Set up ad tracking in HubSpot and learn how HubSpot tracks which ads your contacts are clicking and converting on.
Tracking allows HubSpot to attribute contacts to specific ads, by applying tracking parameters to the end of your ad URLs. After you connect your ad account, HubSpot will apply tracking to ads that are currently active or pending review. If HubSpot is unable to track an ad, some reporting data from the network like clicks and impressions, will still display for that ad in the HubSpot ads tool.
HubSpot is only able to track the following types of ads for contact attribution:
If you edit the name of an ad campaign, the utm_campaign value in HubSpot's tracking template will not automatically update. HubSpot will continue to track the ad, but if you rely on the utm_campaign parameter for other systems, you may need to update the ad URL. To update the URL to match the new ad campaign name, do one of the following:
To track ads in an ads account, ensure that auto-tracking is enabled.
Please note: HubSpot can only attribute contacts to the ads they clicked after auto-tracking is enabled. Contacts will not be attributed to the ads they clicked while auto-tracking is disabled.
HubSpot tracks Facebook ads by adding the following URL parameters to each ad:
utm_source=facebook
utm_medium=paid
utm_campaign={Name of Ad campaign}
hsa_acc={accountid}
hsa_cam={adcampaignid}
hsa_grp={adsetid}
hsa_ad={ad_id}
hsa_net=facebook
hsa_src=[SOURCE_SITE_NAME] - set to Facebook or Instagram automatically
hsa_ver=3
hsa_la={true} - for lead ads, {false} or absent otherwise
hsa_ol={true} - for organic leads from lead ads, {false} or absent otherwise
These parameters are automatically added when your Facebook Ads account is connected to HubSpot. Any changes made to the UTM parameters in Facebook Ads will not be overwritten by HubSpot. HubSpot's ads tool updates multiple times a day to ensure new ads are being tracked.
If you meet all of the above requirements but are seeing errors, check out the tracking troubleshooting guide.
When you enable auto tracking for your Facebook Ads account, HubSpot will apply tracking templates to your existing ads. By default, HubSpot will not apply a tracking template to Facebook ads that have more than 20 engagements. This is done automatically due to Facebook's ad optimization procedures.
HubSpot will display an error message next to any Facebook ads that aren't being tracked due to engagement limit.
To track a Facebook ad that has reached its engagement limit:
HubSpot will then append its tracking parameters to the ad, allowing you to track engagements on that ad in HubSpot.
HubSpot tracks Google ads by applying a tracking template at the campaign level. Any parameters specified on the account or campaign level will be merged with the HubSpot parameters at the campaign level, and will not be overwritten by HubSpot. Google auto-tagging is also compatible with HubSpot's ad tracking template.
HubSpot adds the following URL parameters to each Google ad:
utm_term={keyword}
utm_source=adwords
utm_medium=ppc
utm_campaign={_utmcampaign} - set by default to the name of the Ads campaign
hsa_cam={campaignid}
hsa_grp={adgroupid}
hsa_mt={matchtype}
hsa_src={ad network}
hsa_ad={creative}
hsa_acc={ID of account/customer}
hsa_net=adwords
hsa_kw={keyword}
hsa_tgt={targetid}
hsa_ver=3
Please note: when HubSpot's ad tracking template is applied to your Google ads, the update will be reflected in the Change History of your Google Ads account. The user associated with the change will be the user who connected the ad account to HubSpot.
If you meet all of the above requirements but are seeing errors, check out the tracking troubleshooting guide.
HubSpot tracks LinkedIn ads by applying a tracking template to the supported formats of Sponsored Content.
HubSpot adds the following URL parameters to each LinkedIn ad:
utm_source=linkedin
utm_medium=paid
utm_campaign={name of ad campaign}
hsa_net=linkedin
hsa_ver=3
hsa_acc={accountid}
hsa_cam={campaigngroupid}
hsa_grp={campaignid}
hsa_ad={creative}
If you meet all of the above requirements but are seeing errors, check out the tracking troubleshooting guide.
An error will display on any ad that HubSpot cannot track. When tracking errors occur, HubSpot will not apply a tracking template to your ad, and contacts will not be attributed to those ads. Reporting data such as click and impression counts will still display. Check out the tracking troubleshooting guide to learn how to resolve tracking errors.
HubSpot will start tracking your ads and attributing contacts after the error is resolved.