Twilio Segment - Hubspot Integration

Apps Third-Party Apps
1

Hey everyone,

We are currently integrating Twilio Segment with HubSpot and have encountered an issue with mapping our events. Our Track events (which carry our current event data) use alphanumeric user IDs, but HubSpot only accepts digits (Object ID & UTK) or emails as identifiers so cannot use our User ID during mapping the core events. Since our Identify events include the user’s email, we plan to use those for identification as it also contains our User IDs however we’ll end up setting up 2 event types (Identify & track) for the same event.

Could you please advise on best practices or provide guidance on linking the Identify and Track events so that both are correctly associated with the same user profile in HubSpot? Specifically, is there a recommended approach to map our alphanumeric user IDs to HubSpot’s accepted identifier format, or should we rely solely on the email from Identify events to establish this connection?

Thank you for your assistance.

2

Hi @Rodolpheb and welcome, we are so glad to have you here! :tada:
Thanks for asking the HubSpot Community!
I’d like to share the “Twilio Segment” documentation for reference.
I have found for you similar threads that you might want to take a look at:
- Segment.com
- Segment Integration to HubSpot - Working Example
Also, I’d love to put you in touch with some of our Top Experts: Hi @HubSpotMaster, @JenBergren and @crispyGTM do you have suggestions to help @Rodolpheb, please?
Have a lovely day and thanks so much! :heart:
Best,
Bérangère

3

hey @BérangèreL sorry for the late reply,

thank you for the threads, however they’re not as relevant as I’d hope, main issue is that the email is found is the segment Identify event so I can map that, however the Track events don’t contain any email identifiers, only common identifiers between both event was UserID or ProjectID, and the user ID is alphanumeric which Hubspot doesn’t accept in the integration.
so in summary just need to the best way to send the proper events to be added to the relevant client on Hubspot.

Here’s a sample of events i’m trying to get working
Track:
{
“receivedAt”: “2025-03-12T08:50:24.787Z”,
“channel”: “server”,
“projectId”: “eZUQXi1J9ybMCghWFB4jFA”,
“timestamp”: “2025-03-12T08:50:24.786Z”,
“sentAt”: “2025-03-12T08:50:24.311Z”,
“userId”: “8a9162dd-eb59-4580-92e1-1a3dc4116a9f”,
“_metadata”: {
“nodeVersion”: “18.19.1”
},
“integrations”: {},
“version”: 2,
“event”: “backend_login_success”,
“context”: {
“library”: {
“name”: “analytics-node”,
“version”: “6.2.0”
}
},
“messageId”: “node-98cff42506e7586be92762b754690fbd-6a88db46-7604-4ca6”,
“originalTimestamp”: “2025-03-12T08:50:24.310Z”,
“properties”: {
“platform”: “desktop”
},
“type”: “track”
}

Identify:

{
“timestamp”: “2025-03-12T08:50:24.819Z”,
“sentAt”: “2025-03-12T08:50:24.309Z”,
“channel”: “server”,
“originalTimestamp”: “2025-03-12T08:50:24.308Z”,
“integrations”: {},
“traits”: {
“email”: “xxx+uat-i2@xxx.com”
},
“_metadata”: {
“nodeVersion”: “18.19.1”
},
“context”: {
“library”: {
“name”: “analytics-node”,
“version”: “6.2.0”
}
},
“projectId”: “eZUQXi1J9ybMCghWFB4jFA”,
“version”: 2,
“userId”: “8a9162dd-eb59-4580-92e1-1a3dc4116a9f”,
“type”: “identify”,
“messageId”: “node-1677ef7d3461d9f07b97fe886588032e-a73e75a7-c920-470c-a45c”,
“receivedAt”: “2025-03-12T08:50:24.820Z”
}

4

Hi @Rodolpheb, and thanks for the clarification and for sending over the code!
I’d love to put you in touch with some of our Top Experts and Community Members: Hi @MNabi, @JRumeau, @sylvain_tirreau, @zach_threadint and @00000 do you have suggestions to help @Rodolpheb, please?
Have a great day and thanks so much in advance for your contributions!
Warmly,
Bérangère

5

Hi,

You can enrich your Track events with email addresses as soon as they’re generated, to avoid having to manage two types of events for the same contact in HubSpot.
In my humble opinion, you could try using the email address in the Identify event as the primary identifier to associate the events. In this case, you could use an enrichment step in your Segment pipeline, for example by performing a lookup or temporarily storing the correspondence between userID and email (from the Identify event) and adding it to the Track events. This tip has not been tested.
Best

6

hi @sylvain_tirreau ,

Thanks for your answer, your 1st suggestion would be the easiest and most efficient way to proceed, however I believe that storing emails in track events could violate GDPR, CCPA, or other privacy laws as it contains event details with Personally Identifiable Information, I could be mistaken in which case it would be an ideal solution.
As for your 2nd suggestion I don’t know how to technically do that, I tried it with mapping the identify event first by email on segment, but then the track event cannot be mapped in any way as the user ID is not accepted on the Hubspot mapping fields on Segment.

7

Hi @Rodolpheb, thanks for getting back to us about this!
And thanks so much for the help and suggestions @sylvain_tirreau, really appreciate it! :heart:
Hi @sylvain_tirreau, @Bhupendra_Kumar and @Bortami do you have other suggestions to help @Rodolpheb, please?

Have a fantastic day and thanks so much in advance for your help!
Warmly,
Bérangère

8

Hi,

I’m sorry, I don’t know enough about the segment to help you further. That being said, if you store email addresses on HubSpot and you want to sync data with these contacts, you will necessarily keep the data in question. But it would require entering into legal considerations that are not within my expertise, sorry.

Best

9

Hi @sylvain_tirreau, thanks so much for your help! It is really appreciated! :heart:
Hi @Anton, do you happen to have other suggestions to help @Rodolpheb, please?
Thank you very much in advance! :star:
Bérangère

10

Hi @Rodolpheb

You’re right that HubSpot’s Segment destination can’t map alphanumeric user IDs because it only recognizes email, userId (numeric), or hubspotutk as valid identifiers

(HubSpot Marketplace )

(Connect HubSpot to Segment Profiles | Twilio )

The cleanest way in 2025 is to treat the Identify event as your source of truth and enrich the Track events upstream before they reach HubSpot. That can be done with a small “lookup enrichment” step in Segment, either via a Function, or using the new Profile API to store the userId > email mapping and inject the email into Track payloads before forwarding. That keeps you compliant since enrichment happens within Segment’s workspace, not inside HubSpot.

If you prefer to avoid storing emails in Track calls entirely, you could send all events into an intermediate data store (Postgres or Snowflake) where Identify and Track are merged by userId, then push unified events to HubSpot using its Events API (https://developers.hubspot.com/docs/api-reference/marketing-marketing-events-v3/guide )

This gives you consistent profiles without risking PII duplication. If consistency between Segment and HubSpot ends up being the hard part, Stacksync keeps both systems mirrored in near real time, so your Identify and Track events always stay aligned, even as data scales.