Haven’t signed up for the integration yet?
HubSpot is a marketing platform designed to help increase leads and drive better engagement. They are the masters of inbound marketing … heck, they invented it!
This article is all about configuring the Wistia - HubSpot integration for collecting leads and sending video viewing data into contact records. If you’re generally curious about what this integration can do, here’s an overview of the HubSpot integration’s features.
Now let’s get to setting up the integration!
Let’s start with a brief overview. There are 3 key steps to getting fully integrated:
- Connect the integration in your Wistia account. This allows us to request your lists and forms, and send leads and viewing data into HubSpot.
- Set up a Turnstile or add a HubSpot form to your videos. This is how we identify viewers for proper tracking.
- Embed your video on a page with a HubSpot tracking script. The Wistia player and HubSpot script work together to identify viewers and track their activity for display on HubSpot contact records.
The first step is usually a one-time thing, and thereafter you’ll only need to repeat steps 2 and 3 for each video you want to use for tracking.
Head on over to the integrations page within your Wistia account settings: Account > Settings > Integrations
Scroll down to the Marketing Automation Integrations section, and click on HubSpot v2 (with custom forms).
When you click Connect, you’ll be prompted to log into HubSpot. Once you log in and authorize the integration, it will show as ✔ Connected and ✔ Primary. Only one integration can be set as Primary, indicating HubSpot as the active integration on your account.
It’s that easy! This will authorize Wistia to request your HubSpot lists and forms for display within videos. Wistia will also be able to create and update contact records to send leads and viewing data into your HubSpot account. Note that HubSpot does not send leads into Wistia, so the next step will help us identify viewers.
With the HubSpot integration connected, we’re one step closer to enriching our leads with video viewing data for advanced automation. Now we need a method of identifying new and known leads.
The first option is the Wistia Turnstile, which will collect lead information in your Wistia stats and send those leads directly to HubSpot.
- From the Customize panel, enable Turnstile and set it to the desired time in your video.
- Select a HubSpot list for the Turnstile to send collected leads. A list must be selected for turnstile entries to display within HubSpot. Only Static Lists are available for Turnstile submissions.
With a Turnstile added to the video and connected to a HubSpot list, you can move on to the final step; embed the video on a page with your HubSpot tracking code to start collecting leads!
If you’d prefer to use a HubSpot form instead of a Turnstile, the following section has everything you need to know.
Looking for more flexibility around form fields? Our HubSpot v2 integration has the option to embed HubSpot forms within your Wistia videos. Just like Turnstile, form submissions within a video will serve to identify your viewers so they can be tracked properly by the integration.
Using a HubSpot form in a Wistia video provides more control over the form fields and appearance, just like a normal HubSpot form. You can even employ custom styling from within the HubSpot forms editor! The only drawback to a HubSpot form compared to Turnstile is that the data will only be sent to HubSpot, and the leads will not show up within Wistia stats.
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:
Whether you’ve chosen to use HubSpot forms or Turnstile to identify your audience, you’re now ready for the final step — embedding your video for tracking!
The real magic of this integration involves the Wistia player and the HubSpot tracking script working together. First you’ll need a webpage set up with your HubSpot tracking script. Embed your video on that page and you are good to go.
If you’re embedding on a HubSpot landing page or a HubSpot COS page, that script should be installed for you automatically. Wistia media pages (in your account) don’t have the HubSpot tracking code on them. This is why you need to embed your videos out in the wild in order to start pulling data into HubSpot.
The real heart of this integration is getting video viewing data to show up in contact timelines. The Wistia - HubSpot integration uses HubSpot’s powerful Timeline API to pass over data collected from your embedded videos. Once you have this integration set up and the videos embedded for tracking, we’ll send the following events for every identified viewer who plays the video on your page:
- Engagement milestones: Played 1% (clicked play), 25%, 50%, 75%, and 100%.
- Links clicked in videos
- Turnstile or HubSpot forms submitted
The “Played X%” events are milestones, so they only update at the intervals listed above. This means that if you see someone with a “Played 1%” event, they clicked play and watched between 1% and 24% of the video (at 25%, it would update to the next milestone). For a more detailed look at their viewing data, you can actually access the Heatmap of their session within the HubSpot timeline.
