How to Connect Amplitude with HubSpot CRM (2026)

Integration Overview

Amplitude and HubSpot have a native integration that allows you to sync behavioral cohorts from Amplitude to HubSpot contact lists. This integration bridges the gap between product analytics and marketing automation, letting you target users based on what they actually do in your product rather than just their demographic or firmographic data.

The integration is available on Amplitude's Growth and Enterprise plans and connects to HubSpot through a direct configuration in Amplitude's integrations panel.

What This Integration Does

The Amplitude-HubSpot integration serves a specific but high-value purpose:

• Cohort syncing: Behavioral cohorts defined in Amplitude (groups of users who share specific product usage patterns) are synced to HubSpot as contact lists. These lists update automatically as users enter or exit the cohort based on their behavior.
• Marketing automation triggers: Once cohorts are in HubSpot as contact lists, you can use them to trigger email campaigns, workflows, lead scoring updates, and sales notifications.
• Product-led marketing: This integration enables product-led growth strategies where marketing actions are driven by actual product usage rather than guesses about user intent.

The integration is one-directional: data flows from Amplitude to HubSpot. HubSpot data does not sync back to Amplitude through this integration.

Prerequisites

Before setting up the integration, confirm that you have:

1. An Amplitude account on the Growth or Enterprise plan (the free Starter plan does not include cohort syncing to third-party destinations)
2. A HubSpot account with Marketing Hub access (Free CRM alone may not support the list features needed for automation)
3. Admin access in both Amplitude and HubSpot
4. User identification set up in Amplitude using the same identifiers (email addresses or user IDs) that exist as contact properties in HubSpot

Step-by-Step Setup

Step 1: Configure the HubSpot Destination in Amplitude

Log in to Amplitude. Navigate to Data Destinations (under the Data section in the left sidebar or through Settings). Click Add Destination and search for HubSpot.

Select HubSpot and click Connect. Amplitude will redirect you to HubSpot's OAuth authorization screen. Sign in with your HubSpot account and select the HubSpot portal you want to connect. Grant the requested permissions, which allow Amplitude to create and update contact lists in HubSpot.

Step 2: Configure User Matching

After connecting, configure how Amplitude users are matched to HubSpot contacts. The matching is typically done by email address:

• Amplitude needs to have email addresses stored as a user property. If you use a different identifier in Amplitude (like user_id), ensure that email is also captured as a user property.
• HubSpot matches incoming users by email address to existing contacts. If a contact with that email does not exist in HubSpot, behavior depends on your configuration; some setups create new contacts, others only update existing ones.

Verify that the email property in Amplitude is consistently populated and uses the same format as HubSpot contact emails. Mismatches (different email addresses or missing values) will prevent users from syncing.

Step 3: Create a Behavioral Cohort in Amplitude

Before you can sync anything, you need to define the cohort in Amplitude. Navigate to Cohorts in Amplitude and click Create Cohort. Behavioral cohorts are defined by specifying conditions based on user actions. Examples:

• Activated users: Users who completed key onboarding steps (e.g., performed "Created First Project" event in the last 7 days)
• Power users: Users who performed a core action more than 10 times in the last 30 days
• At-risk users: Users who were active in the previous month but have not performed any events in the last 14 days
• Feature adopters: Users who used a specific feature at least once in the last 30 days
• Trial users nearing expiration: Users on a free trial who have not yet upgraded and whose trial ends within 7 days

Cohorts in Amplitude are dynamic, meaning they automatically update as users meet or stop meeting the criteria. A user who was active last week but stops logging in will automatically move out of an "active users" cohort.

Step 4: Sync the Cohort to HubSpot

Once the cohort is defined, click Sync on the cohort detail page. Select HubSpot as the destination. Configure the sync settings:

• Sync frequency: Choose how often the cohort membership is updated in HubSpot. Options typically include hourly, daily, or real-time (depending on your Amplitude plan).
• List name: Specify the name for the HubSpot contact list that will be created. Use a clear naming convention (e.g., "Amplitude - Power Users - Last 30 Days") so HubSpot users can identify synced lists.

After configuring, start the sync. Amplitude will create a new contact list in HubSpot and populate it with contacts whose email addresses match users in the Amplitude cohort.

Step 5: Verify in HubSpot

Log in to HubSpot and navigate to Contacts, then Lists. Find the newly created list from Amplitude. Verify that it contains the expected contacts. The list will be labeled as an active list, meaning it updates automatically as Amplitude syncs new cohort data.

