We have a client who is heavily invested in Airtable and using Airtable forms to collect leads/registrations etc.
We have integrated Airtable with HubSpot and the form data is all syncing fine, but we are missing out on “Original Traffic Source” for these leads because the original source is just showing as “OFFLINE” - Integration.
The tracking code is on the website pages are embedded, but because it’s an external form, that tracking data is being lost when the info is sent across from Airtable to HubSpot.
Is there some way we can gather the original traffic source within HubSpot?
In these instances, I would typically try to capture the UTM parameters via hidden fields on the form and then pass them to Hubspot. You can then build out your own custom source tracking fields to be able to do source attribution for the conversion point. Typically I find this is the best way to go in advanced Hubspot cases or where there are lots of integrations as this is how Hubspot handles these integrations today. It would be ideal if their developers would allow more configurations and customizations on the data being passed by the third party, but that would likely require development on both ends at this point so building out custom attribution is a quicker way to get there.
this is a common frustration when using non-HubSpot forms. Because Airtable forms don’t fire the HubSpot tracking script, HubSpot can’t automatically stamp “Original source.”
That’s why everything ends up as Offline > Integration. The usual workaround is to pass tracking values yourself. If you can capture UTMs on the landing page, include them as hidden fields in Airtable, then sync those fields into HubSpot and map them to custom properties. From there, you can use HubSpot reporting or workflows for attribution (Create and edit properties )
If you’d rather not touch the form, another path is to drop a HubSpot form invisibly on the page just to grab the tracking cookie and UTMs.
TYou can then use the record ID from that form as a key to join with the Airtable submission later. It adds a bit of complexity, but it gives you true “Original source drill-down” behavior in HubSpot (Understanding the Basics of UTM Parameters )
If the long-term need is clean attribution across systems, two-way sync platforms like Stacksync can carry UTM and source fields from Airtable to HubSpot in real time without overwriting, so you don’t lose origin data when leads start moving through your funnel.