HubSpot Integration

Our HubSpot integration automatically syncs your event guests to your HubSpot account. When someone registers for one of your events, they show up in HubSpot as a contact, and their registration and attendance are tracked on a HubSpot marketing event.

The sync is one-way — from Luma to HubSpot — and fully automatic. Once you connect, there’s nothing to set up per event.

The HubSpot integration is available on our Enterprise plan and connects at the organization level.

What Syncs

• Events become HubSpot marketing events (found under Marketing → Events in HubSpot).
• Guests become HubSpot contacts, matched by email. If a contact with that email already exists, we use it; otherwise we create one.
• Registration status is tracked as the contact’s participation in the marketing event:

Guest details. Along with their email, we sync the guest’s name — plus their company, job title, LinkedIn, and phone number when you collect them through registration questions. We only fill in fields that are empty in HubSpot; we never overwrite contact data you already have.

Registration answers. Every registration answer also syncs to the contact, as properties in a “Luma” property group on the contact record. Each question gets its own property, created automatically the first time a guest answers it — there’s nothing to configure. Questions with the same label share one property across all your events, so “What’s your t-shirt size?” always writes to the same place. Answers update each time a guest registers, questions a guest skips are left untouched, and terms questions sync as “Agreed” or the guest’s typed signature.

Connect Your HubSpot Account

1. Open your organization’s admin page and go to Settings → Developer.
2. In the HubSpot Integration section, click Connect.
3. You’ll be redirected to HubSpot. Choose the HubSpot account you want to connect, review the requested permissions, and click Connect app.
4. You’ll land back in Luma with your HubSpot account connected.

Your HubSpot user needs permission to install apps — if you don’t see your account listed, ask a HubSpot super admin to connect or to grant you App Marketplace permissions.

When Guests Sync

• Syncing is automatic and applies to all events managed by your organization’s calendars. Learn more about how calendars manage events.
• Guests sync from the moment you connect. Past events and existing guest lists aren’t backfilled.
• An event appears in HubSpot when its first guest registers — not when the event is created. Event details in HubSpot refresh whenever there’s new guest activity.
• Only approved guests sync. If your event requires approval, pending and waitlisted guests sync once you approve them. Learn more about guest statuses.
• When you check in guests, they’re marked as Attended in HubSpot right away.

Using Event Data in HubSpot

Registrations and attendance land on native HubSpot objects, so everything works with HubSpot’s built-in tools:

• Lists and workflows — segment and automate based on event participation, like “registered for event X” or “attended any event in the last 90 days.”
• Campaigns — on Marketing Hub Professional and Enterprise, you can associate a marketing event with a HubSpot campaign (from the event record or Marketing Studio). Registrations and attendance then roll up into the campaign’s reporting and revenue attribution.
• Contact records — each contact’s event registrations and attendance appear on their record in HubSpot.
• Registration answers — each contact’s answers live in the “Luma” property group on their record, ready to use in lists, workflows, and personalization. If you’d rather have an answer in one of your own properties, use a workflow with the “Copy property value” action (Professional and Enterprise hubs).

Disconnect HubSpot

To disconnect, go to Settings → Developer in your organization’s admin page and click the unlink button next to your HubSpot account. You can also uninstall the Luma app from inside HubSpot.

Either way, Luma stops syncing guests immediately. Contacts and marketing events already synced stay in HubSpot.

FAQ

Can I connect more than one HubSpot account?

No — each Luma organization connects to one HubSpot account.

Does data sync from HubSpot to Luma?

No. The integration is one-way: Luma pushes guest data to HubSpot. To bring data into Luma from other tools, check out our Zapier integration and API.

Why isn’t my event showing up in HubSpot?

Events appear in HubSpot once their first guest registers after you’ve connected. If an event is still missing, make sure it’s managed by one of your organization’s calendars.

What happens when a guest cancels their registration?

Their participation is marked Cancelled on the marketing event. We never delete contacts from your HubSpot account.

Will Luma overwrite my existing contact data?

No. We only fill in contact fields that are empty in HubSpot. The one exception is the “Luma” property group: those properties belong to the integration, and a guest’s latest registration answers keep them up to date.

Why aren’t registration answers showing up on my contacts?

Answers sync when a guest registers, so registrations from before you connected won’t have answers in HubSpot. If registrations are syncing but answers aren’t, your connection may be missing a permission — go to Settings → Developer and connect HubSpot again. Reconnecting doesn’t interrupt syncing.