HubSpot Sources Report UTM ParametersSOLVE
05-21-2019 09:37 - edited 05-21-2019 04:54
Had a couple questions about UTM parameters and the HubSpot Sources Report come up over the weekend and thought we'd share here to get input. All feedback and additional resources welcome.
Q: Can we prevent Hubspot campaign links from auto-appending in campaign links on the LinkedIn side of things? If so, what is the impact to Hubspot reporting?
A: If our goal is HubSpot Reporting, then we want to use HubSpot Tracking URLs for all traffic sources that originate from non-HubSpot pages, assets, etc.. This includes LinkedIn Ads, Google Ads, etc..
Major ad platforms allow us to specify UTM parameters when generating 'destination URLs' for the express purpose of attribution tracking. In these cases, the attribution tracking will be reported on the HubSpot Sources Report.
Note: Click each item on the report to drill down into greater detail.
- see image (abbreviated)
Q: How can Hubspot effectively report on UTM parameters? Specifically, utm_source, utm_medium, utm_campaign, utm_content, utm_term.
The goal here is to be able to provide a high-level insight like "10 leads from paid search, 12 leads from paid social last week", and ideally within these channels, "5 leads were from campaign A, 5 from campaign B"
A: HubSpot buckets sources on the Sources Report based on the UTM parameter settings used in the source URL (or HubSpot Tracking URL when tracking non-HubSpot resources). In the case of Paid Search, HubSpot is also able to detect visits even when not provided with a parameter for the campaign name. In these cases, 'Auto-tagged PPC' is reported.
Q: How effectively can Hubspot report on ad-side metrics such as impressions/clicks/spend in the HubSpot UI? Where is this information available?
This is following up to the assertion that LinkedIn and Google ads integrations have been enabled in Hubspot account.
A: - see image above (HubSpot Sources Report)
Incidentally, these data often don't match what's shown in Google Analytics, so ... be prepared for that insanity. Best recommendation is to use one, the other, or both, but don't waste effort trying to reconcile the two.
LinkedIn and Google Ads accounts don't require HubSpot Ads integration, but it sure makes things easier when viewing in HubSpot. As long as HubSpot Tracking URLs were/are used in all ad campaigns, the performance data will show on the HubSpot Sources Report.
- see Use the sources report
Chief HubSpot Consultant
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