How to Automate Hotjar Feedback with n8n: A Step‑by‑Step Guide

Collecting user feedback is only half the battle – you also need a system that routes those insights to the right tools. By linking Hotjar with n8n, you can turn raw feedback into actionable data without writing a single line of code.

Why Combine Hotjar and n8n?

• Real‑time routing: Send feedback instantly to Slack, email, CRM, or a Google Sheet.
• Save time: Eliminate manual copy‑pasting and reduce human error.
• Scalable workflows: Add branching logic, enrich data, and trigger follow‑up surveys.

Prerequisites

Before you start, make sure you have the following:

1. A Hotjar account with Feedback Polls or Incoming Feedback enabled.
2. An n8n instance (self‑hosted or n8n.cloud).
3. Access to the destination app (e.g., Slack, Gmail, Google Sheets).

Step 1 – Generate a Hotjar API Token

Hotjar’s public API is limited, but you can use the Export Feedback endpoint with a secret token.

1. Log into Hotjar and go to Settings > Site Settings > API.
2. Click Generate new token and copy the token securely.

Step 2 – Set Up an n8n Webhook Trigger

The easiest way to pull new feedback is to use a Webhook node that Hotjar calls whenever a visitor submits a poll.

1. Create a new workflow in n8n.
2. Add a Webhook node. Choose POST as the method and copy the generated URL.
3. Save the workflow (it must be active for Hotjar to reach it).

Step 3 – Connect Hotjar to the Webhook

In Hotjar:

1. Navigate to Feedback Polls > Settings > Integrations.
2. Select Custom webhook and paste the n8n URL.
3. Map the payload fields (e.g., question_id, rating, comment) and enable the webhook.

Now every new poll submission will trigger the n8n workflow.

Step 4 – Parse the Incoming Data

Add a Set node after the webhook to extract the fields you need. Example:

{   "question": "{{ $json[\"question\"] }}",   "rating": "{{ $json[\"rating\"] }}",   "comment": "{{ $json[\"comment\"] }}",   "date": "{{ $json[\"submitted_at\"] }}" } 

Step 5 – Choose Your Destination

Below are three popular use‑cases. Add the corresponding node after the Set node.

5.1 Send a Slack Alert

• Add a Slack node (OAuth credentials required).
• Select Send Message → channel #customer‑feedback.
• Message template:

  New Hotjar feedback received: • Question: {{ $json.question }} • Rating: {{ $json.rating }} • Comment: {{ $json.comment }}

5.2 Append to a Google Sheet

• Add a Google Sheets node (OAuth).
• Choose Append and map the fields to columns (Date, Question, Rating, Comment).

5.3 Create a Ticket in HubSpot

• Insert a HubSpot node.
• Select Create Ticket and map the feedback details to ticket properties.

Step 6 – Add Conditional Logic (Optional)

If you only want to act on low ratings, insert an If node after parsing:

Condition: {{ $json.rating }} <= 3

Connect the “true” branch to the Slack alert and the “false” branch to the Google Sheet only.

Step 7 – Test and Activate

1. In Hotjar, submit a test poll.
2. Check n8n’s execution logs (the lower‑right “Execution” panel).
3. Verify that the message appears in Slack, rows are added to the sheet, or tickets are created.
4. Once confirmed, set the workflow to Active.

Best Practices

• Rate‑limit alerts: Use a Throttle node to avoid spamming Slack during peak traffic.
• Data privacy: Mask personally identifiable information before sending it to external services.
• Backup: Keep a weekly CSV export of your Google Sheet for audit purposes.

FAQ

Do I need a paid Hotjar plan?

Custom webhooks are available on the Business plan. For smaller teams, you can use the API export method with a scheduled n8n trigger.

Can I pull historic feedback?

Yes. Use the HTTP Request node in n8n to call Hotjar’s /feedback/polls endpoint and loop through pages.

What if the webhook fails?

Enable the “Error Workflow” in n8n to capture failed executions and resend or log them for later review.

Conclusion

Connecting Hotjar to n8n transforms raw user feelings into a structured, automated funnel. Whether you need instant Slack alerts for angry customers or a tidy spreadsheet for monthly analysis, the low‑code approach lets you scale feedback handling without developers.

Ready to streamline your UX research? Build your first Hotjar‑to‑n8n workflow today and start turning insights into action.

Call to Action

🚀 Sign up for n8n Cloud now, grab your Hotjar token, and follow this guide to automate your feedback loop in under 15 minutes.

Internal linking ideas: n8n Automation Basics | Hotjar UX Research Tips

External reference: Hotjar Help Center article on exporting feedback polls.