How to Collect and Store UTM Parameter Data in HubSpot
How come you can't use UTM parameters in HubSpot?!?
HubSpot allows you to create Campaigns and assign each of them a unique utm_campaign parameter. You can also easily create tracking links with their Tracking UTM Builder. All good, but when it comes to finding the UTM data inside HubSpot, so you can use it for segmentation, workflows, or reports, you'll need to set some things up yourself.
Yes, you got that right. HubSpot doesn't store UTM parameters in properties. They even strip UTM parameters from visited URLs in contact records. I've learned this the hard way. Don't ask! Because of this, list and workflows using the Page view filter may not pull in the contacts you're expecting.
There are two differences in the way that Page view filters search for contacts:
- If you use UTM parameters in a Contact has visited URL containing the filter, the list or workflow will include the UTM parameters in its search. Because HubSpot strips UTM parameters from visited URLs in contact records, contacts who have visited the page with UTM parameters will not be pulled into the list or workflow.
- If you use UTM parameters in a Contact has visited the exact URL filter, the list or workflow will not include the UTM parameters in its search. Contacts who have visited the page with or without UTM parameters will be pulled into the list or workflow.
Having said that, let me show you how you can set up UTM parameters in HubSpot and even use them for creating marketing channel/campaign attribution reports. It works like a charm once you set it up.
1. Create custom Hubspot UTM properties
Start with creating the UTM properties you need in Hubspot. I suggest that you create a separate Group under properties and call it "UTM Tracking".
You'll want to create HubSpot properties for the 4 standard UTM parameters:
- utm_campaign
- utm_source
- utm_medium
- utm_term
To do so, in HubSpot click on Settings -> Properties -> Create a property under Contact Properties.
The “Internal Name” of the HubSpot property should be all lowercase to match the URL parameter name in the URL. Don't forget to tick: "Use in Forms". It's important for the next step.
It should look like this when you’re done with creating all the properties.
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