UTM Tracking Issues

[EChapman]

We have several campaigns with UTM tracking, which have not been showing the correct data within the views and sessions. For example we have digital ads on relevant magazine websites, that take users to our website.

We have a third party who also track this data, and their numbers are significantly higher than what our tracking shows. 

We do not have a HubSpot hosted website - if our users decline the cookies on our website, will this prevent any views or clicks being tracked? 

[Ben_M · Accepted solution]

So a couple things here. UTMs will only be in the anonymous visitor data of your analytics until they make a conversion. If the conversion is on the same page and you have hidden properties on your form, this data will be collected automatically. Otherwise you will need to build your own mechanism to retain UTM parameters from page to page such as with sessions or your own cookies.

If there is a discrepancy with the numbers you are being shared, are you able to look into when these visits were happening from them to compare whether they are potentially overcounting or whether you are missing attribution? That's where I would start. Also if you are running multiple analytics on your site (ie: google analytics and hubspot analytics) you could look for discrepancies there as well.

[ArisudanTiwari · Accepted solution]

Hi @EChapman ,

It’s a common issue to see discrepancies between HubSpot’s UTM tracking and what your ad platforms or third-party analytics show.

What happens when users decline cookies?
If someone declines cookies on your website, HubSpot can’t track their visit, no sessions, page views, or UTM data. That’s due to privacy regulations and how tracking works technically.
https://knowledge.hubspot.com/account/how-does-hubspot-track-visitors

Why are third-party numbers higher?
Ad platforms like Google Ads or Facebook track the click, not what happens on your site afterward. So even if the user bounces instantly or declines cookies, they still count the click, but HubSpot doesn’t count it as a session unless the tracking script loads and cookies are accepted.


GA4 UTM tracking issues explained - https://www.optimizesmart.com/ga4-utm-parameters-not-working-here-is-how-to-fix-it/

Related HubSpot community thread - https://community.hubspot.com/t5/Tips-Tricks-Best-Practices/cookie-tracking/m-p/883639


Hope this helps and clarifies the discrepancy.

[Ben_M · Accepted solution]

So a couple things here. UTMs will only be in the anonymous visitor data of your analytics until they make a conversion. If the conversion is on the same page and you have hidden properties on your form, this data will be collected automatically. Otherwise you will need to build your own mechanism to retain UTM parameters from page to page such as with sessions or your own cookies.

If there is a discrepancy with the numbers you are being shared, are you able to look into when these visits were happening from them to compare whether they are potentially overcounting or whether you are missing attribution? That's where I would start. Also if you are running multiple analytics on your site (ie: google analytics and hubspot analytics) you could look for discrepancies there as well.