Creating a Webinar Funnel Journey Chart in HubSpot

Last updated on Mar 27, 2026 by Luuk De Jonge

Goal

Sankey, or journey charts are a powerful way to visualize webinar program performance. Analyzing the webinar funnel to track the progression of contacts from registration to attendance (live or replay), through to deal creation and ultimately closing deals.

In this video

• 00:00 Introduction
• 01:00 Start a new customer journey report
• 01:15 Choose contacts as your primary data source
• 02:20 Add the live and replay views stage
• 02:48 Track when deals are created
• 03:05 Filter for closed won deals
• 03:28 Refresh the report to see your progress
• 03:40 Adjust dates and manage optional events
• 04:15 Name and save your new report

Step-by-step guide

Requirements

• HubSpot Enterprise Plan (Required for journey graphs).
• A webinar platform that integrates with HubSpot marketing events.

1. Initial Report Setup

   • Navigate to Reporting > Reports.
   • Click Create report.
   • Select Customer journey report and click Next.
   • Choose Contacts as the primary data source.

2. Define Stage 1: Registration

   • Select Marketing events as the first stage.
   • Choose the event property Registered.
   • Filter for a specific event:
     • Go to properties and search for Event name.
     • Set the operator to is any of.
     • Search for and select your specific marketing event.
     • Click Apply twice.

3. Define Stage 2: Attendance

   • Click Add new stage.
   • Search for your integrated webinar platform (e.g., Contrast).
   • Filter for Webinar live view and Replay view to include both types of attendees.
   • Click Save.

4. Define Stage 3: Deal Creation

   • Click Add new stage.
   • Select Deal record created.
   • Click Save.

5. Define Stage 4: Closed Won

   • Click Add new stage.
   • Select Deal stage.
   • Choose the relevant pipeline (e.g., Sales pipeline).
   • Select the property for won deals (e.g., Paying customer).
   • Click Save.

Finalize and Save

• Set the Date: Ensure the date filter is set correctly to reflect the period of the webinar.
• Refresh: Click the Refresh report button to update the graph.
• Optional Paths: Under Grouped events, you can mark stages as optional to see contacts who skipped certain steps (e.g., registered and became a customer without attending).
• Name and Save: Give the report a name (e.g., "Journey map for webinar [Name]") and click Save report. You may optionally add it to a dashboard.

Common problems and solutions

• HubSpot Journey reports are disabled: Journey reports are only available on the enterprise plan. Upgrade to unlock. Or try the free trial.
• HubSpot modal is not taking the selected value for the event name: Click back into the modal after selecting the value to ensure it registers, then click apply.
• The graph is not updating after adding a stage: Click the Refresh report button after every step to ensure the data and graph are current.
• The report is missing people who didn't follow the exact linear flow: Mark specific events as optional in the grouped events settings to visualize non-linear paths.