Creating Custom Behavioral Events in HubSpot: How to Leverage Advanced Tracking

Every touchpoint matters when it comes to understanding and engaging with your customers. HubSpot's custom behavioral events allow you to track unique interactions across your website, product, or other assets. These events help you go beyond standard analytics, giving you actionable insights that drive automation, segmentation, and personalization. 

In this guide, we'll explore how to create custom behavioral events in HubSpot (both with and without code) and discuss practical use cases, including syncing activity between external platforms (like a SaaS platform) and HubSpot. 

What Are Custom Behavioral Events? 

Custom behavioral events (now called "custom events" in HubSpot) are user-defined interactions you can track to better understand user and customer actions. Unlike standard HubSpot events (such as page views or form submissions), these events are fully customizable and allow you to track activities unique to your business. 

For example: 

• Tracking every time a customer logs into your web app 
• Monitoring when a user registers for a webinar or event if not via a HubSpot form 
• Syncing external actions into HubSpot as events from a SaaS platform 

Key Differences Between Custom Events and Other HubSpot Tools 

Custom Events vs. Custom Properties 

Custom properties are used to capture a single data point at one moment in time. For instance, a property might tell you the last time a user logged into your platform. 

On the other hand, custom events track behavior over time. Each occurrence of an event is logged separately, giving you a timeline of activity. For example, you can log every instance of a user logging in, along with additional details like their IP address or the device they used. You can also carry over other information along with the event, such as UTM parameters. 

Custom Events vs. Timeline Events 

While both custom events and timeline events record actions, timeline events are primarily used by developers building public apps for HubSpot. Timeline events often require API integrations and are associated with app activities (e.g., syncing email opens). 

Custom events, by contrast, are more flexible and accessible. They're ideal for internal use cases like tracking customer interactions or syncing external systems with HubSpot. 

How to Create Custom Behavioral Events in HubSpot 

HubSpot offers several methods to create custom events, each suited to different levels of technical expertise. 

1. Codeless Setup with the Event Visualizer

HubSpot's event visualizer makes it easy to track interactions on your website without writing code. 

Steps: 

1. Navigate to your HubSpot account and open the Event Builder. 
2. Use the visualizer to select specific elements (e.g., buttons, forms) on your website or app that you want to track. 
3. Define your event criteria, such as "Button Clicked" or "Form Submitted." 

This method is great for marketing teams or non-technical users looking to set up quick event tracking. 

Source: Hubspot

2. Code-Based Setup with JavaScript

For advanced tracking, you can use JavaScript to create Custom Events. 

Steps: 

1. In your HubSpot account, select the "Code JavaScript" option after opening the Event Builder. 
2. Follow the steps to add associated objects and properties. 
3. After setting up the event and its properties, add this event to your website's tracking code by selecting the JavaScript code snippet. 

3. API Integration for External Systems

Custom events can be created programmatically using HubSpot's API, making it easy to sync activity from external platforms like a marketplaces or SaaS apps. You can create an API integration to send certain events into HubSpot whenever they occur. 

Steps: 

1. In your HubSpot account, select the "Send via API" option after opening the Event Builder.  
2. Use the Custom event definition endpoint to create your event. 
3. Define the API call to trigger the event. 
4. Select "Send data to HubSpot" and copy the Tracking ID. 
5. Click Create. 

4. Spreadsheet Import for Offline Events

For offline activities, such as in-person events or phone calls, you can upload a spreadsheet of events to HubSpot. This is useful for creating event histories retroactively or testing workflows. 

Use Cases for Custom Behavioral Events 

1. Syncing Marketplace Activity

Imagine a scenario where your marketplace is tightly integrated with HubSpot. You can use custom events to track: 

• When a user logs into your marketplace 
• When they sign a confidentiality agreement 
• When they register for an auction or place a winning bid 

This data can power: 

• Automation: Trigger welcome emails after CA signing. 
• Segmentation: Create lists of active bidders. 
• Reporting: Measure the performance of different marketing channels. 

2. Onboarding for SaaS Products

For SaaS companies, custom events are essential for tracking user onboarding. 

Use them to: 

• Track when a user completes steps like uploading data or inviting team members 
• Trigger follow-up emails for users who abandon onboarding 
• Monitor users in a free trial vs. paid subscription plan 
• Segment users based on engagement levels to prioritize sales outreach 

3. Event Attendance Tracking

For in-person or virtual events, custom events help track attendance and engagement. 

Example workflows: 

• Send follow-up emails to attendees with event highlights 
• Identify no-shows and nurture them with recordings or special offers 

4. Customer Support and Proactive Outreach

Custom events can log equipment performance issues for businesses offering hardware or technical products. 

Use case: 

• Create a custom event when a router or modem malfunctions 
• Trigger automated alerts to customer support teams 
• Use reporting to analyze trends in equipment issues 
  

Source: Hubspot

HubSpot's Custom Events: The Conclusion 

Custom behavioral events in HubSpot empower you to track, automate, and act on the interactions that matter most to your business. Whether using a no-code visualizer or syncing external systems via API, these events help you bridge the gap between data and actionable insights. 

By implementing custom events, you'll understand customer behavior and unlock new opportunities for segmentation, automation, and personalization. 

At ProperExpression, we're a HubSpot marketing and development agency with full-stack expertise, from technical implementations to data-driven marketing strategies. Our team can help you unlock the full potential of HubSpot, ensuring your custom events drive meaningful results for your business.  

Let's chat about your goals! Contact ProperExpression today to see how we can help you track smarter, automate better, and grow faster.