Digital Marketing
How to Capture UTM Parameters in HubSpot
Preserve each lead’s original channel, campaign, and landing page data in HubSpot, so you can connect marketing activity to pipeline and revenue.
HubSpot tracks Original and Latest Traffic Source properties, and its forms can capture URL parameters in hidden fields, but keeping the original campaign details available when someone submits a form requires the right capture and field configuration.
A visitor might arrive through a Google ad, browse several pages, and return later to request a demo. The final form URL may no longer contain the UTM parameters from that first visit.
Madlitics captures the visitor’s original attribution, preserves it as they browse and return, and writes it into configured form fields. Those values reach HubSpot alongside the submission, giving marketers campaign and landing page context directly on the contact record.
This guide explains how to capture UTM parameters in HubSpot forms and use that data to compare channels, campaigns, and customer outcomes.
Connect the original marketing visit to the contact record in four steps.
Add your Madlitics snippet to the head of your website so it runs on the pages visitors arrive on and browse before submitting a form.
For HubSpot forms embedded on WordPress, Webflow, or another platform, install Madlitics on that website. For HubSpot-hosted websites and landing pages, use HubSpot’s page or domain code settings.
Tag links from paid ads, email campaigns, and other marketing activities you control. Use consistent values to identify the source, campaign, audience or ad group, and creative.
For example: https://yoursite.com/demo?utm_source=google&utm_medium=cpc&utm_campaign=crm_demo&utm_term=marketing_ops&utm_content=search_ad_a
Madlitics reads the available campaign parameters when the visitor arrives and preserves the original attribution as they browse. Untagged visits can also be classified using available referrer and source signals.
Create the seven Madlitics contact properties and add their connected fields to your HubSpot forms. Configure them as hidden fields using the setup guide.
These fields capture channel, campaign segments, original landing page, and landing page group. Add any optional click-ID fields you need using the supported configuration.
If you use another form builder, configure its Madlitics fields and map those fields to HubSpot contact properties through the form’s integration.
Test the complete journey in a fresh private browser window: visit a tagged URL, navigate to another page, and submit your configured form. Check the submission and contact record for the original campaign values and landing page.
Once verified, use those properties to compare lead sources and campaigns. Connect contacts with associated deals and revenue to evaluate which marketing activities produce customers. Available reporting options depend on your HubSpot subscription and connected data.
Compare acquisition channels and campaigns using the attribution captured on contact records, then connect those contacts to customer and revenue outcomes.
Leads by channel
See how many leads come from paid search, paid social, organic search, email, and referrals.
Conversion rate by channel
Compare the percentage of leads from each channel that become customers.
Revenue by campaign
Connect campaign attribution with associated deals to compare closed-won revenue.
Madlitics preserves the marketing context behind a lead and passes it through your configured forms into HubSpot. Channel, campaign segments, and original landing page data stay alongside the contact details your team already uses.
Start a free Madlitics trial, configure your forms, and verify a test submission before building your reports.
See which channels, campaigns, and content actually drive pipeline and revenue.
Turn attribution into decisions
Move beyond “Direct/Unknown” sources. Capture accurate attribution data to understand what's driving conversions, pipeline, and revenue.
Spot top channels
Break down leads by channel such as Organic, Paid Search, Paid Social, and referrals. Identify what is working and shift budget toward top performers.
Find campaigns that convert
Track performance by campaign, source, medium, and landing page. See which efforts generate qualified leads and customers, not just form fills.
Persistent attribution tracking
Keep UTM and session data attached to each lead, even if they return later or convert on a different page.
Answers to common questions about UTM tracking with Madlitics and HubSpot
