How do I create a pattern-based URL redirect in HubSpot?

Definition: As of 17 October 2026, a HubSpot flexible pattern URL redirect uses one rule to match multiple URLs and reuse matched values in destination URLs. The Original URL field defines the pattern; Redirect to defines the destination.

Key facts

• HubSpot's redirect documentation requires the URL Redirects permission and a source domain connected to and hosted in HubSpot.
• The flexible pattern guide documents *rest-of-url for capturing the remaining path and colon-prefixed variables for individual components.
• Google's August 2026 site-move guidance calls for testing redirects and updating internal links to the new URLs.

Where is a flexible redirect created?

HubSpot's creation instructions place redirects in account settings under Content > Domains & URLs > URL Redirects. The Add URL redirect button opens a panel with the Flexible redirect type.

The source pattern belongs in Original URL and the destination pattern in Redirect to. External destinations require a full URL including http:// or https://. More options opens advanced settings. Add URL redirect saves the rule.

How do patterns produce variable destination paths?

HubSpot's pattern examples show this blog move. Each URL belongs in its corresponding field.

Original URL:

http://www.example.com/posts/*rest-of-url

Redirect to:

http://blog.example.com/posts/{rest-of-url}

The source's my-first-post example becomes http://blog.example.com/posts/my-first-post. The asterisk captures the remaining path; braces insert that captured value.

A component is a segment separated by /. For component-based rules, source variables begin with a colon, such as :year, :month, :day, and :post-name. Destination placeholders use braces. The guide rearranges a year/month/day path using this destination:

http://blog.example.com/{month}/{day}/{year}/{post-name}

It also documents combining component variables with *rest-of-url in one rule.

Which settings affect matching?

HubSpot's advanced options include Ignore trailing slash and Ignore protocol (HTTP or HTTPS), both selected by default. The Priority value resolves overlapping rules: the lowest numerical value takes precedence.

For patterns containing query parameters, the flexible pattern guide requires Match query strings under More options. Its example captures a promo_code value as :promocode and reuses {promocode} in the destination query.

How is the redirect checked?

Google's site-move guidance recommends the URL Inspection Tool for individual URLs, or command line tools and scripts for larger sets. During a move, internal links should point to the new URLs.

Related terms

• How do I create a HubSpot URL redirect?
• How do I resolve conflicting redirects in HubSpot?
• How do I control query strings in HubSpot redirects?
• HTTP redirects

FAQ

Can I preserve the path after a directory?

Yes. The flexible pattern guide pairs *rest-of-url in the source with {rest-of-url} in the destination.

What if my new redirect appears inactive?

HubSpot's redirect documentation allows up to 48 hours for propagation and recommends clearing your browser cache when a redirect behaves unexpectedly.

Sources

1. HubSpot, "Create and manage URL redirects", 21 May 2026
2. HubSpot, "Set up a flexible pattern URL redirect", 10 February 2026
3. Google Search Central, "How to move a site", 20 August 2026

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