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Ad tracking in HubSpot

Last updated: February 14, 2019

Applies to:

Marketing Hub Professional, Enterprise

Set up ad tracking in HubSpot and learn how HubSpot tracks which ads your contacts are clicking and converting on.

 

Auto tracking

To track ads in an ads account, ensure that auto-tracking is enabled.

  • In your HubSpot account, click the settings icon settings in the main navigation bar.
  • In the left sidebar menu, navigate to Marketing > Ads.
  • For each ad account, click to toggle the Auto tracking switch on.

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.

 

Facebook Ads

HubSpot tracks Facebook ads by adding the following URL parameters to each ad:

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
utm_source={facebook}
utm_medium={paid}
utm_campaign={Name of Ad campaign}
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.

Requirements for tracking Facebook ads

  • The final URL in the Facebook ad must be a full URL and not shortened by a link shortener (e.g., bit.ly or hubs.ly). Link shorteners strip parameters from the end of the URL and prevents tracking.
  • Existing ads must have fewer than 20 engagements at the time you first connect your Facebook Ads account to HubSpot to be tracked. This prevents Facebook's ad optimization algorithm from being reset.

 

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. Google auto-tagging is also compatible with HubSpot's ad tracking template.

Please note: from October 2018, Google Ads requires parallel tracking in all Google Ads accounts. While this update does not interfere with HubSpot's ads tracking, you should not concurrently use an external click tracking service that uses redirects. HubSpot uses tracking templates that require any clicks on an ad to send visitors directly to the destination URL. External click tracking services that require redirects are not compatible with HubSpot's ad tracking template.

HubSpot adds the following URL parameters to each Google ad:

hsa_cam={campaignid}
hsa_grp={adgroupid}
hsa_mt={matchtype}
hsa_src={ad network}
hsa_ad={creative}
hsa_acc={ID of account/customer}
hsa_net={Ads}
hsa_kw={keyword}

utm_term={keyword}
hsa_tgt={targetid}
utm_campaign={_utmcampaign} - set by default to the name of the Ads campaign or, if you associate your ad with a HubSpot campaign, the HubSpot campaign name
utm_source={network}
utm_medium=ppc
hsa_ver=3

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 or hubs.ly). Link shorteners strip parameters from the end of the URL and prevents tracking.
  • Customized tracking parameters should not be added at the ad group or ad level, as HubSpot's parameters do not take precedence over them.

 

LinkedIn Ads

HubSpot tracks LinkedIn ads by applying a tracking template to supported formats of Sponsored Content.

Please note: if multiple ads link to the same content, they will have the same creative ID, and only the first ad will receive credit for conversions. If an ad is created for an existing LinkedIn post, the same tracking will be applied to the ad and the existing post, and HubSpot will not be able to differentiate between organic and paid interactions. For these reasons, it's recommended to create new, individual Sponsored Content in LinkedIn for accurate tracking.

HubSpot adds the following URL parameters to each LinkedIn ad:

hsa_net=linkedin
hsa_ver=3
utm_source=linkedin
utm_medium=paid
hsa_acc={accountid}
hsa_cam={campaigngroupid}
hsa_grp={campaignid}
hsa_ad={creative}
utm_campaign={name of ad campaign}

Requirements for tracking LinkedIn ads

  • The final URL in the LinkedIn ad must be a full URL and not shortened by a link shortener (e.g., bit.ly or hubs.ly). Link shorteners strip parameters from the end of the URL and prevents tracking.
  • LinkedIn automatically shortens long ad URLs. LinkedIn's automatic link shortening is compatible with HubSpot's tracking and will not interfere with HubSpot's ability to apply the tracking template.

 

Troubleshoot ad tracking issues

If any of the following issues occur, HubSpot will not be able to 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 be displayed for those ads.

  • Auto-tracking is turned off: to resolve this issue, turn auto-tracking on for the ad account(s) in your HubSpot ads settings.
  • Insufficient permissions: if the user who connected an ads account to HubSpot does not have sufficient permissions, HubSpot will not be able to track ads for that account. To resolve this issue, ensure the user in your HubSpot account has the correct permissions for the Facebook Ads or Google Ads account.
  • Redirected ad URLs: ad URLs that use link-shortening services (such as bit.ly and hubs.ly) or click tracking services that require a redirect will remove HubSpot's tracking parameters when redirecting visitors to the final URL, and are not compatible with HubSpot's ad tracking template. To resolve this issue, use the full, final URL for each ad, and don't use click tracking services that require a redirect.
  • Too many engagements (Facebook Ads only): Facebook uses an algorithm to optimize ads in their network. To prevent interfering with this optimization procedure, HubSpot will not apply tracking to any ads that have more than 20 engagements at the time a Facebook Ads account is connected to HubSpot.
  • Overriding customized tracking (Google Ads only): in Google Ads, customized tracking parameters on the ad group or ad level will override HubSpot's tracking template. To resolve this issue, remove any customized tracking on the ad group or ad level in your Google Ads account. Customized tracking on the campaign or account level does not interfere with HubSpot's tracking template, and will be merged with HubSpot's ad tracking.

Once the issue(s) is resolved, HubSpot will attempt to apply the tracking template again within 15 minutes.