The HubSpot Amplitude integration is Amplitude's own app, listed in the HubSpot App Marketplace. It does three things: it sends Amplitude cohorts, groups of users who did something in your product, to HubSpot lists; it can send Amplitude events into HubSpot as custom events; and it brings HubSpot marketing email events into Amplitude about once an hour. Where it stops: users HubSpot can't match are dropped without a warning, only email events come back from HubSpot, and nothing turns a usage signal into a call or an updated deal. Someone still reads the lists and acts on them. AI agents do that work.
What the HubSpot Amplitude integration has to do
For software companies, the best sales signal is what a person does in your product. That lives in Amplitude. The people, deals and emails live in HubSpot. When the two don't talk, someone exports a list of active trial users, matches it to contacts by hand, and pastes it into a sales sheet.
So connected has to mean more than a list showing up in HubSpot. The right person in sales or success has to see who started, who stopped and who is ready for more, on the contact and the deal, while it still matters. And it has to keep working as your events and your team change.
Ways to connect HubSpot and Amplitude
Amplitude's docs describe three parts of its app. Agents are the fourth way.
Cohort sync to HubSpot lists
- How it works
- You build a cohort in Amplitude, like trial users who invited a teammate, and sync it to HubSpot. It shows up under Contacts as a list whose name starts with amplitude_. Amplitude matches people by email or by HubSpot Contact ID.
- Good for
- Lead scoring, sales lists and email workflows based on what people did in the product.
- Where it breaks
- Amplitude's page says HubSpot only takes users it has an identifier for; the rest are dropped, and a sync can report success while HubSpot leaves some users out. You check the CSV file to find them.
Amplitude events into HubSpot
- How it works
- Amplitude can stream chosen events, like Project Created, into HubSpot as custom events on the contact, with up to 50 properties each.
- Good for
- Showing product steps on the contact timeline and starting HubSpot workflows from them.
- Where it breaks
- Amplitude's page says event and property names are cut to 50 characters, and you shouldn't create or delete these event definitions in HubSpot by hand, because HubSpot can't rename or fully delete them. It also says custom events need HubSpot Enterprise; HubSpot's February 2026 notes say Professional now has them too, with a lower monthly cap.
HubSpot email events into Amplitude
- How it works
- Amplitude pulls HubSpot marketing email events, like sent, opened, clicked and bounced, into Amplitude, matched by email address.
- Good for
- Seeing whether a campaign led people to use the product.
- Where it breaks
- Amplitude's page says it covers email campaign events only and checks HubSpot about once an hour. Deals, stages and sales calls don't come across.
Arkeo agents
- How it works
- Agents read what each trial user and customer did in Amplitude, match it to the HubSpot contact and deal, update the deal, and tell the owner who to call and why.
- Good for
- Teams with more trials and customers than people to watch them.
- Where it breaks
- Anything your rules keep for a person, like a discount or a call with a large account, goes to the owner in one message.
How to connect HubSpot to Amplitude: the five steps
These follow Amplitude's own docs for its HubSpot app. Open them for the screens.
- 1Add HubSpot in Amplitude
In Amplitude Data, go to Catalog, then Destinations. In the Cohort section, click HubSpot, log in to HubSpot and select the account.
- 2
Set how people are matched
Select Email or Contact ID and save. With Email, Amplitude makes a new HubSpot contact when there is no match. With Contact ID, the contact must already be in HubSpot.
- 3Sync a cohort
Open the cohort in Amplitude, click Sync, select HubSpot and the account, set how often it runs, and save. The first sync sends everyone; later ones send only changes.
- 4Use the list in HubSpot
Find the list under Contacts. Amplitude's quickstart uses it for a product-qualified lead score and outreach, and shows how to add an Amplitude chart to a HubSpot dashboard.
- 5
Bring email events back, if you want them
In Amplitude Data, go to Catalog, then Sources, and click HubSpot. Click Connect to HubSpot, select the email events, click Next, then Finish.
Where the HubSpot Amplitude integration stops
The app moves lists and events. Turning them into a sales or success action is still a person's job.
People go missing without a warning. Amplitude's cohort page says HubSpot only takes users it has an identifier for. A trial user who signed up with a different email than the one on the HubSpot contact is left out, and the sync can still say it worked. The only way to see who was dropped is to open the CSV file and compare.
Only email events come back. Amplitude's source page lists ten HubSpot email events and says it checks about once an hour. Your deals, stages and logged calls stay in HubSpot, so the usage report in Amplitude never shows which accounts sales is working on.
The plan rules don't agree. Amplitude's event page says custom events need HubSpot Enterprise. HubSpot's February 2026 developer notes say custom events now come with Professional, with 10 million events a month against 30 million on Enterprise. Names are cut to 50 characters, and event definitions you make can't be renamed or fully deleted in HubSpot, so a messy first try stays with you.
Reviews are mixed. The app's HubSpot App Marketplace listing shows 3.2 out of 5 from 13 ratings, with about a third of them one star; the one written complaint says it made many records in Amplitude that broke the team's reports.
And a list is not a follow-up. Someone still has to look at who joined the cohort today, open the deal, and work out who is ready to buy more and who needs a call.
Where Stripe and Mixpanel fit
Usage is half the picture. Whether someone pays, upgrades or has a failed card lives in your billing system; the HubSpot and Stripe guide covers that half.
If you use Mixpanel instead of Amplitude, the same gaps show up in a different form; the HubSpot and Mixpanel guide walks through them.
The agents that do it
Each agent does one job from start to finish, in your own HubSpot and Amplitude. Your team talks to them in Slack or Teams.
Trials that stall on day two, not day 30.
- Checks what each trial user did since signupevery day
- Spots who stopped before the key stepwithin 48 h
- Tells sales who to call, and whysame day
Know who's ready to buy more before they ask.
- Reads usage, billing and deal historyevery night
- Spots who is ready to buy moreper account
- Tells the account owner who to callnext morning
Your team calls at the right time, with the reason.
- Checks who logged in and set upevery hour
- Spots who stopped or is ready for moreevery night
- Tells the owner to call, with the reasonsame day
Questions
Is my customers' information safe?
Yes. Agents work in your own HubSpot and Amplitude and see only what their job needs. Customer details never go into public AI. Agents connect to AI through business-grade connections audited under SOC 2.
Is there an official Amplitude app for HubSpot?
Yes. Amplitude makes it, and it is listed in the HubSpot App Marketplace. The listing says it needs an Amplitude Starter plan or higher, and a HubSpot plan from HubSpot's list of compatible plans.
Does HubSpot send deals and contacts to Amplitude?
Not through this app. Amplitude's page says it brings in HubSpot marketing email events only, about once an hour.
Why are some users missing from my HubSpot list?
Amplitude's page says HubSpot only takes users it can match by email or Contact ID. Check the CSV file Amplitude gives you for the users that were left out.
What does it cost?
You get the price on the call, along with the hours it saves your team.