Setting up the Wistia - Hubspot Integration

HubSpot is a suite of popular marketing tools for driving more leads and better engagement. See how Wistia works with HubSpot to give it special powers!

With your Wistia-HubSpot powers combined …  well, you won’t be Captain Planet, but you’ll be pretty close. Here’s the rundown on how to get that sweet, sweet integration power.

This help page is for the new and improved v2 HubSpot integration. If you’re looking for help with the first version of the HubSpot integration, head on over to the old HubSpot integration page. We also have a section all about migrating from Hubspot v1 to Hubspot v2 when you’re ready to make the switch.

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HubSpot is marketing software designed to help increase leads and drive better engagement. They are the masters of inbound marketing … heck, they invented it!

HubSpot and Wistia work together in a bunch of different ways:

  • Video heatmaps show up in your contacts' timelines
  • Insert HubSpot Forms directly into your videos
  • Directly integration with Wistia’s Turnstile email collector
  • Piped video events to HubSpot so you can segment your contacts based on viewing behavior

Set up the Hubspot Integration

There are only 3 steps to getting fully integrated:

  1. Turn the integration on in your Wistia account.
  2. Set up a Turnstile or add a HubSpot form to your videos.
  3. Embed your video on a page with a HubSpot tracking script

Enable Hubspot in Wistia

You can enable the integration on the integrations page within your Wistia account settings: Account > Settings > Integrations. (Keep in mind, only the Account Owner can get into Account Settings.)

After clicking the HubSpot v2 integration under the Marketing Automation Integrations section, you’ll see a Connect button.

HubSpot V2 connector

When you click Connect, you’ll be prompted to log into your HubSpot account. This will authorize Wistia to start sending data to HubSpot.

Migrating from HubSpot v1

Ready to make that data flow between your Wistia account and your HubSpot account even better? Let’s do this!

The steps to migrate from HubSpot v1 to HubSpot v2 are pretty simple, but things can get more complicated depending on the workflows you’ve built into your HubSpot account.

The steps below cover the migration, but keep in mind that you may need to make adjustments to your workflows on the HubSpot side of things.

To migrate over to HubSpot v2 you’ll first need to disconnect your HubSpot v1 integration. You can do this by visiting the integrations page of your Wistia account settings and selecting the HubSpot integration: Account > Settings > Integrations. (Keep in mind, only the Account Owner can get into Account Settings.) You’ll see an option to Disconnect in the bottom right corner of that menu.

HubSpot v2 connector primary and connected

Once you’ve disconnected your HubSpot v1 integration, you can follow the normal steps for setting everything up to connect to the HubSpot v2 integration. Every Turnstile you’d previously added will remain on your videos, but they won’t have a specific HubSpot list associated with them (because v1 didn’t allow for lists!).

For Turnstile to work properly, it now needs to point toward a specific list; you’ll need to set a dedicated list for any videos in your account that have a Turnstile.

Key Differences from HubSpot v1

In the HubSpot v1 integration, a Turnstile entry acted as a new form submission in HubSpot. The HubSpot v2 integration no longer uses the same API, so a Turnstile entry no longer count as a form submission. Instead, the email conversion is sent to HubSpot and added to the list that you specify within the customizations for the video. You can read more about setting up Turnstile lists below.

When setting up Workflows or Smart lists, Wistia events that occur on the video now appear as properties on the contact instead of contained within HubSpot events. Here’s what they look like now:

New HubSpot v2 properties comapred to v1

You can read more about using the new properties below. Any workflows and dynamic lists based on the older events will need to be updated to use these properties instead. This will ensure that new contacts are captured and tracked properly through the HubSpot v2 integration.

HubSpot Forms

You can add forms you created in your HubSpot account to your Wistia videos. They’ll act exactly the same as HubSpot forms, except that they’ll appear in your video like a Turnstile or CTA.

HubSpot v2 form example

Once the integration is enabled, a HubSpot Forms section will appear in the Customize panel. From there, you can choose which form to display in your video, when to display it, and add helpful prompt text to encourage viewers to complete your form. Here’s what that looks like:

HubSpot v2 edit form text


Want to make your HubSpot-Wistia powers even stronger? Of course you do!

Once you’ve granted access to your HubSpot account in Wistia you’ll be able to gather leads and send them straight to HubSpot with Turnstile.

Turnstile will send those captured leads to any Static list you’d like in your HubSpot account. Simply specify your list under Timeline Actions > Turnstile in the Customize panel. A list needs to be specified for Turnstile to work properly. For a more in-depth guide see the Turnstile page.

