How to pass UTM parameters to HubSpot form

HubSpot Employee

UTM parameters are useful for tracking and identifying the original source of your website visitors. However, these parameters are not collected in any of HubSpot’s default properties. 


As a workaround, similar to auto-populating form fields with query strings, we can use the UTM parameter to auto-populate a hidden form field. When the form is submitted, the UTM parameters will be passed through to corresponding HubSpot properties. 


Step 1: Create corresponding HubSpot properties

  1. In your HubSpot account, click the settings icon in the main navigation bar.
  2. In the left sidebar menu, navigate to ‘Properties’.
  3. Click Create Property to create a custom property for each UTM parameter. 
  4. In the Create a new property sidebar:
    •  For the Group, you can select any existing property group, or create a new property group
    • For the Label, enter the UTM parameter: 
    • Check that the internal name of the parameter matches the UTM parameter exactly. The internal name will usually correspond to the label for the property.



  1. For the Field type, click the dropdown and select Single-line text
  2. Confirm that the Show in forms checkbox is selected. 
  3. Click Create to create the property. 



  1. Repeat for each of the UTM parameters that you’d like to collect. 
    1. utm_source
    2. utm_medium
    3. utm_campaign 
    4. utm_term
    5. utm_content


Step 2: Add the corresponding properties to your HubSpot form

  1. In your HubSpot account, navigate to Marketing > Lead Capture > Forms.
  2. From the forms tool, select an existing form, or create a new form.
  3. Add each of the newly created properties to the form
  4. Click the form field and set each of the properties as a hidden form field
  5. Click Publish or Update in the top-right corner of your page to publish your changes.



Moving forward, when a visitor is directed to your form page using a tracking URL appended with UTM parameters, these hidden fields should automatically populate. When the form is submitted, the contact’s new UTM property values will be updated.


Hope this helps! 



1 Reply 1
Key Advisor

Exactly what I was looking for! Thank you!


David Dennison

Social Media, Content,

and SEO Marketing