 custom events update + another great use case on how to leverage this feature to deliver a better experience.

Now it is even easier to send data from other web applications with the new WEBHOOK source.

I’ve been a fan of custom events and the power they wield to create slick automated workflows, segment contacts, and build detailed reporting.

Now with the webhook source you can add it to any of your external applications that have a feature enabled.

Your other tools don’t offer webhooks? I know it sucks, I’ve had to work around that myself many times. The good news is that you use something like 

 to send that data over.

Here is another example of how we have been able to leverage Custom Events for a better client experience.

We have community based product offerings that our clients purchase and join.

We use 

 to host our communities. We want to send an email sequence from HubSpot once a contact makes a purchase and then change the sequence once they join a Mighty Networks space.

If you have read my previous posts about Custom Events, you will recall we use them to trigger purchase confirmation emails almost exclusively. So the first email sequence is solved with our internal API purchase event.

Now, Mighty Networks only offers integrations through Zapier (I know… super lame, like give me an api already) so we needed to build out a Zapier flow that would tell HubSpot that a contact had joined a space and detailed what space they joined.

With this custom event we were able to remove the client from the previous flow that led them to join the space and now send them down a new path to help them get the most out of the community.

Before we had this new webhook option, I created a Zapier custom code action with JavaScript that would create the custom event. With the new webhook you can save time, energy and brain power.

This is just one of the many ways we’ve leveraged HubSpot custom events to drive sales, build community, and deliver a better client experience.

What other uses have you found for custom events?

Another use case for HubSpot custom events

Google Tag Manager (GTM) is a powerful tool that allows digital marketers and analysts to manage and deploy various tags on their websites or mobile apps without the need for manual code changes. In this guide, we'll delve into the essentials of GTM, covering everything from its benefits to practical tips for implementation.

1. Understanding Tags, Triggers, and Variables

Tags are snippets of code that track specific user interactions or events on your website, such as page views, button clicks, or form submissions. Triggers determine when these tags should fire based on certain conditions, such as page URLs or user interactions. Variables, on the other hand, store dynamic values that can be reused across tags and triggers.

GTM offers several advantages over traditional tag management methods, including simplified tag deployment, version control, and the ability to collaborate with team members seamlessly. By centralizing all your tags in one place, GTM helps streamline your tracking setup and improve website performance.

3. Getting Started with Google Tag Manager

To begin using GTM, you'll first need to create an account and set up a container for your website or app. Once your container is set up, you can start adding tags, triggers, and variables through the GTM interface. Remember to install the GTM container code on your site to start collecting data.

Start with the essentials by implementing basic tags such as Google Analytics, Google Ads conversion tracking, and Facebook Pixel. These tags will provide you with valuable insights into user behavior, traffic sources, and conversion metrics, allowing you to optimize your marketing campaigns effectively.

Once you're comfortable with the basics, explore advanced tag configurations in GTM. This includes setting up event tracking for custom interactions, implementing e-commerce tracking for online transactions, and integrating third-party tools for enhanced analytics and remarketing capabilities.

6. Leveraging Data Layer for Enhanced Tracking

The data layer is a key component of GTM that allows you to pass structured data from your website to your tags and triggers. By leveraging the data layer effectively, you can capture valuable information such as product details, user preferences, and transactional data, enabling more robust tracking and reporting.

7. Debugging and Testing Your Implementation

Testing is crucial to ensure that your tags are firing correctly and capturing the desired data. GTM provides built-in debugging tools that allow you to preview your tags in real-time, troubleshoot any issues, and verify that your tracking setup is functioning as expected before going live.

To maintain an efficient and organized tag management process, follow best practices such as naming conventions for tags, triggers, and variables, documenting changes and configurations, and regularly auditing your tag setup to remove any redundant or obsolete tags.

GTM offers robust collaboration features that allow multiple users to work on the same container simultaneously. Set up user permissions and access levels to control who can view, edit, or publish changes within your GTM account, ensuring a smooth and secure workflow for your team.

Once your tags are up and running, it's essential to monitor their performance regularly and make adjustments as needed. Use GTM's built-in reporting tools, along with other analytics platforms, to track key metrics, identify areas for improvement, and optimize your tracking setup for better insights and decision-making.

Google Tag Manager is a powerful tool for managing and deploying tags on your website or app, offering numerous benefits in terms of efficiency, flexibility, and collaboration. By mastering the essentials of GTM and following best practices for tag management, you can streamline your tracking setup, gain valuable insights into user behavior, and optimize your digital marketing efforts for success.

Google Tag Manager Essentials: A Comprehensive Guide


I see a tremendous opportunity in employing generative AI to elevate marketing automation experiences.

Here are some ways I'm currently utilizing it:

1. Creating Custom Code Actions:
Writing code is in my skill set, but it's undeniably time-consuming. With ChatGPT, I've streamlined the process by generating Node.js and Python scripts. This allows me to seamlessly incorporate them into my HubSpot workflow, saving both time and effort.

2. Email Sentiment Analysis:
We executed an email campaign, reaching out to a massive audience of 1 million people. Managing the influx of email replies manually was impractical. Leveraging ChatGPT, we automated the process by summarizing responses, extracting sentiments, and categorizing emails. The consolidated data was then pushed through Segment into Redshift for further management and analysis.

I'm curious – how have you harnessed the power of ChatGPT to supercharge your automation? Share your experiences!

How do you integrate ChatGPT into your automation workflows?

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Another use case for HubSpot custom events

Google Tag Manager Essentials: A Comprehensive Guide