Marketing events

A marketing event is a webinar, conference, workshop, tradeshow, meetup, roadshow, field event, office hours session, course, or other event you're running — created and tracked right alongside the rest of your marketing work. Ask the assistant to set one up, and it keeps track of who's registered, who showed up, and who didn't.

Events aren't a top-level section in the navigation yet. You create and manage one entirely by asking the assistant in a session, and it opens in the right-hand preview panel just like other things the assistant makes for you. Once it exists, you can also @-mention it in any session — type @ in the composer and pick it by name — so the assistant has it in context without you re-explaining which event you mean.

Creating an event

Start a session and describe the event. Tell the assistant:

What kind of event it is — a webinar, conference, workshop, or one of the other kinds above. If you don't say, it defaults to a webinar.
How people attend — virtual, in person, or hybrid.
The date and start time, with a time zone. The assistant will always ask for a specific time zone (for example, America/New_York or Europe/London) rather than guess one from your location — this keeps the event from silently drifting to the wrong hour for you or your attendees.

If the event has speakers, mention them and the assistant will add them to the event's details, shown in the preview panel. Once everything's pinned down, the assistant creates the event and confirms it back to you with the date and time in the zone you gave it.

Example prompts

"Set up a webinar for next Thursday at 2pm Eastern on our new integration"
"Create a workshop, in person at our office, hosted by Priya and Sam"

What a webinar campaign sets up for you

This type covers any registration-driven event, not only online ones — a virtual webinar, an in-person workshop or conference, or a hybrid of the two. Start a campaign with the Webinar / Marketing Event type and the assistant sets up the sign-up flow around the event:

The event itself is created while the plan is drafted. The assistant asks for the date, start time and time zone as part of setting the campaign up, because everything else is timed off that schedule, and a plan can't be proposed without a dated event.
A registration page, a confirmation email (including the link people use to cancel) and the journey that sends it the moment someone registers are proposed as plan items. They are built when you approve and generate the plan in Settings, and they come out connected to the event — you don't connect them yourself.

The event has to come first — a registration page can't point at an event that doesn't exist yet — so if you ask for the plan before the event is scheduled, the assistant sets the event up rather than generating a plan with no real dates behind it.

Creating an event outside a campaign works too: the assistant offers the registration page and confirmation email once the event is saved. Say no and everything still works — but there'll be no confirmation email, and therefore no cancellation link, so cancelling somebody's place becomes a job for your team (see How a registrant cancels their own spot).

Every other campaign type is unaffected by all of this.

Participation states

Every person tied to an event has a state that tracks where they stand:

Registered — they've signed up and are expected to attend.
Attended — they showed up. If you have a duration or percentage of the event they stayed for, the assistant can record that too.
No-show — they registered but there's no record they attended. You don't set this yourself: about an hour after the event's scheduled end time, the app automatically marks any registrant who never showed evidence of attending as a no-show, so you don't have to reconcile the list by hand. If an event's end time was never set, the app treats it as ending a full day after it started before making this call, so a same-day attendee is never marked a no-show prematurely.
Cancelled — they had a spot but gave it up; the event itself is still happening.
Waitlisted — the event was at capacity and a waitlist was on when they tried to register, so they're in line for a spot instead of holding one. See Capacity and waitlist below.
Invited, declined — other states the system tracks; you won't set these yourself today.

Adding attendees and recording attendance

Ask the assistant to add someone by name — for example, "register @[Jane Doe] for the webinar" — and they're added as registered. You can also give it a list of names or contacts to register in bulk.

After the event, ask the assistant to record attendance — for example, "mark Jane as attended, she was on for 40 minutes" — and it updates her state to attended, along with how long she stayed if you gave it. This works even before the event has been swept for no-shows, so you can reconcile a sign-in sheet whenever it's convenient.

The counts you see in the preview panel — registered, attended, no-show, and so on — are always a live tally of the people on the event; there's no separate number to edit by hand.

Registration forms

Ask the assistant for a registration page and it builds one already connected to the event — you don't have to link them up afterwards. If you create an event on its own, the assistant offers this without being asked; in a Webinar / Marketing Event campaign it's part of the plan.

The connection is what makes submissions register people, so it's made when the page is created rather than as a later step that could be missed.

When a form set up to register people for an event gets a submission, and that submission can be matched to a contact (it has an email address), that person is registered for the event automatically — the same as if you'd added them yourself. A submission with nothing to identify who filled it out doesn't register anyone, the same as any other anonymous form submission.