One of the coolest things about this integration is that you’ll see video heatmaps in your contacts' timelines. Click View Video and Heatmap to display them:
This adds some extra detail to your available metrics, showing the exact percentage of the video that was watched, which portions may have been re-watched, and even a preview of the video itself. While the Heatmaps are not directly used for automation, they provide an in-depth look at the viewing behavior of individual contacts.
The Wistia events sent to HubSpot can be used for segmenting lists and building automations. For example, you could set up an “Active list” to only show contacts who have watched 75% of a video, indicating their interest in your content. Or you could include a Call-to-Action on your video, and target viewers who convert on that link.
HubSpot refers to these events as filters for your Active lists, and they are applied at multiple levels.
First we’ll select a broad, event-based filter around which to build the automation. They are each labelled with Wistia Hubspot V2:
- Annotation Click
- Call to Action Click
- Viewer identified [unused]
Annotation, Call to Action, and Turnstile filters are all based around fairly specific actions; clicking an Annotation Link, converting on a CTA, or submitting to a Turnstile. The Play filter is the most versatile, as it opens up choices for segmentation based on how much viewing engagement has happened, utilizing the “Played X%” events.
Once you’ve chosen the top-level event to focus on, you can configure your automation with more specific filters. There are a wide array of secondary filters to use because HubSpot displays all available Wistia properties. However some are more practical than others:
- Media ID - The ten-character, alphanumeric ID of the media within Wistia. For example, the Media ID of
4kmqltm95j. This is the best way to target viewing activity around specific videos.
- Media Name - The name of the media within Wistia. Keep in mind this is a less reliable option since media names can be changed at any time, and in many cases using Media ID would be preferable.
- Media URL - The URL where the video is embedded alongside your Hubspot tracking code. Useful for separating activity from specific landing pages or posts.
- Occurred - Simply put, “this event happened.” It is then further constrained by a date or date range, for example “is before” or “is after” 11/5/2016. Use this for segmenting contacts based on a specific time period.
- Percent Watched - Used for segmenting based on the “Played x%” events. For example, Percent Watched → is greater than or equal to → 50% would segment contacts who have watched at least 50% of your videos.
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.
These filters are included with the data we send to Hubspot, however they are largely irrelevant for automation as they are specific to data on the Wistia side:
- Viewing Session ID
- Hook ID
- Event UUID
If you’re looking for help with the first version of the Wistia - HubSpot integration, head on over to the HubSpot v1 page. We also have a section all about migrating from Hubspot v1 to Hubspot v2 when you’re ready to make the switch.
The short answer is no, you don’t need a Turnstile or form on every video, but it does make the integration a lot more reliable.
As explained in the Turnstile section “tip”, this tracking relies heavily on cookies being set in a viewer’s browser, and those cookies being present any time someone watches your video. These cookies are set upon form submission, so having forms in and around your videos is the best way to ensure that leads are being tracked as expected.
Since cookies don’t carry over between browsers/devices, this creates the possibility for tracking loopholes. For example:
Alyssa, using her work computer, submits to a HubSpot form on one of your landing pages. She then watches a video on a different page set up for integration tracking. By the time she leaves your site, Alyssa has a contact record in HubSpot with her lead data, and you can see her viewing data within the activity feed.
Later that evening, Alyssa is home from work and decides to watch more of your video content. She uses her smart tablet which is her preferred device for personal use. Alyssa, on this different device, goes straight to the video content without completing a form, and watches several videos. This data does not show up in the contact record because this new device does not have a tracking cookie to identify Alyssa as a known lead.
Think of it this way: a Turnstile or Form isn’t always required, but any opportunity for someone to skip or ignore your Turnstile/Form is a possibility that their data may not be passed into HubSpot.
The HubSpot integration has a few moving pieces that have to come together for tracking to work as expected. Here is a checklist of things to look out for when the data isn’t showing up:
To be on the safe side, make sure you’ve followed all 3 key setup steps. Each of these steps has an important function for integration tracking. In particular having some kind of Turnstile/form involved for identification, and embedding your video on a page with the HubSpot script are the steps most often overlooked.
Under Account -> Settings -> Integrations, make sure HubSpot is set to Primary. Only the Primary integration will receive data from Wistia. To fix this, click on the integration to expand its options, and select Make Primary.
In order to see Wistia events/data, you need to enable the “Wistia HubSpot v2” filter, under Integrations.
<iframe> element of the embed and looks like this:
<script src="//fast.wistia.net/assets/external/E-v1.js" 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. Feel free to copy the example above and paste that right into your page.