Product Usage Tracking

Read past how effortless the write-up makes this sound. Product usage gets into HubSpot through custom events, and custom events mean APIs and webhooks and someone on the product side actually sending them. It is not a toggle, and the description could leave you thinking it is.

What is new here is the packaging, and that deserves more credit than it sounds like. You have been able to track product usage through custom events for years. The barrier was never capability, it was that event management is a bridge most people never cross, partly because the phrase means trade shows to half the audience. Giving an obvious use case a name and a setup path is the same move Customer Agent made for HubSpot's AI features, and it works for the same reason. Go look at your events. You will probably find data already flowing in that nobody has done anything intentional with yet.

The reason this one matters past Service Hub: product usage is one of the biggest gaps in lead scoring models. Freemium motions and lower-tier accounts are exactly where you are trying to read upgrade intent, and upgrade intent lives in whether someone is using the thing. Scoring around that gap with form fills and email opens means scoring around the most predictive signal you have.