A submission to an event that's since been cancelled is still recorded, but it doesn't create a registration — the event isn't taking new registrations anymore.

Form registrations follow the same capacity and waitlist rules as any other registration (see Capacity and waitlist below), and resubmitting the same form doesn't create a duplicate registration.

Importing registrant and attendee lists

When you import a list of contacts, you can tie the import to a marketing event and tell the assistant what the list represents:

A registrant list marks everyone in it as registered for the event — exactly like registering them one at a time, including the same capacity and waitlist rules. If the list pushes the event past capacity, the overflow is waitlisted rather than all being registered.
An attendee list marks everyone in it as attended. This is a straightforward record of who showed up, so it isn't affected by capacity or a waitlist.

Before you commit the import, the preview shows you which event it's tied to and which of the two you picked, so you can catch a mismatch before anyone's state changes. An import can't go through against an event that's been cancelled.

Example prompts

"Import this spreadsheet as registrants for the product launch webinar."
"Import this sign-in sheet as attendees for last week's workshop."

Capacity and waitlist

You can give an event a capacity when you create or edit it — a maximum number of attendees you have in mind, for example because of a venue's size. It shows up in the preview panel as a running count (registered against capacity) so you can see at a glance how full the event is.

What happens once you reach that number depends on whether you've also turned on a waitlist for the event:

No waitlist (the default). Capacity is a guide, not a hard limit — new registrations keep going through as registered even past the number. It's there to show you how full things are, not to stop signups.
Waitlist on. Once the event is at capacity, anyone who registers after that is waitlisted instead of registered, in the order they signed up. This applies no matter how someone registers: added manually, through a registration form, or as part of a registrant import.

When a spot opens on a waitlisted event, the person who has been waiting longest is moved up to registered automatically — you don't have to go looking for them. A spot opens two ways:

Someone cancels. Their seat goes straight to whoever is first in line, whether the cancellation came from you, from the assistant, or from the registrant clicking the cancel link in their own email.
You raise the capacity. Everyone who now fits is moved up in order, so lifting a 50-person cap to 60 promotes the first ten people waiting rather than only the next one.

Either way it happens as part of the same change, so the counts in the preview panel are already correct when you look. Nobody is ever moved down: lowering a capacity below the number already registered doesn't push anyone back onto the waitlist.

Turn the waitlist on when you create or edit the event, the same way you set capacity.

Calendar

Marketing events show up on the calendar alongside everything else you've scheduled — on the calendar for the campaign they belong to (if any), and always on the combined calendar across every campaign. Each event's chip shows how many people are registered and how many attended, so you can gauge turnout at a glance without opening it.

Drag an event's chip to a new date or time to reschedule it, the same as any other scheduled item — this moves the event's start time and shifts its end time along with it, so the length of the event stays the same. You can also cancel an event from its calendar preview card, the same as any other cancelable item; you'll be asked to confirm first.

A cancelled event stays on the calendar rather than disappearing, so there's still a record that it was scheduled and called off.

Known limitation: a multi-day event — a three-day conference, for example — currently shows a chip only on its start day, not across every day it runs. Showing it across the full date range is a future improvement.

Cancelling an event

Cancelling an event is different from cancelling one person's registration:

Cancelling the event means the whole webinar or conference is off. The assistant will show you a preview — the event's name, date, and the reason you give it — and wait for your confirmation before going ahead, since this isn't something to undo casually. Cancelling never removes anyone: every registrant, their state, and their history stay exactly as they were. Only the event itself flips to cancelled, and the assistant will make clear that attendees are still on record, not deleted.
Cancelling one person's registration means that person isn't coming, but the event itself is still on. Ask the assistant to remove someone — for example, "Jane can't make it anymore" — and it updates just her state, with no confirmation step needed.

Once an event is cancelled, no one can be registered, marked attended, or have their registration cancelled on it — the assistant will tell you the event was cancelled rather than trying to make further changes to who's attending.

Speakers

Add speakers when you create or edit an event, and they'll appear in the preview panel with their name and title.

Connecting an event to GoTo Webinar

A virtual or hybrid event can be tied to a real GoTo Webinar so registration and attendance track themselves instead of you recording them by hand. Connect GoTo Webinar first, from Settings → Integrations → Webinar, if you haven't already — see GoTo Webinar.

Once connected, ask the assistant to either:

Publish the event you've already built here, which creates the matching webinar at GoTo — use this when you started planning the event in the app.
Link a webinar you already set up directly in GoTo, by giving the assistant its webinarKey or registration URL — use this when GoTo is where the webinar actually lives.

