Hubspot attributing paid search to direct traffic

Marketing & Content Hub Ads
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  • I’ve got a client account who uses a Wix website and they have embedded HubSpot forms on their website using HubSpot as a CRM. We’re running Google Ads for them, but the problem is all of their source attribution inside of HubSpot is… it’s not saying that anything came from paid advertising or Google Ads, so I feel like the tracking or the attribution setup has been done incorrectly
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Hi @ARiaz9 :waving_hand:

Thanks for sharing this — attribution issues with embedded forms can be tricky, especially when Wix and Google Ads are involved.

I’d like to bring in a few Community members who’ve worked with Wix sites, HubSpot forms, and paid ads tracking.
@SanjayKumar @Jigar_Thakker @RubenBurdin — have you seen cases where Google Ads traffic isn’t attributed correctly when HubSpot forms are embedded on Wix? Any common setup gaps (tracking code placement, UTM handling, Ads integration, iframe issues) to double-check?

Appreciate any insight you can share.
Victor

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Hi @ARiaz9

This is a super common issue with embedded forms on external platforms like Wix, and youre right that something in the tracking chain is probably broken. Theres a few things to check in order.

First and most important, make sure the HubSpot tracking code is installed directly on the Wix site, not just relying on the embedded form to do the tracking. The form alone wont capture the original traffic source, the tracking code needs to be on the page to read UTM parameters and cookie the visitor before they submit. In Wix you usually add it via Settings > Custom Code or the header injection area (Install the HubSpot tracking code).

Second, verify your Google Ads integration is actually connected in HubSpot under Settings > Marketing > Ads. If its not connected, HubSpot cant pull click data from Google to match against form submissions. Third, check how the form is embedded, if its in an iframe there can be cross domain issues where UTMs get stripped or cookies dont persist. Using the HubSpot embed code directly rather than an iframe usually works better.

Also worth checking is whether your Google Ads URLs have proper UTM parameters.

Even with the HubSpot Ads integration, having utm_source=google and utm_medium=cpc as a backup helps HubSpot attribute correctly if the click ID matching fails. You can test this by clicking your own ad and checking what shows up in the URL bar when you land on the Wix page, if the UTMs disappear before page load thats your problem (Connect your Google Ads account to HubSpot).

One more thing, if this client eventually wants to consolidate their ad performance data with other business data in a database for reporting outside HubSpot, tools like Stacksync can help with that kind of sync. But first priority is fixing the tracking setup so HubSpot actually captures the source correctly. Let me know if you need help troubleshooting any specific step. Disclosure: This answer comes from my own experience and was lightly rephrased with AI to improve readability.

Hope this helps.

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HEy @RubenBurdin,

Thanks for your response.

HS Tracking code is already added in the custom code and is working.

Whenever user submits the HS form on WiX, it shows www-xyz-com.filesusr.com/html/080800 in first page seen property on HubSpot

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You said we can’t place the code in an iframe for it to work, but I don’t think Wix has any other way of placing the embed code. Are Wix users SOL?

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Hello we are experiencing the same issue - i.e. Google Ads --> Wix with HubSpot forms --> not passing utms or attributing to Google Ads in HubSpot. Has anyone got a resolution? We’ve been onto Wix support for weeks, with no resolution.

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Hey @KYoung27,
Thanks for following up here!
Can you please confirm that you were able to confirm all of @RubenBurdin’s recommendations for troubleshooting here?
Shane, Senior Community Moderator