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This integration is included within the Enterprise plan and is available as an Add On for Growth plans.
The Userpilot–HubSpot integration allows you to seamlessly connect your in-app product engagement data with your HubSpot CRM and marketing workflows. By syncing key user and company attributes, event data, and user actions from Userpilot into HubSpot, teams can build richer customer profiles, automate more personalized communication, and get a unified view of the customer journey across both the product and marketing lifecycle.

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Use Cases

  • Enrich HubSpot contact records with product usage data - Sync Userpilot properties into HubSpot so marketing, sales, and CS teams can make data-driven decisions based on actual in-app behavior.
  • Trigger HubSpot workflows based on real user actions - When a user completes an onboarding checklist, engages with a feature, or hits an activation milestone, automatically launch targeted HubSpot workflows like onboarding sequences, trial nudges, renewal reminders, or educational email drips.
  • Personalize in-app experiences using HubSpot lists - Use intelligent segments built in HubSpot (e.g., lifecycle stage, MQL/SQL status, plan type, churn-risk list) to tailor Userpilot’s in-app flows and campaigns to specific audiences.
  • Align Product, Marketing, and Customer Success around a single customer view - Combine behavioral data from Userpilot with CRM and marketing data in HubSpot to improve lifecycle messaging, surface expansion opportunities, and enable more accurate health scoring.

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Getting started with Hubspot Integration

To begin setting up your HubSpot integration, navigate to the Integrations page from the Settings icon in the navigation header and click on the HubSpot integration tile. Image(39) You’ll then be prompted to sign in to the Hubspot account that you’d like to connect to Userpilot. Hubspot KB(1)

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1. Connection overview

Toggle “Send and receive staging data only” if you’d like to test your integration setup before syncing any production data. This option is helpful when validating your field mappings or testing workflows without affecting live users.

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2. Mapping setup

Accurate mapping ensures Userpilot users and companies sync correctly with the right HubSpot objects.
  1. Select the HubSpot objects you want to map Userpilot Users and Companies to. (Note: Some HubSpot objects do not support receiving activity data from Userpilot.)
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  1. Choose the corresponding Userpilot property and HubSpot field used to match records between both systems. These values must be identical in both platforms for proper mapping. Recommended: Use email whenever possible, as it provides the most reliable match for user-level data.

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3. Hubspot to Userpilot

Select the user and company properties from HubSpot that you want to sync into Userpilot. These properties will automatically update in Userpilot every 5 minutes, ensuring your in-app targeting and segmentation always reflect the latest CRM data. Once the sync is active, you can view the imported properties:
  • On the Users or Companies dashboards
  • Within the Data Management area, under the relevant property category
This allows you to leverage HubSpot fields—such as lifecycle stage, plan information, lead status, or custom CRM attributes—directly inside Userpilot for more precise segmentation and personalization. Image(41)

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4. Userpilot to Hubspot

Userpilot can send a variety of user, company, and activity data into HubSpot to enrich CRM records, trigger workflows, and maintain a unified view of user behavior. Data is sent according to the type of property or event.
⚠️ Important Note: Before you can run an outbound sync from Userpilot to HubSpot, you must first complete an inbound sync from HubSpot to Userpilot. The inbound sync populates your Userpilot resources with the required object type and resource ID fields (__hubspot__object_type and __hubspot__user_id/__hubspot__company_id) that are necessary for outbound syncs to work. Without these fields, your outbound sync will process 0 records.
Custom Properties - Choose the user and company custom properties that you would like to send from Userpilot to HubSpot for CRM enrichment. These mapped properties will update every 5 minutes and only properties that have changed since the previous sync will be sent—ensuring efficient, up-to-date record management inside HubSpot. Auto & Measured Properties - Choose the user and company auto properties that you would like to send from Userpilot to Hubspot. These properties will be updated on a daily basis and will show data from the specified ‘Measured period’ chosen.

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Measured Properties: Time Spent on Application

Measured properties like time spent on application are stored as integers representing the total number of seconds. Example: 9000 seconds = 150 minutes = 2.5 hours Conversions:
  • Minutes: seconds ÷ 60
  • Hours: seconds ÷ 3600
  • Days: seconds ÷ 86400
Map this property to a Number field type in HubSpot.

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Date and DateTime Data Types

Date Type:
  • Format: YYYY-MM-DD (e.g., "2024-01-15")
  • HubSpot property type: "date"
DateTime Type:
  • Format: YYYY-MM-DDTHH:mm:ssZ (e.g., "2024-01-15T10:30:00Z")
  • HubSpot property type: "datetime"
Examples: signup_date (Date), last_seen (DateTime), created_at (DateTime) Userpilot activity - Streams Userpilot user activity to HubSpot instantly as they occur. Perfect for tracking engagement, triggering workflows, and maintaining real-time visibility into user and company behavior across both platforms. Depending on how you want the data to be used in HubSpot, Userpilot activity can be sent as either timeline events or custom events.
  • Timeline events appear in the HubSpot activity timeline and provide a chronological view of user actions. They’re best for visibility and context—helping sales, marketing, and CS teams understand what a user did and when.
  • Custom events are structured events designed for reporting and automation. They’re ideal for deeper analytics, funnel analysis, and triggering precise workflows based on specific product behaviors.
The following events can be sent to HubSpot:
  • Feature tags: Event has occurred
  • Tracked Events: Event has occurred
  • Labeled Events: Event has occurred
  • Tagged Pages: Page has been viewed
  • Checklists: Seen, Completed, Dismissed
  • Flows: Seen, Completed, Dismissed
  • Mobile content: Seen, Completed, Dismissed
  • NPS: Ask Later, Feedback
  • Surveys: Seen, Submitted, Dismissed
  • Forms: Submitted
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5. Review and Test

Before going live, review your HubSpot integration setup carefully. Testing the sync allows you to see how selected users will be mapped in the integration and call out if the mapping has failed. This gives you a clear idea of what will happen before running the full sync for all your users. Once validated, you can enable full production sync. Screenshot2025 12 24at10 25 45
Testing sync will use the form fields in the set-up and provide a read only preview state - nothing will be changed or synced.

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6. Sync Data

You can manually trigger a sync at any time to immediately update HubSpot with the latest Userpilot data. This is useful for testing, resolving discrepancies, or pushing urgent updates. Additionally, you can enable sync notifications to receive email alerts if a sync fails or encounters an error. This ensures you are promptly aware of any issues and can take action to maintain accurate, up-to-date CRM data.

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View Events in HubSpot

Once you click on save, you will start to see the events appear under the “Activity” tab for a contact or company.
By default, filters for Integrations and Custom Events will be checked off - ensure these are checked on in order to see the data
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FAQs

The integration does not sync past events—only new events are sent to HubSpot after the sync is enabled.
No, manual sync is only needed for the inbound manual sync of fully populated users/contacts. After that, data syncs in real time.
Userpilot automatically syncs data in these cases:
  • A user triggers an event selected in the integration settings.
  • A new contact is created in HubSpot.
  • A mapped contact property is updated in HubSpot.
Note: Users must exist in both Userpilot and HubSpot to sync. Userpilot does not create new users in HubSpot.
No, if you are on version 2 of the integration, you do not need to re-run the mapping. Our poll strategy will automatically detect changes to the mapping values and will map the external resource to your internal resource automatically.Example: If you initially mapped a Userpilot user to a HubSpot contact using an email address, and later that contact’s email is updated in HubSpot, the integration will automatically detect this change during the next poll cycle and update the mapping accordingly—no manual re-mapping required.