Track and report on your Google ads in HubSpot

You can track and report on your Google ad campaigns, ad groups, and ads in your HubSpot account.

When you connect your Google ad account to HubSpot, you can enable auto-tracking, which will automatically apply a set of UTM parameters to all supported ad types in your account.

Supported ad types

HubSpot can track most Google ads, but some ad types are not supported due to API limitations.

Please note: discovery campaigns will be marked with a Campaign type of unknown.

UTM parameters

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. 

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.

Requirements for tracking Google Ads

• The destination URL in the Google ad must be a full URL and not shortened by a link shortener (e.g., bit.ly, with the exception of hubs.ly). Link shorteners strip parameters from the end of the URL and prevents tracking.
• Only use the final, non-redirecting version of a URL. This is because a redirect will remove HubSpot's tracking parameters. This includes http to https redirects and third-party click tracking services.
• Customized tracking parameters should not be added at the ad group or ad level, as HubSpot's parameters do not take precedence over them.
• Existing custom tracking parameters or tracking templates at the campaign level must either be blank or start with {lpurl} for HubSpot to track the ad.

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 campaigns, ad groups, and ads in the accounts you connected.

Google auto-tagging

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:

• Navigate to your Google Ads account.
• In the left sidebar menu, click Settings, then click Account Settings.
• Click Tracking.
• Under Tracking Template, enter the parameters below, replacing the value for hsa_acc with the account ID of 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