Send Pendo events to HubSpot

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In addition to syncing account and visitor data between Pendo and HubSpot as part of the Two-way HubSpot integration with Pendo, you can send Pendo events to HubSpot as "custom events". This allows Pendo to sync visitors using their HubSpot Record ID instead of email, and to use specific Page and Feature usage data in customer health scores and outreach campaigns.

Note: Track event properties in Pendo are sent as a custom field on the custom event in HubSpot. HubSpot limits custom event completions to 30 million per month. For more information, see Send event data in HubSpot's documentation.

Use cases

Sending Pendo events to HubSpot allows you to:

  • Transform product engagement metrics into customer health scores that you can use to improve customer satisfaction and retention.
  • Identify sales opportunities and create targeted outreach campaigns based on specific product usage.
  • Use in-product behavior data to optimize and automate your marketing strategies through action-based workflows.


Before continuing, you should first configure a HubSpot Visitor Sync, set up as part of the Two-way HubSpot integration with Pendo. If the visitor associated with an event isn't yet a contact in HubSpot, this integration creates the contact in HubSpot. For instructions, follow either or both Step 4 (configure the push) and Step 5 (configure the pull) for the visitor object, as outlined in Set up the two-way HubSpot integration.

You should also have the following:

  • An active Pendo subscription with access to the HubSpot integration.
  • Admin user permissions in Pendo.
  • An active HubSpot account with read and write access to the HubSpot API that's part of one of the following subscription types: Marketing Hub Enterprise, Sales Hub Enterprise, Service Hub Enterprise, Operations Hub Enterprise, or Content Hub Enterprise.

Step 1. Open Events Push configuration

  1. In Pendo, navigate to Settings > Integrations.
  2. Find and open the HubSpot tile.
  3. Under Events Push, select Set up.


  4. Follow the on-screen steps to connect your HubSpot account to Pendo.
    • We recommend setting up a Visitor Sync before the Events Push.
    • If you've already connected to HubSpot for the Visitor Sync, you can use the same HubSpot authentication.
  5. After you authenticate your HubSpot account, select Next.

Step 2. Choose handling of visitors with no matching contact in HubSpot

Pendo matches visitors to HubSpot contacts using the Record ID or email values. If we can't find a matching contact for a Pendo visitor, Pendo can create a contact in HubSpot automatically on your behalf.

If you'd like to do this, select Yes, create new contacts in HubSpot.

If you don't want Pendo to create new contacts, select Next instead.

Step 3. Select events to push to HubSpot

The Events Push integration sends Core Events to HubSpot by default.

To select specific events instead, uncheck Send only Core Events to HubSpot and select the specific Pages, Features, and Track Events you want to send to HubSpot. Any Pendo event type that has no selections in the configuration will send an empty array to HubSpot.

After you select each event you want to send to HubSpot, select Next to continue to the confirmation page, then Finish to exit the setup configuration.

Step 4. Enable the integration

After you configure HubSpot and Pendo, select Enabled? at the top of the window to activate the integration. The first event sync occurs immediately after the integration is complete, and then nightly.

Step 5. View events pushed into HubSpot

After you enable the integration, you can view and verify the event data in HubSpot. Open a HubSpot contact to view the list of activities in the Activities tab.

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