Both need your confirmation before they go through. Publishing always creates a single session, since it's built fresh from the event here; if you're linking, only a single-session GoTo webinar is supported — a series or sequence is refused with a clear explanation, not partially adopted.

Browsing what's already in GoTo

You don't have to know a webinarKey to link something. Ask the assistant to list your GoTo webinars and it shows what's in the connected account — everything from the last 90 days through the next year — marking each one:

already in the app, naming the event it belongs to;
can be imported, meaning there's no event here for it yet;
belongs to another workspace, if a different workspace connected to the same GoTo account already claimed it;
can't be imported, for a series or sequence.

Then ask it to import one. If you already have an event here that looks like the same thing — a similar name, starting at about the same time — the assistant offers to use that instead of creating a second one, and tells you why it thinks they match. Nothing is bound until you say yes. You can also name the event yourself, or tell it to create a new one regardless.

Once the import goes through, the registration list comes straight across rather than waiting for the next sync.

Four things worth knowing:

GoTo owns the schedule afterwards. The start time, end time and time zone are taken from GoTo, and later changes there flow into the app. The name and description stay as you have them if you're binding to an event that already exists.
The campaign comes from where you ask. Import inside a campaign and the event joins it; import outside one and it starts unassigned. GoTo has no idea what your campaigns are, so it can't tell us.
Only webinars you organise or co-organise are listed. That's a GoTo restriction on the connected account, not something the app decides.
A recurring webinar won't be offered as a match. Two instances of a monthly or annual series have nearly identical names, so matching on the name alone would cheerfully suggest binding this month's webinar to last month's event. The assistant only suggests a match when the start times are close as well, and always tells you the gap so you can judge it.

A webinar that belongs to another workspace can't be moved across by importing it. Only one workspace can own a given GoTo webinar, because that ownership is how incoming registrations are routed to the right place — two owners and there'd be no way to tell whose registration just arrived. If it really should live here instead, it has to be released on the other side first.

One caveat on the "can't be imported" label: GoTo's list view sometimes reports a series as if it were a single session, so an occasional series shows as importable. It's refused at the point of import — before anything is created — so nothing is left half-made. Treat the label as a helpful hint rather than a guarantee.

Once an event is tied to GoTo, registrations sync in automatically — near-real-time as people sign up, with a periodic pass to catch anything a webhook missed — and attendance and in-session engagement (polls, questions, chat) sync in over the following day once the event ends. Registering someone yourself, or through an import, still works, and pushes that registration out to GoTo too.

GoTo emails registrants on its own. A published event has GoTo's confirmation and reminder emails turned off, since your own journeys are meant to be the only emails going out for it. A linked event is different — its email settings were whatever you set up directly in GoTo, so GoTo most likely still sends its own. If you build a reminder journey for a linked event, the assistant will call out that it runs in addition to GoTo's emails, not instead of them, so you don't send the same reminder twice.

See GoTo Webinar for connecting, what syncs and when, and the merge fields a reminder or confirmation email can use to carry each recipient's own join link.

Journeys and the event lifecycle

Everything that happens to a registrant is something you can build an automated journey around — signing up, attending, no-showing, and cancelling, whether it's one person dropping out or the whole event being called off. Ask the assistant to build one, or build it yourself on the journey canvas; see Automations overview and Building a journey if journeys are new to you.

The pieces this uses are documented with the rest of the builder's steps: the six event triggers in Triggers, and the Event attendance branch and event-anchored Wait until in Branching and timing.

Reminders that stay in sync with the event

A reminder journey can wait relative to the event's own start time instead of a fixed date — a week before, a day before, a few hours before, right at the start, whatever cadence you want, with as many reminders as you like in the same journey. Because the wait is tied to the event rather than a calendar date, rescheduling the event (see Calendar above) moves every reminder along with it automatically — there's nothing to go back and re-time.

After the event: attended vs. no-show

Once attendance is settled — you've marked people yourself, or the automatic no-show sweep has run (see Participation states above) — a journey can branch on what actually happened to each registrant: thank the people who attended and send them follow-up material, or send no-shows a "sorry we missed you" message with a recording or another way to catch up. The same journey can route registrants who cancelled, or contacts who were never registered at all, down their own paths too.

One cancelled registration vs. the whole event

These are two different situations, and worth two different journeys:

A registration being cancelled — one person dropping out, whether they cancelled it themselves or you did it for them — leaves the event itself running. A journey built on this is usually low-key: an acknowledgement, maybe an invitation to a future date.
The event itself being cancelled (see Cancelling an event above) is the opposite: every registrant who hadn't already cancelled needs to hear that the whole thing is off. Keep the two journeys' copy distinct — "your seat is free again" and "the event is cancelled" read very differently, and mixing them up is the expensive mistake.

