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 HubSpot auto-tracking is enabled.
utm_source or utm_medium parameters to match a third-party reporting service like Google Analytics, you can edit the HubSpot tracking template:
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.
Necessary disclosure: if you share data from your HubSpot account with Facebook as part of the HubSpot Ads integration, Facebook's ad terms will apply. When you authorize the integration, HubSpot receives a user token with permissions on the connected ad accounts and pages. HubSpot can view but does not store all the ad accounts and pages you have permission for. Facebook will share settings details (e.g., name, budget, bid strategy, creative) and performance metrics (impressions, clicks, etc.) for all ad campaigns, ad sets, and ads in the ad accounts you connected.
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 ad campaign level. Any parameters specified on the account or ad campaign level will be merged with the HubSpot parameters at the ad campaign level, and will not be overwritten by HubSpot.
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={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.
Necessary disclosure: your use of the Google Ads integration is subject to the Google Ads Terms and Conditions. HubSpot will be able to view and manage your account, and will store your Google Ads account number. When you authorize the integration, HubSpot receives a user token with permissions on the connected ad accounts. HubSpot can view but does not store all the ad accounts you have permissions for. Google will share settings details (e.g., name, budget, bid strategy, creative) and performance metrics (impressions, clicks, etc.) for all ad campaigns, ad groups, and ads in the accounts you connected.
Google auto-tagging is also compatible with HubSpot's ad tracking template. To set up auto-tagging, you'll need to manually update your tracking template in your Google Ads account:
{lpurl}?utm_feeditemid={feeditemid}&utm_device={device}&utm_term={keyword}&utm_source=google&utm_medium=ppc&utm_campaign={_utmcampaign}&hsa_cam={campaignid}&hsa_grp={adgroupid}&hsa_mt={matchtype}&hsa_src={network}&hsa_ad={creative}&hsa_acc={ID of account/customer}&hsa_net=adwords&hsa_kw={keyword}&hsa_tgt={targetid}&hsa_ver=3
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}
Please note: it is not possible to track ads that use hashtags (#).
If you meet all of the above requirements but are seeing errors, check out the tracking troubleshooting guide.
Necessary disclosure: your use of the LinkedIn Ads integration is subject to LinkedIn's terms and conditions. HubSpot will be able to view and manage your account, as well as store your LinkedIn Ads account number. When you authorize the integration, HubSpot receives a user token with permissions on the connected ad accounts and pages. HubSpot can view but does store all the ad accounts and pages you have permissions for. LinkedIn will share settings details (e.g., name, budget, bid strategy, creative) and performance metrics (impressions, clicks, etc.) for all ad campaign groups, ad campaigns, and ads in the ad accounts you connected.
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.