--- title: "Connect Amplitude to HubSpot: cohort sync and event import" canonical_url: https://ampl.webclat.com/guides/connect-amplitude-to-hubspot description: "The three ways Amplitude and HubSpot connect - cohort sync into HubSpot lists, HubSpot as an Amplitude event source, and event streaming into HubSpot timelines - and how to set each up correctly." source: Webclat | Amplitude Solutions (official Amplitude partner, independent consultancy) --- # Connect Amplitude to HubSpot: cohort sync and event import **In short:** Amplitude and HubSpot connect in two directions: a cohort sync pushes behavioral audiences from Amplitude into HubSpot as lists a sales or marketing workflow can act on, and a separate HubSpot source/event-streaming path brings HubSpot activity (or product events) the other way for unified reporting. Most teams only need the cohort-sync direction; pull in the source integration only if HubSpot itself is a system you need product-usage data to reach. ## What it is Cohort sync to HubSpot takes a behavioral cohort defined in Amplitude and syncs its membership into a HubSpot list, which a sales team can use for outreach targeting or a marketing team can use for a workflow enrollment trigger - the same activation pattern as syncing to an ad platform, but landing in a CRM instead of an ad network. Separately, Amplitude documents a HubSpot quickstart source and an event-streaming path, which move data the other way: HubSpot contact or engagement activity becomes an event source inside Amplitude, useful when a team wants sales-touch or lifecycle-stage data sitting alongside product events in the same analysis. ## When you need it - A sales or customer-success team wants a live list of accounts or users hitting a specific product-usage threshold (trial nearing expiration with high engagement, or the opposite - low engagement flagging churn risk) without someone manually exporting from Amplitude every week. - Marketing operations wants a HubSpot workflow (a nurture sequence, a lifecycle-stage change) to trigger off real product behavior instead of a CRM-only field like form fills. - You need HubSpot-side activity (deal stage, lifecycle stage, a specific engagement event) visible in the same Amplitude instance as product events, which is the case for the source/event-streaming direction rather than cohort sync. ## Implementation, done properly 1. Decide which direction you actually need before building anything - cohort-to-HubSpot (activation) and HubSpot-to-Amplitude (source) are configured as entirely separate integrations, and building both when only one is needed doubles the maintenance surface for no benefit. 2. For cohort sync: build and validate the cohort in Amplitude, add HubSpot as a destination with an authenticated private app token scoped for list and contact access, attach the destination to the cohort, and set a sync cadence matched to how the receiving workflow will use it. 3. Confirm the matching identifier - almost always email address for a HubSpot contact - is reliably populated on the Amplitude side before the first sync; a cohort full of anonymous or email-less users will sync a near-empty HubSpot list regardless of how correct the cohort logic is. 4. For the HubSpot-as-source direction: connect HubSpot as an Amplitude source through the documented quickstart flow, and be deliberate about which HubSpot object types and properties actually need to flow into Amplitude - importing everything by default creates schema clutter that's harder to clean up later than to scope correctly at setup. 5. Where HubSpot event streaming (rather than the quickstart source) is the chosen path, confirm the mapping between HubSpot's timeline event schema and Amplitude's event/property model explicitly - the two systems' data models don't line up one-to-one, and an unreviewed default mapping is the most common source of confusing property names downstream. ## How to verify it worked 1. For cohort sync: check the sync log for a successful run and cross-reference the synced HubSpot list size against Amplitude's own cohort count; then trigger the cohort-qualifying behavior on a test account with a known email and confirm it appears in the HubSpot list within one sync interval. 2. Build a HubSpot workflow (or check an existing one) enrollment log to confirm the synced list is actually triggering the automation it was built for - a technically successful sync that never gets wired into an active workflow delivers zero business value. 3. For the source direction: in Amplitude's Events explorer, filter to the HubSpot-sourced events and confirm they're arriving with sensible timestamps and property values, not just arriving at all - a source that connects successfully but maps properties incorrectly can look healthy at a glance. 4. Reconcile a small sample of records by hand - pick five contacts you can verify manually in HubSpot and confirm their Amplitude-side cohort membership or event history matches what you'd expect from their actual CRM record. ## FAQ ### Will syncing a cohort to HubSpot overwrite existing HubSpot list membership or contact properties? A cohort sync manages the membership of the specific list it's attached to - it shouldn't touch unrelated contact properties or other lists, but exact behavior (whether it can also write a contact property) depends on how the destination is configured and should be confirmed against current Amplitude and HubSpot documentation before assuming either way. ### Do we need HubSpot's Marketing Hub, or does this work on any HubSpot tier? List and workflow features that a synced cohort would feed into are themselves gated by HubSpot's own plan tiers, independent of Amplitude's side of the integration - verify what your HubSpot subscription actually includes before designing a cohort-sync workflow around a feature (like advanced workflow branching) that might not be available on your tier. Related: [Amplitude onboarding and initial setup](https://ampl.webclat.com/guides/amplitude-onboarding-and-initial-setup), [Use case: connect Amplitude to revenue](https://ampl.webclat.com/use-cases/connect-amplitude-to-revenue), [Cohort analysis, defined](https://ampl.webclat.com/glossary/cohort-analysis)