How a registrant cancels their own spot

A confirmation or reminder email can include a cancel-your-registration link. Clicking it opens a short confirmation page; confirming there cancels the registration and, if the event has a waitlist with someone on it, automatically promotes the next person in line — the same outcome as if you'd cancelled the registration yourself from inside the app. The link only ever affects that one person's registration for that one event, and clicking it more than once (say, from a second copy of the reminder) causes no harm — it's simply already cancelled.

The confirmation email the assistant generates already includes this link, so in the normal flow there's nothing for you to add. If you're writing an event email yourself and want one, ask the assistant to add a cancel link — it inserts a placeholder that's personalized per recipient, so everyone gets a link that cancels their own spot and never someone else's.

This link matters more than it might look, because it's usually the only way someone can cancel without contacting you. When you publish an event to GoTo Webinar, GoTo's own confirmation and reminder emails are deliberately switched off so your registrants don't get two of everything — which means your confirmation email is the only one they receive, and its cancel link is the only self-service route they have.

Opening the link doesn't cancel anything on its own: it shows a confirmation page first, and only confirming there cancels. That's deliberate, because some email apps and security scanners quietly open links in messages before anyone reads them, and a plain link would let them cancel registrations nobody meant to cancel.

Reports, KPIs, and segmenting

Once registrants, attendance, and any in-event engagement are on record for your events, that data feeds three more things: a set of built-in reports, a couple of numbers your webinar campaigns can track, and the ability to build a segment or journey audience out of who attended and how engaged they were.

Built-in reports

Every account gets six built-in reports for marketing events:

Where does registration drop off, event by event? Registered, attended, and no-show counts side by side for every event you've run, plus the attendance rate and no-show rate for each — a standing view across your whole event history, not just one event.
How is registration pacing coming in before an event? A day-by-day count of one event's registrations in the lead-up to it, broken out by how people signed up — through a registration form, an import, or added by hand — so you can see whether signups are trickling in early or clustering right before the day.
How did this campaign's events perform? Attendance and no-show rates rolled up across every event that belongs to one campaign, for a single read on how a multi-event campaign is doing.
Live attendance vs. the replay. Once an event has a replay page for people who watch the recording afterward, this shows live attendance next to how many views the replay picked up, and how many of those viewers went on to register or convert — so you can see how much reach the recording adds on top of the live session.
How full are my events? Registered count against capacity for each event, plus how deep the waitlist is running, so you can see which events still have room and which are filling up.
Who engaged the most at this event? Attendees for one event, ranked by an engagement score, with the numbers behind it — attendance percentage, polls answered, questions asked, chat messages, and CTA clicks — plus a feed of recent interactions, so you know who to prioritize for follow-up and why.

Ask the assistant to pull any of these up for you — for example, "show me this campaign's attendance report" or "how full are my upcoming events?" — and it opens in the preview panel like anything else the assistant makes. The campaign-wide one also lives on that campaign's Insights view.

Webinar KPIs

A Webinar / Marketing Event campaign can track three numbers — its KPIs — from its Settings tab, the same way any campaign tracks key numbers:

Webinar registrations — total signups across the campaign's events. This is the number a new webinar campaign tracks by default.
Webinar attendance rate — attended divided by registered, as a percentage.
Webinar no-show rate — no-shows divided by registered, as a percentage.

Replay views aren't part of this yet. You'll see them on an individual event's own live-vs-replay report (above), but there's no single number rolled up across a whole campaign's events the way registrations and attendance are.

Segmenting on attendance and engagement

Anything you know about who attended and how they engaged is something you can build a segment out of — and from there, use as a journey's audience or reference in a report, the same as any other segment (see Segments). Ask the assistant for something like:

"Build a segment of contacts who attended at least half of the product webinar and asked a question."
"Create a segment of everyone who clicked the demo call-to-action during last week's webinar."
"Segment out attendees from the onboarding webinar with an engagement score above 80."

Attendance percentage, questions asked, poll responses, chat messages, CTA clicks, and engagement score can all be filtered or ranked on this way — not just counted in a report. Participation itself (attended, no-show, registered, and so on — see Participation states above) works the same way as a segment or journey condition.

A signal your event's source doesn't track isn't shown as a zero. When an engagement signal isn't something you can measure for a particular event, reports and segments show it as "not reported," never a fake 0 — a 0 means it happened zero times, not reported means there was nothing to measure in the first place.

