HubSpot UTM Generator
Build UTM tracking links for HubSpot emails, workflows, ads, and landing pages. Pre-filled source and medium for clean analytics.
How HubSpot Handles UTM Parameters
HubSpot has its own built-in tracking system. When someone visits your website, HubSpot automatically records the traffic source using its "Original Source" and "Latest Source" properties. But these use HubSpot's own logic to bucket traffic — and it doesn't always match what you'd expect.
For example, a link from a LinkedIn ad might show up as "Paid Social" in HubSpot but you can't see the specific campaign name, which email it was in, or which button was clicked. That's where custom UTM parameters come in — they give you the exact detail HubSpot's built-in tracking leaves out.
HubSpot also has a built-in Tracking URL Builder (under Reports → Analytics Tools) that lets you create UTM links directly in your portal. But many teams find it faster to use an external generator like this one — especially when building links for channels outside HubSpot like social media, partner sites, or QR codes.
For a full deep-dive on setting up UTMs in HubSpot, read our complete HubSpot UTM parameters guide.
HubSpot UTM Best Practices
Use "hubspot" as source only for HubSpot-sent emails
If you're sharing a link on LinkedIn, the source should be "linkedin" — not "hubspot". Only use "hubspot" as the source when the link lives inside a HubSpot email, workflow, or HubSpot-hosted landing page. The source answers "where did the click happen?"
Separate email types with utm_medium
Don't use "email" for everything. Use "email" for marketing emails, "workflow" for automated sequences, and "landing_page" when linking from HubSpot-hosted pages. This lets you compare which channel type drives more conversions.
Match utm_campaign to your HubSpot campaign name
HubSpot auto-generates campaign UTM values, but they can be cryptic. Either customize the Campaign UTM in HubSpot's campaign settings, or use the same name in your external UTM links so everything matches in your reports.
Set up hidden form fields to capture UTMs on contacts
HubSpot doesn't capture UTM parameters in contact records by default. Create custom properties for each UTM parameter and add them as hidden fields on your forms. When a lead submits, the UTM data is stored on their contact record automatically.
Check HubSpot's email tracking settings
HubSpot adds its own tracking parameters to email links by default. Go to Settings → Tracking & Analytics and make sure "Add source tracking only if no existing tags in URL" is selected. This prevents HubSpot from overwriting your custom UTM parameters.
Always lowercase, always underscores
Both GA4 and HubSpot are case-sensitive. "HubSpot" and "hubspot" are different values. Stick to lowercase and use underscores for spaces. Read our UTM best practices guide for the full naming rules.
HubSpot UTM Examples
| Scenario | Source | Medium | Campaign |
|---|---|---|---|
| Marketing email | hubspot | product_update_mar_2026 | |
| Nurture workflow | hubspot | workflow | onboarding_series |
| Blog CTA | hubspot | blog | bottom_cta_demo |
| LinkedIn ad | cpc | lead_gen_q1_2026 | |
| Google Ads | cpc | brand_search_2026 | |
| Partner referral | partner_name | referral | co_marketing_webinar |
HubSpot UTM FAQ
Does HubSpot have a built-in UTM builder?
Yes. HubSpot has a Tracking URL Builder under Reports → Analytics Tools. It lets you create UTM links tied to HubSpot campaigns. However, many teams use external tools like this one for links shared outside HubSpot — social media, partner sites, QR codes, etc.
Does HubSpot capture UTM parameters on contact records?
Not by default. HubSpot records "Original Source" and "Latest Source" using its own logic, but it doesn't store raw UTM values like utm_campaign or utm_content. To capture them, create custom contact properties for each UTM parameter and add them as hidden fields on your forms.
Will HubSpot overwrite my custom UTM parameters?
It can. By default, HubSpot adds its own tracking parameters to email links. Go to Settings → Tracking & Analytics and select "Add source tracking only if no existing tags in URL". This tells HubSpot to leave your UTM parameters alone.
What source should I use — "hubspot" or the actual platform?
Use "hubspot" as the source only when the click happens inside HubSpot (emails, workflows, landing pages). For links shared on LinkedIn, Google Ads, or social media, use the platform name as the source even if HubSpot is managing the campaign.
Do I need Marketing Hub Professional for UTM tracking?
The built-in Tracking URL Builder requires Marketing Hub Professional or Enterprise. But UTM parameters themselves work on any HubSpot plan — you can create UTM links with this free tool and track them in Google Analytics regardless of your HubSpot subscription.
How do I see UTM data in HubSpot reports?
If you've set up custom properties and hidden form fields, create a custom contact report filtered by "utm_source is known". Add your UTM properties as columns. You can then group and filter contacts by source, medium, or campaign to see which channels drive the most leads.