How Does HubSpot Track Referrers and UTM Parameters Across Multiple Pages?

Smart CRM & Sales Hub CRM
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Hi HubSpot Community,

I’m seeking clarification on how HubSpot handles referrer and UTM parameter tracking, especially across multiple pages and different user scenarios. I have a few specific questions that I hope you can help me with.

Scenario 1: No Active Cookie Associated with a Contact

When a user comes from an external source (e.g., LinkedIn) to our site and then navigates to another page before submitting a form, how does HubSpot handle the tracking information?

  1. Initial Visit: If a user lands on our site from LinkedIn (e.g., linkedin.com) and navigates to oursite.com, will HubSpot capture and store the original referrer (linkedin.com) in a cookie?
  2. Navigation: If the user navigates to another page on our site (e.g., oursite.com/book-demo), will the original referrer still be associated with their session?
  3. Form Submission: When the user eventually submits a form, will HubSpot link the original referrer (linkedin.com) to the contact record, even though the user navigated to different pages before the submission?

Scenario 2: Active Cookie and Known Contact

When a known user (with an existing HubSpot cookie) clicks on a link with UTM parameters and then navigates to different pages before filling out a form, how does HubSpot manage the UTM parameters?

  1. Clicking the Link: If a user with an active cookie clicks on a link with UTM parameters (e.g., oursite.io/blog/best-crm?utm_source=email&utm_campaign=best%20crm), does HubSpot capture these UTM parameters and store them in the session?
  2. Navigation: If the user navigates to another page (e.g., revpartners.io/automation-guide) without filling out a form, do the UTM parameters remain associated with their session?
  3. Form Submission: When the user submits a form on a different page, will HubSpot push the UTM parameters (utm_source=email, utm_campaign=best%20crm) from the session to the contact record? Or does HubSpot discard these UTM parameters as soon as the user navigates to a different page without filling out a form?

Hidden Form Fields

Additionally, I want to understand the necessity of hidden form fields for tracking UTM parameters:

  1. Automatic Tracking: Does HubSpot automatically capture and push referrer and UTM parameter information to the contact record upon form submission, even without hidden form fields in the form?
  2. Hidden Fields: If we want to ensure that specific UTM parameters are included in the form submission data, is it absolutely necessary to include them as hidden fields?

Any insights, corrections, or confirmations on how HubSpot handles these scenarios would be greatly appreciated!

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Hey @Sasha-A8, thank you for posting in our Community!

HubSpot captures and stores the original referrer (e.g., LinkedIn) in a cookie when a user first visits your site. This referrer is maintained as the user navigates to different pages. When the user submits a form, HubSpot links the original referrer to their contact record.

For users with an active HubSpot cookie, UTM parameters are captured when they click a link and are stored in the session. These parameters remain associated with the session as the user navigates the site. When the user submits a form, the UTM parameters are pushed to their contact record.

HubSpot automatically tracks referrer and UTM parameters upon form submission without hidden fields. However, using hidden fields ensures specific UTM parameters are included in the form submission data.

Kindly,

Pam

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Thanks Pam! Do UTM property values get populated for a contact with an active cookie with no form submission? Or is a form submission required for those to be pushed to the contact record?
Example: A contact with active cookie clicks a link - mysite.com/utm_property=123

Does 123 get written to their contact record under utm_property? Or does this contact have to submit a form for this to happen?

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Hi Pam, if HubSpot automatically tracks referrer and UTM parameters upon form submission without hidden fields, where are they saved?