How to Track Marketing Attribution in HubSpot (Step by Step)

HubSpot is where your leads live. But ask it which campaign brought in a contact and you usually get one vague answer, like Paid Search or Direct Traffic.

That's not enough to decide where your budget should go. You need the first touch, the last touch, the exact UTMs, and the pages people read before they converted.

This guide shows you how to get all of that onto every HubSpot contact in about 10 minutes. It works on every HubSpot plan, including Free.

What you'll see on each HubSpot contact

• First touch: the source, medium, and campaign that first brought them to your site.
• Last touch: the source of the visit where they actually converted.
• Landing pages: where they first arrived and where they converted.
• Full journey: every session and page view before the conversion.

What you need before you start

• A SourceLoop account (the 7-day trial works fine).
• A HubSpot user with Super Admin or Account Access permission.
• Admin or Owner role in SourceLoop.

Step 1: Install the SourceLoop tracking script

In SourceLoop, go to Setup, then Tracking code. Copy the script and paste it into the head of every page on your site.

Put it on every page, not just your forms. That's how SourceLoop sees the whole journey. Need help? See the install guide.

Step 2: Connect HubSpot

Click Setup in the left sidebar.

Open the CRM tab. You'll see cards for HubSpot, Salesforce, and Pipedrive.

Click Connect on the HubSpot card. You'll be sent to HubSpot to approve the connection.

Step 3: Approve SourceLoop in HubSpot

1. Sign in to HubSpot if you aren't already.
2. Pick the HubSpot account you want to connect.
3. Review the permissions and click Connect app.

You'll land back in SourceLoop. The HubSpot card now says Connected, with your portal ID. You won't need to reconnect, because SourceLoop refreshes the HubSpot token on its own.

Step 4: Choose what to sync

The HubSpot drawer opens with two options:

• Inbound (HubSpot to SourceLoop): pulls your existing contacts, companies, and deals in, so your SourceLoop reports include real pipeline.
• Outbound (SourceLoop to HubSpot): pushes source, UTMs, and journey data into HubSpot contact properties.

Turn on both, then click Save. The first sync takes anywhere from 30 seconds to about 30 minutes, depending on how many contacts you have. After that, SourceLoop syncs every 15 minutes.

Step 5: Check the new HubSpot properties

You don't need to create anything in HubSpot. SourceLoop creates these contact properties the first time it writes to them:

• sourceloop_first_channel, sourceloop_first_source, sourceloop_first_medium, sourceloop_first_campaign
• sourceloop_latest_channel, sourceloop_latest_source, sourceloop_latest_medium, sourceloop_latest_campaign
• sourceloop_first_landing_page, sourceloop_latest_landing_page

Add them as columns in your contact view, or use them in lists, workflows, and reports like any other HubSpot property.

Step 6 (optional): Map to your own HubSpot fields

Already have UTM fields that power your workflows? Point SourceLoop at those instead.

Go to Setup, then CRM, then HubSpot. Scroll to Field mappings and click Edit next to Contacts.

1. Click Add mapping.
2. Pick the entity: Contact, Company, or Deal.
3. Pick the SourceLoop field on the left, like first_campaign.
4. Pick your HubSpot property on the right, like original_utm_campaign.
5. Set the direction to Outbound and click Save.

Tip: map first-touch source to the Deal record too. Then HubSpot's revenue reports can group closed deals by the channel that started them.

Step 7: Test it

1. Open your site in an incognito window with ?utm_source=test&utm_campaign=verify added to the URL.
2. Fill in a form with a real email address.
3. Wait one sync cycle, about 15 minutes.
4. Open the contact in HubSpot. You should see test as the source and verify as the campaign.

In SourceLoop, the same contact shows its full journey in the Contacts Hub.

And the attribution dashboard rolls everything up by source, campaign, and landing page.

Start your free 7-day SourceLoop trial and see where your HubSpot contacts really come from. No card needed.