We are using a non-HubSpot form to send UTM parameters to HubSpot. We created properties in HubSpot to host the data that the website form submissions would pass along. However, the properties on the contact don’t get populated. Why is this the case, and what can we do to solve it?
Great question @claremcleod15! This usually comes down to a few common culprits:
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UTM Session Persistence: If a user lands on your homepage with UTMs and then navigates to a
/contactpage to submit the form, those URL parameters are often lost unless you run a script that stores them in local storage/cookies and repopulates the hidden fields on the contact page. -
Tracking Script & Cookie Consent: Non-HubSpot forms rely on the HubSpot tracking code to capture the context. If you are in the EU or running strict GDPR banner policies, the tracking script won’t fire until consent is accepted, which blocks the data pass-through.
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Property Object Type: Double check that the custom properties were built under Contact Properties and not Company or Deal properties.
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Form Field Setup: Are the UTM fields set up as hidden fields inside your form builder, and is your JS script/webhook properly populating them before the submit button is clicked?
Does this help?
If the submissions are coming into HubSpot, you can review the individual submissions and what properties are being included in the submit payload.
Marketing > Forms > {{your_form_name}} > Submissions > (mouse over a contact) View submission
This will help isolate the issue.
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Creating the properties in HubSpot alone won’t automatically populate them from a non-HubSpot form. We need to pass the UTM values through the website form to HubSpot and map them to the correct contact properties. I would also suggest checking how the external form is integrated with HubSpot. If you are using HubSpot’s non-HubSpot form tracking, it does not capture the hidden fields, so the UTM values may not be saved automatically. You can use a HubSpot form with hidden UTM fields, or pass values through a direct form API integration. Also, make sure the field names match the HubSpot property’s internal names, as a difference in them could also be a reason that you are unable to capture the UTM values.
I hope this helps you out. Please mark it as Solution Accepted and Like to help another Community member.
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