When connecting a webinar to HubSpot, you can use either a Wistia Form or a HubSpot form to collect registrations. Each form type has different functions and limitations, which we'll outline below.

Use a HubSpot registration form

To utilize a HubSpot form for your webinar registration, HubSpot must be connected as your primary integration.

If you're setting up a new webinar, you can select a HubSpot form in step 3 of the webinar setup flow.

Note

Once you select a Wistia or HubSpot registration form, you cannot change your decision and will need to create a new webinar to make a different selection. If you've selected a HubSpot registration form, you can choose a different form from the dropdown menu, but you cannot switch to a Wistia form.

If you haven't yet enabled registration for an existing webinar, you can do so in the "Edit webinar info" modal.

Next, click "Show advanced options" to select a HubSpot form.

Select a HubSpot form from the dropdown menu and click "Save."

Note

With a HubSpot form enabled, Wistia does not store any registration data. This means limited webinar analytics will be available in Wistia.

Registrant data in HubSpot

When using a HubSpot form, registrant data is sent to HubSpot but is not stored in Wistia.

The following data is also sent to HubSpot when using a HubSpot registration form:

Custom questions
Registration date
Referral URL by registrant
UTM by registrant

Tip

To collect registrant data in Wistia when using a HubSpot form, consider setting up HubSpot Form Automation instead.

HubSpot Marketing Event

When set as the primary integration, Wistia will automatically create a Marketing Event in HubSpot and sync registrants and attendees to that list. If you later connect a Wistia form to a HubSpot list, this data will not be added retroactively.

Use a Wistia registration form

If you’re using a native Wistia form to collect registrants, you can still connect to a HubSpot list. In the Registrants tab, click the "Connect" button and select a HubSpot list from the dropdown menu. Registrants will be stored in Wistia and sent to the selected HubSpot list.

Attendee data in HubSpot

When using a Wistia Form, Aggregate Audience Funnel data will be available on the Event Recap page in Wistia, and attendance data (including percent watched) will display on the contact timeline in HubSpot.

Wistia’s registration confirmation emails cannot be sent because the registration data is passed directly to HubSpot.

Tip

With HubSpot Form Automation set up, you can receive more attendance data within Wistia and trigger webinar emails from Wistia.

Registrant data flow comparison

	Wistia form	HubSpot form
Registrant contact information (first name, last name, email)	✅ Stored in Wistia and connected HubSpot list	✅ Stored in HubSpot only
Attended (Y/N)	✅ Stored in Wistia and connected HubSpot list	✅ Sent to HubSpot when form automation is enabled and connected to a list
Wistia pre-set additional fields (i.e., company name, country)	✅ Stored in Wistia and connected HubSpot list	❌ N/A
Custom questions	✅ Stored in Wistia and connected HubSpot list	✅ Stored in HubSpot only
Registration date	✅ Stored in Wistia and connected HubSpot list	✅ Stored in HubSpot only
Referral URL by registrant (e.g., facebook.com)	✅ Stored in Wistia and connected HubSpot list	✅ Stored in HubSpot only
UTM by registrant (campaign, source, medium)	✅ Stored in Wistia and connected HubSpot list	✅ Stored in HubSpot only
Poll questions and responses	✅ Stored in Wistia and connected HubSpot list	❌ N/A
Q&A responses	✅ Stored in Wistia and connected HubSpot list	❌ N/A
Wistia Last Registered Event Name	✅ Sent to connected HubSpot list Applies only to events created after February 3, 2026.	✅ Sent to connected HubSpot list Applies only to events created after February 3, 2026.
Wistia Last Attended Event Name	✅ Sent to connected HubSpot list Applies only to events created after February 3, 2026.	✅ Sent to connected HubSpot list Applies only to events created after February 3, 2026.

Connect Webinar Registration to HubSpot