UTM Tracking
Full UTM tracking stack — captures and preserves UTM parameters from URL query strings or cookie on every form submission, with corresponding First UTM fields for first-touch attribution.
Five stamp-on-first-touch workflows write each UTM value once and never overwrite it, giving you both current and first-touch data on every contact record.
What's included:
- Contact properties: UTM Source, UTM Medium, UTM Campaign, UTM Content, UTM Term, and Referrer
- First-touch mirrors: First UTM Source, First UTM Medium, First UTM Campaign, First UTM Content, First UTM Term, First Referrer
- 5 workflows that stamp first-touch UTMs (one per field — set once, never overwritten)
- [UTM] Hidden Fields — a hidden field set you can add to any HubSpot form to capture all UTM values on submission
UTM Source and UTM Medium are the fields that add the channel dimension to funnel reporting, while UTM Campaign allows you to associate multiple promotion channels with a single effort. HubSpot's native source fields (Original Traffic Source and Latest Traffic Source) do a solid job in this area, but as with other areas of the platform these represent strong defaults more than they do ideal solutions. UTM parameters are standard across all ad tools and throughout the industry, but HubSpot applies its own logic to the classification of those values into source categories. Since you might not always agree with that classification, there's no substitute for capturing the raw values yourself.
That's what this bundle enables.
Usage note: UTM partials — submissions where only some UTM fields are populated — can cause mismatches where stale values bleed into new sessions. To manage this, use the literal string 'none' to clear unpopulated fields rather than leaving them blank; HubSpot doesn't support nulling field values via workflow.
What's included — 16 templates
First UTM Campaign
Preserved first-touch UTM campaign value — written once when utm_campaign is first set and never overwritten. Use for first-touch attribution and channel cohort reporting.
First UTM Content
Preserved first-touch UTM content value — written once when utm_content is first set and never overwritten. Use for first-touch ad creative attribution.
First UTM Medium
Preserved first-touch UTM medium value — written once when utm_medium is first set and never overwritten. Use for first-touch channel attribution.
First UTM Source
Preserved first-touch UTM source value — written once when utm_source is first set and never overwritten. Primary field for first-touch channel reporting and MQL source groupings.
First UTM Term
Preserved first-touch UTM term value — written once when utm_term is first set and never overwritten. Use for first-touch paid search keyword attribution.
Most Recent UTM Campaign
The campaign value from the most recent UTM-tagged form submission. Overwrites on each new form submission; use First UTM Campaign for first-touch preservation.
Most Recent UTM Content
The content value from the most recent UTM-tagged form submission. Overwrites on each new form submission; use First UTM Content for first-touch preservation.
Most Recent UTM Medium
The medium value from the most recent UTM-tagged form submission. Overwrites on each new form submission; use First UTM Medium for first-touch preservation.
Most Recent UTM Source
The source value from the most recent UTM-tagged form submission. Overwrites on each new form submission; use First UTM Source for first-touch preservation.
Most Recent UTM Term
The term value from the most recent UTM-tagged form submission. Overwrites on each new form submission; use First UTM Term for first-touch preservation.
[UTM] Stamp First Campaign
Stamps the first UTM campaign value on a contact when utm_campaign is first set. Preserves first-touch campaign attribution; never overwrites once stamped.
[UTM] Stamp First Content
Stamps the first UTM content value on a contact when utm_content is first set. Preserves first-touch content attribution; never overwrites once stamped.
[UTM] Stamp First Medium
Stamps the first UTM medium value on a contact when utm_medium is first set. Preserves first-touch medium attribution; never overwrites once stamped.
[UTM] Stamp First Source
Stamps the first UTM source value on a contact when utm_source is first set. Preserves first-touch source attribution; never overwrites once stamped.
[UTM] Stamp First Term
Stamps the first UTM term value on a contact when utm_term is first set. Preserves first-touch keyword attribution; never overwrites once stamped.
[UTM] Hidden Fields
Hidden field set containing UTM tracking fields. Add to forms to automatically capture utm_source, utm_medium, utm_campaign, utm_content, and utm_term on submission.
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