Attendance is self-serve today; deeper engagement detail is on its way. Marketing Events doesn't yet connect directly to a webinar platform like Zoom or Teams, so who attended — and for how long — comes from marking it yourself (see Adding attendees and recording attendance above) or from an import (see Importing registrant and attendee lists above). The richer signals — polls, questions, chat, CTA clicks — already power the reports and segment conditions above; there's just no way to log that detail for an event yet, manually or otherwise, so expect it to read as "not reported" until that lands.

FAQ

Q: Do I have to say a specific time zone when I create an event? A: Yes. The assistant will always ask if you haven't given one — it never assumes your time zone from your location or browser, since guessing here has caused real events to be shown at the wrong local time.

Q: How does someone get marked as a no-show? A: Automatically. About an hour after the event's scheduled end passes, the app marks any registrant who never showed evidence of attending as a no-show. You don't have to do this by hand, and it only affects people who were registered, not anyone who cancelled their own spot beforehand.

Q: If I cancel an event by mistake, are the attendees gone? A: No. Cancelling an event never deletes participants — everyone who was registered, attended, or otherwise on the list stays on the record with their history intact. Only the event's own status changes.

Q: Can I edit an event's registration count directly? A: No. The counts you see are always computed from the actual list of people tied to the event — registering, marking attendance, or cancelling a registration is the only way they change.

Q: Can other people on my team see an event I created? A: Yes — like anything else the assistant creates in a session, it's visible to you and your team within the app.

Q: What happens once an event reaches capacity? A: It depends on whether you turned on a waitlist. Without one, capacity is just a guide — new signups keep being registered past the number. With a waitlist on, anyone who registers after the event is full is waitlisted instead, in signup order.

Q: Someone filled in our signup page — why aren't they showing as registered? A: A form only registers people once it's connected to the event, and connecting a form to an event isn't something you set up yourself yet. If the form isn't connected, or the submission didn't include an email or phone number to match against a contact, no registration is created.

Q: Can I drag a marketing event to a new date on the calendar? A: Yes, the same as any other scheduled item.

Q: Why doesn't my multi-day conference show up on every day it runs on the calendar? A: Today it only shows a chip on its start day — showing it across the whole date range is a known limitation, not something specific to your event.

Q: Why won't the assistant generate a plan for my webinar campaign? A: A Webinar / Marketing Event campaign needs a marketing event with a date, start time, and time zone before its plan can be generated. Create and date the event first, then ask for the plan again.

Q: If I reschedule my event, do I need to rebuild my reminder journey? A: No. A reminder journey anchored to the event's start time moves automatically when you reschedule — there's nothing to redo.

Q: Can one journey treat attendees and no-shows differently? A: Yes. A journey can branch on a contact's participation state for the event and follow up with attendees one way and no-shows another. See Journeys and the event lifecycle above.

Q: What happens when someone clicks the cancel link in a reminder email? A: They see a short confirmation page. Confirming cancels their registration and, if the event has a waitlist, promotes whoever's next in line — the same outcome as cancelling it for them from inside the app.

Q: Is cancelling my own registration the same as cancelling the whole event? A: No. Cancelling one registration only affects that person and frees their seat. Cancelling the whole event notifies every remaining registrant that it's off. They're different actions with different journeys — see Cancelling an event and Journeys and the event lifecycle above.

Q: Where do I see the built-in reports for my events? A: Ask the assistant — for example, "show me this campaign's attendance report" or "how full are my upcoming events?" — and it opens in the preview panel like anything else the assistant makes. The campaign-wide attendance report also lives on that campaign's Insights view.

Q: Can I track webinar registrations as one of my campaign's key numbers? A: Yes. A Webinar / Marketing Event campaign can track Webinar registrations (the default), Webinar attendance rate, and Webinar no-show rate from its Settings tab. Replay views aren't part of this yet — they're reported per event, not rolled up to a campaign number.

Q: Can I build a segment based on how someone engaged with a webinar, not just whether they attended? A: Yes — attendance percentage, questions asked, poll responses, chat messages, CTA clicks, and engagement score can all be used to filter or rank a segment, journey audience, or report. Ask the assistant for something like "contacts who attended at least half the webinar and asked a question." See Segmenting on attendance and engagement above and Segments.

Q: Why does an engagement number sometimes show as "not reported" instead of 0? A: Because they're different facts. A 0 means it was measured and nothing happened; "not reported" means that signal isn't something your event's source can measure at all, so a 0 there would be misleading.