Triggering Marketing Automation from Product Usage

Once Amplitude cohorts are available as HubSpot contact lists, you can build marketing workflows that respond to product behavior. Here are practical examples:

Onboarding Nudge Campaigns

Create a cohort in Amplitude for users who signed up but did not complete a key activation step (e.g., "Signed Up in last 7 days AND did NOT perform 'Completed Setup'"). Sync this cohort to HubSpot. In HubSpot, create a workflow that enrolls contacts from this list and sends a series of educational emails guiding them through setup.

Upsell Campaigns for Power Users

Create a cohort for users on a free or lower-tier plan who show heavy usage (e.g., "Performed 'Export Report' more than 20 times in last 30 days AND plan = free"). Sync to HubSpot. Build a workflow that sends these users information about paid features that would benefit their use case.

Re-engagement for At-Risk Users

Create a cohort for users who were active but have gone quiet (e.g., "Performed any event in days 15-30 ago AND did NOT perform any event in last 14 days"). Sync to HubSpot. Trigger a re-engagement email sequence offering help, highlighting new features, or simply checking in.

Sales Notifications for High-Value Signals

Create a cohort for users who perform actions that indicate purchase readiness (e.g., "Viewed Pricing Page more than 3 times in last 7 days" or "Invited 5+ teammates"). Sync to HubSpot. Instead of an email workflow, create an internal notification workflow that alerts the sales team or creates a task in HubSpot for follow-up.

Data Flow Architecture

Best Practices

• Start with a few high-impact cohorts: Do not sync dozens of cohorts immediately. Start with three to five cohorts that directly map to marketing actions (onboarding help, upsell, re-engagement). Add more as you validate the workflow.
• Use clear naming conventions: Prefix synced lists in HubSpot with "Amplitude -" so they are easily distinguished from manually created lists or lists from other integrations.
• Monitor list sizes: If a cohort is very large (tens of thousands of contacts), the resulting HubSpot list will be large too. Ensure your HubSpot plan supports the contact volume and that triggered workflows are appropriate for the scale.
• Coordinate with product and marketing teams: The cohort definitions require product analytics expertise (understanding which events matter), but the resulting campaigns require marketing expertise (crafting the right message). Bring both teams together when setting up the integration.
• Test before going live: Before connecting a cohort to a live email campaign in HubSpot, verify the cohort membership looks correct. Check a sample of contacts in HubSpot to confirm they match the expected behavior profile.

Limitations and Considerations

• One-directional sync: HubSpot data does not flow back to Amplitude. If you want to see HubSpot marketing engagement data in Amplitude, you would need a separate integration (like sending HubSpot events to Amplitude via a CDP or custom integration).
• Email matching dependency: The integration relies on email addresses to match users between platforms. If Amplitude users are identified by a non-email user ID and email is not consistently captured as a user property, match rates will be low.
• Plan requirements: Cohort syncing to third-party destinations is not available on Amplitude's free Starter plan. You need a Growth or Enterprise plan, which affects cost.
• Sync latency: Depending on sync frequency, there can be a delay between a user entering an Amplitude cohort and appearing on the corresponding HubSpot list. For time-sensitive triggers (like a trial expiring tomorrow), ensure the sync frequency is frequent enough.
• HubSpot contact limits: Synced contacts count toward your HubSpot contact tier. If the integration creates new contacts in HubSpot (rather than updating existing ones), this can increase your HubSpot costs. Configure the integration to only match existing contacts if you want to control this.
• Cohort complexity: Very complex cohort definitions with many conditions can be difficult to debug when the resulting HubSpot list does not contain the expected contacts. Test cohort definitions in Amplitude's preview before syncing.

Troubleshooting Common Issues

HubSpot list is empty or smaller than expected

Check that the email addresses in Amplitude match the email addresses of contacts in HubSpot. Verify that the Amplitude cohort itself has members by previewing it in Amplitude. If the cohort has members but the HubSpot list is empty, the matching key (email) is likely mismatched.

Contacts not updating in HubSpot

Verify the sync frequency setting. If set to daily, changes will not appear until the next sync runs. Check Amplitude's sync status page for any error messages or failed sync attempts.

Unexpected contacts appearing in the HubSpot list

Review the cohort definition in Amplitude. The cohort may be broader than intended. Use Amplitude's cohort preview to inspect individual users and verify they match the expected criteria. Refine the cohort conditions if needed.