Timeline Actions Turnstile Option

Now that you’ve completed the setup in your Wistia account, let’s add a video to your page and start collecting leads!

Embedding with a HubSpot Tracking Script

The HubSpot integration works by using HubSpot data that is generated through the HubSpot tracking script. If that script is not present on the page, the Wistia side of the integration is not able to send the data properly to HubSpot. Our friends at HubSpot have some great documentation on finding your HubSpot tracking script and then installing it on your website.

Just a heads up, Wistia media pages don’t have the HubSpot tracking code on them. You’ll need to embed your videos out in the wild in order to start pulling data into HubSpot.

Heatmaps in Contact Timeline

One of the coolest things about this integration is that you’ll see video heatmaps in your contacts' timelines. They’re associated with the viewing events and will look like this:

Heatmaps in HubSpot contact timeline

Unidentified Wistia viewers that have been identified by HubSpot (with something like a form submission) will also get Wistia events attached to them. This is with the caveat that the Wistia-HubSpot integration was configured at the time those events actually took place.

Segmenting Based on Viewing Behavior

The HubSpot integration uses HubSpot’s powerful Timeline API. Once you have this integration set up, we’ll automatically send the following events for every Wistia video on your site:

  • Video 1% watched, 25% watched, 50% watched, 75% watched, and 100% watched
  • Links clicked
  • Turnstile or HubSpot form submitted

HubSpot segmenting viewing behavior

This means that you can segment your contacts based on this viewing data. For example, you could set up a Smart list to only show contacts who have watched 100% of a video. To start, you’d need to create your Smart list and then choose to filter on the Play Property.

New HubSpot v2 properties comapred to v1

After choosing the Play Property, you can select the percent watched option and set it to greater than or equal to 100.

HubSpot Play Property percentage options

Some cool things you can do with this:

  • Find everyone who loaded a particular video but didn’t play it and send that video out to them in an email.
  • Nudge viewers who’ve only watched 25% of a video.
  • Know who your most engaged viewers are.
  • Follow up with users who clicked on annotation links and Calls to Action.

Email Merge Tags

With the HubSpot-Wistia integration you can easily embed a thumbnail of your video in your email campaign. When visitors click the video image with the play button, they’ll be sent to your website to watch the video.

When you use this integration, your recipients email addresses are automatically piped through to your Wistia and HubSpot stats. So for everyone who clicks through on the email, you’ll be able to see who they are and what parts of the video they’ve watched!

First you’ll want to grab the email merge tag from Wistia. Pick the video you’d like to share, and select Embed & Share from the ▸ Video Actions drop down menu. The select Link in Email Campaign, and make sure HubSpot is your chosen Email Provider.

HubSpot email merge tag

Change the size, autoplay options, and page the video links to. Then copy the email merge tag.

For HubSpot it should look something like this:

<a href="{{}}">
<img src="" alt="WistiaFest is Coming" width="500" height="281" /></a>

Next head over to HubSpot’s Email Builder.

HubSpot email builder

When you’re editing your email in HubSpot, click the Source Code button in the Main Body Text editor. This will ensure that the editor won’t mess with the code that we paste in.

Paste in the email merge tag.

HubSpot merge tag inside of HubSpot email builder

And then you should see the thumbnail of your video appear in the preview window. Pretty cool, eh?

Once you’ve got that beauty ready to go, send that email!

It’s always good to send a test message to yourself first to make sure everything’s linked up right. Note that when HubSpot sends the test message it will pass through “EMAIL” to our tracking system instead of your actual email address.

When you send the actual email, it will substitute the recipients emails in instead.

May your click-through rates be high and your video engagements long!

HubSpot Troubleshooting

Make Sure E-v1 is on the Page

If you are using an iframe embed on your page, it’s possible that your CMS has removed the E-v1 script from the embed. E-v1 is the Wistia JavaScript file, and is essential for data transfer. The E-v1 script is after the <iframe> element of the embed and looks like this:

<script src="//" async></script>

If there isn’t an instance of E-v1 outside of the iframe, the Wistia and HubSpot scripts will not be able to get the correct information from each other.

The good news is that this is easy to fix by adding the E-v1 script to your page. We recommend adding it to the <head> element of your page.

At this time, iframe playlists are not able to work with MAP integrations, including HubSpot. Adding E-v1 outside of an iframe playlists will not solve this issue if you’re using an iframe playlist embed. You can read more about this on our playlist page.