubSpot tracking code on it.

When visitors subscribe to a Channel, they’re prompted to fill out their name and email address like they would for a Turnstile. However, subscribing to a Channel won’t identify a user as a known lead for the purposes of tracking listening data. You can sync your subscriber list with a HubSpot list, but this will only send contact data to HubSpot, not tracking data. Users still have to be identified by a Turnstile or HubSpot form in order for listening data to be tracked.

The real heart of this integration is getting engagement data to show up in contact timelines. The Wistia - HubSpot integration uses HubSpot’s powerful Timeline API to pass over data collected from your embedded media. Once you have this integration set up and the media embedded for tracking, we’ll send the following events for every identified user who plays the media on your page:

The “Played X%” events are milestones, so they only update at the intervals listed above. This means that if you see someone with a “Played 1%” event, they played between 1% and 24% of the media (at 25%, it would update to the next milestone). For a more detailed look at their engagement data, you can actually access the Heatmap of their session within the HubSpot timeline.

One of the coolest things about this integration is that you’ll see video heatmaps in your contacts' timelines. Click "View video and heatmap" in the event to display them.

Review our heatmaps overview for more insight.

The Wistia events sent to HubSpot can be used for segmenting lists and building automations. For example, you could set up an “Active list” to only show contacts who have watched 75% of a media, indicating their interest in your content. Or you could include a Call-to-Action on your video, and target viewers who convert on that link.

HubSpot refers to these events as filters for your Active lists, and they are applied at multiple levels.

First, we’ll select a broad, event-based filter around which to build the automation. They are each labelled within Wistia HubSpot V2:

Annotation, Call to Action, and Turnstile filters are all based around fairly specific actions unique to videos: clicking an Annotation Link, converting on a CTA, or submitting to a Turnstile. The Play filter is the most versatile, as it opens up choices for segmentation based on how much engagement has happened, utilizing the “Played X%” events.

Once you’ve chosen the top-level event to focus on, you can configure your automation with more specific filters. There is a wide array of secondary filters to use because HubSpot displays all available Wistia properties. However, some are more practical than others:

Some cool things you can do with this:

These filters are included with the data we send to HubSpot; however, they are largely irrelevant for automation as they are specific to data on the Wistia side:

To disconnect HubSpot from your Wistia account, head to the "Integrations" page in your account settings. Select HubSpot from your connected integrations to open the setup page.

Scroll to the bottom of the integration setup page and click "Disconnect HubSpot".

Click "Disconnect" in the pop-up modal to confirm your decision.

All previously collected data will remain once you’ve disconnected HubSpot from your Wistia account. However, you can no longer collect new data that ports over to HubSpot through your Wistia content. This includes using a HubSpot form, Turnstile with a HubSpot list, webinar registration, Channel subscribers, or any other Wistia functionality that may connect to HubSpot.

To uninstall Wistia from your HubSpot account, head to your account’s settings page by clicking the gear icon.

In the “Account Management” section, click to expand the “Integrations” dropdown and select “Connected Apps.”

If Wistia is connected, it will be listed in the “My apps” tab. Click the “Actions” dropdown menu and select “Uninstall.” Confirm your decision in the popup menu.

Once complete, any data you’ve collected in HubSpot through Wistia will remain in your account. However, your HubSpot account will no longer show any new data, and any existing data will not be updated (with new play data, for example).

The short answer is no, you don’t need a Turnstile or form on every video, but it does make the integration a lot more reliable.

HubSpot tracking relies heavily on cookies set in a viewer’s browser whenever someone watches your video. These cookies are set upon form submission, so having forms in and around your videos is the best way to ensure that leads are tracked as expected.

Since cookies don’t carry over between browsers and devices, there is potential for tracking loopholes.

Think of it this way: a Turnstile or HubSpot form isn’t always required, but any opportunity for someone to skip or ignore your form makes it possible that their data may not be passed into HubSpot.

Even though you can’t put a Turnstile or a HubSpot form on an audio episode, it’s still necessary that your listeners submit one for tracking to work. This sounds counterintuitive, but the good news is that HubSpot tracking can cast a wide net.

As long as the Turnstile or form is submitted on a page with a HubSpot tracking code, and as long as your audio episode is embedded on a page with a HubSpot tracking code, then we can capture listening data from your audience and send it to the correct contact record in HubSpot. They can be on the same page or different pages—tracking will work either way.

The trick here is to ensure that the Turnstile or form is filled out before the user listens to your audio episode. The best way to ensure that is to embed a HubSpot form on one page and, on submission, have it take the user to another page where the audio episode is embedded.

The HubSpot integration has a few moving pieces that must come together for tracking to work as expected. Here is a checklist of things to look out for when the data isn’t showing up:

To be on the safe side, make sure you’ve followed all three key setup steps above. Each of these steps has an essential function for integration tracking. In particular, having a Turnstile or form involved for identification, and embedding your media on a page with the HubSpot script are the steps most often overlooked.

On your "Integrations" page, make sure HubSpot is set to Primary. Only the Primary integration will receive data from Wistia. To fix this, click on the integration to expand its options and select Make Primary.

In order to see Wistia events and data, you must enable the “Wistia” filter in the "Integrations" section of the contact's activity feed.

Read more about activity filtering in HubSpot's documentation.

player.js is the Wistia JavaScript library . It essentially is the player, and controls all Wistia functionality on your page. Certain embeds, such as the fallback/iframe embed, can still function for media playback without player.js being on the page. However, player.js must live on the webpage, just like your HubSpot tracking code, for this integration to work.

If you're using an iframe embed on your page, your CMS may have removed the player.js script from the embed. The player script should be after the <iframe> element of the embed and looks like this:

If the full player.js script is not present outside of the iframe, the Wistia and HubSpot scripts will not be able to get the correct information from each other.

The good news is that this is easy to fix by adding the player script to your page. We recommend adding it to the <head> element of your page. Feel free to copy the example above and paste it right into your page.

Both wistia.com and wistia.net should be added to your domains. This will ensure submissions don't end up in spam. You can read more about this in HubSpot's documentation for reference.

As long as you’ve followed the steps on this page, HubSpot tracking will work with just about any embedded instance. That said, if you’ve followed everything here and you’re still not seeing engagement data, it’s time to check what container you’ve embedded your video in.

If you’ve embedded a Wistia iFrame within another iFrame container, tracking will not work. It will break any on-page tracking because it obscures the ability for E-v1.js to determine which actual page the video is embedded on.

An extra iframe will prevent the external E-v1.js script from seeing that there is an wistia_embed element on the page (on the Wistia iframe embed). E-v1.js needs to be able to interact with the Wistia player, and the additional iframe essentially acts as a barrier between the E-v1.js script and the wistia_embed container. The best way to solve this is to remove the additional iframe completely.

Styling issues can happen when “Set as a raw HTML form” is selected. If you uncheck this box, the Wistia styles will be applied.

Still stuck? We’re here to help! Send an email to [email protected] or use the contact form to reach out. We’re happy to work with you to iron out the wrinkles.