To drive more leads and customers to your business, you need to track which marketing channels and campaigns are delivering the source of leads and source of customers.
Without precise data on leads, customers, and revenue generated by your efforts, it’s challenging to identify what’s working and what’s not.
By capturing UTM parameters in HubSpot CRM, you can gain actionable insights to optimize your strategy.
In this guide, we’ll walk you through four simple steps to capture UTM parameters in HubSpot CRM using our SaaS tool, Attributer, enabling you to track the performance of campaigns like YouTube Ads and generate reports on leads, deals, and revenue.
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Four Steps to Capture UTM Parameters in HubSpot CRM
With Attributer, UTM parameter tracking in HubSpot CRM is straightforward. Follow these four steps to capture the source of customers from your marketing initiatives:
1. Install Attributer on Your Website
Sign up for Attributer’s 14-day free trial to receive a small code snippet to add to your website.
The installation process depends on your website builder (e.g., WordPress, Wix, Webflow).
You can typically add the code via the settings section of your platform or through Google Tag Manager.
Attributer provides detailed, step-by-step instructions for various website builders to ensure a smooth setup.
2. Add Hidden Fields to Your Forms
Next, incorporate hidden fields into your lead capture forms, such as “Contact Us” or “Request a Demo” forms. These fields are invisible to users but allow Attributer to captureUTM parameters.
Add the following hidden fields:
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Most form builders, including Gravity Forms, Jotform, WP Forms, and Typeform, offer drag-and-drop functionality to add hidden fields.
Attributer’s documentation includes comprehensive guides for configuring these fields across multiple form builders.
3. Attributer Populates Hidden Fields with UTM Data
When a visitor arrives at your site from an ad (e.g., a YouTube Ad), Attributer captures the UTM parameters and stores them in a browser cookie.
Upon submitting a form, Attributer automatically populates the hidden fields with this data.
For example, if you’re running Google Ads to promote a SaaS product and a user submits a form, the hidden fields might be filled as:
- Channel: Paid Search
- Channel Drilldown 1: Google
- Channel Drilldown 2: Brand Campaign
- Channel Drilldown 3: SaaS Product
- Landing Page: saasproduct.com/blog/top-crm-features
- Landing Page Group: /blog
This ensures you track both the source of leads and the landing pages driving conversions.
4. Send UTM Data to HubSpot CRM
When a visitor submits a form, the UTM parameters are captured and sent to HubSpot CRM alongside personal details like name, email, and phone number.
You can then use HubSpot’s reporting tools or third-party platforms like Salesforce, Tableau, or Google Data Studio to generate reports on:
- Leads from YouTube Ads or Google Ads
- Customers from Facebook Ads
- Revenue from SEO or other channels
This data empowers you to optimize your marketing budget and focus on high-performing source of customers.
What is Attributer?
Attributer is a lightweight code snippet that runs on your website, tracking visitor origins by analyzing UTM parameters and technical data like HTTP referrers.
It categorizes visitors into channels (e.g., Paid Search, Paid Social, Organic Search) and stores this data in a browser cookie.
When a visitor submits a form, Attributer sends the attribution data to HubSpot CRM alongside user details.
Attributer was designed to capture lead and customer sources.
Why Attributer Outshines Raw UTM Tracking
While other methods can capture UTM parameters in HubSpot CRM, Attributer offers unique advantages:
- Captures All Traffic: Attributer tracks all visitors, including those from organic channels (e.g., Organic Search, Organic Social, Direct) without UTM parameters, ensuring every lead in HubSpot CRM has attribution data.
- Persistent Data Storage: Unlike tools that require UTM parameters on the form submission page, Attributer stores data in a browser cookie, preserving UTM parameters even if a visitor navigates away or returns later.
- Supports Multiple Form Builders: While HubSpot’s native method only works with HubSpot Forms, Attributer integrates with Gravity Forms, Jotform, Wix Forms, Webflow Forms, Squarespace Forms, and more, offering flexibility for any website setup.
- Cleaner Data: Raw UTM data can be inconsistent (e.g., “Facebook” vs. “facebook” vs. “fb”). Attributer standardizes these variations, grouping them into a single channel (e.g., Paid Social) for accurate reporting.
- Landing PageInsights: Attributer captures the initial landing page (e.g.,
saasproduct.com/blog/top-crm-features) and its group (e.g., /blog), enabling reports on which content drives the source of leads.
4 Insightful Reports to Run in HubSpot CRM with UTM Parameter Tracking
By capturing UTM parameters in HubSpot CRM, you can track the source of leads and source of customers to gain deep insights into your marketing performance.
With years of experience leading marketing and analytics teams, I’ve generated countless reports to identify high-performing channels and campaigns.
Below are four powerful reports you can run when you captureUTM parameters using a tool like Attributer, helping you optimize your strategy and drive growth.
1. Leads by Marketing Channel
When you track the source of leads with Attributer, you can generate a report showing the number of leads acquired each month, segmented by marketing channel (e.g., Paid Search, Paid Social, Organic Search). This report provides a high-level overview of which channels, including YouTube Ads or SEO, are most effective at generating leads.
This insight helps you understand what’s driving your source of customers and where to allocate resources. For example, if Organic Search outperforms Paid Social, you can adjust your budget to maximize lead generation.
2. Leads by Facebook Advertising Network
If your campaigns span multiple Facebook networks (e.g., Facebook, Instagram, Messenger), a report detailing leads by network can reveal performance differences. By capturing UTM parameters from your ads, you can track which platforms generate the most *source of leads*.
This report guides budget optimization, helping you allocate more resources to high-performing networks like Instagram to achieve a lower cost-per-lead, enhancing your overall UTM parameter tracking efforts.
3. Customers by Google Ads Campaign
This report tracks the number of customers generated monthly, broken down by Google Ads campaign, providing clarity on which campaigns drive your source of customers. By capturing UTM parameters in your forms and syncing them to HubSpot CRM (or even Salesforce for advanced reporting), you can identify top-performing campaigns.
Use these insights to optimize your Google Ads budget, focusing on campaigns that convert leads into customers rather than those attracting non-converting visitors.
4. Revenue by Search Keyword
By including keywords in your UTM parameters (easily done with tracking templates), you can capture the exact search terms driving customers and track their associated revenue. This report, generated in HubSpot CRM, reveals which keywords deliver the highest ROI.
For example, if UTM parameter tracking shows that “cloud CRM software” generates more revenue than “free CRM tools,” you can double down on high-value keywords and eliminate underperformers, optimizing your source of customers.
Wrap Up
Attributer is a powerful solution for tracking the source of leads and source of customers in HubSpot CRM.
Beyond capturing UTM parameters, it tracks organic channels, ensures persistent data, and integrates with multiple form builders.
Whether you’re running YouTube Ads, Google Ads, or SEO campaigns, Attributer delivers clean, actionable data. Start your 14-day free trial today and set it up in just 10 minutes to transform your marketing insights!
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