It would be great, if HubSpot natively populated the properties
utm_source
utm_medium
utm_content
utm_campaign
utm_term
Today, these 5 URL parameters are read by the cookie, and then following some obscure rule mapped into 3 native properties (original source, original source drill-down 1 and original source drill-down 2).
If you need the raw information (because the current rule doesn’t work for you, like for example mapping all traffic it cannot classify into “direct”), there is no easy way to access it.
Even a simple chat tool like Intercom has this functionality.
There is a workaround by adding hidden utm fields in forms. But it does not solve the problem completely, because it does not work for contacts created from chat or from meeting links. And it works only on form submission (so you don’t know where the visitor came from until he is sufficiently engaged to submit a form).