How to create active lists on HubSpot

beginner 8 min read Updated 2026-03-18

Quick Answer

Active lists in HubSpot automatically update based on criteria you set, keeping your contact segments current without manual updates. Navigate to Marketing > Lists, click Create list, choose Active list, and define your filtering criteria.

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Prerequisites

HubSpot account with Marketing Hub access
Basic understanding of contact properties
Contacts already imported into HubSpot
Appropriate user permissions for lists management

Step-by-Step Instructions

Navigate to the Lists tool

In your HubSpot account, go to Marketing in the main navigation menu, then click on Lists from the dropdown. This will take you to the lists dashboard where you can view all existing lists.

You can also access lists directly by typing 'lists' in the global search bar at the top of your HubSpot account.

Create a new list

Click the orange Create list button in the top right corner of the lists dashboard. A dialog box will appear asking you to choose the type of list you want to create.

Select Active list type

In the list creation dialog, select Contact-based as your object type, then choose Active list. Active lists automatically update membership based on your defined criteria. Click Next to proceed.

Remember that active lists consume more processing power than static lists, so use them strategically for dynamic segmentation needs.

Name your list and add description

Enter a descriptive name for your list in the List name field. Add an optional description in the Internal description field to help team members understand the list's purpose. Click Next when ready.

Use clear, descriptive names like 'Active Customers - Last 90 Days' rather than generic names like 'List 1'.

Set up filtering criteria

Click Add filter to define your list criteria. Choose from contact properties, behavioral data, or list membership. For example, select Create date is in last 30 days to capture recent contacts. Use AND/OR logic to combine multiple filters as needed.

Start with broad criteria and refine as needed. You can always edit active list criteria later and the membership will automatically update.

Preview and test your criteria

Click Preview list to see how many contacts match your current criteria. Review the sample contacts shown to ensure they match your intended audience. Adjust filters if the results don't align with your expectations.

If your preview shows 0 contacts, double-check that your filter values exist in your database and that the criteria aren't too restrictive.

Save and activate your list

Once satisfied with your criteria and preview results, click Save list. Your active list will immediately begin processing and will automatically update as contacts meet or no longer meet your defined criteria.

Large lists may take several minutes to fully process. You'll receive a notification when the initial processing is complete.

Common Issues & Troubleshooting

List shows 0 contacts despite having matching data

Check that your filter values exactly match the data in your contact properties. Verify there are no extra spaces or formatting issues in property values. Also ensure you have the correct permissions to view all contacts.

Active list not updating automatically

Active lists typically update within 15-20 minutes. If updates aren't reflecting after an hour, check that your criteria are still valid and that the contact properties you're filtering on are properly mapped and receiving data.

Cannot find certain properties in filter options

Ensure the properties you want to filter by are created in your HubSpot account under Settings > Properties. Some properties may be restricted based on your HubSpot subscription level or user permissions.

List membership is larger than expected

Review your OR conditions as they expand list membership. Check for conflicting date ranges or criteria. Use AND logic to make criteria more restrictive and reduce list size.

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