What are HubSpot segments?
Segments are groups of CRM records defined by filters, what HubSpot used to call lists. They're found under CRM, Segments. An active segment keeps updating as records meet or stop meeting its filters; a static one captures a fixed group. Segments feed workflows, marketing email, ads audiences and reports.
This guide follows HubSpot's documentation as of October 2026. You'll still see "list" in a few places, such as page addresses and the workflow trigger Segment (list) membership.
Should you use an active or a static segment?
Use active segments for anything ongoing, such as everyone who is a marketing qualified lead in a region, because records join and leave automatically. Use static segments for a fixed moment, such as webinar attendees or an import, because they change only when someone or a workflow adds or removes records. You can convert between the two.
| Active | Static | |
|---|---|---|
| Updates | Automatically, as records match | Only when records are added or removed |
| Good for | Targeting, triggers, live reporting | Event lists, imports, one-off sends |
| Workflows | Trigger on joining | Trigger on joining; workflows can add or remove members |
| Convert | To static now, on a date or after inactivity | To active, if it has filters |
How do segment filters work, and what are the limits?
Filters use properties, events and memberships. Filters in a group use AND, and separate groups use OR by default. HubSpot allows up to 250 filters per segment, including up to 60 on associated records. Some event filters need a higher plan; for example, page view filters need Marketing Hub or Content Hub Professional.
- Membership filters: include or exclude members of another segment, an import or a workflow; combine segments by adding membership filters in OR groups.
- Associated records: filter contacts by their company's properties or segment membership, for example.
- Processing: most segments update in minutes; complex ones using page views, integrations or other segments can take up to two hours.
How do segments drive workflows, email and ads?
Workflows can enroll records when they join a segment of the same object type, and on Marketing Hub Professional, add or remove contacts from static segments. Marketing emails send to and exclude contact segments. Contact segments become ads audiences on Marketing Hub Starter and above, and segment membership can filter reports and other segments.
- 01 FiltersProperties, events, memberships
- 02 Active segmentUpdates itself
- 03 Workflow triggerOn joining
- 04 EmailSend to or exclude
- 05 Ads audienceStarter and above
- 06 ReportsMembership filter
One rule worth knowing: a contact added individually to an email's Send to field still receives it even if they're in a segment under Don't send to.
How do you keep HubSpot segments organized?
Agree a naming pattern, such as purpose, object and owner, file segments into folders, and write a description. Review the Unused segments tab, which lists segments not used or updated in two months, and the Used in tab before changing anything. Deleted segments can be restored for 90 days, and HubSpot blocks deleting segments that are still in use.
- Required details: custom segment properties, such as owner or purpose, can be made required when creating a segment.
- History: filter history lets you restore earlier filters, and the membership log shows why records joined or left.
- AI: you can start a segment with Breeze, generate filters from a description, and explore AI-created clusters of contacts.
Hundreds of segments and no idea which matter? Bring your account to a free 30-minute call and we will plan a cleanup.
HubSpot segments checklist
Key takeaway: Use active segments for anything ongoing and static ones for fixed moments, stay within the filter limits, and name, describe and review segments so the ones that drive workflows and email stay trustworthy.
Frequently asked questions
Are HubSpot lists now called segments?
Yes. HubSpot's documentation calls them segments, previously called lists, and you find them under CRM, Segments. Some places still say lists, such as page addresses, the API documentation's subtitle and the workflow trigger named Segment (list) membership. They're the same feature.
What's the difference between active and static segments?
Active segments update automatically: records join when they meet the filters and leave when they stop meeting them. Static segments capture the records that match when you save, and change only when someone or a workflow adds or removes records. Use active for ongoing targeting, static for a fixed group such as an event's attendees.
How many filters can a HubSpot segment have?
When we checked HubSpot's documentation in October 2026, up to 250 filters per segment, including up to 60 associated object filters, counting every filter across AND and OR groups. The number of segments your account can have depends on your plan, and HubSpot shows a message when you reach it.
How long does a HubSpot segment take to update?
HubSpot says most segments finish processing within a few minutes, but complex ones, such as those using page views, integrations or other segments' memberships, can take up to two hours. After a property change, a record usually joins an active segment immediately, but bulk updates can take up to an hour.
Can you restore a deleted HubSpot segment?
Yes, within 90 days, from the Recently deleted tab, with the same ID. Deleting a segment doesn't delete its records. HubSpot won't let you delete a segment while it's used in a workflow, another segment, a report or another tool; the Used in tab shows where.
Sources
HubSpot documentation behind the feature and tier notes above, checked October 2026. HubSpot changes features and tiers often, so check your own portal too.
- Create segments (HubSpot)
- Determine segment filter criteria (HubSpot)
- Troubleshoot segments (HubSpot)
- Edit or delete segments (HubSpot)
- Change a segment's type (HubSpot)
- Set filter enrollment triggers (HubSpot)
- Exclude segments or contacts from a marketing email (HubSpot)
- Create ads audiences in HubSpot
- Segments API (HubSpot developers)