I have recently started an SEO campaign, and I am wanting to determine which pages for organic search are driving revenue. I have been able to generate first page seen data for paid ads, however not organic traffic whilst connecting with a contact. I am thinking this is due to paid ads allowing UTM’s, whilst indexed pages in Google are suggested not to have UTM’s. I have seen the entrances data inside of the r “website pages” when clicking on performance, however it does not seem it associates with a contact if one is created. Is this a limitation of HubSpot, or is finding this data possible ?
I’d like to tag in a few Community experts here to see if it is possible to determine which of your pages is driving revenue by connecting First Page Viewed with contacts who meet your content through organic traffic. @karstenkoehler, @danmoyle, and @Josh - any insight here?
I believe what you’re seeing is related to how HubSpot handles attribution for organic traffic versus paid campaigns. With paid ads, UTM parameters make it much easier to tie the original visit to a contact and, eventually, to revenue. Organic search doesn’t have those campaign parameters, so HubSpot relies on its own tracking and attribution models instead.
If your goal is to identify which landing pages from organic search are generating deals or revenue, I’d look at the Original source, First page seen, and HubSpot’s Attribution Reports together rather than relying only on the Website Pages report. Those reports usually provide a clearer connection between contacts, deals, and the pages that influenced the conversion.
One question: are you trying to attribute revenue to the very first page a contact visited, or are you looking for all organic pages that influenced the deal? The answer changes which HubSpot report is likely to give you the data you’re after.
Checking in a few HubSpot portals, I see values in the contact property “First page seen” consistently for contacts marked as coming through Original Traffic Source = Direct Traffic.
Welcome to the Community @maxbyers! You’ve got some good help from @Emmytech & @karstenkoehler here. I want to ask what may be a real simple question, so forgive me if it’s already inferred. If you’re tracking these website visits in HubSpot, are you also capturing the contact data in a form submission?
HubSpot can track website page visits, entrances, and traffic sources in its traffic analytics and page performance views. It can also associate contacts with visits once the visitor is identified, but anonymous organic visits are a separate challenge, especially before a form fill or other identification event.
If the visitor eventually fills out a form, HubSpot can often show source and page interaction history on the contact timeline, and you can use attribution reports to understand which pages or interactions influenced conversion. For stronger SEO ROI reporting, clients I’ve worked with sometimes combine HubSpot’s basic reporting with broader attribution setup, such as lifecycle stages, deal attribution, or external analytics data tied back to contacts and deals. So I’d definitely put the attribution reporting to use if you’re able.
@Emmytech Thanks for the response. We are wanting to attribute the revenue to the first organic page which is visited. However, we are having the problem of having first page seen data for organic being applied to any of the contacts. We currently have around 3,000 websites visits per month (via GSC), and forms on these organic pages to capture details, so I would assume at least 1 contact would be created. Are there any common problems when setting these parameters up? f
Hello @karstenkoehler , we would like to see this at a per contact level, and then build reports to the see the aggregation of pages which are bring first seen from organic traffic. For clarification in the problem Organic Traffic being attributed as Direct Traffic ?
Hello @danmoyle . I agree the insights from the team have been very helpful. And yes, we do have lead capturing forms throughout the website and organic pages. However, as you mentioned you seeing your clients using external attribution for this, would this be through Google Analytics, as from my understanding HubSpot uses the referring code to = Google, to then attribute to organic, but this can be lost in the process of capturing the lead, and therefore as Google Analytics is more primary data it can be more reliable for attributing to Organic. Would this be correct ? And if so, would you be able to push me in the right direction for how to set this up ?
Hey @maxbyers good question, and I’d agree with your assessment here.
I think GA4 is usually the more reliable source for organic traffic and landing page behavior. HubSpot shines on the lead and revenue side. But there’s one correction worth making. HubSpot isn’t just reading a Google referring code and losing it somewhere in the process. As I understand it (experience and also this HubSpot resource), what’s actually happening is that organic classification depends on browser referrer, cookies, and tracking, plus the exact moment a visitor becomes identifiable as a contact. That’s where things get murky and often flatten out to direct or unknown.
So yes, GA4 answers “which landing page got the organic visit?” really well, because that’s literally what it’s built for. HubSpot answers “which contact or deal did we get?” The catch is GA4 won’t tie revenue back to a named HubSpot contact on its own. You have to build that bridge yourself.
Here’s what I’ve seen work.
Use GA4 for organic landing page and source analysis. Then capture the GA4 client ID, or the landing page and source/medium fields, into hidden fields on your HubSpot forms at the moment of conversion. Push that data (original landing page, source/medium, campaign) into the contact record right at form submission. From there, build your HubSpot reports on contacts and deals using those stored properties instead of relying only on HubSpot’s native first-touch memory.
For setup, here’s the general path I asked AI to help me map out.
Get GA4 installed and tracking everywhere it needs to, including your HubSpot-hosted pages.
Decide which conversion actually matters to you. Form fill, meeting booked, chatbot conversion, purchase, whatever it is.
Add hidden fields to your HubSpot forms for source/medium, landing page, first page seen, and the GA4 client ID if you want that level of detail.
Populate those hidden fields before submit using custom JavaScript, Google Tag Manager, or a tool built to bridge GA4 into HubSpot.
Build your reports off those stored contact and deal properties.
One caveat I’d leave you with. If your real goal is “which organic page drove revenue,” GA4 by itself won’t get you there. It knows the visit happened, but not what that visit turned into on the CRM side. The combination that actually works is GA4 for visibility into the source, HubSpot for capturing the lead, and a join between the two at the form or contact level.
I hope that helps point you in the right direction!
Honestly, the best way to do this without cluttering data is through a First-Touch Attribution model using hidden form fields or CRM tracking.
Here is how we typically handle it:
When an organic visitor lands on the site, our tracking script captures their landing page URL (First Page Seen).
When they convert into a lead, that URL gets attached to their CRM contact profile.
As sales moves the deal through pipeline stages—like Qualified or Closed-Won—we can easily filter our CRM reports by ‘Original Landing Page’ to see which organic content is driving real deal velocity and revenue, rather than just raw traffic.
@maxbyers If you’re seeing organic sessions in Google Search Console but no contacts are receiving “First page seen” data, I’d check a few things:
Is the HubSpot tracking code installed and firing correctly on the landing pages where visitors first arrive?
Are the forms HubSpot forms, or are they non-HubSpot forms? If they’re external forms, confirm they’re being captured correctly by HubSpot.
Are visitors accepting your cookie consent (if applicable)? If the tracking cookie isn’t set before the form submission, HubSpot may not be able to associate the page view with the contact.
Is the contact submitting the form in the same browser/session where the original page visit occurred? Switching devices or browsers can prevent the visit history from being associated.
Finally, try opening one of the affected contact records and checking the Activity timeline to see whether the initial page view was recorded at all.
