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Understand how lead ad fields map to HubSpot properties

Last updated: September 2, 2021

Applies to:

All products and plans

When you enable lead syncing for Facebook, Google, or LinkedIn, HubSpot will create corresponding versions of your lead ad forms. These forms won't be visible in your forms tool, but will sync data to your HubSpot properties, and can be used as filters in your lists and workflows.

HubSpot will recreate lead ad forms from your page or ad account automatically when you enable lead syncing in your HubSpot ads settings..

Below you'll find information about how HubSpot automatically maps lead ad form fields to HubSpot properties.

Custom field mappings

Custom fields on Facebook lead ad forms, Google lead form extensions, and LinkedIn Lead Gen Forms will automatically be created in HubSpot as single-line text properties in the Lead Ad Properties property group.

The name of these HubSpot properties will be based on the form field’s label (Facebook lead ads) or question (Google lead form extensions and LinkedIn Lead Gen Forms), excluding any non-English characters and substituting spaces with underscores. For example:

Custom field on Facebook lead ad Custom property created in HubSpot
How did you hear about us? how_did_you_hear_about_us
¿Qué productos le interesan? que_productos_le_interesan

Field mapping limitations

  • Form fields that do not contain any English characters will not be synced to HubSpot. Consequently, their responses will not be synced to HubSpot.
  • If an existing HubSpot property has the same internal name as a form field's key or question, new properties will not be created for the field. Instead, the field will be mapped to that existing property.
  • Custom lead ad form fields cannot be synced to default HubSpot properties.
  • If you’re configuring a custom question on your LinkedIn Lead Gen Form, you must select Single line input for the Answer type.

Default Facebook lead ads field mappings

Facebook lead ad field HubSpot property
email email
full_name first name + last name
first_name first name
last_name last name
phone_number phone
street_address address
city city
state state
province province
country country
post_code zip
zip_code zip
company_name company
job_title job title
work_phone_number mobile phone
work_email Maps to email if no email is specified. Otherwise, creates work email property.

Default LinkedIn Lead Gen Form field mappings

LinkedIn Lead Gen Form field HubSpot property
email address email
first_name first name
last_name last name
phone_number phone
city city
state state
country country
zip_code zip
company_name company
company_size company size
industry industry
job_title job title
job_function job function
seniority seniority
degree degree
field_of_study field of study
school school
start_date start date
graduation_date graduation date
date_of_birth date of birth
gender gender
work_phone_number mobile phone
work_email Maps to email if no email is specified. Otherwise, creates work email property.

Default Google lead form extension field mappings

Google lead form field HubSpot property
Email email
First name first name
Last name last name
Full name first name + last name
Phone number phone
Work phone mobile phone
Job title job title
Company name company
City city
Region state
Street address address
Work email Maps to email if no email is specified. Otherwise, creates work email property.