How Does HubSpot Track Registration-to-Attendance Conversion?
HubSpot tracks registration-to-attendance conversion by tying every registration and attendance signal back to the contact record and campaign. Registrations are captured through forms, lists, and marketing events, while attendance data flows in from native webinar integrations, check-in tools, or custom events—so you can see exactly who registered, who showed, who no-showed, and how that impacts pipeline.
Most teams treat registration and attendance as two separate spreadsheets. HubSpot lets you run events as a connected journey instead: registrations are captured with forms, lists, and the Marketing Events object, attendance is synced from your webinar or event platform, and conversion is calculated in lists, reports, and dashboards that sit on top of your CRM. Instead of guessing which events work, you can prove exactly how each event moves contacts from invited → registered → attended → opportunity → revenue.
Where HubSpot Sees Registration-to-Attendance Conversion
A Practical Playbook for Tracking Reg-to-Attend in HubSpot
Use this sequence to move from disconnected webinar lists to a governed registration-to-attendance tracking model inside HubSpot.
Define → Instrument → Integrate → Segment → Report → Optimize
- Define your event data model and KPIs: Decide what you mean by registrant, attendee, no-show, and on-demand viewer. Align marketing, sales, and RevOps on conversion formulas and which fields (campaign, topic, audience, funnel stage) you need on every registration.
- Instrument registration in HubSpot: Build a standard event registration form with required and hidden fields, connect it to a landing page template, and ensure every submission is associated to the right campaign and marketing event.
- Connect your webinar or event platform: Use native integrations or custom APIs to sync registration and attendance events into HubSpot. Map fields so that contact records and Marketing Events both get clear status values (Registered, Attended, No-Show, Watched Recording).
- Automate status and follow-up lists: Use workflows to update event status properties on contacts and to maintain smart lists for registrants, attendees, and no-shows. Trigger tailored reminders, day-of communications, and post-event nurtures from those lists.
- Build conversion and revenue reporting: Create single-event and portfolio dashboards that track registration volume, attendance rate, no-show rate, influenced pipeline, and revenue. Slice by channel, persona, and topic to see which events really move the needle.
- Optimize across the event lifecycle: Use insights to test invite timing, reminder sequences, topics, and formats. Double down on high-converting channels and audiences, and retire events that consistently underperform on attendance and pipeline.
Registration-to-Attendance Maturity Matrix
| Dimension | Stage 1 — Spreadsheet-Driven Events | Stage 2 — Partially Connected Events | Stage 3 — HubSpot-Driven Event Engine |
|---|---|---|---|
| Data Capture | Registrations captured in ad hoc forms or third-party tools with no consistent fields. | Most registrations flow into HubSpot, but fields and forms vary by event. | Standardized forms and fields for all events with clear campaign and topic tagging. |
| Attendance Tracking | Attendance tracked manually in CSVs with no reliable sync back to contacts. | Attendance syncs for some tools, but no unified marketing events model. | Every event writes registered / attended / no-show back to Marketing Events and contacts. |
| Segmentation & Follow-Up | One-size-fits-all post-event email to everyone on the list. | Basic lists for “attended” vs “did not attend.” Follow-up is mostly manual. | Automated nurtures for attendees, no-shows, and high-intent segments tied to SLAs. |
| Reporting & KPIs | No consistent view of registration-to-attendance rate or influenced pipeline. | Individual reports exist, but they’re not standardized across teams. | Portfolio dashboards show conversion, pipeline, and revenue by event, channel, and audience. |
| Governance & Scale | Every event is a one-off; lessons rarely carry over. | Some templates and playbooks exist, but adoption is uneven. | Governed event operating model with reusable templates, SLAs, and continuous optimization. |
Frequently Asked Questions
Do I need HubSpot’s Marketing Events object to track registration-to-attendance?
You can track basic conversion with forms, lists, and contact properties, but the Marketing Events object makes events far more scalable. It gives each event its own record with registrations, attendees, and no-shows, plus connections to campaigns and assets—so reporting and attribution stay clean as volume grows.
Can HubSpot distinguish between live attendees and on-demand viewers?
Yes. Most webinar integrations and custom tracking can push attendance type and duration into HubSpot. You can store these as properties on the Marketing Event and the contact, then build segments and reports for live attendees, on-demand viewers, or highly engaged viewers (e.g., 75%+ watched).
How does HubSpot help sales work smarter with event data?
When registration and attendance live in the CRM, you can surface event engagement directly in views, tasks, and sequences. Reps can prioritize attendees who match ICP, use event topics as conversation starters, and see which events historically produce opportunities and revenue.
What if my webinar platform doesn’t have a native HubSpot integration?
You can still achieve reliable tracking using CSV imports, custom APIs, or middleware. The key is to standardize how you write registration and attendance status back into HubSpot—so your lists, workflows, and dashboards don’t change every time you switch tools.
Turn Events into a Measurable Revenue Channel
When registration and attendance data live together in HubSpot, every event becomes a testable, optimizable motion—not a one-off campaign. Connect your tools, standardize the data model, and give revenue teams a clear view of which events actually drive pipeline.