How to Analyze Custom Behavioral Events in Hubspot

Understanding how users interact with your digital experience is critical, and Hubspot makes this easier with powerful custom behavioral event analytics. This guide walks you through how to analyze those events so you can turn raw interaction data into meaningful insight.

What Are Custom Behavioral Events in Hubspot?

Custom behavioral events let you track specific actions that matter to your business, beyond the default tracking available in your account. These events can represent:

Actions taken on your website or web app
Engagement in a product or customer portal
Key milestones in a customer journey

Once created, these events are stored in your Hubspot account and can be analyzed in multiple tools, including the events tool, customer journey analytics, and custom reports.

Where Custom Behavioral Events Appear in Hubspot

After you set up events, Hubspot records them based on your configuration. Depending on your account and the type of event, the data can appear in:

The events tool for high-level metrics
The customer journey analytics tool to see paths over time
Custom reports for detailed analysis

If you are using events tied to contacts, companies, deals, or other CRM records, the event information may also influence properties and lists built inside your Hubspot CRM.

How to Access the Events Tool in Hubspot

Use the events tool to get an overview of activity related to a specific behavioral event. Follow these steps:

Sign in to your Hubspot account.
Navigate to the main navigation menu and open the analytics or reports area (depending on your subscription layout).
Locate the section for behavioral or custom events.
Select the event you want to analyze.

The events tool displays aggregated performance so you can see how often an event occurs and over what period.

Key Event Metrics Available in Hubspot

When analyzing events, the tool can show several helpful metrics, such as:

Total number of event occurrences
Unique users or contacts triggering the event (when applicable)
Time-based trends, such as daily or weekly counts
Filters by source, device, or other properties depending on your setup

By exploring these metrics, you can validate tracking, measure engagement, and spot changes in user behavior over time.

Analyzing Events in Hubspot Customer Journey Analytics

Customer journey analytics in Hubspot helps you understand how events fit together in a sequence. Instead of looking at events in isolation, you can see how they appear in a broader journey from first touch to conversion.

Steps to Build a Journey Using Events

To add your custom events to a journey analysis:

Open the customer journey analytics tool in your Hubspot account.
Create a new journey report or edit an existing one.
Select the type of starting point or goal you want to analyze.
Add steps based on your custom behavioral events, properties, or standard events.
Apply filters such as date range, contact lifecycle stage, or other relevant conditions.

The resulting visualization shows how many records pass through each event, fall off, or convert to a goal. This helps you identify bottlenecks and optimize your experience using Hubspot data.

Use Cases for Events in Hubspot Journey Reports

Custom events in a journey can support many scenarios, including:

Tracking how often users complete onboarding steps
Monitoring key in-app actions before a purchase
Studying which content interactions lead to demo requests
Analyzing paths that result in churn or inactivity

By mapping these patterns, you can prioritize improvements and campaigns that have the greatest impact.

Using Custom Behavioral Events in Hubspot Custom Reports

Beyond the events tool and journey analytics, Hubspot also lets you leverage custom behavioral events in standard and advanced reporting. This is useful when you want to combine event data with CRM properties, marketing performance, or revenue information.

How to Create a Report Using Events

Depending on your subscription, you can use the custom report builder. A general workflow looks like this:

Navigate to the reports area in your Hubspot portal.
Click to create a new report and choose the custom report builder.
Select the data sources that include your custom behavioral events.
Drag relevant fields (such as event name, count, user, date) into the report canvas.
Optionally join event data with contact, deal, or company records.
Configure filters and visualization types (tables, bar charts, line charts, etc.).

This lets you see not only how often events happen, but how they correlate with pipeline, revenue, or retention data stored in Hubspot.

Common Reporting Scenarios

You can use custom events in several practical reporting scenarios, such as:

Measuring the impact of a new product feature on upgrades
Comparing engagement by segment or lifecycle stage
Attributing deals or revenue to high-intent in-app actions
Monitoring weekly or monthly adoption trends

With these reports, teams can share dashboards that mix marketing, sales, and product engagement data in one place within Hubspot.

Best Practices for Accurate Event Analytics in Hubspot

To get reliable insights from your custom behavioral events, follow a few best practices when working in Hubspot:

Standardize naming: Use consistent, descriptive event names so everyone understands what is being tracked.
Document your schema: Maintain a simple reference for events and properties, including when each was introduced.
Test thoroughly: Before relying on analysis, trigger events in a test environment and confirm they appear as expected.
Use clear time ranges: Align your filters with campaign or release dates to avoid misinterpreting data.
Review regularly: Periodically audit events in your Hubspot account to remove unused ones and refine definitions.

These steps help keep your event data clean and trustworthy over time.

Learning More About Hubspot Behavioral Events

If you need full technical details, including setup instructions and limitations, refer directly to the official documentation on analyzing custom behavioral events in Hubspot: View Hubspot event analytics documentation.

For broader strategy and implementation support around analytics, CRM, and marketing automation, you can explore consulting resources such as Consultevo, which focuses on data-driven growth initiatives.

Turning Event Data into Action in Hubspot

Analyzing custom behavioral events is only the first step. To turn those insights into action inside Hubspot, consider how you will:

Trigger workflows based on high-intent events
Adjust lead scoring when specific events occur
Segment contacts according to behavioral milestones
Align sales outreach with signals from product or content usage

When you connect your event analytics to automation and CRM strategy, your Hubspot portal becomes a powerful engine for personalized experiences and measurable growth.

By following the steps and practices in this guide, you can confidently analyze custom behavioral events, understand user behavior, and build smarter reports across your Hubspot ecosystem.

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