Identify a visitor - HubSpot docs

Identify a visitor by email address. This links the visitor’s usertoken to their email address, allowing HubSpot to update an existing contact record or create a new one.

You should only use the identify method when you know the identity (i.e. the email address) of the person viewing the page. Using a placeholder email for unknown visitors will create a contact record with that placeholder email.

Usage

var _hsq = (window._hsq = window._hsq || []);
_hsq.push([
  "identify",
  {
    email: "visitor@example.com",
    firstname: "John",
    lastname: "Doe",
  },
]);

Notes

The identify function only sets the identities in the tracker.
The identities do not get passed to HubSpot until you make a separate trackPageView or trackCustomBehavioralEvent call.
HubSpot validates the email address used for any process that would create or update a contact record.

Last modified on June 10, 2026

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