Last updated: July 18, 2023
Attribution refers to the rules that determine how your marketing assets and channels receive credit for converting visitors into contacts and customers. HubSpot's ads tool offers five different models of attribution.
Learn more about analyzing your ad campaigns in HubSpot.
For a contact to be attributed to your ad, a new contact must click on an ad, leading to a web session. Then, the contact must submit a form and convert. Each attribution report type may have slightly different additional requirements.
In order to track conversions, the following must always apply:
The HubSpot tracking code must be installed on the page your ad directs visitors to. HubSpot pages include the tracking code by default. However, if you're using an external page, ensure that the HubSpot tracking code is installed.
Auto-tracking must be enabled for your ad account.
Note that tracking does not work retroactively; after auto-tracking is enabled, HubSpot will only be able to associate future ad clicks with contacts.
HubSpot forms, pop-up forms, or non-HubSpot forms that use the HubSpot Forms API must be used to capture form submissions on your pages. If you're using the HubSpot Forms API, you must include the parameters to pass the page URL and the HubSpot tracking cookie.
For a deal to be attributed to your ad, the deal stage property must be set to Closed Won. The deal must also be associated with an attributed contact in the Total Contacts column of the ad campaign. The following is also required for attribution:
You can filter your ad campaigns by attribution report to see how your ads are influencing your contacts across every stage of their customer journey.
Selecting different attribution reports will change the Contacts metrics, and affect any metrics that are affected by the number of contacts (e.g., Customers, Cost per contact, Revenue from deals). Contacts may show up in multiple attribution report types, and some overlap is expected between the different attribution reports.
Please note: HubSpot's Free CRM, Marketing Hub Starter, or legacy Basic accounts will only have access to the First form submission report. Marketing Hub Professional and Enterprise accounts have access to all other attribution reports.To filter your ad campaigns by attribution report: