Engagement data in HubSpot

Overview

Demo engagement data from Walnut will appear in HubSpot as long as your HubSpot Integration is set up, whether you’ve added a lead form or not.

Need to connect HubSpot first? Follow the HubSpot Integration Setup Guide here.

Once HubSpot is connected, Walnut enriches your records with both demo details and engagement behavior so your team can follow up with context, not guesswork.

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Session Identification & Sync Timing

Walnut only enriches CRM records when a session can be tied to a known person. In other words, email identification is what turns a demo view into CRM-ready engagement data.

Walnut supports multiple primary identification methods, including HubSpot lead forms, Walnut email gates, or URL parameters. Once a viewer is identified, Walnut can associate their activity to a HubSpot record and begin syncing enriched session data.

What “identified” means in practice

• Identified session: Walnut can reliably map the session to an email address.
• Anonymous session: The viewer is not known yet, so enriched CRM syncing is limited until identification occurs.

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How the Automatcher Bubbles Up Engagement Data

Once a Walnut session is identified, Walnut uses an internal automatcher to decide which HubSpot record or records should receive that engagement data.

In simple terms, the automatcher evaluates the identified viewer, their associated HubSpot contact record, and related company or deal context to determine where the demo activity should be reported.

At a high level, the automatcher follows this logic

• If the demo was manually linked to a deal, Walnut reports the activity to that deal.
• If the viewer is identified, Walnut looks for the matching contact record.
• If a matching contact is found, Walnut checks whether that contact is associated with a deal.
• If there is one associated deal, the activity can be bubbled up to the deal, contact, and company.
• If there are multiple associated deals, Walnut may attach the activity at the contact and company level instead of forcing a deal-level match.
• If no matching contact or qualifying association is found, Walnut limits or skips CRM enrichment for that session.

Why this matters

The automatcher helps Walnut avoid attaching engagement to the wrong record. Instead of blindly pushing activity everywhere, it uses contact, company, and deal relationships to bubble up engagement data in a more intentional way.

This means the cleanest enrichment usually happens when:

• The viewer is clearly identified
• The matching HubSpot contact exists
• The contact is associated with the correct company and deal
• The demo or playlist is connected to the right sales context when possible

Best practice

For the strongest CRM enrichment, make sure contacts are identified early and that their HubSpot associations are clean. The more clearly HubSpot reflects the real contact, company, and deal relationships, the more accurately Walnut can bubble engagement data to the right place.

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Session-Level Data (Including Session ID)

When a viewer is identified, Walnut syncs session-level engagement details that help your team understand exactly what happened during that visit.

Enriched session data includes

• Session ID: A unique identifier for the demo visit (helpful for troubleshooting and auditability).
• Session timing: session started, session ended, and session length.
• Completion signals: completion rate and guide completion rate (when applicable).
• Behavior signals: viewed screens, viewed sections, viewed guides, and CTA clicked.
• Demo metadata: demo name, demo ID, template name, template ID.

Why the Session ID matters

If a Contact has multiple demo views, the Session ID helps you (and Team Walnut) pinpoint the exact visit that generated a specific set of properties or timeline events.

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Sync Timing

Walnut sync timing is designed to capture the full session before enrichment is written to HubSpot. This prevents partial sessions from being logged too early.

Form submissions

(when forms are used) typically appear quickly.

• Enriched session data may take up to a few hours to populate, depending on session completion and processing.
• Syncing begins after a short inactivity window (commonly ~30 minutes after inactivity) to ensure full session capture.

Best practice

If a viewer submits a form and then continues exploring, expect the most complete engagement record to appear after the session has naturally ended (or after the inactivity window).

Locate Demo Data in HubSpot

Start by logging into HubSpot. Then navigate to the contact who viewed your demo (or find them via the form submissions flow described below).

When a lead submits a form inside your demo, you’ll see Walnut data in HubSpot in two places:

Activities timeline

A new Walnut activity group appears and houses enriched demo + engagement insights.

• Contact properties: A Walnut Demo property group appears under View all properties.

Under Activities, you’ll see a new Walnut section that includes enriched demo and engagement data.

Next, from the contact record, scroll down and click View all properties.

You’ll see a property group called Walnut Demo that contains session-level details tied to that contact.

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Walnut Properties Added to HubSpot

HubSpot will record a set of Walnut fields so you can quickly understand what a lead viewed and how they engaged.

Common Walnut properties include

• Walnut AVG completion rate across all demos (%): Average completion rate across all demo views associated with this lead.
• Walnut AVG time spent across all demos (integer): Total time spent across all demo views associated with this lead.
• Walnut latest demo completion rate (%): Completion rate for the most recent demo visit.
• Walnut latest demo play (timestamp): Last time this lead viewed a demo.
• Walnut total demo views (integer): Total count of identified demo views for this lead.
• Walnut last demo view (timestamp): Date and time of the last demo view.
• Walnut last demo name view (string): Name of the last demo the lead viewed.
• Walnut list of all demos seen (text): A list of demo names the lead has viewed.

Tip

If you’re scanning a record quickly, start with last demo name, last demo view, and latest completion rate. Those three fields give a fast read on recency and intent.

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Find the Contact via Form Submissions

You can also access enriched Walnut data by finding the contact directly from the Submissions tab within your HubSpot forms section.

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What Data Gets Enriched

The enriched demo data recorded through this integration includes: demo name, demo ID, template name, and template ID.

The enriched engagement data recorded through this integration includes: session length, session started, session ended, completion rate, guide completion rate, viewed screens, viewed sections, viewed guides, and CTA clicked.

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Support HubSpot URL Params in Your In-Demo Form

If your HubSpot form relies on URL parameters, add the snippet below to the HubSpot embed code inside your Walnut template so the values are captured in the in-demo form.

Note

This snippet reads URL parameters from the referring page and maps matching keys into form fields. If a parameter name does not match an input name in your HubSpot form, it will not populate.

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Important to Note 📝

• Walnut-enriched demo and engagement data typically appears in HubSpot within two hours after the demo or playlist is viewed.
• If your HubSpot form connects to tools like Chili Piper or Clearbit, you can include their scripts alongside HubSpot’s embed code using the Walnut editor. Learn more.
• Follow each tool’s integration instructions carefully. Some scripts must load before HubSpot, others after, and many require configuration like IDs or initialization settings.