All URLs used on external sites should contain UTM parameters for lead attribution. Any URLs built must be logged in the UTM builder.
HubSpot and UTMs
HubSpot automatically captures the parameter as long as the URL parameter name matches the HubSpot field name.
The forms that support UTM are: - Request a demo form - Request code change management demo - Contact us form - In-product request (enterprise) trial
The parameters that our HubSpot workflows support are
utm_medium. Tag @ericbm in #marketing if more parameters are needed.
Workflows are set up in HubSpot to capture the latest conversion information, and copy this information to the ‘First event’ fields if they are blank and unknown.
|First event field names||Latest event field names||Example||Notes|
|First converting campaign||utm_campaign||2019ebook_searchcode||Specific campaign within marketing channel|
|First converting medium||utm_medium||paid||Marketing channel|
|First form conversion||Form submission source||Request a demo form||Form submitted|
|First source||utm_source||stackoverflow||Referring site|
|First converting date||utm_date||2020-01-01||Date at which the user submitted the form|
|gclid||gclid||TeSter-123||Google Click ID that syncs data between Google Ads and Analytics. Only a contact’s first gclid is stored|
Maintaining data pipelines
All major lead generation-related events (demo requests, webinars attended, created instances) are copied to a Google Sheet by way of Zapier. This requires all events to funnel to a data pipeline HubSpot list so the Zapier event can be triggered.