Quick tipDeveloperMarketing HubData Hub

Custom events: track product and app activity in HubSpot

Custom events record things that happen outside page views, such as a trial starting in your app.

Subscription
Enterprise to create events in the app; definitions also by API
Permissions
Event management access
Time
5 min · Advanced
Last verified

Short answer

Event Management lists autocapture, app and custom events. Click Create an event to define one, then send occurrences with HubSpot's JavaScript or HTTP API; the event's fully qualified name (such as pe1234567_trial_started) is what you send. HubSpot's KB says that from August 1, 2025, legacy behavioral events can no longer be created or receive new data, so recreate them as custom events.

1. Event Management

In my demo portal the list has two Jira app events on tickets.

Event Management Manage tab with All events, Autocapture, App events and Custom events tabs and two Jira events
Create an event (1), event types (2), and existing events (3).

2. Send an occurrence

POST https://api.hubapi.com/events/v3/send
{
  "eventName": "pe1234567_trial_started",
  "email": "user@example.com",
  "properties": { "plan": "pro" }
}

The event name shown is a placeholder; copy the real fully qualified name from the event's details.

3. Related

Click tracking with custom events.

Sources

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